Consumers & Market Segments Research Guide

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.

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