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Consumer Demographics and Target Audience

Journalism Library --> Sources for Strategic Communication Research

Brands and Products
  • Local Market Audience Analyst Authentication Required
    Resource for media planning and market research for demographic analysis, product segmentation, maps, and other consumer data by geography such as counties, states, and cities. Market Profile Reports provide demographic data and indexing for DMA or county, Lifestyle Analysis Reports explore consumer behavior and market potential for cross selling, Demographics Reports contain population estimates, and PRIZM Reports have groupings of household makeup and lifestyle traits of target audiences. Requires Internet Explorer
Market Research
  • 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
    Professional information on advertising and marketing worldwide. Includes market research, case studies, expenditure statistics, reports, campaigns, conference papers, abstracts to scholarly research, and full-text for the International Journal of Market Research, Journal of Advertising Research, International Journal of Advertising, Admap, Journal of Advertising History, Market Leader.
  • 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.
Geographic Information Services
  • 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.
  • Local Market Audience Analyst
    Nielsen data on buying patterns and PRIZM lifestyle segmentation by geography. Local Market Audience Analyst is part of the SRDS Media Solution database.
  • 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 USpatial Office to request a personal account and activation link:
  • American FactFinder
    Find a wide range of census information for by city, state, or nationally. Includes economic, housing, population statistics.
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 and log in.
  • SRDS Media Solutions Authentication Required
    Selective consumer profile data for media consumer websites along with links to media kits.
Surveys and Opinion Polls
  • 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.
  • iPoll Databank Authentication Required
    iPOLL Databank is a database from the Roper Center for Public Opinion Research that allows searching of datasets from 150 polling organizations that include all major survey firms, academic, commercial, and media polls. More than one-half million questions and answers to politics, crime, politics to diplomacy to social behavior from 1935 to present

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