Methodology and Respondent Demographics


The survey opened on 15th October 2019 and closed on 26th November 2019. During this time, 351 individuals responded to the survey which was run via TypeForm. Whilst most respondents answered the same set of questions, there was some custom logic included which meant that some respondents didn’t see all questions. For example, those who described themselves as in-house marketers answered several questions which were customised to them. This is why not all questions will add up to 100% of respondents, along with the fact that the majority of questions were optional. 

The results were visualised automatically via TypeForm and these initial results were shared with expert contributors in the weeks following the closure of the survey. Expert contributors were asked to comment on questions and answers which they found particularly interesting. 


Below is a breakdown of key demographics which we asked respondents. 


The survey received responses from 40 different countries.

The majority of respondents (64%) were based in the United Kingdom and United States, followed by India (8%), Canada (3%) and Spain (2%). The other respondents were spread relatively evenly across the remaining 35 countries.

How many years have you been working in
digital marketing?

The majority or respondents (65%) have been working
in digital marketing for 6 or more years, with 41% overall working in the industry for over 10 years.

How would you describe your role?

Next, we wanted to learn the kinds of roles that respondents had and we saw results tilted toward senior roles, with Team Leaders/Heads of Department and Seniors making up just over half (55%) of respondents.

Only 5% described themselves as Junior which fits with the previous question on length of time working in the industry.

How would you describe who you work for?

Respondents were asked to choose the best fit for who they worked for. We deliberated a little bit with where freelancers/contractors should fit because they could cross between agency and in-house, but we decided to keep them separate to get a cleaner view of results.

Overall we have a fairly even split between agency (45%) and in-house (38%). Freelancers and contractors made up the remaining 15%.

At this point, respondents were taken in two different directions based on their answers to the question above. Agencies and freelancers were given a different series of questions to in-house marketers. Later on, they come back together.