Research Guides: Marketing: Target Markets/Customers

Demographics & Lifestyle/Psychographics

Data.census.gov
Demographics from the U.S. Census Bureau at the local, state, and national levels. Replaces the American Factfinder tool. for census data
PROTIP: Go to Advanced Search to filter by topic, geography, years, or specific survey.
Claritas My Best Segments (PRIZM)
Segmentation tool useful in defining psychographic characteristics for demographic and geographic groups.

-Click Enter Zip code to find free sample information (Towson does not subscribe to the complete product)
-Click Explore Segments to learn about how Claritas categorizes consumers
Baltimore Neighborhood Indicators Alliance
Demographics and other statistics for 56 Baltimore City neighborhood areas.
Passport: Consumers
Statistics and analysis on consumers for 200+ countries.

PROTIP:
-Select Consumers below the search bar at the top of the page
-Select the type of report: Income & Expenditure OR Lifestyles

NOTE: Passport is for use by TU students, faculty and staff only.

Household Spending: Who Spends How Much on What
5th floor, call number HC110 .C6 H68
American Incomes: Demographics of Who Has Money
Also in paper format on the 5th floor, call number HC110 .I5 R87
Best Customers: Demographics of Customer Demand
Find out who buys specific products and services.

Simmons Insights This link opens in a new window
Simmons Insights provides U.S. consumer data on product and brand usage, spending behavior, media habits, and more. Use it to create customized reports analyzing the demographic and psychographic characteristics of product users and their media behavior. The data comes from the Simmons National Consumer Study (NCS), which is sent out to samples of the U.S. population several times a year. The most recent year’s survey is the default base population. 40 simultaneous users are allowed .
PolicyMap This link opens in a new window
- This link opens in a new window
U.S. national data and mapping tool and analytics platform. Includes demographics and data related to real estate and housing, community and economic development, public administration, public health, policy and politics, education, business and economics.

Perform analysis on a neighborhood census block group up to a national level; it's also possible to create custom regions.