LibGuides: Business Innovation: 4. Market Research & Consumer Analysis

Lifestyle & Psychographics (Values, Attitudes)

Mintel Academic This link opens in a new window
Consumer U.S. market research including market sizes and trends, market segmentation, consumer attitudes and purchasing habits, and assessing the future of the market.
MRI SImmons This link opens in a new window
Survey data on U.S. consumers including adults, kids, and teens providing demographics, attitudes, behavior, media use, use of digital and mobile technologies, and buying habits. Includes consumer segmentation analysis. Limit to 10 concurrent users. Tutorial videos are available at their Youtube channel.

How to find consumer demographics for brands and products using Simmons Oneview
Tutorial on how to use Simmons Oneview to find demographic as well as lifestyle data on brands and products. Created by Chad Boeninger at Ohio University.

DemographicsNow (Gale) This link opens in a new window
U.S. Demographic data and reports from the national to local level. Useful for market analysis and segmentation. Create interactive maps, and radius based maps and reports. Current year estimates and five-year projections of key demographics. Includes access to Mosaic Segmentation.
Reference Solutions (formerly ReferenceUSA) This link opens in a new window
Consumer and business information including market information. Search by company name, type of business, geography, business size, and more.
Known issues with Google Chrome Browser: a latest update to Chrome may interfere with this resource; you may wish to try a different browser.

Gallup
Polling and market research firm that provides analytics attitudes and behaviors of employees, customers, students and citizens
General Social Survey
Social survey gathering data since 1972 on changing demographics and social attitudes conducted by NORC at the University of Chicago.
Harris Interactive Polls
Frequent polls tap into a representative sample of Americans of all ages, genders, income and ethnic backgrounds. From sports to health, politics to the economy, the Harris Poll reflects Americans’ opinions on a wide range of topics and are regularly published by national, local, consumer, business and trade media outlets.
Nielsen Insights
News, analysis, and market research reports on current trends covering consumer, global, innovation, media and entertainment, mobile, and online topics.
Pew Research Center
Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world.

Note: These are all web resources.

United States Census Bureau This link opens in a new window
Search, browse, retrieve, view, map, print, and download Census data (formerly American FactFinder).
DemographicsNow (Gale) This link opens in a new window
U.S. Demographic data and reports from the national to local level. Useful for market analysis and segmentation. Create interactive maps, and radius based maps and reports. Current year estimates and five-year projections of key demographics. Includes access to Mosaic Segmentation.

Stats Indiana
Statistical data on Indiana, including census and population data, economic and labor reports, and county profiles
Consumer Expenditure Survey
From the Bureau of Labor Statistics.

Reference Solutions (formerly ReferenceUSA) This link opens in a new window
Consumer and business information including market information. Search by company name, type of business, geography, business size, and more.
Known issues with Google Chrome Browser: a latest update to Chrome may interfere with this resource; you may wish to try a different browser.