North Carolina Department of Environment and Natural Resources
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TOOLKIT
AUDIENCE DATA
Market research is the art and science of applying often-stereotypical attributes to a
large group in order to capture a portion of that group. Everyone is different and the
broad descriptions below are not intended to characterize all members of any one
group. Their sole purpose is to provide municipal advertisers with market information
that will help them target messages to certain groups based on message content.

Oil Recycling – Do-it-yourself oil changers are predominantly male, young and of lower economic status, with the exception of Hispanics, where male D-I-Y changers range all ages.

Yard Fertilizing – Male, homeowners who spend less than $500 per year on lawn care (Those who spend more tend to use a professional service.

Household Hazardous Waste – Female, children in the home, mid-to-upper education and economic status.

Pet Owners – More than 40 percent of households own a dog. Pet ownership crosses age, economic, educational boundaries; females slightly more likely to pick up waste than men.

Gardeners – Homeowners, suburban, primarily female, but not exclusively. Messages regarding chemical safety resonate more strongly with female audiences.

Recycling – Crosses all age, education and economic boundaries but children, youth and adults in the 20- 40 year old age range have shown slightly higher recycling rates in some studies.

Litter – All ages, but particular emphasis on drivers places campaigns in 16 year + category

Conservation Tillage – Male, agricultural, land owner or professional manager,

Car Washers – Male, young, lower economic status, women tend to wash during week, while men wash more during weekends.

Sources: Center for Watershed Protection, the Stormwater Manager’s Resource Center, Roper Report 2000, EPA Nonpoint Source Pollution Focus Groups 11/21/01.

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