Database of Personalities (Living and Dead)

Our databases contain personalities in a variety of categories, with the unique distinction of rating both those living and deceased (in separate studies). For those personalities measured before and after death, our databases provide valuable insight into their ongoing marketability and value as an advertising icon. Our data enable clients to make informed decisions about the demographic appeal of a specific personality and/or examine the field of possible alternatives.

Our Performer Q study, fielded in January and July, each measures over 1,800 living personalities, rated by a nationally representative sample of 1,800 children (6-11), teens (12-17) and adults (18+). The sample is divided into four demographically matched and balanced groups; each receives a version of the questionnaire containing 25% of the personalities to be rated. Our Performer Q database includes over 25,000 personalities and has data trends available from earlier studies, dating back to 1964.

Our Dead Q study measures over 150 deceased personalities, each rated by a nationally representative sample of 1,400 adults (18+), and is fielded every two years in October. Our Dead Q database includes approximately 1,000 personalities and has data trends from earlier studies, dating back to 1997.

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

Full Study - All available data are included in the full study subscription.

Individual Demographic Profile - Demographic data on one or more personalities is tabulated by: age, age within sex, income, geographic regions, Nielsen county size, education, occupation, race and Hispanic ethnicity.

Ranking Report - All personalities are ranked by their Q Scores among a standard demographic target (e.g. women 18-49) or by a custom definition of the target audience (e.g. males 40+ with incomes of $75,000+).

Custom Tabulations - Beyond demographics, other information can be accessed from our database such as home ownership, cable households, computer users and dog or cat ownership. Thus, for example, a ranking of performer appeal can be tabulated among “apartment dwelling cat owners” or “HBO subscribers”.