Other than the census, the Tower Consumer Survey is the longest, most robust piece of research activity conducted in the Cayman Islands, for the last 12 years. Based on the Omnibus technique of asking 30+ core demographic questions to over 500 respondents and then allowing businesses to pitch specific questions relevant to their core market, the research provides an accessible and cost effective way for companies to find out more about their customers.
The 2014 survey showed a significant increase in digital and social media use, whilst the number of home owners has decreased in comparison to previous years. How people shop, what news they read and preferred sources of media are included in the survey too, indicating changes in trends and choices.
Lynne Byles brought the Omnibus research style to the Cayman Islands in 2003, believing this style of research provides the optimum solution for Cayman:
“Research is very powerful, and the longer you can run the research for, the more insight you can get into changes in trends and perceived behavior. For businesses and the public sector, having a base set of demographics that are continually monitored, in conjunction with business specific questions helping to plug gaps in our knowledge can result in concrete strategic decision-making.
The change in digital use is the most startling development in the last 2 years– it touches everything from communication to shopping. These days we even use the internet as the first port of call when researching which doctors to use or where to go on vacation. Whilst this isn’t groundbreaking news, the 2012 research indicated years the main use for the internet in the Cayman Islands was email. Now it’s research. This kindof shift change is fantastic information for businesses and marketing strategies”.
The next Tower Consumer Survey will begin in September of 2015. For more information call 345 749 8202 or email Dana@tower.com.ky.
August 11, 2015 – Radio Cayman
