Author - Lynn Strand, BIR Editorial Board, Principal Outside Knowledge LLC and Chair Competitive Intelligence Division SLA
I’ve been hard at work finalizing a project
for a client on the spending habits of US consumers. It got me thinking about
the vast array of data collected around the world to get insights into how
people spend their money.
While I was primarily using the Community
Expenditure Survey from the US Census Bureau for this project, my client had a
lot of questions about other data that might be valuable for looking at the
rest of the world's spending habits.
It turns out that we can utilize an
enormous amount of data gathered by governments, NGOs, foundations, think
tanks, management consultancies, banks, journals and academic institutions, just to name a few.
Want to find out how much it costs to buy a
loaf of bread in Paris? Mumbai? Oregon? It’s out there.
How about a nice glass of wine? The average
cost of a bottle of table wine in Zurich last year was $15.93USD. In New York
it was $12.74USD, but in Seoul? A whopping $27.66USD! So, what can this tell us about
consumer behavior across the globe?
These seemingly small bites of data can be
gathered up to create a fuller picture of what the average American, Korean,
Australian or Columbian consumer views as important or necessary or frivolous
in their day to day life. These important bits of data allow businesses and
marketers to identify key new target regions for business growth, new product
development and trends that may
influence how, where and when they do business.
I would encourage information professionals
to explore the myriad of options available. Here are a few of my open source
favorites:
No comments:
Post a Comment