Jul 07, 2015
* How To Combine External Data With Linked In's "Statistics" To Reveal Insights
Insights:•NMGR's Top 5 U.S. metro areas pretty much match the population dis-tiribution of the U.S. (see map) but over skew vs. market research jobs inthose regions (see bar graph). (E.g., metroNYC = 12% of group v. 8.1%of all market research jobs, San Francisco = 5% of group v. 2.6% of allmarket research jobs.•NMGR under-skews for Wash. D.C., Phila., Pa., & Minneapolis, Minn.All have ~3.0% of market research jobs, but less than 3% of NMGR.•NMGR's skew may match LI's geographic skew for its U.S. users.Reportedly LI skews heavy with members from regions with a large num-ber of technology & internet businesses, such as metro San Fran,Boston & NYC.Actions:•As a result of geographic under skew, NMGR may be missing impor-tant members of the market research community in D.C., Phila. & Minn.& other regions.•NMGR should develop campaigns to identify key members of the mar-ket research community with & without LI profiles in under-representedregions & invite them to join the group, & LI if needed.E•S•Q Unlimited--Analysis• Insight• Action!Ready to make better marketing decisions?ContactBruce E. Segal• 610-667-8188•[email protected]
Analysis:Linked In's "Statisitics" for groups shows the Top 6 locations formembers of Tom Anderson's Next Generation Market Researchgroup (NGMR) are: metro NYC = 12% of the group metro Chicago = 5% metro San Francisco = 5% London, U.K. = 4% metro L.A. = 3% metro Boston = 3%We need an external benchmark to put this in context. We add con-text here with freely available data from the U.S. Bureau of LaborStatistics (May 2010). Adding context leads to actionable insight.
About Tableau maps: www.tableausoftware.com/mapdata
Map of Distro of Market Researchers In U.S.A. by County Popl
% ofTot Emp0.0%5.0%10.0%16.2%OCC TitleMarket Research Analysts & Marketing Specialists*Survey Researchers
2009 Population55 to 13,60013,600 to 25,70025,700 to 51,90051,900 to 195,000195,000 to 10,200,000
Area (MSA) Name
0% 2% 4% 6% 8%% of Total Tot Emp 0 5 10 15Geo Multiple (1 = no skew of this Job Title in MSA)
New York-White Plains-Wayne, NY-NJ Metropol..Los Angeles-Long Beach-Glendale, CA Metrop..Chicago-Naperville-Joliet, IL Metropolitan Divisi..Washington-Arlington-Alexandria, DC-VA-MD-..Philadelphia, PA Metropolitan DivisionBoston-Cambridge-Quincy, MA NECTA DivisionMinneapolis-St. Paul-Bloomington, MN-WISeattle-Bellevue-Everett, WA Metropolitan Divis..San Francisco-San Mateo-Redwood City, CA M..Atlanta-Sandy Springs-Marietta, GADallas-Plano-Irving, TX Metropolitan DivisionSan Jose-Sunnyvale-Santa Clara, CASanta Ana-Anaheim-Irvine, CA Metropolitan Div..Phoenix-Mesa-Scottsdale, AZHouston-Sugar Land-Baytown, TXSan Diego-Carlsbad-San Marcos, CAPittsburgh, PABethesda-Frederick-Gaithersburg, MD Metropoli..Oakland-Fremont-Hayward, CA Metropolitan Di..Nassau-Suffolk, NY Metropolitan DivisionBaltimore-Towson, MDColumbus, OHCleveland-Elyria-Mentor, OHEdison-New Brunswick, NJ Metropolitan DivisionCincinnati-Middletown, OH-KY-IN1.0%1.0%1.1%1.2%1.2%1.5%1.7%1.7%1.8% 1.9%1.8%2.3%2.5%2.7%2.7%2.9%2.7%3.6%3.7%4.2%
7.8% 8.14.4%4.1%3.9%3.2%3.0%2.8%2.7%2.6%2.4%2.0%1.9%1.8%1.8%1.7%1.5%1.4%1.4%1.3%1.2%1.1%1.1%1.0%1.0%1.0%
Each Top 6 LI Geo => 3% of Gro
1.31.51.62.11.31.51.31.6
2.81.33.32.52.02.21.92.01.31.42.0
14.14.2
1.61.6
1.65.02.31.93.12.43.24.3 6.83.82.72.8 4.92.22.82.82.21.81.01.7 5.5 16.32.01.72.42.11.82.12.0
Distribution of Top 25 Metropolitan Statistical Areas for Market Research Jobs