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Ekstrom Library

Entrepreneurship: Consumer & Market Data

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.

MRI Simmons Insights

About MRI Simmons Insights

MRI-Simmons Insights provides access to consumer demographic, psychographic, brand preference, and media data from two of the largest consumer survey companies in the U.S. (MRI and Simmons Research). The survey provides access to the following kinds of data:

  • detailed consumer demographic data
  • products and services usage for different brands 
  • consumer attitudes, opinions, and segmentations
  • shopping and spending behavior
  • media and technology usage information
  • lifestyle segmentations

Use MRI Simmons Insights to create Quick Reports and Crosstabs to:

  • Generate a demographic profile of your target consumer
  • Identify the target market for a product
  • Find out which consumers are more likely to use a specific brand, have a specific interest, or engage in a specific activity
  • Identify the best media channels to reach your target audience
  • Understand the psychographics (interests, opinions, attitudes, behaviors) associated with your target customer

Learn more about using MRI Simmons Insights (Thanks to Chad Boeninger at Ohio University for these resources):

Article Databases and Journals


Market Data