We ask some pretty interesting questions here at Zogby International. And, I must say, we get some pretty interesting answers. You, our faithful panelists and readers, also ask us some pretty interesting questions in return. However there’s one question that comes up a lot. It’s something that many of you want to know. And it goes something like this:
“Hey, you people at Zogby, I enjoy your surveys but –What’s up with those wacky demographics?”
If you’ve taken more than one or two of our surveys, you know exactly what I’m talking about, right? Are you a WalMart shopper? If so, how often do you shop there? Are you a NASCAR fan? Do you consider yourself a citizen of your city or town, the U.S. or the planet earth? And on one memorable survey, we even asked if you were a tree what kind of a tree would you be? We ask standard demographics of course, questions you’d see on any other survey, age, race, income, education, etc. but those are what you’d expect, and here at Zogby we’re proud of being ahead of the curve and, to mix my metaphors, sometimes that means thinking outside the box.
Essentially we’re trend spotters, I can’t count the number of meetings here at Zogby where we discuss trends in one form or another, and in fact it would probably be safe to say we talk about trends at nearly every meeting. We’re looking for what’s happening, and, just as importantly, we’re looking for who’s making it happen. As with any of the more standard demographic questions, we are, to put it simply, grouping people based on commonalities and differences. When we have groups of people, versus just an individual, we can say something about what the group as a whole thinks. We can determine how America views the President or if a majority of beer drinkers prefer Guinness to Coors. It’s the same with the wacky questions.
Take yourself as an example. You’re not just your age, or your race, or your education, you’re so much more than that. Your opinions and feelings have been shaped by your family, by where and how you grew up. You’re as much a product of your generation, the Woodstockers, or the Nikes, as you are of your geographic location, as much a product of your birth order, as you are of your gender, all of these and more come together and create the glasses through which you see the world.
WalMart shoppers and NASCAR fans have proven to primarily vote more conservatively, so when we see this strong cohort move, we know that we are seeing a shift that maybe we wouldn’t have otherwise spotted.
And what about that planet citizenship question? Well, much of Mr. Zogby’s recent work has to do with America’s First Globals™, who often agree that they see themselves as citizens of planet earth. These are the people who are likely to have passports, and who are just as likely to tell you that their best friend lives in Belarus, as in Frackville. This question was one of the predictive identifiers for this generation, and as they are the ones we will one day turn this nation over to, we here at Zogby agree that knowing what they think, and how, will help us follow them into the future.
Do you have an idea for an emerging trend? Leave a comment and let us know or submit a question in the ‘contact us’ box on the right hand side of the blog!
Written by Karen Scott, Managing Editor, Senior Analyst at Zogby International. In this role, she oversees the team that creates Zogby International’s surveys, scientific reports of survey results, and research papers. Karen has half a decade of experience with Zogby and has played an integral role working with hundreds of clients ranging from political activists to consumer trends.
Leann Uncategorized education, faith, first globals, future, international, race, sports, work, zogby