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Ekstrom Library

Business Plan Research: Consumer & Market Data

GfK MRI’s Survey of the American Consumer™

GfK MRI’s Survey of the American Consumer™ includes product/service/brand usage data collected semi-annually from a national probability sample of 25,000+ households. Tables include a "total" column which provide demographic and media usage habits for households and heads of households.

Access to the data is part of a licensing agreement UofL Libraries has with Mediamark Research Inc. Use is limited to UofL faculty, staff, and students who hold valid UofL user accounts, agree to use the confidential and proprietary data solely for academic and research purposes, and accept MRI+'s other individual license terms.

Demographic & Spending Data

The following resources will help you find consumer demographic, lifestyle and spending information. 

Opinion Polls

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