Entrepreneurs, non-profits, grants researchers and government agencies can use this tutorial to find information on demographics, psychographics, and market segmentation.


What is a "Target Market"?

Your product or service will be sold to a specific group of consumers with particular characteristics in common. This group is called the target market or market segment for your product or service.

The target market can be defined by demographic and psychographic characteristics. Demographics study measurable characteristics of a population such as age, sex, income, and place of residence. Psychographics, on the other hand, measure attitudes, lifestyle characteristics, and beliefs. This tutorial will highlight library and Internet sources that can help you find demographic and psychographic information to find your target market.


Who Might Use Your Product or Service?

In order to find your target market, use these sources to pinpoint what age, sex, income level, etc. are most likely to use your product or service.

Best Customers: Demographics of Consumer Demand
Examines household spending on 300 products and services. Check our Catalog for both print and downloadable e-book versions of Best Customers: Demographics of Consumer Demand

Household Spending: Who Spends How Much on What Contains information on how much households spend on household products and services, by income, age, household type, and region of residence.
Check our Catalog for both print and downloadable e-book versions of Household Spending: Who Spends How Much on What

Who's Buying Series
Overview of spending patterns, arranged by income, race & Hispanic origin, age, region, marital status, household type, and other factors for a variety of products and services. Current titles in this series include Who's Buying at Restaurants and Carry-outs, Who's Buying Entertainment, and Who's Buying Transportation.
Check our Catalog for both print and downloadable e-book versions of the Who’s Buying Series.


Finding Your Market - Print Sources

This demographics print source will identify where the people are that you need to reach.

State Profile Ohio published by Woods and Poole
Extensive demographic, economic, and retail sales data provided on the state of Ohio, including 30 year projections for Ohio metro areas, cities and counties.


Finding Your Market - Internet Sources

These are some recommended Internet sources for identifying where the people are that you need to reach.

Bureau of Labor Statistics (bls.gov)
Includes reports on income, consumer prices, and consumer spending.

City of Columbus Economic Development (economicdevelopment.columbus.gov)
Columbus is open for business, and open for your company to grow and prosper. The Economic Development page provides information on site selection, Columbus MSA demographics, business services, and maps of tax increment financing districts and neighborhood commercial revitalization program areas.

The Columbus Region (columbusregion.com)
The Columbus Region website provides a Data Center, with current and historical data for the Columbus Region. and a Report Builder with demographic reports.

Community Research Partners: Central Ohio Data Access Tools (communityresearchpartners.org/datatools/)
CRP's Data Access Tools provide information from many sources on one website - information you can use for program design, needs assessment, resource allocation, grant applications, market analysis, and program evaluation, and to understand what is going on in your neighborhood and community.

FFIEC Geocoding System (ffiec.gov/Geocode/)
The Federal Financial Institutions Examinations Council’s geocoding and mapping system allows retrieval of MSA, State, County, and Census Tract/BNA codes for street addresses. The system is useful for obtaining demographic information, like population and income data.

U.S. Census Bureau (census.gov)
Gather demographic information on your community, research the local economy, and find your SIC or NAICS code using American Factfinder. The Census Bureau web site can also be used to view the latest edition of County Business Patterns.

Mid-Ohio Regional Planning Commission (MORPC) Data Ports Maps and Data
Welcome to the MORPC DataPort! This website was developed as a one-stop shop for accessing regional information developed by MORPC about planning, demographics, land use, economic development, transportation, maps, contact lists, and GIS data in Central Ohio. It is also a portal to other federal, state, and locally developed information sets that may be more appropriate sources to answer your data needs.

ODOT Traffic Counts
The Ohio Department of Transportation Traffic Monitoring Section is responsible for programming, collecting, analyzing, and reporting traffic monitoring data for interstate, national and state routes in Ohio. Traffic monitoring data includes vehicle volume, vehicle classification, and weigh-in motion.


Finding Your Market - Premium Resources

Business Decision (card required for home access)

Business Decision is a powerful web-based software service that enables you to research consumer market data, demographic data, and market segmentation data associated with geographies you customize such as addresses, ZIP Codes, cities, and much more.
Business Decision is a consumer market database for small businesses, entrepreneurs, and non-profit organizations that helps businesses to succeed by increasing their market share and growing their clientele.


Psychographics - Premium Resources and Internet Sources

Periodical indexes such as EBSCOHost Research Databases and ProQuest Direct can be accessed at any library location or remotely with a valid library card. Search these indexes for magazine and newspapers articles about consumer expenditures, attitudes and other psychographics.

The Consumer Expenditure Survey (www.bls.gov/cex/home.htm)
This program consists of two surveys—the quarterly Interview survey and the Diary survey—that provide information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics.

The Polling Report (www.pollingreport.com)
This site publishes the results of the latest surveys (by respected polling organizations like Gallup, Harris, and Princeton Survey Research Associates) on health care, taxation, welfare, education, environmental policy, and the other major issues of the day.


Questions? Call our Information Line at 614-645-2ASK and ask to speak with a librarian in Science, Business & News @ Main Library.



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