Bull’s Eye! Targeting the Right Consumer with Market Research
A Bibliography of Resources
20th Anniversary BRASS Program, American Library Association
Annual Conference
June 30, 2008 - Anaheim, California
Compiled by Kate Pittsley and Wendy Diamond
Resources for Consumer Demographics & Market Segmentation
These sources include subscription electronic services, reference sources, and web sites. Some
of the web sites are completely free, some offer reports for sale, and some offer both free and
“fee” information. In some cases, you must register at the site to access free information.
Population Demographics ............................... 1-2
Consumer Spending ...................................... 2-3
Consumer Lifestyles ...................................... 3-5
Market Research Reports ............................... 5-6
Media Audience Research ............................... 7-8
Sources of Further Information ....................... 8
Population Demographics
American Factfinder (free web site)
http://factfinder.census.gov
The U.S. Census Bureau makes it fairly easy to quickly find demographic information at this
web site. You can enter a city, town, county, or zip code to get a demographic profile. There are
numerous tables of information available on the U.S. population, housing, businesses, and local
governments. Often this information is also available in thematic map form. You can also use
data sets at the site to create tables according to your specifications, including data with small
geographic detail such as population characteristics by census tract.
American Community Survey (ACS) (free web site)
http://www.census.gov/acs/www/
Replacing the Census Long Form, the American Community Survey samples the American
population on an ongoing, rotating basis. Data from the ACS is available via Factfinder.
The most detailed data is available via FTP or Public Use Microdata Sample files (PUMS)
http://www.census.gov/acs/www/Products/PUMS/
Community Source Books (reference books or mapping CD-ROM)
http://esri.com/library/fliers/pdfs/community-sourcebook-products.pdf
The two ESRI Community Sourcebooks for Zip Codes and for Counties include 80 data variables
for demographics, consumer spending, and business data. They incorporate the ESRI
Community Tapestry segmentation system and 2008 updates and 2013 projections are
included.
Editor & Publisher Market Guide (reference book)
http://www.editorandpublisher.com/eandp/resources/market_guide.jsp
Notable population data in E&P includes five and ten year estimated projections of community
populations, as well as statistics on ages, ethnicity, income, education, and housing.
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Population and Household Economic Topics (free web site)
http://www.census.gov/population/www/
This web site by the U.S. Census Bureau offers links to statistics on topics such as population
projections, children, computer ownership and use, disability, grandparents, health insurance,
language use, school costs, working at home, and numerous other population characteristics.
Right Site (free and fee-based reports, services)
http://www.easidemographics.com/
Demographic data in mapped format, including drive-time analyses, ring studies, etc.
Geographic variables include block groups, census tracts, and zip codes. Data from the 2000
Census is free; low cost reports are available under Demographics on Demand.
SimplyMap (subscription application)
http://www.geographicresearch.com
This web-based application allows end-users to create thematic maps and reports using
demographic, business, and marketing data. Thousands of demographic, geographic and
lifestyle variables are available from governmental and private sources.
State & County QuickFacts (free web site)
http://quickfacts.census.gov/qfd/index.html
This U.S. Census Bureau site offers quick access to population and housing statistics for states,
counties, and cities.
Statistical Abstract of the United States (free web site & reference book)
http://purl.access.gpo.gov/GPO/LPS2878
The Statistical Abstract compiles frequently used statistics produced by U.S. government
agencies. It is often a good starting point when looking for statistics on the U.S. population,
income, new construction, recreational activities, etc. Tip: The Statistical Abstract reports basic
statistics from other sources. Checking the original source (which is named underneath tables)
can lead to more detailed statistics.
Consumer Spending and Purchasing Power
Buying Power of Black America (reference book and free web site)
http://targetmarketnews.com/BuyingPower05.htm
This annual report provides a detailed look at African-American earning, including explanations
of the varied definitions and types of income and city-by-city data on black income. Some
information is available at the web site.
Consumer Expenditure Survey (free web site)
http://www.bls.gov/cex/home.htm
The Bureau of Labor Statistics conducts regular surveys of American buying habits. This web
site offers reports and tables from the surveys. Tips: Under the section "Get Detailed CE
Statistics," you can link to a service that allows you to create customized tables.
Editor & Publisher Market Guide (reference book)
http://www.editorandpublisher.com/eandp/resources/market_guide.jsp
Offers retail sales data by various categories for communities in the U.S. and Canada.
Population data includes projections of disposable income, household income, and per capita
income, as well as indices designed by Editor & Publisher to compare communities by cost of
living, crime, and "better living" (overall ranking of a community as a place to live). Also, gives
rankings of communities by various factors including disposable income and sales in each retail
category.
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ETI Drill Down Tool Kits (free web site)
http://www.uwm.edu/Dept/ETI/drilldowns/index.html
Find purchasing power statistics by Census tract at this site by the University of WisconsinMilwaukee Employment and Training Institute. Note the links to census tract maps.
Household Spending: Who Spends How Much on What – New Strategist (reference book)
http://www.newstrategist.com
This reference book offers numerous tables of statistics on consumer spending, including
spending statistics broken down by age, income, household type/size, region/city, race,
education, and occupation. Includes specific statistics for apparel, entertainment, financial
services, food, alcohol, tobacco, gifts, health care, personal care, reading, household items &
services, housing, utilities, transportation, and education. Most statistics are derived from the
U.S. Bureau of Labor's Consumer Expenditure Survey.
Multicultural Economy: Minority Buying Power in the New Century – Selig Center at the
University of Georgia (free summary; detailed data available for sale)
http://www.selig.uga.edu/forecast/GBEC/GBEC0703Q.pdf
This data series offers detail on minority buying power by state for the years 1997-2008. A 15page summary report is available online and the CD-ROM and data book contain additional
details by expenditure category for specific cultural groups.
Rand McNally Commercial Atlas and Marketing Guide (reference book, online)
http://www.randmcnally.com/rmc/promo/promoCAO.jsp
The 2-volume atlas covers population, income, manufacturing and sales data for counties,
trading areas, and Census MSAs. The new online version allows mapping and exporting data for
consumer spending in any geographical market.
Survey of Buying Power (reference book)
Survey of Buying Power is a special issue of Sales and Marketing Management Magazine that
provides "statistics, rankings, and projections for every county and media market in the United
States, with demographics broken out by age, race, city, county, and state; information on
retail spending; and projections for future growth in these areas." The Survey has developed a
measurement of disposable income called the Effective Buying Income (EBI), which is combined
with data on population and retail sales to create an index of Buying Power (BPI) for specific
communities. Unfortunately the publisher no longer publishes the Survey, so the most recent
Survey available is 2005.
Who’s Buying Series – New Strategist (reference book)
http://www.newstrategist.com
These reference books offer detailed statistics derived from the Consumer Expenditure Survey.
Representative titles include:
Who's Buying Alcoholic and Nonalcoholic Beverages
Who’s Buying Apparel
Who's Buying at Restaurants and Carry-outs
Who's Buying for Pets
Who's Buying Home Improvement and Utilities
Who's Buying Household Furnishings, Service, and Supplies
Consumer Lifestyles and Attitudes
ACNielsen (reports and services for sale, some free reports)
http://acnielsen.com
ACNielsen sells reports which detail consumer insights and trends. There are some free reports
and news stories at the site.
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American Demographics (periodical)
http://adage.com/americandemographics/
American Demographics publishes articles exploring consumer attitudes and demographics.
After the Nov 2004 issue, American Demographics stopped publication as a separate periodical
and became a section of Advertising Age, available by subscription.
American Time Use Survey (free web site)
http://www.bls.gov/news.release/atus.toc.htm
Provides statistics on the amount of time spent per day on various activities, including work
activities, household activities and childcare, and various leisure activities such as sports,
watching TV, reading, etc. Some charts provide time use by demographic variables such as
gender and age.
Community Marketing Inc. (market research services and data)
http://www.communitymarketinginc.com/
CMI is a leading source of marketing data and services for the LGBT niche market and produces
the Gay and Lesbian Consumer Index. The web site offers limited data from the 2007 study and
a free abstract is available with registration.
Community Tapestry - lifestyle segmentation system (reports for sale, some free)
http://www.esribis.com/reports/ziplookup.html
This business information company creates reports that describe typical lifestyles of residents in
specific geographic areas. Although full reports are sold, you can get some brief free reports on
specific zip codes at the site. These free reports provide descriptions of the top three lifestyle
segments in the area, as well as general statistics on population, income, and home values.
Global TGI (reports for sale, some free)
http://www.tgisurveys.com
TGI sells international market and media surveys. In the "Knowledge Hub" section you'll find
some free reports on consumer segments and TGI Barometers. TGI Barometers are brief
snapshots comparing consumers in multiple countries on attitudes, demographics, use of
products, and media trends. In the "Free Data" section are Global TGI Top Line reports that
offer charts for a number of products and services "showing percentage penetration and total
users (in 000's) of each product category in each country." The "Countries" section of the site
gives information on the types of surveys TGI does in that country. Sometimes a link at the
bottom of a country page takes you to a country-specific TGI web site that may be worth
exploring. Free registration required for access to some of the reports.
Harris Polls (free web site)
http://www.harrisinteractive.com/harris_poll/
You can do keyword searches to find reports on Harris Polls or browse Harris Polls by date.
There are many useful polls for marketers, even though most polls are on political topics. It can
also be useful to search the "News Room" at the site. The newsletter section includes some free
newsletters with info about consumer attitudes on healthcare, youth, personal finance, etc.
Lifestyle Market Analyst by SRDS (reference book)
http://www.srds.com/frontMatter/ips/lifestyle/index.html
Have you ever filled out a product warranty form that included questions on your lifestyle,
hobbies, etc.? Data from such questionnaires (and other sources) are used to create the
information in this reference book. Use the book to discover demographic and lifestyle
characteristics for: specific areas of the country; related interest patterns of people who pursue
certain activities (such as golf, foreign travel, owning a dog); specific population segments
(such as single males age 18-34). It also lists consumer magazines and direct mail lists that
reach specific lifestyle segments. Currently Lifestyle Market Analyst is available only in hard
copy.
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Consumer, “Who We Are,” and American Generations Series – (reference books)
http://www.newstrategist.com
These reference books by New Strategist provide information on specific population segments.
Numerous tables give statistics on education, health, income, labor force, living arrangements,
population, spending, and wealth. Particularly valuable are the sections with survey results on
attitudes. Representative titles include:
American Women: Who They Are & How They Live
Who We Are: Hispanics
The Millenials: Americans Born 1977 to 1994
Simmons / Experian (client services firm)
http://www.smrb.com
Experian Consumer Research (formerly Simmons) collects data on "consumer behavior,
including media consumption and product preferences" to create consumer studies, analytic
tools and segmentation models. Their primary research has precise methodology, large sample
size, long historical time-series comparisons, and extensive lifestyle variables. Site has
information on Simmons' products and methods, including the National Consumer Study, Kids
Study, and more. Except for a small number of white papers, most reports on this site are not
free; academic subscriptions are available.
Youth Council / Advertising Research Federation (professional association)
http://www.thearf.org/assets/youth-council
The Youth Council researches the media consumption of children and teens, as well as how to
communicate with the youth market. Case studies and presentations are available for free on
the web site.
Market Research Reports
Market Research reports often include very detailed demographics and lifestyle information on
target markets. The reports are usually quite expensive. Some of the companies offer academic
versions of databases with full reports--often with the proviso that reports will be used solely
for academic purposes. Sites such as MarketResearch.com can be used to identify reports.
Even if you can’t purchase full reports, it can be useful to look at the market research company
web sites. The advertisements for the reports sometimes include small amounts of useful
market information. Scanning a report’s table of contents can also help a researcher think
about demographic factors to be investigated.
Computer Industry Almanac Inc. (reports for sale, small amount free information)
http://www.c-i-a.com
This company produces market research reports "about the PC, PDA, Smartphone, Cellular
Subscribers, Information Appliance and Internet Industry." Full reports are expensive, but the
press releases on the site provide some useful statistics.
Datamonitor (reports for sale, academic subscriptions, small amount free information)
http://datamonitor.com/industries/
Datamonitor creates international market research reports on a wide array of industries in
many countries. The advertisements for the reports often include useful information such as the
rate of market growth, forecast of market size, or other statistics. Datamonitor covers
automotive industries, energy, financial services, food & drink, pharmaceuticals & healthcare,
technology, logistics and transportation, and personal care products.
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Euromonitor International (reports for sale, academic subscriptions, small amount free
information)
http://www.euromonitor.com
Despite the "euro" in the name, Euromonitor covers the U.S. and the whole globe--not just
Europe. Euromonitor produces extensive market research reports. It is especially strong in its
coverage of consumer product markets in specific countries. The descriptions of the reports on
the site often include an "executive summary" or "highlights" section with some useful
information. Also, some of the Industry homepages link to a few free short articles.
Freedonia (reports for sale, academic subscriptions, small amount free information)
http://www.freedoniagroup.com/browse.html
Freedonia creates market research reports on a wide array of industries. The Study Brochure
often includes useful information such as a figure for forecasted overall growth of the industry
and often includes brief demographic information. Industry areas covered include automotive
and transportation, chemicals, construction and building materials, electronics, energy/power
equipment, household appliances, industrial components and equipment, biotechnology and
medical products, packaging, and plastics.
Frost & Sullivan (reports for sale, academic subscriptions, small amount free information)
http://www.frost.com
Frost & Sullivan's strength is in coverage of industrial sectors that many other market research
firms do not cover; conversely F&S does not tend to cover consumer market products. Sectors
covered include aerospace & defense; automotive & transportation; chemicals & materials; food
& beverage ingredients; electronics (including semiconductors); environment & energy;
healthcare; industrial automation; and information communication technologies. The
subscription overviews of the reports available on the web site can yield some useful tidbits of
information.
Market Research.com (reports for sale, academic subscriptions)
http://www.marketresearch.com
Aggregated site of market research reports from multiple vendors including Packaged Facts,
Simba, Datamonitor, etc. The Demographics section lists reports by age, lifestyle & economics,
product consumption, multicultural topics, gender etc.
Mintel Reports (reports for sale, academic subscriptions, small amount of free information)
http://www.mintel.com
Mintel produces extensive market research reports on US and European consumer markets.
Each report offers data and analysis of the competitive landscape, market-share analysis and
consumer profiles. Reports sometimes include data from Simmons Market Research. Nonsubscribers can glean small amounts of information from the report descriptions and table of
contents. The Lifestyles section contains segmentation and demographic reports.
Packaged Facts (reports for sale, academic subscriptions, small amount free information)
http://www.packagedfacts.com/
Market research reports on lifestyles and demographics, including baby boomers, affluents,
young urbans & hip hops, etc. “Reports provide key industry trends, demographic growth
projections with related purchasing and spending trends, and in-depth analysis of a wide
variety of unique demographic sectors …”
Sports Business Research Network SBRnet (subscription electronic service)
http://www.sbrnet.com/sbr/
SBRnet has many demographics related to sports and recreation participation, sports media,
and consumers of sports related products.
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Media Audience Research
American Network Scorecard - WorldScreen.com (free web site)
http://www.worldscreen.com/usratings.php
This chart presents AC Nielsen statistics on audience share for leading TV series on broadcast
television, including percent of audience by age/gender. This does not include recent Nielsen
statistics - note bottom of chart for time period covered.
Arbitron (web site, part free)
http://arbitron.com
The Arbitron site offers many free studies of media audiences for radio, cable TV, internet, and
online radio. These include studies of multi-cultural audiences. There are also studies on "outof-home" media such as cinema advertising, outdoor advertising, airport advertising, and "incar" media. The site also offers profiles of radio stations, ratings of stations, and rankings of
radio markets. Although some parts of the site are restricted to Arbitron clients, there are many
free reports.
Audit Bureau of Circulations Reader Profiles (web site, part free)
http://abcas3.accessabc.com/readerprofile/released.asp
Some free Reader Profile reports are listed by state. These provide statistics on readers of
specific newspapers including number of readers, reach, average frequency, gross rating points
(GRP), a map of the circulation area, and a detailed reader demographic analysis. Also on the
site are listings of the Top 200 Newspapers by Largest Reported Circulation and Top 150
Designated Market Areas. Profiles are in PDF. Other parts of the site may require a subscription.
Editor & Publisher Market Guide (reference book)
http://www.editorandpublisher.com
This reference book includes surveys of U.S. and Canadian daily newspaper markets. The
surveys include demographic and other information, including information on banks, passenger
autos, principal industries, shopping centers and retail outlets, military installations, colleges,
newspapers, and more.
Editor and Publisher International Year Book (reference book)
http://www.editorandpublisher.com
Publication entries include circulation and ad rates. Includes directories for U.S. and Canadian
daily newspapers by state or province and city; for foreign newspapers by country and city; for
community weeklies; for shopper publications; and for specialty publications. Also, directories
for newspaper groups, news services, newspaper industry professionals, and for other
organizations/services related to the newspaper industry.
ListFinder (free web site)
http://multichannelmerchant.com/toolbox/listfinder/
The periodical MultiChannel Merchant provides a free database of more than 50,000 list data
cards that can be searched by keyword and media type (email, postal mail, phone, fax, post
card, insert, web card, co-op, and stuffer.)
MRI+ by Mediamark Research Inc. (free web site or subscription)
http://www.mriplus.com
“MRI+ is a library of key magazine planning data resources providing an information link
between the planner and publisher." Information on magazines includes ad costs, circulation
figures, descriptions of the magazine, audience demographics, ad deadlines, etc. Interactive
features of the site allow you to specify ad size, dates, etc. and then receive a total cost.
Consumer or trade magazines can be searched for by title or by other criteria such as subject
classification, circulation or audience, publisher, and more. Site also offers interesting
demographic statistics on cable channel viewers or internet/online service users. Some data is
available free with account registration and valid email.
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Simmons National Consumer Study/ Experian (academic and corporate subscriptions)
http://www.smrb.com
Formerly known as the Simmons Study of Media and Markets (Choices3), this syndicated study
describes lifestyles, demographics, and media usage of the American consumer. Its large
sample size, numerous lifestyle descriptors, and 8,000 brands define niche segments for target
marketing. Academic subscriptions are available.
Nielsen Media Research (web site, part free)
http://www.nielsenmedia.com
"Nielsen Media Research tracks the television and media-viewing habits of homes across the
country." The site offers weekly rankings of the top ten broadcast TV shows, cable TV shows,
and syndicated TV programs, as well as the top 10 shows among African Americans and
Hispanics.
Standard Rate and Data Service (reference books or subscription electronic service)
The advertising industry relies on Standard Rate and Data Service (SRDS) for details on
advertising outlets. There are different SRDS sources for various forms of print and broadcast
media, as well as for sources of direct marketing lists. They can be purchased in hard copy or
electronic form. Titles include:
SRDS Business Publication Advertising Source
SRDS Community Publication Advertising Source
SRDS Consumer Magazine Advertising Source
SRDS Direct Marketing List Source
SRDS Hispanic Media & Market Source
SRDS Newspaper Advertising Source
SRDS Radio Advertising Source
SRDS TV & Cable Source
Sources of Further Information
Market Segmentation: A Guide to Sources of Information (free web site)
http://www.loc.gov/rr/business/marketing/
This guide from the Library of Congress describes "books and other resources that discuss
marketing to particular segments of the population along with other sources that are important
in determining the size and power of a particular market segment. Also included are statistical
books and other sources whose main focus is on a specific generational, ethnic or other group."
Topics covered include segmentation by generations, ethnicity, geography, gender, sexual
orientation, and lifestyle.
Marketing Information: A Strategic Guide for Business and Finance Libraries (book)
By Wendy Diamond and Michael R. Oppenheim. Published by Haworth Press, 2004.
Bibliography compiled by:
Kate Pittsley
Wendy Diamond
Business Librarian
Eastern Michigan University
Business Librarian & Head of Reference
California State University, Chico
Bruce T. Halle Library
Meriam Library
Ypsilanti, MI 48197
Chico, CA 95929-0295
734-487-0020, ext. 2133
530-898-6139
kate.pittsley@emich.edu
wdiamond@csuchico.edu
*Notes:
1. Parts of descriptions enclosed in quotation marks were used verbatim from the web site described.
2. Librarians are welcome to use these links and annotations in online guides for their libraries.
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