Facebook
Twitter
LinkedIn
Beyond “HHI”: Redefining Consumer Households, Wealth and Purchasing Power
October 16, 2024
In March 2024, Quest travelled to Quirks Chicago, presenting further information about household income with Lara Fordis
Every U.S. consumer survey conducted asks the same question: “Which of the following represents your annual household income?”
But both parts of that phrase – “households” and “income” – have undergone massive changes in the U.S. in the past 5-10 years. Households have grown dramatically in the number of single parents, multi-generational, and blended family numbers, as well as multiple non-related people living together. Real incomes have remained largely stagnant for 20 years while inflationary pressures have seriously eroded buying power. And yet researchers of all types ask the same question the same way we have for decades.
Quest undertook a critical investigation of how researchers should be viewing “household income” and these changing conditions. Working with Fordis Consulting, we explored the statistics and trends behind these changes, and how researchers can make several simple adjustments to gain better information and deliver better insights.
Take a look!
Feel free to reach out to Scott at sworthge@questmindshare.com to discuss more about our work in researching B2B best practices and how you can use our results to advise your stakeholders and clients.
You Might Also Like
Celebrating Success: Highlights from Quest’s AGM
October 25, 2024
Now we couldn’t exactly compare it to a chinook or anything, but a curious warmth settled over Quest’s HQ this week as the Quest family held it’s 2024 Annual General Meeting – and it was the perfect company event backdrop for the over friendly, warm faces that made their way to the charming town of […]
Read Article
From ESOMAR Congress – Man vs. Machine: Quest explores synthetic data in real-world tests
October 15, 2024
In September 2024, Quest travelled to Greece, presenting further information about synthetic data at ESOMAR Congress Synthetic data and its potential to replace actual respondent data is a contentious topic in online research. Can data developed by programs instead of people be trusted? How accurate is it when compared to ‘real’ data? While many in […]
Read Article
Creating a Better B2B Survey: Business Professionals Speak Out – U.S vs U.K.
May 21, 2024
In May 2024, Quest travelled to London, presenting further information about our recent dive into Creating a Better B2B Survey In this latest investigation, we extended our previous U.S.- only work to survey the same audiences in the U.K., paralleling our U.S sampling plan. We found many similarities, and some distinct differences, between the two […]
Read Article