DYG SCAN®
DYG SCAN® offers clients actionable, relevant and comprehensive answers to real world issues. For example:
Will consumers go back to spending like they used to?
What has changed in their decision-making process?
What’s more important to consumers now vs. two or ten years ago?
DYG SCAN® is a syndicated research service that identifies and tracks social and consumer trends and analyzes the implications of those trends for industries and specific companies. The data and insights offered by DYG SCAN® provide clients with direction on marketing, communications, sales, planning, new product development and new business ideas.
Learn more about DYG SCAN®:
Overview
DYG SCAN® is a research tool developed by the pioneers of social values and attitudinal research and DYG’s founders, Daniel Yankelovich, Florence Skelly and Madelyn Hochstein. DYG SCAN® has been continuously measuring and tracking American social values since 1986. DYG SCAN® identifies 48 social values that have been anthropologically derived, organized in 10 dimensions:
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DYG SCAN® information is vital to almost all functions within the business environment: Marketing, Sales, Advertising, Communications, Product Development, Strategic Planning, Customer Service and Human Resources. Insights from DYG SCAN® are an excellent foundation for planning and achieving success.
Examples of uses of DYG SCAN® include:
- Framework for developing effective marketing and communications strategies
- A window on the world to keep up with the ever-changing consumer climate
- A guide for developing sales training and customer satisfaction programs
- Basis for creating product and brand positioning in tune with today’s and tomorrow’s consumer
Methodology
DYG has a unique, long-term perspective on social trends based on continuous tracking of social values since 1986.
Social Values Survey (4,000 interviews)
At the heart of DYG SCAN® research is an annual telephone survey among a nationally representative sample of all American adults aged 18+. The large sample size allows for in-depth analysis of key subgroups including African-Americans, Hispanic Americans, Affluent (Luxury) and Generations.
DYG SCAN® tracks a series of 48 anthropologically derived social values that capture people’s hopes, dreams, fears, ideas about right and wrong, aspirations and more.
We also conduct online surveys among teens aged 13 to 17 that measure a parallel set of these values appropriate to a teen audience.
Shifts in these values are the building blocks of DYG SCAN® trends.
In addition, DYG SCAN® uses a number of research methods supplementary to the national quantitative telephone survey:
Focus Groups
A series of ongoing focus groups are conducted across the country based on special topics that emerge from the DYG SCAN® data.
Secondary Data
Secondary source materials are collected and interpreted throughout the year from government, industry and academia, including:
- Census Bureau, Commerce and Labor Department data
- Magazines, Journals, Major Newspapers
- Interviews with experts
- Publicly available opinion data
- Subscriber databases
- Blogs and other online resources
Analytic Process
While the core survey questions remain the same from year to year, DYG approaches each measuring cycle with a fresh perspective, identifying areas for additional questioning beyond the 48 values.
Hypothesize
The DYG team hypothesizes where value shifts may be going given the economic, social and political climate of the country. This allows for any holes that may exist to be addressed in the survey.
Field
The quantitative data survey is fielded each spring, with qualitative focus groups conducted year round.
Collection
The results are entered in 27 tracking databases that include segmentation based on gender, age, race, education, income level and occupation.
Analysis
The DYG team systematically looks at what’s up/what’s down both in the short term and long term.
Discussion
An in-depth review and discussion of the findings takes place, including a reality check against the original hypotheses.
Extraction
Trends that emerge from the data are brought to the forefront along with explanations, data support and insights.
Deliverables
Presentations
DYG excels at giving customized, on-site, dynamic presentations and workshops, briefing clients on the latest DYG SCAN® findings and helping them apply trends and insights to their specific business issues.
Archived Presentations can be accessed by DYG SCAN® clients through our Client Resource Center.
Executive Summary
This report details the year’s DYG SCAN® findings and provides a top-line review.
Archived Executive Summaries can be accessed by DYG SCAN® clients through our Client Resource Center.
DYG DIGIT®
Issued twice a month, this communication offers a snapshot of a current social trend with a DYG perspective and business implication.
Access the most recent DYG DIGITS®
DYG DIALOG®
In-depth analysis and perspective from DYG examining a specific topic from DYG SCAN® and what it means for business.
Trends Data
The annual DYG SCAN® Data Reference Book is delivered electronically to clients.
Current Trend Data can be access by DYG SCAN® clients through our Client Resource Center.
DYG Conference
DYG clients are invited to participate in an annual conference on topics of interest to clients.
Customized Client Reports/White Papers
DYG SCAN® encourages, on an unlimited basis, client questions and provides customized client reports and white papers
Luxury AutoLink
Each year, DYG conducts a separate survey to explore the strengths and weaknesses of luxury automotive brands in a DYG SCAN® context. Luxury AutoLink addresses the question – where do luxury auto brands stand on the trends? Is a luxury auto brand’s current imagery “on trend” or not?
Luxury AutoLink is conducted via an internet-based survey of 1200 luxury-oriented new vehicle intenders. Special brand consideration and income requirements by age groups are applied to ensure a true luxury intender sample.
All 15 luxury brands marketed in the U.S. are measured on 24 image attributes derived directly from the SCAN® trends.
Luxury Automotive clients receive an on-site presentation, PowerPoint report and the database. Sub-group analysis is provided for all basic demographic groups plus spending intention: $50K or more/less than $50K; $35K or more/less than $35K.
