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Audience Analysis Statistics: Finding Statistics

Statistics As Support

Demographics, polls, and surveys can provide helpful information about your audience, such as their values, income, spending habits, and political views. This information can help guide your speech writing but be careful not to stereotype based on the information you find. Government sites, professional organizations, and private data firms often provide the results of their research for free. A few selected resources are provided below, but ultimately your audience might require searching beyond the provided links.


Business marketers are often looking for the same types of information as speech writers. After all, an advertisement or branding is how a company gets its audience to buy in to the product or service the business is selling.  

Simmons Data Reports in DemographicsNow

Demographics Now includes a data set called Simmons. Simmons looks at consumer behavior and attitudes on products, brands, and media. The categories include:
  • Apparel
  • Automotive
  • Alcoholic Beverages
  • Non-Alcoholic Beverages
  • TV/Radio
  • Cleaning Products
  • Entertainment/Leisure 
  • Food
  • Health & Beauty
  • Home Furnishing
  • Household Products
  • Intermedia (internet, tv, and radio)
  • Lawn & Garden
  • Lifestyle (attitudes towards recycling, shopping, health, entertainement, etc.)
  • Pets
  • Telecom (cell phones)
  • Travel
How to interpret/use Simmons Data:
Simmons uses 100 as a base number to compare the national usage average to a specific smaller area, such as zipcode. A number above 100 is greater than average, and a number below 100 is less than average. 
  • < 80 less likely to use
  • >120 more likely to use