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Marketing: Demographics and Psychographics
Definitions
Demographics (who buys): the statistical data of a population, especially those showing average age, income, education, etc.
Psychographics (why they buy): market research or statistics classifying population groups according to psychological and lifestyle characteristics like attitudes, values, or fears.
Demographics--GVSU, Grand Rapids, West Michigan
- GVSU Institutional AnalysisThe Office of Institutional Analysis conducts research about the university's resources, processes and outcomes.
- The Right PlaceWestern Michigan business development and economic development agency. Look under Data Center for demographics and statistics.
- Community Research InstituteThe Community Research Institute (CRI) gathers, analyzes, interprets, and shares national and local data through partnerships with nonprofit and neighborhood groups in an effort to assist local and regional nonprofit leaders with decision making, grant writing, and program evaluation.
- CRI Community ProfilesProvides basic demographics for Grand Rapids neighborhoods.
- United States Census Data"Your source for population, housing, economic, and geographic data." Provides specific fact sheets for communities.
- W.E. Upjohn InstituteThe W.E. Upjohn Institute is an independent research organization devoted to investigating the causes and effects of unemployment.
- Nielsen zip code lookupLifestyle types + neighborhood's top 5 segments, + a descriptive snapshot about each segment's characteristics.
Working with Data
Demographics Databases
- WARC (World Advertising Research Center)Advertising database includes case studies, best practices, market intelligence, major brands, ad/spend statistics, demographics, & campaign videos in all areas of marketing communications.
- DemographicsNow: Business & PeopleBusiness and residential tool providing access to demographic data. Drill down to the city or even neighborhood level. Identify markets and audiences in your community. Ideal for supporting small business and local economic development activities. Strong tool for businesses and non-profits alike.
- Sage DataSage Data is a collection of U.S. and international datasets sourced from governmental, commercial, and private organizations. Sage Data allows you to search and browse billions of datasets, compare and contrast variables of interest, and create customized exportable charts and tables. Each dataset also has a detailed description, including information about its source organization and update frequency.
- MINTEL AcademicA U.K. database providing consumer market reports from Europe and the U.S. Strategies for reaching target market audiences in the following industry areas: food and drink, consumer goods, retail, finance, leisure and travel.
- Social ExplorerSocial Explorer is a statistical resource that allows easy access to current and historical census information, including the ability to create maps and custom tables that can be exported or printed. Census data covers 1790-2010 and American Community Survey results from 2005-2011. Social Explorer also includes the Religious Congregations and Membership Study from 1980-2010 and carbon emissions data from 2002 from the Vulcan Project.
- SRDS Media Planning PlatformMedia listings by type, DMA, & audience: contacts, costs, & data. Nielsen segmentation and Market Solutions section includes Lifestyle Ranking, Market Potential, Demographics, & PRIZM. Claritas 360 works best with Microsoft Edge or Chrome
- Last Updated: Dec 16, 2024 10:28 AM
- URL: https://libguides.gvsu.edu/marketing