Consumer Marketing Resources: Demographics
& Psychographics

• Web-based mapping application for creating thematic maps and reports using demographic, business and marketing data.
• Data can be downloaded for use with other software such as Excel or GIS
• Contains both census and consumer based data targeted to a region, congressional district, state, county, or city
• Ideal for getting business or industry sales figures as well as consumer demographics

• Ready-made statistical charts, graphs and tables on marketing, demographics, communication, technology, politics, health, leisure and public opinion
• Most data is in the form of charts and PPTs

• 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 and their media behavior such as brand loyalty or sole brand user
• You may develop content or reports to examine:

• marketing strategy – Determine the target consumer group for a product (i.e. what age group is purchasing Wrangler jeans)
• advertising decisions – What media may reach a particular target group, (i.e. what magazines are females wearing Gap jeans reading)
• statistics and data – 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.

• Consumer research on a wide variety of consumer goods and services, such as Apparel, Food & Drink, Technology and Travel
• Reports combine data and analysis of the competitive landscape, market share, consumer profiles, and demographics
• Covers the U.S. and European marketplace

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