Understanding Your Customers:Using Demographic and

Psychographic Analytics in Marketing

Suzanne P. Leckert, Convergence Strategy GroupJoe Witterschein, Tribal Gaming Services & Advisory Group, Inc.

Why Do We Need to Do Research and Analytics?

Taking care of your customers is paramount– What is really important to them? – Have you asked?

To gain new customers, you have to know more than the next guy and know what to do with that information

A “Voice of the Customer” is Necessary

Be committed to research with a purposeLooking WithinLooking AroundLooking Ahead

How to Research?

1. Understand the demographics2. Quantitative survey your customers3. Qualitative focus groups-The Voice

How Much?

Not as difficult or as much $$$ as you might thinkTechnology is driving the cost

downYou can train your team to do most simple

research tasksHire consultants for more sophisticated researchSince technology is lowering costs, consultants cost less

than in years past

1. Understand the DemographicsNew and evolving tools (FREE)U.S. Census and American Fact FinderMost local government planning offices (online GIS)

1. Understand the Demographics

New and evolving tools (INEXPENSIVE TO PRICEY)ESRI (ArcGIS, Business Analyst, Living Atlas)VisualDNA, Claritas, Dataline, and others

1. Understand the Demographics

1. Understand the Demographics

1. Going Further - Psychographics

1. Going Further - Psychographics

1. Going Further - Psychographics

2. Quantitative Survey – the “What”

Surveys of existing customersWho are they? How do their

demographics compare to the general market?

What is important to them? (CRITICAL!)How is your property performing on each of these needs? How does your core competitors perform on eachWhat is perception v. reality?

Surveys of general marketWhat gaps exist?

2. Quantitative Survey – the “How”

Survey tools Survey Monkey, Google Forms, SoGoSurvey, Typeform,

Survey GizmoOnline surveys & Intercept

surveys

Be sure survey will deliver what you’re looking for Time: no longer than 5-7 minutesQuestions: basic demographic questions and then specific

pointed questions

2. Quantitative Survey – the “Why” Dig deeper into what customers want, so can

target capital expenditures

2. Quantitative Survey – the “Why” Estimate market share

3. Qualitative ResearchAllows for a deeper

discussion Ideally situated to probe

behind the scenes of the quantitative findings

Focuses on the “Why”Opportunity to define what will move the needle Opportunity for Management to recalibrate

When to Research? 1: Demographics1 x every few years

2. Quantitative Surveys1 to 2 x per year

3. Qualitative Focus Groups VIP Players: at minimum bi-monthly. The Pareto Principle

is critical! Active Player base: 1 x every other year Targeted customers: every 2-3 years (unless competitive

forces dictate)

Use Your Research

Don’t be afraid to communicate with your customers Real listening is a loyalty

driver!

Share results with your team &gather insightsCustomer service initiativesMarketing plansCapital improvement planning

Understanding Your Customers:Using Demographic and

Psychographic Analytics in Marketing

Suzanne P. Leckert, Convergence Strategy GroupJoe Witterschein, Tribal Gaming Services & Advisory Group, Inc.