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Consumer & Market Research
There are several resources that provide access to consumer demographic data and market information. It is important to be creative and flexible when searching for this data. Sometimes the exact data you are looking for has not yet been gathered. Utilize different resources to locate data and be prepared to extrapolate existing data to meet your needs.
Often a Google search will lead researchers to expensive market reports. We are not able to purchase those reports. However, the library's resources can often lead researchers to the same types of information included in those market reports. If you need assistance with your research or have questions, please contact the Business Librarian.
Demographic & Spending Data
The following resources will help you find consumer demographic, lifestyle and spending information.
Scroll down and select "Demographics" or "Consumer Data" to obtain a profile of a specific geographic area.
United States Census Data
The U.S. Census Bureau provides extensive population, demographics, and other data. You can explore the data through tables, maps, and reports.
United States Census Analysis
Along with raw data, the U.S. Census Bureau also provides analysis reports, visualizations, and publications that you can browse to find consumer information.
Consumer Expenditure Survey
Data from the Quarterly Interview Survey and Diary Survey regarding the buying habits of American consumers, including data on their expenditures, income, and consumer unit characteristics. Collected for the Bureau of Labor Statistics by the U.S. Census Bureau.
Pew Research Center
Find data and research reports organized by subject. Click on the "Poll Questions" tab to search the database of polling questions containing keywords relevant to your research.
Consumption by country/region, sector or product. From the World Bank.
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 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.
APA Citation Example for MRI University Reports:
MRI-Simmons. (2020, Spring). Diet Coke drank in last six months. [Base: Adults] [Data set]. https://www.gfkmrismartsystem.com
Article Databases and Journals
Access to studies, statistical dossiers, reports, and data on markets, demographics, surveys, and rankings.
Market Share Reporter
Enter keyword in the "Search Within Series" search bar on the right of the page.
To search by SIC or NAICS code, click on Advanced Search in the black bar at the top of the page, use the "Select Series" drop down box at the top left to select "Market Share Reporter." Select Industry NAICS Code or Industry SIC Code using the "Basic Search" drop down box at the right. Enter the code in the adjacent box, or click on the "Select Codes" button to find the code for a specific industry.
Business Rankings Annual
To search by brand, company, or product category, enter the brand/company/category name in the "within series" search box under "Tools" on the right.
To search by SIC or NAICS code, click on Advanced Search in the black bar at the top of the page, use the "Select Series" drop down box at the top left to select "Business Rankings Annual," select NAICS or SIC using the "Basic Search" drop down box at the right, and then enter the code in the adjacent box or click on the code button to drill down and find the code for a specific industry.
See the Industry Research tab in this guide to access additional resources for market data.