LibGuides: Market and industry research: Researching consumers

Customer segmentation

A lot of market and industry research requires you to understand your (potential) customers: Who are they? Where do they live? What is their income? What are their hobbies and interests?

RRU Library has several databases that can help you segment your customers. However, if you are looking for demographic data, you might also need to dig into government census and statistical information for your country of interest. The pages in this section provide guidance for:

Specialized databases that include consumer information

Simply Analytics This link opens in a new window
SimplyAnalytics is a mapping, analytics and data visualization program providing demographic information including census data from year 2006-2021, current year estimates and 5 year projections, household spending data on hundreds of goods and services, and over 1 million detailed Canadian business profiles from Dun & Bradstreet. Additionally, users have access to the PRIZM marketing segmentation system, enabling researchers to understand target locations, or identify target markets. Data is largely available down to the Dissemination Area level. Access is limited to 5 concurrent users.

Guide to Simply Analytics: What is Simply Analytics?

IBISWorld This link opens in a new window
IBISWorld’s Industry Research Reports provide strategic insight and analysis on Canadian, American and Chinese industries.
Passport (Global Market Information) This link opens in a new window
Business intelligence and statistical information. Consumer lifestyles, retailing, countries, consumer market sizes and forecasts, market analysis reports, and company profiles from Euromonitor. Covers over 350 markets and 207 countries.

Guide to using Passport GMID