- GVSU
- Subject Guides
- CAP 115: Research Basics for Advertising and PR
- Target Audience Analysis
CAP 115: Research Basics for Advertising and PR: Target Audience Analysis
Demographics, Psychographics, Market Segmentation
Demographics: statistical data for a group of people, often defined by age or generation, education, gender, health, occupation & income, race, living situation, and often used to identify target audiences.
Psychographics: relates consumer lifestyles (attitudes, beliefs, loyalty, preference, public opinion) to behavior (activities, spending habits or expenditures, usage) by analyzing demographics.
Market segmentation: how you connect demographics and psychographics to create a strategy for identifying, defining, & dividing target market into sets or segments of consumers, businesses, or geographic areas with common interests, needs, & priorities for your clients. Provides data to support the marketing plan objectives (e.g., databases below and Who's Buying series, American Generations series, American Consumer series, and other New Strategist series). WARC has useful definitions of segmenting or segmentation along with best practices. WARC states (2017) that behavior and consumer privacy + data security are far more important than age or class in segmentation.
What is, why use, and how to create consumer profiles, created by Curtis Newbold, the Visual Communication Guy, 2018
Demographics--GVSU, Grand Rapids, & West Michigan
-
Nielsen ZIP Code Look-uplifestyle types + neighborhood's top 5 segments, & a descriptive snapshot about each segment's characteristics
-
GR Data
Maps, budget, demographics, safety, transportation. -
Rapid Growth Media
See Places tab for quick statistics about neighborhoods in the Grand Rapids area -
VoiceKent by
County-wide survey about residents’ views and experiences related to health and well-being, discrimination and inclusion, and overall quality of life in Kent County, Michigan.
Demographics: U.S. & MI
-
Census Data
U.S. source for population, economic, & geographic information
-
Data-Planet Statistical DatasetsBrowse by Subject,
- EASI Analytics – EASI Market Planner – 2017: Demographics
- Health & Vital Statistics
- International
- Labor & Employment
- Population & Income
- Prices & Cost of Living, etc.
-
Michigan Demographics
includes populations, education, health insurance coverage, income & poverty
Psychographics
-
Data-Planet Statistical DatasetsBrowse by Subject, EASI Analytics – EASI Market Planner – 2017:
- Consumer Behavior – Mediamark
- Consumer Spending Analytics
- Demographics – EASI Profiles
- Life Stages
- Media Use – Mediamark
- Retail Sales
-
SRDS Media Planning PlatformNielsen SMS (Segmentation & Market Solutions) is the only resource that uses DMA (Designated Marketing Area). Click Login then Claritas 360 then Login to Claritas 360. Click Reports: Standard Reports or Segmentation Reports. See SRDS Help tab.
-
PRIZM Segmentation DescriptionsPDF to understand categories used in SRDS Claritas Segmentation & Market Solutions (SMS)
-
WARC (World Advertising Research Center)demographics (click Trends: Consumer Trends)
-
Best Customers: Demographics of Consumer DemandPublication Date: 2018trends & spending info for products & services by household characteristics
- Last Updated: Feb 3, 2021 12:41 PM
- URL: https://libguides.gvsu.edu/cap115