Parents: Children with Autism
To provide a demographic and psychographic profile for parents with children who have autism or have children who are on the autism spectrum. Demographics should include age, race, gender, and income. Psychographic info should include brand affinities, buying habits, and values. Any other relevant information for other demographic or psychographic categories can be included as well.
- Older parents are more likely than young parents to have a child with autism, according to multiple studies. This is especially true where fathers are concerned. Children with autism are most likely to come from mothers who gave birth at ages 18-24 or 35-39.
- Children with autism are most likely to be African-American or non-Hispanic white, of which it can be logically assumed their parents' race is the same in many cases.
- Children with autism are most likely to come from households located in the Northeast or Midwest.
- Children with autism are most likely to come from households where the parents' highest level of education is highschool or less than high school.
- Children with autism are most likely to come from single mother households or from households with two, unmarried parents.
- Parents of children with autism are 11 times more likely than other parents to feel frustration towards the healthcare system.
Results of Early Findings
- The availability of information that speaks to the demographics of parents with children who have autism is scattered, but appears to be available in varying capacities (direct and indirect data). For example, learning about the type of households children with autism come from can be used to make logical assumptions about their parents (e.g. household income), in areas where direct data may be lacking or to further support direct data. Additional research can continue finding these insights.
- Direct data that speaks to psychographics is notoriously difficult to pin down, especially when a niche demographic is being analyzed (e.g. parents with autistic children). During the initial research, we were unable to locate a sufficient amount of direct data relevant to this niche demographic's brand affinities, buying habits and values. However, further research needs to be conducted to continue digging and exploring various ways to triangulate. For example, our team can attempt to triangulate things like brand affinities by analyzing magazines that target this demographic and taking note of the brands being advertised, or our team can use a demographic profile of parents with autism to collect psychographic data about the general demographic. For example, if our team determined that parents with autistic children are most likely to be middle-income Gen X, we can conduct research to find out the brand affinities of middle-income Gen X, etc.
Proposed next steps:
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