The 2010 Census

Another decade has flown by, and now the country will be getting ready to dive into the biggest market research project in the U.S. On April 1, 2010, the Census Bureau will count the U.S population and collect the most recent data on consumers. It is estimated that up to $15 billion will be spent to gather all of the data.

The 2010 census is going to be a critical resource for marketers. The census is projected to show an estimated 309 million people living in the U.S. According to demographics expert Peter Francese, “the average American has been replaced by a complex, multidimensional society that defies simplistic labeling.”

This trend opens a window of opportunity for marketers to fine tune their target markets and understand the demographics that their consumers are currently living in. Any well done strategic marketing plan begins with market research and data. With this most updated data, which will be released in the spring of 2011, marketers can move forward in implementing the most effective marketing campaigns to their consumers.

2010 census will be dramatically different from past censuses that were conducted in previous decades. Before, one in six households were surveyed with detailed questions about social and economic information. For 2010, a less detailed survey will be distributed asking the questions of name, gender, age, date of birth, race, ethnicity, relationship and housing tenure.

Due to respondents feeling the older version of the census was long and intrusive, the U.S Census Bureau created the American Community Survey. Instead of collecting detailed data every 10 years, the American Community Survey is conducted to 250,000 households monthly, and data is released yearly.

The American Community Suvey will also be a valuable resource for marketers to use to better understand more demographic, housing, social, and economic information on their consumers. This program is projected to be implemented by 2010.