Once you have identified your area of need, you will need to investigate your potential consumer and market. In this step, you'll look for sources related to market competition, market size, and market segments.
Below is a list of databases with consumer and market information.
Each year, RKMA publishes a series of market research ebooks. Below are a few recent RKMA publications covering topics related to your project:
If you're interested in diving a bit deeper, there are a range of other tools available to explore consumer and demographic information. These tools can be challenging to use, so please feel free to reach out to your librarian for help!
MRI Simmons Insights: provides access to U.S. adult consumer data on product and brand usage, spending behavior, media habits, and more. It can be used to create customized reports helpful for developing marketing strategies, making advertising decisions, and finding statistical information that comes from the Simmons National Consumer Study.
Vivvix: Advertising expenditure information since 1995 for millions of product brands across television, radio, magazine, newspaper, internet and outdoor channels.
Claritas 360: A web-based application for analysis of customer data and markets. Uses PRIZM market segments.