Founded in 1986, Devonshire Associates Ltd. is a leading provider of marketing information products and services.  Devonshire produces geo-based demographic, econometric, consumer segmentation and business data for desktop and internet applications.  Devonshire supplies over 1,000 demographic variables through its Demographic Data Series and a household-based segmentation system through its Consumer Data Series.  Devonshire’s Econometric Data Series provides a comprehensive view of the retail and business services landscape with measures of supply and demand in the marketplace.  Devonshire also provides geomarket and customer analytic services to companies nationwide.

Our History

Devonshire Associates Ltd. was founded in New England in 1986, providing consulting services in the database marketing industry, working with client companies such as CellularOne, Timex, and Connecticut Public Television.  In the early 90’s, Devonshire expanded its client solutions in providing analytic services as well.  Ongoing customer database services were provided to major retailers such as Barnes & Noble and Starbucks as both began their rapid bricks and mortar expansions.  Devonshire also supplied market analytics to companies like Mannington Mills, Snap-On Tools, and Estee Lauder.  During this time, Devonshire became more engaged in applications involving geo-based demographic and econometric information, forging alliances with the industry veterans at Market Statistics and Scan/US.

From these relationships, Devonshire developed an expertise in creating custom geo-based demographic and econometric database solutions for clients in niche markets.  Devonshire worked with industry leader Technomic in creating and updating FoodServiceUSA, an information database measuring geographic wholesale market potential in fifteen commercial and non-commercial foodservice segments.  Devonshire also built and annually updated a household segmentation system, LifePhase, on behalf of  MarketKnowlege/Interelate.  Rand McNally turned to Devonshire to fulfill their unique requirements for creating city-based demographic and econometric data, launching Devonshire’s relationship with the world’s largest commercial mapmaker.

Devonshire may not be a household name, but our demographic and econometric data can be found in industry-leading companies and products.  Our data is packaged in systems delivered by companies like Arbitron, Marketron, and Sales Evaluation Associates.  Devonshire provides demographic and econometric data for the oldest reference guide in continuous publication, Rand McNally’s Commercial Atlas & Marketing Guide, as well as their Road Atlases and Road Maps. 

Devonshire data is offered for resale in desktop mapping solutions through Tactician and Scan/US.  Our data has also been made available online through FIND/SVP’s Find.com and Rand McNally’s online strategic mapping solution – CommercialAtlas.com.  Devonshire data also helps drive decisions in organizations such as Wells Fargo, Rowe Furniture, Goodwill Industries, Selective Service, AXCIOM, Nielsen Media Research, and members of the American Home Furnishings Alliance.

Our Solutions

As you've seen on our website, Devonshire offers data, desktop/web systems, and analytics.  But our bread and butter is in data and it drives most everything else we do.  We segment our data offerings into (1) Demographic, (2) Econometric, (3) Business, and (4) Consumer. 

For our Demographic Data Series, the bulk of current-year estimates and 5-year projections are made available through our relationship with Scan/US, Inc.  We have partnered with Scan/US as the sole reseller of their demographic data.  This allows us to offer a complete library of data solutions, while focusing on the specialty business, consumer, and econometric data products. 

Our Business and Consumer Data Series include multiple databases of U.S. businesses and consumers compiled from numerous sources, along with a multitude of demographic and geographic selection capabilities. Our business files include all of the major compiled commercial databases, and our consumer files include the major credit bureau databases.   The balance of our Business and Consumer Data Series has been borne from custom work performed for clients.  We offer several industry-specific information products and some unique consumer segmentation solutions.

Our Econometric Data Series is the most complete economic data library available in the marketplace.  The Retail Sales and Merchandise Line Sales databases are our flagship, while the Service Industry Revenue database is the only service sector estimates available from any source.  Unlike the "retail potential" data offered by other data providers, our Econometric data measures actual sales/revenue in the market.  It is based on real-world sources and is updated using real-world data, not modeled demographics.

Having a complete Demographic and Econometric data library allows us to provide unique insights into what is happening in the marketplace.  It is relatively easy to use this data to build analog models using what we call a ‘MarketAbility Index’ – a measure of a market’s ability to buy.  These custom MAIs can be used to measure market potential, develop marketing strategies and distribution channels, evaluate new product potential, measure sales performance, set sales goals/quotas, perform territory analysis, select test markets, and allocate media dollars.

Our Approach

Devonshire is as an emerging industry leader that produces quality information products and provides simple, workable solutions.  We are not driven by jargon -- we do not operate in any “space”; we are not reacting to “paradigm shifts”; we did not reinvent ourselves for the “new economy”; we are not “VC-funded”.  We produce and supply premium geomarketing information and systems.  We apply these tools to create marketing solutions for companies.  The wrapping around these solutions has changed, but the basics have not.  Perhaps we should be perceived as being more esoteric but, internally, we like to break things down to simple, understandable elements.

Devonshire has spent years, dollars, and resources in putting together our current information library.  Our goal is to put this data into the hands of more end users.  However, we won’t compromise quality or implement a cut-rate pricing strategy to achieve this goal.  We don’t treat our data as a commodity, nor are we inflexible in our dealings with customers.  We are interested in working with companies that share this vision. 

Several years ago, Devonshire went through a brandmark exercise which resulted in our current logo.  We were asked to describe the company in a few specific words.  We think they are appropriate.

Our work:  data, maps, consumers, businesses, demographics, econometrics, marketing, analysis, segmentation.

Our style:  simple, user-friendly, organized, accurate, targeted.