Decision Demographics has a long history of providing data users the demographic information they need, to understand their market, members, customers, or other targets for business decision making. It was founded in 1983 as a wholly owned subsidiary of the Population Reference Bureau, the oldest applied demographics organization in the United States. To represent the powerful benefits of using demographics for informed decision making, the organization was renamed Decision Demographics in 1987 when president Stephen J. Tordella joined the firm.

Decision Demographics Today
Today Decision Demographics is an independent consulting firm serving a wide variety of government, business, and association clients. It has a multidisciplinary staff linking demographers, market analysts, public policy specialists, and communications and graphics experts. We offer a range of customized research and planning services not found in other demographics firms. Along with ongoing work with clients, Decision Demographics has been a seven-time recipient of the federal government’s Small Business Innovation Research grants to develop leading-edge approaches and functional solutions to big business challenges.

Our Philosophy and Mission
Decision Demographics strives to go beyond being simply a data provider. We turn data into knowledge. We increase the value of existing knowledge. We turn information into solutions that help managers and leaders make better informed decisions. Throughout our custom market research and program evaluation initiatives, we remain dedicated to scientific validity, while recognizing the demands of real world applications. We take you to the leading edge of information, to give you the advantage to push beyond your competitors, be it another organization or merely your customers’ limits of time and energy.

A Few Sample Customer Successes

National Education Association (NEA)
Decision Demographics has worked with the NEA for over 20 years. The primary goal has been to increase the membership of Education Support Professionals (ESP). The process began by listing all occupations working in public education. Then, all support occupations (not teachers or administrators) were categorized by Decision Demographics and the NEA into nine logical groupings. Numerous studies of these nine ESP job groups have been conducted over the years, including development of profiles, annual tracking of income levels, geocoding internal membership data, and mapping of market penetration levels. An annually updated data book is shared with local NEA leadership along with results of special studies conducted through the year. Membership identification has been supported with easy-to-read booklets profiling each of the nine groups, distributed to individual members.

American Library Association (ALA)
Where will the next generation of librarians come from? Work for the ALA began with analysis of the age and gender composition of librarians, focusing on how future supply will be affected by upcoming retirements. This study was first performed in the 1990s and updated with 2000 Census data.

In another project, a profile was developed showing diversity of librarians, library assistants, and library clerks. These groups were compared by types of libraries settings in 1990, 2000 and with current ACS data. Exact definitions and table content were developed with some preliminary tabulations and consultation with ALA researchers. Plans are to present these data at a conference and make them available on the ALA website in conjunction with results of an internal membership survey. Several small topical exploratory research projects also accompanied these efforts.

Special Libraries Association (SLA)
Decision Demographics developed a well-received presentation on opportunity, change, and diversity among librarians using data from the standard ProTrend-ACS profile for the SLA annual meeting. The SLA is an organization that represents corporate, academic, and government librarians.

American Dental Association (ADA)
Decision Demographics developed and analyzed a detailed portrait of the demographics and associated characteristics of dentists. An ADA commission on female and minority dentists was a key customer within the ADA. Additional work was performed to analyze the success of several different approaches to membership campaigns.

This product was supported in part by the National Institute of Child Health and Human Development
through Small Business Innovation Research Grant 2 R44 HD036557.