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

Top Resources for Understanding the Consumer

Mintel Reports This link opens in a new window
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) This link opens in a new window
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.
Insider Intelligence (formerly eMarketer) This link opens in a new window
Includes daily research articles, analyst reports, and a database of e-business and online marketing statistics, aggregated and analyzed from over 4,000 sources. Topics include market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies.
Tip: For target demographic, use Browse By>Audience instead of the Search Box.

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 This link opens in a new window
Leading source of up-to-date demographic data about the United States people and economy.

SRDS Media Solutions This link opens in a new window
Claritas 360 (formerly Nielsen Segmentation & Market Solutions) is an application available within SRDS that allows users to measure consumer demand and evaluate locations and markets. It provides users with information for finding best customers, customer locations, and how best to engage with them. *** Claritas 360 has replaced the Nielsen Segmentation & Market Solutions module.***

Who's Buying [Series] by New Strategist
Call Number: ONLINE
ISBN: 9781937737627
New Strategist is a helpful resource for understanding consumer spending and demographic trends in the American marketplace with data from the Bureau of Labor Statistics.

Simmons Brand Catalyst (replacing GfK MRI University Reporter) This link opens in a new window
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.