The U.S. Census is mandated by the constitution as a means of counting the population and conducted every 10 years. The data collected impacts the state-by-state appointment of seats in the House of Representatives. As well as determining how much money states receive from the federal government.

In addition to these necessary government uses, Census is also vital for the Insights industry. The Census captures a wide range of data that can supplement the insights captured via surveys.

Key Target Consumer Audiences

The Census captures important demographic data on the U.S. population that can be used to identify key audiences and drive segmentation. This demographic data can also be used for designing sampling plans and accurately weighting survey data.

Geographic Insights and Market Sizing

Because Census data is captured household by household, it can be analyzed at granular geographic levels not possible with other sources. The geographic baselines established by the Census are key to producing high-quality market sizing and projections of survey insights.

Key Metrics for B2B Studies

The Economic Census is an often overlooked component of the Census Bureau’s research. Data collected helps researchers conduct B2B research and evaluate industries in terms of business count, sales/revenue, and other key firmographics.  

Ensuring High-Quality Data Moving Forward

Preparations are now fully underway for the 2020 Census. Ensuring collection of high-quality data is vital not only for the U.S. government use of the data but also for researchers. A flawed Census that has any bias or undercounting will subsequently impact the quality of research.

Many factors come into play in ensuring high-quality data. Because the population is counted based on housing units, unpermitted housing and mass migration from natural disasters like Hurricane Harvey and the California wildfires present challenges. With heightened rhetoric around immigration, there are growing fears among undocumented residents about coming forward to respond to the Census. Researchers must be diligent in monitoring developments as we move closer to the Census’ data collection.