These resources can help you locate profiles, demographics, and market research data on your client's target consumers (individuals, not businesses).

Depending on what you're looking for, there may be other resources that can help, too--ask me!

eMarketer— (reports, articles and charts on the "coverage areas" of Advertising & Marketing, Automotive, B2B, Ecommerce & Retail, Financial Services, Health, Media & Entertainment, Real Estate, Restaurants & Dining, Small Business, Sports, Technology, Telecom, and Travel)

• Type your keywords into the "Search EMARKETER" box at the top or select a topic from the coverage areas listed under the search box.
• At the top of the results list, if needed, narrow the results by Geography and Demographics (with categories for Age, Ethnicity & Race, Gender, Income, and LGBTQ+)

Mintel (market research reports on automotive; beauty & personal care; business to business; cannabis; drinks; financial services; food; food service; health & nutrition; household; marketing & communications; pet; retail & apparel; technology & media; and travel, leisure & entertainment.

• At the beginning of each session, you will see a Permissions and Prohibitions page.  Please read it, check the box to acknowledge, and click Continue. If you close Mintel and return later in the same day, you may instead see a page with a link for "Mintel Reports;" click that.
• On the Mintel homepage, type keywords into the "I'm looking for" box on the left. Filter the results using the options next to the search box:  Category (industry), Region, Trend Drivers, and Demographics (by generations as well as categories such as Affluent, Babies & Children, Multicultural, Parents, and Singles)
• After you click on a report title, just keep scrolling down to read it. There is a table of contents on the left to help you navigate.

Reference Solutions / Data Axle (profiles of 322 million people in the US, categorized by Geography, Lifestyles (interests in 50+ purchase and activity categories), and Consumer Snapshot (age, marital status, ethnicity, gender, religion, political party, occupation, income and more)

• On the homepage, click on U.S. Consumers / Lifestyles. On the next page, click on the Advanced Search tab.
• In the Advanced Search, use the options on the left to filter criteria, especially the Lifestyles options. You can then add Geography (for example, under Geography>Metro Area, Champaign is listed), Consumer Snapshot (demographics), and other filters. When you're ready, click the blue Update Count button, and then the green View Results button.
  • If you have not included Consumer Snapshot elements, the results list will show actual names of people. Please do not contact them! If you want to download the list, you can check the boxes (25 at a time) and when you're ready, hit the blue Download button. On the Download page, Step One=Excel, Step Two=Detailed, click the "Download Records" button to get the full record for each person in Excel, to see what other interests are listed for each person and find correlations between interests.
  • If you have included Consumer Snapshot elements, the results will only be available as a "Data Summary" table, which can be useful to get the total number in a certain location--likely the information you need most.

SimplyAnalytics (create maps and tables down to the US neighborhood level, using US government data and market research data from MRI Simmons; best for clients that are dependent on consumers in specific locations)

• At the intro screen, click next to "Sign in as a guest" unless you want to make a personal account, and click Sign In.
• Next, I highly recommend taking the "quick tour" of SimplyAnalytics which is offered.
• Click on the Map tile, then click Create. Use the options on the left to search by keyword for a dataset/point. After that, you'll need to select a US location. With those two elements defined, click the Done button to view your map. If you want, click the Export button on the right to download an image of the map.

Please contact me if you'd like help navigating the resource or interpreting your results!

Statista (create tables from the aggregated data generated from Statista's own market research surveys)

• Under the Insights drop-down menu at the top of the homepage, click on EXPLORE CONSUMER INSIGHTS. Then, click on "Prefer to start from scratch? Enter the Consumer Insights tool"
• You'll be in the Global Survey, but you can use the Surveys drop-down menu in the upper right to explore other surveys.  Notice also that you're looking at results for the "United States of America" survey, but you can use the drop down menu to select another country, or use the Year drop down (although the most recent survey is the default).
• Type in keywords into the "Search for topics or brands...e.g. hobbies" box at the top, to generate a list of market research questions or consumer responses containing those words.
  • Alternatively, use the options on the left to browse different sections of the survey and select from that list by clicking on the +.
• Tables for everything you've selected have now appeared. If you scroll up, you'll see your selections appear as tiles in the "Rows" section. Drag any tile into the Columns field to create a cross-tab of responses.
• A Download option for your tables is in the upper right corner.

NOTE: There is an option to create a Target Group (lower left) to get, for example, all responses from university students only.  Some Target Groups have already been created. Contact me if you want help creating a new group!