Getting to Know You: Understanding Alberta’s Unique Marketplace

by Linda Affolder in DONOVAN WORLD

8

Feb
2012

FILED UNDER

Baby boomers are information hoarders. Baby busters will never entirely commit to either the imperial or metric system. And the echo generation? Well, let’s just say they have a “catch-and-release” approach to information acquisition.

These were just a few of the lighter insights into Alberta’s geographically and generationally diverse demographic landscape served up at the February 7 luncheon hosted by the Marketing Research and Intelligence Association (MRIA). Presenter Kristen Cumming drew on her experience as a trainer and facilitator to provide a portrait of the province’s changing marketplace, and expand on what these shifts say about the current reality and future state of Alberta’s cities, towns and communities. She also elaborated on what these changes mean for those of us who communicate with people living and working in Alberta.

Both humorous and relevant, Cumming’s demographic profiles clearly resonated with the audience. Sure, we’re all unique individuals, but we’re also collectively the product of our times and our environment, and it’s impossible not to find comfort and delight
in the company of generational quirkiness and classification. Or, perhaps, as my
baby-bust generation would say, “whatever.”

Joking aside, the event really supported and helped clarify my position on the essential role that quantitative and qualitative research plays in the development of effective and meaningful communications strategies. It also reinforced how context and data can provide not only insight, but also the opportunity to consider both the big picture and the small details, and to do something different in our unique marketplace.

As one of Canada’s fastest growing economies, understanding Alberta has never been more important.

Continue to check this blog and Our News for information on upcoming MRIA events.

Linda Affolder is Senior Strategist/Researcher at DONOVAN. Comments on this post or suggestions for future topics are welcome.