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Head of Household Definition

A term no longer used by the U.S. Census Bureau (although often used in the research industry). The new term is householder. The householder is the person who completed the Census Questionnaire.

Head of household is no longer used by the U.S. Census Bureau. The new term is householder, who is the person who completed the once-a-decade census questionnaire. In marketing research, head of household refers to the person within a household who holds the primary decision-making and financial responsibility. This person often is the main target audience for marketing efforts. Businesses tend to formulate marketing strategies that resonate with the key decision-maker.

Who relies on the head of household?

Businesses and marketing professionals use insights from head-of-household research to better understand how this role influences purchasing decisions and how to create strategies to reach the people in this role.

Why should I care about the head of household?

Understanding the head of household in marketing research is vital because this person's preferences, needs and behaviors impact purchasing choices for the entire household. Businesses can optimize their marketing campaigns and product offerings by identifying and targeting the head of household.