Marketing Research: course guide: Demographics
Demographic, Geographic, & Spending Profiles
When looking at the market it is important to identify who will potentially be buying your product. For example:
| Who are the current customers? | |
| What is the purchasing power of target customers? | |
| Pyschographics and lifestyles of customers? |
Many of this data can be found via government resources such as the US Census or Bureau of Labor Statistics. Some commercial data providers use government data in conjuction with their own survey data for their estimates and forecasts.
Find social, economic, & other data using products like the Decennial Census & the American Community Survey.
Databases for finding census and other government data:
- American FactFinder (tables)
- Social Explorer (create tables or maps)
- InfoShare (NYC-specific, great for comparing neighborhoods
Market research data on consumers and consumer products
- Global market information database / Euromonitor International. This link opens in a new window
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GMID contains over a million demographic, economic and marketing statistics for 205 countries worldwide. The database also contains 6-year historic market size data for more than 330 consumer products in 52 countries, plus 5-year forecasts. - Mintel oxygen . This link opens in a new window
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Offers yearly reports covering UK, Europe, US and International consumer markets in the CPG/FMCG, financial services, media, retail, leisure and industrial space. Market data including size, segmentation and forecasts. Includes daily updates on the hottest issues affecting key consumer markets and the economy. - Simmons OneView . This link opens in a new window
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Survey analysis and planning software that includes data from recent Simmons' national consumer studies.
