LibGuides: BOAD: Introduction to Research: Demographics and Psychographics

Demographics

Demographics refer to statistical objective data about populations. This includes data related to age, race, ethnicity, gender, education, occupation, income level, and marital status. It does not include interpretations of beliefs and values.

Basic demographic statistics:

Data.Census.Gov
A central platform to access all of the U.S. Census' rich data.

Demographics by zip code with psychographic insights:

Bureau of Economic and Business Research
State of Florida demographic statistics and Consumer Sentiment Index.
Claritas Zip Code Look-up
Claritas’ lifestyle segmentation systems define every household in the U.S. by distinct lifestyle types, called “segments”, to provide you with a comprehensive picture of who lives where and what they are like. Marketers use these insights to create more effective and efficient marketing strategies.

DemographicsNow This link opens in a new window
Connect with a wealth of highly detailed demographic data on more than 24 million U.S. businesses and 206 million consumers. DemographicsNow is ideal for gaining consumer and market insight for opening a business, finding an untapped audience for products or services, analyzing the shifts and needs of a given population, and much more.

Psychographics

Psychographics refer to lifestyles, attitudes, beliefs, and aspirations of select populations. Psychographic information typically builds upon demographic data. For example, demographic data might inform you of the average age of residents in a community, but psychographic information will tell you if those residents would be interested in paying more money for a premium service based on their values. You may find more psychographic information through reading articles about select consumer markets.

Recommended library resources:

Mintel This link opens in a new window
Offers yearly reports covering consumer markets. Market data including size, segmentation and forecasts. Includes daily updates on the hottest issues affecting key consumer markets and the economy.
ProQuest This link opens in a new window
Full text and/or citations for magazine, newspaper, and journal articles in business, science, popular culture, as well as the performing and visual arts.
Subscription includes access to ABI/Inform Complete [scholarly and trade journal articles, dissertations, market reports, industry reports, business cases and global and trade news]; Design and Applied Arts Index [Journal articles on practice, theory and history of design, craft, advertising]; Hoover's Company Profiles, and other scholarly and news article resources
DemographicsNow This link opens in a new window
Connect with a wealth of highly detailed demographic data on more than 24 million U.S. businesses and 206 million consumers. DemographicsNow is ideal for gaining consumer and market insight for opening a business, finding an untapped audience for products or services, analyzing the shifts and needs of a given population, and much more.

Once you're in DemographicsNow, you can access their psychographic lifestyle profiles through the Help link at the top right corner of the homepage.

Recommended open web resources:

Business Insider
Provides articles about business and finance. Be sure to also check the "Prime" and "Intelligence" sections.
Pew Research Center
Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world.