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Consumer Demographics and Target Audience Research

Journalism Library Website

Table of Contents:

Brands and Products Demographic, Segmentation and Mapping
  • 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 U-Spatial Office to request access: To sign in, follow the link, then click "Sign in with your enterprise login" and enter 'umn' in the box provided.
  • 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.
  • American FactFinder
    Find a wide range of census information for by city, state, or nationally. Includes economic, housing, population statistics.
  • SimplyMap
    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.
Market Research
  • Mintel Market Research Database
    Mintel includes market research reports on consumer products and services and lifestyle analysis of target populations.
  • Passport (Euromonitor)
    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
    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
    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
    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
    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
    iPOLL is a collection of polling sources from the Roper Center for Public Opinion Research. It includes surveys from 150 polling organizations that include all major news outlets, Gallup polls, and other research institutions. Use these polls to compare public opinion from 1935-present on a range of issues.

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