Demographics vs Psychographics
Demographics refer to statistical data (age, gender, income, etc.) collected for a particular population.
Psychographics refer to information about a particular population's attitudes, aspirations, and other lifestyle criteria.
Companies use both psychographic and demographic information in order to segment their markets, establish spending patterns, and create the best buying experiences for their customers.
Be mindful: Finding detailed psychometric data is always expensive unless you're compiling it yourself (sometimes even more costly). Lean on the resources below as much as possible.
Information on Consumer Behavior
- Mintel This link opens in a new windowConsumer and Market data covering: Beauty and Personal Care, Drink, Finance, Food, Food Service, Health and Well-Being, Household, Leisure and Entertainment, Lifestyles, Multicultural America, Retailing and Apparel, Technology, Transportation, Travel.
- Insider Intelligence This link opens in a new windowInsider Intelligence (formerly eMarketer) provides analysis, market data, and statistics on the internet, e-commerce, online marketing, social media, and emerging digital technologies around the world.
- Nielsen InsightsGlobal leader in audience measurement, data and analytics. Includes featured insights on digital consumers.
- GWIGlobal market research and insight reports on brands, consumers, and more.
- American Customer Satisfaction IndexThe American Customer Satisfaction Index (ACSI) is the only national cross-industry measure of customer satisfaction in the United States. The Index measures the satisfaction of U.S. household consumers with the quality of products and services offered by both foreign and domestic firms with significant share in U.S. markets.
- Comscore RankingsAmerican media measurement and analytics company which provides industry rankings for digital media, mobile, social, gaming, etc. Stickiness Index is clever, and data is akin to "Insider Intelligence," see above in this list.
- Passport This link opens in a new windowProvides 2,000 data types across 11 categories: Automotive and transport, Consumer markets, Economic indicators, Foreign trade, Industrial markets, IT and telecommunications, Leisure and lifestyles, Population and households, Resources and environment, Retailing, Service markets, and more. Select "Consumers" in the menu tab to find Lifestyles, Income and Expenditure, and Household spending.
- Claritas - MyBestSegmentsSneak peek of Claritas’ lifestyle segmentation system. This ZIP Code Look-up lets you view your neighborhood’s household segments by income, race, age, etc. The distinct lifestyle types are helpful for targeting like-minded consumers.
- Bureau of Labor Statistics - Consumer Expenditure SurveysData "provide information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics."
- Reference Solutions This link opens in a new windowDatabase of 12+ million American public and private businesses, including addresses, number of employees, sales figures, credit score, type of location (branch, subsidiary, headquarters), SIC code, and line of business (e.g. computer software). Updated monthly.
- Statista This link opens in a new windowProvides access to statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources on over 600 industries.