Types of Data (The What)
Objective Data
Objective data refers to information that is quantifiable, measurable, and based on observable facts. This data isn't influenced by personal feelings, interpretations, or prejudice — it's based strictly on empirical evidence. In an organization, objective data is crucial for making informed decisions as it provides a factual basis for understanding performance, trends, and areas of improvement. It can be used to set targets, measure progress, and identify patterns or anomalies.
Subjective Data
Subjective data is based on personal opinions, interpretations, perceptions, emotions, personal bias, and is often qualitative rather than quantitative. Subjective data is collected through methods such as interviews, open-ended questionnaires, and personal observations. While subjective data is less consistent and more difficult to measure, it is valuable for gaining insights into how people feel and perceive things, which can be extremely important in fields such as market research, social science, and politics.
At Datamental, we emphasize collecting both objective and subjective data that provides unique and complementary perspectives. This dual approach allows our clients to gain a holistic understanding of their audience and industry, equipping them with the insights necessary to make informed strategic decisions.
How People Make Decisions (The Why)
Decisions being based primarily on subjective or objective information depends on the nature of the decision, the individual's personal preferences, and context. Here are some key factors:
Type of Decision
Objective data is typically more useful for decisions that involve measurable facts, such as technical specifications when purchasing a computer, or comparing prices at different stores. Subjective data might be more important for decisions that involve personal taste or judgment, such as choosing a restaurant based on reviews.
Availability of Information
If objective information isn't readily available, individuals might have to rely on subjective information. For example, if someone is deciding whether to watch a new movie, but can't find any objective reviews, they might base their decision on the opinions of friends who have seen the movie.
Trust
People might rely more on subjective information when it comes from a trusted source. For instance, they might be more likely to choose a product recommended by a friend or family member than one that is objectively better but recommended by a stranger.
Emotions and Personal Beliefs
Subjective data is often tied to emotional responses and personal beliefs. For example, individuals might choose a product because it aligns with their values (e.g., environmentally friendly) even if objective data suggests a different product is superior in terms of functionality or price.
Risk and Uncertainty
When the outcomes of a decision are uncertain, people might rely more heavily on subjective data. For instance, in choosing a treatment for a health issue, objective data about success rates and side effects will be important, but subjective data such as personal comfort with the doctor or the experiences of others might also be crucial.
Understanding the core motivations, or 'why', of your audience is the key element in shaping an organization's marketing strategy, messaging, social media activity, and overall market presence. When an organization aligns its values and messages with the expectations of its audience, it builds trust, enables informed decision-making, and reduces potential risk. This alignment bridges the gap between an organization and an audience, fostering a connection based on mutual understanding and shared goals.
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Designated Market Areas (The Where)
Designated Market Areas represent specific geographic regions, within the United States, whose territory is rolled up and assigned to local population centers. The United States has 210 such markets that house its 320 million residents and 80 million international visitors yearly. Your DMA affects a wide variety of factors...
Media and Advertising: The TV and radio broadcasts, print advertising, and digital ads that you encounter are largely determined by your DMA. Businesses typically target their advertising towards specific geographical locations based on available demographic data.
Consumer Behavior: Different DMAs can exhibit different consumer behaviors, influenced by factors such as local culture and income levels. This impacts the types of products and services that are offered or successful in each area.
Infrastructure and Amenities: The presence and quality of infrastructure and amenities (such as transport networks, educational institutions, healthcare facilities, etc.) can vary between DMAs and heavily impact access and availability of goods and services.
Real Estate and Cost of Living: Different DMAs have different real estate markets and costs of living, which can affect both individuals and businesses.
Job Market: The types of industries and jobs that are prevalent varies between DMAs, influencing the local economy and job market. This is commonly seen in tech and manufacturing industries.
Local Regulations: Depending on the DMA, you might encounter different local laws and regulations, which could affect various aspects of life, from business operations to individual lifestyle choices.
Political Influence: DMAs can play a role in politics, with certain areas carrying more weight in elections based on population, electoral votes, etc. or political leanings and ideologies.
Cultural and Social Aspects: Different DMAs can have different cultural and social norms, which can influence lifestyle, community engagement, and more.
Environmental Conditions: The environmental conditions, including climate, air quality, and access to natural spaces, can vary greatly between DMAs and greatly impact what services and activities are available to the public.
Understanding and analyzing your audiences (DMAs) is paramount for informed decision-making. Our market research offer insights into consumer behavior, preferences, accessibility of products and services that can shape product development, pricing, and promotions. We provide a basis for competitive analysis that informs a better understanding of your market position today to execute for tomorrow.
Our Market Researchers (The How)
Datamentalist - Datamental
Datamentalist - Datamental
Datamentalist - Datamental
Recruiting: Datamentalists are recruited in specific markets to facilitate collection requests for Datamental clients. Individuals interested in becoming a Datamentalist in their market can apply online here.
Selection: A letter of intent will be sent to applicants of interest. You will be asked to participate in a multi step consideration process. The consideration process will evaluate the applicant's capabilities and general aptitudes. Once awarded the title of Datamentalist you will receive a welcome package complete with onboarding materials and hardware for research and collection.
Training and Support: Training materials provided will be minimal and focused on how to properly submit tasks and understand the general process flow and grading system. Tasks are simple and straightforward, we expect a high success rate among individuals already selected as Datamentalists.
Task Assignment: As a Datamentalist, you may work independently or collaboratively, completing specific or general tasks available in your market. Tasks will be directly assigned by a coordinator or sourced from a market task report. Each task carries a specific cash reward for completion and can be claimed based on your availability. Tasks range from in-person store checks to online market research. For instance, you might be asked to visit a store, photograph a specific section, and answer a set of questions. There could be tasks to research product availability online within your local area answering subjective questions about these products. In some cases, an open task may consist of free entry to a specific event to capture video footage and provide your opinion on a questionnaire. This not only drives traffic to the event but also generates on the ground, real time, invaluable data for event planners and clients. Your availability and participation is optional and tasks can be taken at your convenience. The more involved the task the greater the reward. Please note that each task is assigned a time limit and has entry limits to ensure we deliver high-quality results to our clients that are timely and on budget.
Compensation: Datamentalists are compensated per task. The payment for each task is dependent on the size and complexity of the request.
Performance Management: Each submitted task will receive a score for completion and a score for content. Those with top ranks will have exclusive access to tasks, events, and priority for distribution. Periods of inactivity or lack of response can lead to a reduced score and eventual suspension until an evaluation can be completed.
Engagement and Motivation: Datamentalists can choose to take on as much or as little work as they wish. The flexibility of the Datamentalist role allows you to work at your convenience and manage any active request in your market. It's a simple and easy way to earn extra money with minimal commitment,
Enjoy your journey with Datamental – we're excited to have you on board!
