Database of Personalities (Living and Dead)

Our personality databases have the unique distinction of evaluating both living and deceased personalities (in separate studies). Both studies cover a variety of categories providing valuable engagement norms for movie actors, chefs, prime time stars, newscasters, consumer reporters, program hosts, musical performers, comedians, models, fashion designers and many more.

Our data enable clients to make informed decisions about the demographic appeal of a specific personality as well as to examine the field of possible alternatives for spokespersons, casting decisions, etc. For those personalities measured before and after death, Q Scores provide valuable insights into their ongoing marketability and value as an intellectual property.

Performer Q studies are fielded in January and July, with each wave measuring over 1,800 living personalities.

Data on personalities (living and dead) may be purchased in the following forms:

    Results are based on the evaluations of nationally representative samples of 1,800 children (6-11), teens (12-17) and adults (18+). In addition to general population demographics, data is also available among social media users (Twitter, Facebook, YouTube, etc.), movie goers and TV viewers. The historical database for Performer Q includes over 25,000 personalities with available trends dating back to 1964.

Dead Q studies are fielded every two years in October with each wave measuring over 150 deceased personalities.

    Results are based on the evaluations of nationally representative samples of 1,400 adults (18+) across a wide variety of general population demographics. In addition to general population demographics, data is also available among purchasers of classic movies on DVD/Blu-Ray and TV viewers. The historical database for Dead Q includes over 1,000 deceased personalities with available trends dating back to 1997.

Data from each study may be purchased in the following forms:

    Full Study Subscriptions providing the complete database set and 24/7 online access via our website portal

    Awareness and Appeal Profiles for individual personalities covering a variety of key demographic segments

    Target Ranking Reports containing all personalities ranked by their Q Scores among a key consumer target