Marketing Research

Since understanding the wants and needs of potential members is the key to successful marketing, time and effort must be taken to uncover local market information. This falls under the category of market research. In general, research information can be obtained via two methods:

  1. Primary Research—Refers to data collected specifically for the project at hand. This type of research typically entails a "customized" format in which specific objectives are to be accomplished. This data can be collected with qualitative (e.g., focus groups) or quantitative studies (e.g., surveys).
  2. Secondary Research—Refers to a type of data previously collected from a variety of data sources that cover specific markets. This information is available at local libraries and includes U.S. Census Bureau reports, U.S. statistical abstracts, county business patterns, and local newspapers.

Some research objectives that might be considered by your council in support of a marketing plan include the following:

  • Determine the number of Scouting- or Venturing-age youth within the council.
  • Project the five-year growth/decline of total available youth (TAY) in the council area.
  • Ascertain the racial breakdown of youth in the council area.
  • Project the five-year growth/decline of TAY by race in the council.
  • Identify gaps between TAY and current unit placements.
  • Determine the proportion of former Scouts and Eagle Scouts in the council area.
  • Measure awareness of specific programs (e.g., Tiger Cubs, Cub Scouting, Boy Scouting, and Venturing) among parents.
  • Identify perceived strengths and weaknesses of the BSA program among parents and youth.
  • Learn the particular reasons why youth in the council area choose not to participate in Scouting or Venturing.

Of course, the specific objectives the council chooses to address will be driven by its marketing goals.

For more information about conducting marketing research in the council—including sample surveys—refer to the Local Council Research Kit, or contact the BSA Research Service.

Developing a Local Council Marketing Plan