Consumer Marketing Resources: Consumer
Research

• Consumer research reports covering the U.S. and European marketplace
• Each market research report combines data and analysis of the competitive landscape, market-share, consumer profiles, and demographics 
• Use this database to learn about consumer attitudes towards buying or using consumers goods

Technical notes: Users must create individual accounts in Mintel and login in order to download or export data from the database.

• Analyst reports, articles, market and trend analysis on e-business, online marketing, and emerging Internet technologies
• Use eMarketer to find consumer data and foreasts on buying habits, usage, and attitudes for a wide variety of technology products and online activities and commerce

• Industry, demographic, consumer, and economic data from 50 countries
• Brand and market share data on thousands of consumer brands, with emphasis on apparel, food & drink, consumer electronics, and travel & leisure
• Great for outlooks and trends in consumer markets around the world

• Provides access to U.S. adult consumer data on product and brand usage, spending behavior, media habits, and more.
• Create customized reports analyzing the demographic and psychographic characteristics of product users

You may develop content or reports to examine:

• marketing strategy – to determine the target consumer group for a product (i.e. what age group is purchasing Wrangler jeans)
• advertising decisions – to study what media may reach a particular target group, (i.e. what magazines are females wearing Gap jeans reading), and
• statistics and data – to determine how many people in the sample read X. Who are they? How many people in the sample have habit Y? Who are they?

NOTE: The data is based on survey responses from 2 years prior. This database is useful for Ross Marketing classes, specifically MKT 300, MKT 318, MKT 603, MKT 613 & MKT 618.

• Web-based mapping application for creating thematic maps and reports using demographic, business and marketing data
• Contains U.S. Census and consumer data that can target a region, congressional district, state, county, or city
• Ideal for business or industry sales figures as well as consumer demographics

Technical notes: Users need to create their own account with @umich.edu email address in order to be able to save work.

• Monthly and annual statistics, market research, media reports, for dozens of sports, sales of sporting equipment, apparel, and related content
• Fan attendance data for collegiate and professional sporting events
• Use this database to get brand and market share on various sports equipment and apparel