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:

Market research data on consumers and consumer products