Winding Road Reader Demographics

In the recent article "Driven: 2013 Dodge Dart," editor-in-chief Miersma makes several potentially incorrect generalizations based on recent Winding Road survey results. As with statistics, survey results can be made to say pretty much anything. It all depends on how the survey is set up, and how the results are interpreted. A couple of concerns, based on Seyth's comments: Survey results are skewed by the people that choose to respond. Decisions are then made based on the assumption that the group of respondents truly represent the "typical" customer. Of course, that basic assumption is wrong, since different demographics groups tend to respond at very different rates. The result is important demographic groups are inevitably under- (and over- ) represented. As suggested earlier: "average Winding Road survey respondent" does not necessarily equal "average Winding Road reader" Survey results can also be misinterpreted if respondent demographics aren't compared against the overall population. For example, 30% of your survey respondents might be age 55-65, but that might not mean what you think it means. Perhaps 10% of the internet-savvy car enthusiasts out there are age 55-65. Perhaps it's 50%. Without making that comparison, you don't know what to read into the results. So, why am I commenting here? Unlike your advertisers, I don't care about the average Winding Road consumer's age. That's not the point. As a Winding Road consumer, I care about Winding Road content. Since that content is likely to be influenced by these survey results, it's important that the editorial staff understands what the results actually mean. Questionable "facts" like "the average consumer of our fair publication’s content is 55-years-young or older" leave me wondering.
by brennerl on June 12, 2012 - 4:23 p.m.