Six Sigma Tool Navigator: The Master Guide for Teams

Tool description

The demographic analysis tool is of great value when objective data is needed to describe and profile an audience or potential customer group. Data collection is accomplished through the use of various methods, such as surveys, interviews, or other summarized data sources. Demographic data analysis provides the researcher with an understanding of what is needed or expected by a customer and what decisions must be made to ensure that the information, products, or services meet these needs.

Typical application

• To develop a demographic profile of the audience or customer to assist in the decision-making process.

• To collect data for the purpose of product or service targeting.

Problem-solving phase

Typically used by

before

• Surveying

• Interview Technique

• Questionnaires

• Starbursting

• Circle response

after

• Customer Needs Table

• Presentation

• Hypothesis Testing (Chi-Square)

• Task Analysis

• Descriptive Statistics

Notes key points

• Partial listing of demographic data items:

  Group A

  • Gender

  • Age

  • Religion

  • Race

  • Marital status

  • Household composition

  Group B

  • Home ownership

  • Time at location

  • Zip code

  • Location

  Group C

  • Education

  • Hobbies

  • Languages spoken

  • Affiliations

  • Certifications

  • Travel

  Group D

  • Employment

  • Income

  • Occupational group

  • Group membership

Step-by-step procedure

• STEP 1 A demographic analysis requires the development of a demographic data collection instrument. Questions or demographic items need to be identified by the research team. Refer to data groups A-D above, item sources for most frequently asked questions.

• STEP 2 Data are typically collected using survey, interview, focus group, product demos, or secondary data collection methods.

• STEP 3 Data are sorted, organized, and summarized for analysis. A demographic profile can now be developed for specific purposes. See example Marketing Research Data.

• STEP 4 The profile is used in marketing research reports or descriptive statistics data.

Example of tool application