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Consumer Demographics and Spending

Journalism Library --> Sources for Strategic Communication Research

Consumer Surveys of Products and Brands
  • Simmons Oneview
    Survey data from the the Simmons National Consumer Survey to find target markets and consumer profiles for brands and products. Simmons data can be used for advertising campaigns, market research, and business plans for new products. Search by brand name or product category in order to cross tabulate against demographic indicators such as age, income, and education. Academic license restricted to 5 simultaneous users along with an embargo of 2 years for current survey data. See this Simmons Tutorial to learn how to select, compile, and interpret data.
  • MRI Mediamark Reporter
    Mediamark is a subscription only for students and staff at the School of Journalism and Mass Communication.
    MRI contains demographic and psychographic data about consumers of products and brands that is useful for advertising campaigns. It also includes analysis of media. To access this data, register with your UMN email. To learn more about using MRI, see this handout for setting up your account and this tutorial for
Geographic Demographics and Spending
  • 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.
  • 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 Map Library 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.
Market Research on Consumers
  • Passport GMID -Global Market Information Database
    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.
Other Surveys and Statistical Sources
  • 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.
  • 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
    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
  • ProQuest Statistical Insight
    Index to specialized sources of statistical information, including demographics.

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