Methodology and Respondent Demographics


The survey opened on 18th February 2021 and closed on 31st March 2021. During this time, 253 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 253 people across 36 different countries.

The majority of respondents (67%) were based in the United Kingdom and the United States, followed by Netherlands (5%), India (4%) and Canada (3%). The other respondents were spread relatively evenly across the remaining 31 countries.

How many years have you been working in digital marketing?

The majority of respondents (90%) have been working in digital marketing for 3 or more years, with 38% 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, Founders and Seniors making up nearly three quarters (73%) of respondents.

Only 5% described themselves as Junior which fits with the previous question on the 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 about where freelancers/contractors should fit because they could cross between agency and in-house, but we decided to keep them separate to get a clearer view of results.

This year, people who work at agencies made up just over half of respondents (54%) whilst in-house respondents followed behind at 33%. Freelancers and contractors made up the remaining 13%.

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.