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Consumer Demographics and Target Audience Research

Journalism Library Website

Table of Contents:

Consumer Spending Surveys 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.
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.
Government consumer data
  • Esri Business Analyst Online
    Data sets for GIS analysis of demographics, business indicators, and consumer behavior. This resource has Neilsen data on consumer expenditures and media preferences, Tapestry lifestyle segmentations, and other information for market research.
    ESRI Business Analyst Online is available from the U-Spatial Office:
    1. Email from your University email account and include your Internet ID (X.500)
    2. Once you are notified that your account has been set up, click on the link below
    3. Click on "Sign in with Enterprise Account" button
    4. Enter "umn" in the box and click Continue
    5. Sign in "Using your UMN X.500 Account"
  • American FactFinder
    Find a wide range of census information for by city, state, or nationally. Includes economic, housing, population statistics.
  • SimplyAnalytics
    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
    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.
Polling and othe Survey Data
  • Statista
    Provides access to statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources. Access to this resource ceased on November 30, 2017. Alternate resources include Proquest Statistical Insight, Mintel, Simmons and Passport.

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