🧢 Coach T’s Recap
How are you performing with the audiences that matter most to your business?
Custom demographics add that extra layer of context to your data. They help you tell a brand story that is more relevant to your business and help align reporting around priority audiences.
What are custom demographic questions?
Custom demographics are category-level questions that allow you to view and interpret brand health data by specific audiences, beyond age, gender, and region.
These questions can be designed around different business needs, such as:
Lifestyle or behavior (e.g., exercise habits, hobbies, interests)
Lifestyle or behavior (e.g., exercise habits, hobbies, interests)
Example question: How often do you typically exercise?
3+ times a week
1-2 times a week
Occasionally (1-3 times a month)
Rarely (less than once a month)
Never
Life stage or household context (e.g., pet ownership, parents, home ownership)
Life stage or household context (e.g., pet ownership, parents, home ownership)
Example question: Which of the following best describes your current housing situation?
Own my home
Rent
Live with family or friends without paying rent
None of these
Professional audiences (e.g., occupation or industry)
Professional audiences (e.g., occupation or industry)
Example question: Which of the following best describes your current occupation?
Manager or Professional (e.g., business manager, teacher, nurse, engineer)
Trades, Technical or Labouring Work (e.g., electrician, mechanic, builder, cleaner)
Service, Sales or Admin Work (e.g., retail, hospitality, receptionist)
Machinery Operator or Driver (e.g., truck or forklift driver)
Student
Not currently working (e.g., caregiver, stay-at-home parent)
Unemployed and looking for work
Retired
None of these
Existing segmentation frameworks (e.g., segments already used in internal reporting)
Existing segmentation frameworks (e.g., segments already used in internal reporting)
For example: Which of the following best describes you? I mostly buy fast food for...
...affordable yet tasty meal options that fit my budget
...convenient drive-thru or online delivery options so I don't have to go in-store
...on-the-go health-conscious choices that help me stay on track with my fitness goals
...fresh, high-quality meals that I can enjoy in-store
Custom demographics appear as filter options in the Demographics dropdown across your Tracksuit dashboard. This lets you explore brand health by the audiences that matter most to your business, without losing sight of total market performance.
When are custom demographics useful?
These segments are often used when teams want to align brand tracking with real business decisions.
By viewing brand health through priority audience segments, teams can better understand what is driving performance today and where future opportunities may exist.
What you can do | What this unlocks for you |
Measure brand health in key segments | Understand how brand performance differs across the audiences that matter most to your business. |
Assess potential new audiences | Understand which audiences are driving brand growth, and which show growth potential to inform your investment strategy. |
Benchmark against competitors | Understand where competitors are resonating more strongly and where opportunities exist to strengthen brand appeal across key audiences. |
Refine messaging and creative strategy | Understand which messages resonate most with key segments and where brand perception can be strengthened. |
Align brand tracking with reporting needs | Use a shared audience lens across leadership, sales, and marketing reporting to better support strategic decisions across the business. |
Want to add custom demographics to your dashboard?
This is a paid add-on. Reach out to your Brand Champ to chat through which questions will add the most value to your reporting.