If you work in market research, you often hear and throw around the phrase “rep to census”. We field most of our studies “rep to census”, meaning we distribute our surveys in a way that matches up with the demographics of the country or region that we’re focusing on including age, gender, ethnicity, region, and income.
Millennials are currently the largest adult generation in the United States with millennial dads representing 5% of the current US population and growing. Dads are increasingly responsible for household purchasing decisions and spending. A deep dive into our syndicated health and fitness study (SOOH) reveals a unique cohort that is highly involved in fitness and nutrition and is engaged in the choices they make within these categories.