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Do I need to hire a kid to stand in the mall and harass people as they go by with a survey?
I am wondering how I might identify the target group of users within a keyphrase set within an engine. For instance if I know what keywords I am going to use, how do I match that to a group of people and what they like etc.
Take Goto for instance. If I know I am going to be using the words "internet marketing" how do I find the stats on people who might type in that phrase at Goto?
advertise@GoTo.com
That is about as close as you may get to the answer you are looking for.
Personally, I quiz people all the time (though I haven't resorted to accosting them in the mall) about their preferred SE and how they search.
What I understood from the question is, he was given a keyword and now he wants to find out how to design and present the site according to the kind of people that will be searching for that keyword and buying/using the product.
Is this what you were asking BH?
If so, that's a tough one, and something I'm trying to figure out myself. Here are some things I came up with.
A way to approach this would be to put yourself in the position of a consumer..imagine yourself if you were looking for that, why you'd be looking for it, where you come from, you profession, etc. Once you get a feel for this, try to identify a few different "scenarios" with different kinds of users.
At that point, something you could try is emailing or calling people you know who fit those patters and asking them questions about it.
Something else is to visit other sites with the same keyword and try to find patterns between them...then, with your knowledge and expertise, enhance upon it by focusing on ways of facilitating the use of the site for consumers.
Also, you may want to create the site rapidly, bid at GoTo, and start tweaking and monitoring according to user behavior. At that point you could email a few people and send them to your site for opinions.
Just a few thoughts. If this wasn't the question, then sorry ;)
In terms of full blown demographic information, boy have I been thinking about that. It's really valuable stuff, and some people feel it as a privacy violation -- for instance when DoubleClick merged with Abacus, the mere idea of merging those two data sets sparked a big court case with privacy converns.
As a marketer, I like the idea of marketing from database driven demographics. As a consumer, I can definitely get paranoid on the issue.
You can visit their site here:
[netratings.com...]
They are the best place I know to get demographic information, but it's gonna cost you.
Take a look at the Buying Power Index on the lower right-hand corner of the page. netScore's Demographic report [netscoreonline.com]
BTW, the 'lite' version is $50k US and the full version is $80k.
<sidebar>BPItm -Woohoo! Now THERE'S a trademark, eh? Watta brand! I'm gonna rush right out...</sidebar>
