What does the term "demographics" refer to in market research?

The term "demographics" in market research specifically refers to statistical data that describes the characteristics of a population and distinct groups within it. This includes attributes such as age, gender, income level, education, occupation, marital status, and ethnicity. By understanding these demographic factors, researchers can segment the market effectively and tailor their strategies to meet the needs and preferences of different groups.

Focusing on demographics allows marketers to identify target audiences and assess how various segments respond to products or services. This data is crucial for crafting effective marketing messages and strategies, ensuring that offerings align with the characteristics and needs of those intended consumers. It serves as the foundational layer for deeper analysis in market research, setting the stage for exploring behavioral and psychological factors as well.