It’s college admissions season, a time when high school seniors demonstrate their academic excellence, humanitarianism and varsity level athleticism to prospective colleges – all in 500 words or less. In an age where 8 year olds build mobile apps at summer camp and private college advisers are paid thousands by parents, competition has never been tougher. Even Obama took notice of the pressure to choose the right school and released a college scorecard to help students use data to inform school decisions.

We thought we’d take the data one step further and create an occupation report card that allows students to see how their favorite subjects resonate with people currently employed in different occupations. Using data from V12 Group Digital – profession data covering 130 million US users –  and Quantcast Audience Grid, we examined what online content (subject) different occupations were more likely to read. Dark blue in the table represents an occupations’ higher interest in a subject compared to other occupations we examined, light blue lower interest.

From the report card we see Researchers are the most curious minds and have an interest in every subject. Finance professions love Finance and don’t show interest in Tech while IT folks are the exact opposite – into Tech and not Finance (or English). Salespeople tend to be more competitive, showing the highest interest in Phys Ed and little interest in everything else. Human Resources like the liberal arts – History and English while Marketers show very high interest in English and low affinity toward Phys Ed.


Recent high school graduates have entered the first of many adult decisions – choosing the right college, picking a major and ultimately finding a career. We hope the scorecard can provide a glimpse into post-graduate life and the interests within different occupations. After all, recent studies have found befriending co-workers is equivalent to making $100k or more a year.

Quantcast Audience Grid and Quantcast Measure

The Quantcast Audience Grid is the largest open data platform in digital advertising. It applies Quantcast’s leading data processing and data modeling capabilities to dramatically increase the reach and accuracy of any data applied to online and mobile app audiences. With the new Audience Grid reports in Quantcast Measure, marketers, agencies, web and mobile app publishers can find new audience insights down to the article, blog post or ad placement, across thousands of data points. As a publisher you can choose to promote your valuable audiences using these insights in your public Quantcast Measure profile. Sign up free by visiting

V12 Group

V12 Group’s multichannel consumer file is one of the largest consumer databases in the industry with Demographics, Buyers, CPG, Auto, B2B, and Purchase data into over 1,500 online audiences. The database is an aggregated file built from more than 40 compiled and proprietary data sources, which combine postal, email, phone, and mobile data, as well as hundreds of selectors to further improve targeting.

Posted by Lauren Young, Data Insights Research Manager at Quantcast.