Question

Topic: Student Questions

Demographic Data For Yoga Dvd Purchasers

Posted by Anonymous on 6/5/2010 at 8:43 PM ET 250 Points
Hello All

I'm taking a marketing research class and I'm desperately seeking free, secondary research (demographic, lifestyle characteristics, reasons for purchase and benefits sought from dvd) on purchasers of yoga dvds. I've been able to find a little general yoga info provided by yoga journal, but nothing specifically related to purchases of dvds. I've spent about five days searching for this info., so any help would GREATLY appreciated!

Thanks for your help.
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  • Posted on 6/6/2010 at 1:23 PM Moderator
    It is not likely that you'll find free research on the topic you're seeking. Most companies that sell DVDs consider their customer information (including aggregated profiles) to be highly confidential.

    You'll have to either use the profiles from Yoga Journal or do your own original research among a narrower target market.
  • Posted by Jay Hamilton-Roth on 6/6/2010 at 4:42 PM Member
    You may be able to discern additional information from looking at the Bestselling Yoga DVDs from Amazon (https://www.amazon.com/s/qid=1275856906/ref=sr_st?keywords=yoga+dvd&pag...)
  • Posted by Peter (henna gaijin) on 6/8/2010 at 10:48 PM Accepted
    I agree that finding the if you are directly after for free will be difficult. The best you may be able to do would be to call some of the publishers/makers of DVDs and see if they would be willing to provide some assistance to you. But the data, if they have it, is a competitive benefit for the company, so they may not be willing to offer much.

    An alternate to get a feel for what is out there would be to get info on close relatives to yoga DVDs. For example, you could request a media kit for Yoga Journal Magazine (https://www.yogajournal.com/advertise/). Readers of the magazine are likely very similar to purchasers of DVDs.
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