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Consumer Demographics and Target Audience Research

Journalism Library Website

Table of Contents:

Consumer Spending Surveys
  • Nielsen Segmentation & Market Solutions Authentication Required
    Use this Nielsen resource for media planning and demographic analysis of products and services. Cross tabulate products with consumer demographics. Get demographic summaries by geography such as counties, states, and DMA cities. Explore PRIZM segmentation categories by geography for lifestyle traits of target audiences. Works best with Firefox or Internet Explorer
  • Esri Business Analyst Online
    Market analysis database for analyzing consumers, businesses, and other economic indicators by location. Research the lifestyles, buying behavior, and businesses in a given market area. A useful resource for business planning and site evaluation. Contact the U-Spatial Office to request access: uspatial@umn.edu To sign in, follow the link, then click "Sign in with your enterprise login" and enter 'umn' in the box provided.
Lifestyle Segmentation
  • Neilsen MyBestSegments
    Zip code analysis of Nielsen's lifestyle types that define households by segments to provide a picture of who lives where and what they are like.
  • ESRI Tapestry Segmentation
    Tapestry classifies US residential neighborhoods into 67 unique segments based on demographic and socioeconomic characteristics. Enter zip code for a summary statement.
  • Nielsen Segmentation & Market Solutions Authentication Required
    Use this Nielsen resource for media planning and demographic analysis of products and services. Cross tabulate products with consumer demographics. Get demographic summaries by geography such as counties, states, and DMA cities. Explore PRIZM segmentation categories by geography for lifestyle traits of target audiences. Works best with Firefox or Internet Explorer
Demographic Sources
  • American FactFinder
    Find a wide range of census information for by city, state, or nationally. Includes economic, housing, population statistics.
  • SimplyMap Authentication Required
    Demographic, business, and marketing data for the United States. Create either tables or maps. Extensive collection of statistics and spending from government sources and market research firms.
  • Pew Research Center
    A good source of consumer profiles and surveys on demography, news media, internet and technology, politics, energy, legal issues, immigration, religion, public opinion and other social trends.
Market Research
  • Mintel Market Research Authentication Required
    Mintel includes market research reports on consumer products and services and lifestyle analysis of target populations.
  • Passport (Euromonitor) Authentication Required
    Key business intelligence on countries, companies, markets, and consumers. Statistics on brands, companies and consumer products worldwide include market size and market share. Useful for researching global consumer markets with analysis of lifestyles for countries. Includes profiles and strategic information about companies that sell leading consumer goods.
  • Warc Authentication Required
    Campaign research source includes case studies, market reports, statistics, and articles from the trade magazines Admap and Market Leader as well research from the International Journal of Market Research, the Journal of Advertising Research,, the International Journal of Advertising, and the Journal of Advertising History.
  • Sports Business Research Network Authentication Required
    Contains research data on the entire sports market including, consumer expenditures, brand share, participation, attendance and statistics about sport facilities, TV viewership, directories and full text articles from specialized sports industry magazines.
Web Analytics
  • ComScore Media Metrix Authentication Required
    ComScore is an industry source of web analytics. The library subscribes to Media Metrix with data about consumer profiles, web traffic, and rankings of websites for companies and nonprofits. Access is available at the Journalism Library on workstation #8 using Safari. Faculty or students may also request a personal account by contacting the Journalism Librarian. Users with personal accounts may go directly to http://mymetrix.comscore.com and log in.
  • SRDS Media Solutions Authentication Required
    Selective consumer profile data for media consumer websites along with links to media kits.


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