Skip to main content
It looks like you're using Internet Explorer 11 or older. This website works best with modern browsers such as the latest versions of Chrome, Firefox, Safari, and Edge. If you continue with this browser, you may see unexpected results.

Consumers & Market Segments Research Guide

This Bentley Library research guide was created to provide a starting point for researching consumers and market segments.

Consumer Research Databases

The comprehensive resources listed in this box are the library's "top" consumer research databases. They provide a mix of demographic and psychographic information, but don't forget to explore the other areas of this guide for additional information sources for consumer market research.

See also: Mediamark Reporter and Mosaic USA database information on this guide.

  • Tip: All market reports include information on consumer segments. Also, check the "Lifestyle" reports.
  • Search Tip #1: Find Consumer Lifestyles information. In the top navigation bar, hover over [Consumers] and click on [Lifestyles]. In the [Country Reports] section use the drop-down boxes to select the category and country.
  • Search Tip #2: Look for consumer information in Industry Profiles and Category Briefings. There are a few different search options available on the main landing page:
    • In the top navigation bar, hover over [Industries] to select an industry, then use the various filters provided to narrow the search.
    • In the top navigation bar click the [Search button] to create detailed custom searches to access specific information. Use either the browse tree or search tree options, select [Categories and Topics], click [Go], then follow the prompts to build a targeted search
    • Use the search box to search the full database by keyword.
    • Use the search tiles on the home page to quickly access datagraphics, statistics, analysis, tools and more
  • Tip: Use DemographicsNow to get Simmons National Consumer Study data for a geographic area. The Simmons National Consumer Study gathers information on the lifestyles, media habits and product/brand preferences of American families. Create summary, comparison or ranking reports for locations.​

Provides demographic and consumer market segmentation data by geographic place (DMA, county, or state). Users can access pre-defined report templates to generate Pop-Facts Demographics Reports (Effective Buying Income; Pop-Facts Demographics; Pop-Facts Demographics By Age Race Sex;  Pop-Facts Demographics Trend;  Pop-Facts Executive Summary;  Pop-Facts Household Income By Age of Householder and  Senior Life) and Segmentation Reports (Consumer Concentration; Market Potential; Profile Ranking Index; Profile Worksheet;  Segment Distribution; Target Concentration; Target Segment Measures). Segmentation reports include PRIZM Social Groups and PRIZM Lifestage Group.

  • Tip: Check the Consumer Behavior handbook for consumer demographic data and analysis of consumer segments, spending and behaviors.

Additional Resources: Books

The following reference books are published by New Strategist Press.

Segmentation by Age/Generation

Segmentation by Income (See also the Consumer Expenditures tab)

Segmentation by Racial or Ethnic Group