People and Place Research
May 15, 2025
People don’t choose places—they choose lives.
That’s the purpose of the work we do at DCI, and good research is at the heart of it all. At the intersection of people and place lies a powerful opportunity: understanding what matters most to target audiences and shaping places around those priorities.
At DCI, we believe great marketing begins with great research. Let’s dive into what makes good research and how it helps communities grow, compete and thrive.
What Is People and Place Research?
People and place research examines how individuals interact with their environments—what drives them to move, stay, engage and invest. Whether it’s understanding what talent values in a community or what motivates site selectors to recommend a location, this research arms economic development professionals with the data they need to tailor strategies, enhance quality of life and attract long-term investment.
DCI’s approach includes both internal (local stakeholders) and external (talent, corporate executives, site selectors) perspectives to create a 360-degree view of a place’s perception and potential.
Core Components of Effective People and Place Research
- Perception Studies: Online surveys that gather opinions from key audiences like talent and corporate executives, guiding messaging and marketing priorities.
- Focus Groups: In-depth discussions, held in person or virtually, with residents, stakeholders or talent audiences to gain qualitative insights into community strengths, weaknesses and opportunities.
- Demographic and Labor Analysis: Data from sources like the U.S. Census Bureau, BLS and StatsAmerica help paint a clear picture of workforce composition, economic trends, and target market demographics.
- Quality of Life Assessments: Metrics on healthcare, education, housing, safety and amenities that influence resident satisfaction and relocation decisions.
- Competitor and Market Analysis: Benchmarks how your community stacks up against peer locations and helps identify differentiators.
- Data for Websites and Collateral: Reliable data is essential for building credibility across websites, community profiles, pitch decks and other marketing materials.
- Ranking and Page Authority Analysis: Evaluates how well your location’s digital assets perform in search engine rankings, helping improve discoverability and target audience reach.
- Stakeholder Engagement: Interviews with business leaders, community members and elected officials bring context and nuance to quantitative findings.
Why It Matters
People and place research is not just a data-gathering exercise, it’s a strategic foundation. The benefits include:
- Informed Decision-Making: Data-backed insights support better policy, marketing and investment decisions.
- Targeted Talent Attraction: Communities can align their messaging with what specific talent groups are seeking.
- Improved Quality of Life: Research highlights areas for enhancement that improve resident satisfaction and retention.
- Stronger Economic Outcomes: Attracting the right people and businesses drives sustainable economic growth.
Future-Focused Trends
People and place research continues to evolve. Here are a few trends reshaping the field:
- Digital Innovation: From GIS mapping to real-time sentiment analysis, digital tools are elevating the depth and speed of insights.
- Sustainability Metrics: Environmental quality and climate resilience are rising in importance for both residents and investors.
- Personalization: Hyper-targeted messaging based on behavioral data is becoming the new norm.
- Global Thinking: Communities are looking beyond borders to compete for international talent and business.
Data is the story behind the story, and when it comes to economic development, it’s essential to get the narrative right. People and place research gives communities the clarity they need to market themselves effectively, build better places to live and work and adapt to the changing needs of their audiences.
Want to learn more about DCI’s research offerings? Contact Senior Vice President of Research Robyn Domber at Robyn.Domber@old.aboutdci.com.
Check out our full talent attraction and economic development marketing blog series:
Economic Development and Talent Attraction Marketing 101
Navigating the Talent Attraction Marketing Landscape
The Vital Role of Site Selection Consultants
The Evolving Power of Foreign Direct Investment
