Research Guides: Consumers: Overview

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WARC This link opens in a new window
This is a good choice for understanding a particular target audience or finding consumer research. Limit your results by the topic "Consumers & Audiences" or look for the filter called "Index" on the left side of your results to narrow your results to information about consumers.
Business Source Complete This link opens in a new window
Use this database for finding scholarly research and trade magazine articles on consumers.

View the Company Research and Industry Research tutorials for more insights.
ABI/INFORM Collection This link opens in a new window
This is also a good tool for scholarly research or trade magazine articles.

Market research may include data gathered from focus groups, surveys, and analysis of secondary data on consumers.
You may find some limited, "teaser" reports online from market research firms, though you should be wary of these as some may be fake market research.

Mintel Reports This link opens in a new window
This is a best bet for getting started understanding a particular target audience or generational demographic. Look for the demographic filters on the left side of your search results of this market research tool.

Restricted to only current SMU students, faculty & staff.
View the Market Research tutorial for more insights.
Statista This link opens in a new window
Use this for specific market statistics or look for the dossier reports. Keep your search terms relatively broad.

View the Finding Data tutorial for more insights.
Passport This link opens in a new window
Use the top menu to select a topic and then narrow by country. Best for international research.

Restricted to only current SMU students, faculty & staff.
View the Market Research tutorial for more insights.