Guides: MKTG Graziadio Marketing Classes Library Research Guide: Demographics and Target Markets

Top Resources for Understanding the Consumer

Mintel
Market research and industry reports with market share, consumer profiles, forecasting, driving forces, and distribution methods. This database is only available to current Pepperdine students, faculty, and staff.
Passport (formerly Global Market Information Database)
From Euromonitor International, Passport GMID provides global business intelligence on consumers including digital consumers, households, income and expenditure, lifestyles, and population. This database is only available to current Pepperdine students, faculty,
and staff.
Tip: Use the Search box in the top right corner to locate Consumer Lifestyle reports for the desired country, type "Consumer Lifestyles [Country Name]". Consumer information is also available within Industry Profiles as well as Category Briefings.

American Time Use Survey
From the Bureau of Labor Statistics. Measures the amount of time people spend doing various activities, such as work, childcare, leisure activities.
Consumer Expenditure Survey
Identifies the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers characteristics).
Population Projections
Forecasts from the U.S. Census
Population Reference Bureau (PRB) Data Finder
Provides summaries of U.S. demographic and population characteristics
Reports on Families, Computer Use, Migration/Geographic Mobility, etc.
Reports on Families, Computer Use, Migration/Geographic Mobility, etc.
United Nations Demographic and Social Statistics
Demographics on countries around the world.

United States Census Bureau Data

Leading source of up-to-date demographic data about the United States people and economy.

Simmons Brand Catalyst (replacing GfK MRI University Reporter)
For access, click Brand Catalyst at the top of the Simmons interface. Identifies the unique characteristics of over 8,000 brands to help define brand identity, differentiate against competitors, create unique personas, and drive effective media, creative, and partnership strategies.