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ENT 400 - Entrepreneurial Thinking & Behavior

Winter 2023 - Prof. Davis

Finding Databases to Research your Market and Consumer

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. 

  • Statista: Provides curated reports that include extensive statistical data on over 600 industries. The statistics and studies are gathered by market researchers, trade organizations, scientific publications, and government sources, and data is shared in a variety of easy-to-understand formats such as charts and infographics. 
  • Passport: Extensive industry, demographic, consumer, and economic data for many countries worldwide. Includes forecast data to 2023, market data for 330 consumer products in 49 countries, approximately 100,000 brands, and market analysis reports.
  • BCC Research Reports: 250 market research and market forecasting reports produced annually on topics including advanced materials, advanced transportation technologies, biotechnology, food & beverage, fuel cell and battery technologies, healthcare, and manufacturing.
  • Michigan Economic Development Corporation: Compiles a range of data on Michigan communities, including demographic information, community analysis, and local business data. Narrow your search by city, county, metro area, or region. 

RKMA Ebooks

Each year, RKMA publishes a series of market research ebooks. Below are a few recent RKMA publications covering topics related to your project:

Additional Marketing Databases and Tools

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.

  • Note: Limit of 2 concurrent users

Vivvix: Advertising expenditure information since 1995 for millions of product brands across television, radio, magazine, newspaper, internet and outdoor channels.

  • Note: Limit of 3 concurrent users

Claritas 360: A web-based application for analysis of customer data and markets. Uses PRIZM market segments. 

  • Note: Once you have clicked on the Claritas 360 link, you will land on the SRDS homepage. To open the Claritas 360 tool, you will need to select "Claritas 360" from the navigation bar.



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