Consumer behavior data - Consumer Behavior - ADVE 120 - Research Guides at Columbia College Chicago Library

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Marketing & Demographics Library databases

Claritas Prizm Premier Segments
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Good example of market segmentation of target customers. View free content -- segment descriptions and consumer characteristics. Can also search by zip code for top segments in an area.

Mintel This link opens in a new window
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Comprehensive research reports on consumer markets and products in U.S., related demographic data and analysis, and articles on trends in global consumer markets.
MRI Simmons Insights This link opens in a new window
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Provides data on psychographics, product usage, spending behavior, and media habits of U.S. adult consumers, based on national consumer surveys. Use it to create your own custom reports.

Create a Quick Report on a Target Customer in Simmons Insights-May 2020, (5 minutes) from Indiana University Libraries

"Simmons Insights: How to create a crosstab report on consumer behavior," recorded September 2021, 7 minutes.

Statista This link opens in a new window
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A large, user-friendly statistics portal with a global scope. Find infographics, in-depth dossiers and reports, and Powerpoint slides, along with original source details.

Consumer Behavior data by Location

SimplyAnalytics This link opens in a new window
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A mapping and data visualization application that lets users create interactive maps, charts, and reports. It includes demographics (population, age, race, income, employment, education, etc.), housing, consumer spending, and detailed business profiles. Users have access to SimmonsLOCAL consumer behavior data and Claritas PRIZM consumer lifestyle data.

To save your work in SimplyAnalytics, create an account. You may use as a guest but none of your project work will be saved. Limited to 10 simultaneous users.

How to use SimplyAnalytics for Demographic and Consumer Behavior Data (Market Segments, Simmons data, and Census Demographics, etc.)-March 2022 (5 minutes)