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

This guide will provide select library resources helpful to students in Graziadio Marketing classes along with other Graziadio courses with E2B live company research.

Top Resources for Understanding the Consumer

Consumer Lifestyles information can be found from the Search Analysis section of the Passport opening page using the following steps:

  1. Select Economies and Consumers
  2. Within the drop-down Choose a Topic, select Lifestyles 
  3. Pick a Country from the Geography drop-down box
  4. Click Go


Additional Consumer Demographic Data Resources

Using Simmons OneView for Consumer Demographic Data (Geographic & Other Breakouts)

Tip: Generate customized Cross-tab Reports on many different demographic variables and filter by geographic region. These are valuable for understanding the target market.

Need help using Simmons Insight? Check out these tips on creating Cross Tab Reports as well as interpreting Cross Tab Reports by Chad Boeinger at Ohio University as well as his quick video on how to put together a demographic profile.

Using Claritas 360 from SRDS for Consumer Demographic Data (Geographic & Other Breakouts)

Additional Resources for Consumer Demographic Data

Tip: Use GfK MRI Mediamark Reporter to view demographic data and media viewer rates for those who reported engaging in many different activities by degrees of frequency (e.g., once in the past year, once per month, 2+ times a week).  

Mediamark Reporter Help: