Where our data comes from

The starting point for our Sedcards is data that you already have - from web analysis programmes, your social media reporting or your CRM. If no data has been collected yet, we are happy to help you implement scientifically standardised surveys. Based on this data, we browse the following sources semi-automatically and create a data-driven persona sedcard from it. 

1st Global Consumer Survey

The Statista Global Consumer Survey provides data on consumer behaviour, media use and much more - collected from consumers worldwide in scientifically standardised surveys.

2. own surveys

For Candidate Personas we collect representative data around the job, career and application preferences in almost all industries or professions.

3. statistical offices

The statistical offices of the Federation and the Länder provide reliable figures on the size of places of residence, family status, living situations and more. The Federal Institute for Population Research provides data on education levels by year of birth, lifestyles, regional differences, population development, etc. The Federal Institute for Vocational Education and Training provides data on vocational training, combined with the Vocational Training Report of the Federal Ministry of Education and Research.

4. market media studies

We draw on data from common market media studies. These are predominantly: best4planning, Media-Analyse (ma), Allensbacher Markt- und Werbeträgeranalyse and evaluations by Nielsen.

5. media usage studies

From the ARD/ZDF Online Study to the VAUNET Media Usage Analysis to special studies such as the KIM/JIM Study on media usage by children and young people or the German Entertainment and Media Outlook by PWC, we use all reliable sources that tell us which target groups use which media genres and media brands and how intensively.

6. other market research companies or study providers

We use our research access to Statista's extensive study database as well as studies by market research companies such as GfK, Infratest Dimap or studies by foundations such as the Bertelsmann Foundation.