Librarian
Databases in a Nutshell
Business Source Complete
Best for articles and news
Good for…
- Trade publications
- Customer demographics
- Consumer media habits
- Information about product categories
- Customer product complaints
Standard & Poor’s
Best for Industry Information
Good for…
- Researching product categories
Mintel Reports
Best for information about consumers
Good for…
- Demographics and psychographics
- Consumer media habits
- Some industry news
Related Subject Guides
Customer Demographics
These sources will help you discover the age, income, education level, and geographic location, for a given group of customers. Use Mintel and Business Source Complete to find who the customers are for your product category.
- Business Source Complete This link opens in a new windowEnter a keyword or two that identify your customer group (e.g. millennials) into the search box, combine with your product if you wish.
- Explore Census DataFind demographic information about the U.S. population for geographies as large as the entire U.S. and as small a few blocks of any village, town, or city.
- Explore Census Data (FAQ)Tips for searching the U.S. Census.
- American Time Use SurveySee the ATUS tables and charts in the left column to see how Americans use their time.
Customer Media Habits
These sources can help answer questions about what media influences customer behaviors.
- Business Source Complete This link opens in a new windowSearch using a keyword to Identify your consumer group combined with an OR string like this, "media consumption" OR television OR TV OR "social media" OR "outdoor advertising."
Customer Complaints
Information about consumers, combined with their reviews, may serve as a good source for common complaints about products and services.
- Business Source Complete This link opens in a new windowProduct reviews may give some insight into complaints consumers have with specific products. Do a search for your product and select Product Reviews under Source Types in the left column of the results list. You may need to click on Show More to see it.
- Nexis Uni This link opens in a new windowConsumer complaints can make the news when they are serious enough. Search for your product using the big search box and select Negative News from the left column of the results list. You may have to scroll down to see this search facet.
Purchase Timing
Industry reports and articles may contain information about purchase timing for a product category.
- Standard and Poor's Net Advantage This link opens in a new windowS&P Industry Surveys may contain information about cycles in a business. To find an industry survey, type the name of the company that manufactures your product in the search box next to the red NetAdvantage logo. The auto fill feature will suggest company names, select your company when the it appears. You will see a link to the industry surveys at the top of the left column under My Links.
- Business Source Complete This link opens in a new windowArticles in trade publications may talk about when consumers are more likely to purchase and other cycles. Enter search terms to describe the business, product, or industry you are searching for and select Trade Publications under Source Types in the left column of the result list. You may have to click Show More to see it.