Market Research

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Mintel Academic
In-depth reports from 2001-present that analyze market size and segmentation, consumer attitudes, and marketing strategies relative to hundreds of consumer products in the United States. Lifestyle reports such as “Green Marketing” and “Spending Habits of the Teen Consumer” are also available. (New reports issued monthly)
Access: All access requires a UW-Madison NetID to log in. You must be a current UW-Madison faculty member, student, or staff to use this database either on or off-campus.

ReferenceUSA (Infogroup)
Provides access to information on U.S. businesses and U.S. consumers. The business database includes data such as employee size, sales volume, geo-codes for mapping, contact details, franchise and brand information, judgments and bankruptcies, and credit rating scores. The consumer database includes comprehensive demographic and lifestyle attributes for any type of marketing or research.
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only.

Simmons OneView (Simmons Research)
U.S. consumer data including demographics, psychographics, product usage, spending behavior and media habits. The data is compiled from the Simmons National Consumer Study of U.S. adults age 18 and older which is conducted each year. (Updated annually)
User Guide: Please see our Tutorials and Help Pages for assistance with creating reports and interpreting the results.
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only. Licensed for 4 simultaneous users.

Also Helpful

ABI/INFORM Complete (ProQuest)
Full-text journals, dissertations, working papers, country profiles, industry reports from Business Monitor International and First Research (under the Browse tab), and key newspapers such as The Wall Street JournalFinancial Times, and The Economist. Covers a wide range of business topics including accounting, finance, management, marketing and real estate. (Updated daily)
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only.

American FactFinder (U.S. Census Bureau)
Census data for the United States and Puerto Rico from 2000-present. Includes the Decennial Census, the American Community Survey, and the Economic Census, among other surveys. Download data or create thematic maps from any table that displays more than one geography of the same type (state, county, etc.).
Access: Available to everyone.

BCC Research
BCC Research provides objective, unbiased measurement and assessment of market opportunities with detailed market research reports. Our experienced industry analysts assess growth opportunities, market sizing, technologies, applications, supply chains and companies with the singular goal of helping you make informed business decisions, free of noise and hype. (Updated annually)
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only.

Business Premium Collection (ProQuest)
The most comprehensive business offering, comprising all content from: ABI/INFORM Collection; Accounting, Tax and Banking Collection; Asian and European Business Collection; Business Market Research Collection; and Entrepreneurship Database. With global coverage in business and economics, the collection features thousands of full-text journals, dissertations, and working papers, as well as trade publications, market research reports, and key periodicals such as the Wall Street Journal, Financial Times, and Economist.
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only.

Business Source Complete (EBSCO)
Scholarly, trade, and popular business publications covering all business disciplines. Includes market research reports, industry reports, country reports, company profiles and SWOT analyses. (Updated daily)
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only. This resource is also available for use by all Wisconsin residents through BadgerLink.

Country Commercial Guides on Export.gov (International Trade Administration)
Market conditions, opportunities, regulations, and business customs for over 125 countries prepared by trade and industry experts at U.S. embassies worldwide.
Access: Available to everyone.

Edison Research
The Resources page offers free downloads of all of Edison’s publicly-available research including The Infinite Dial, America’s longest running research series measuring digital platforms and their impact on the media landscape. Other reports include The Podcast Consumer, Moms and Media, and The Social Habit.
Access: Available to everyone.

IBISWorld: Industry Reports
Market research reports on over 700 different industries in the United States, organized by NAICS code. The reports include key statistics, market segmentation, life cycle, regulation, market share, industry outlook, and more.
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only.

IBISWorld: ProcurementIQ Reports
Includes over 900 reports on indirect purchasing lines and products. These reports show information on pricing environments, including key trends and forecasts, product characteristics, market share, supply chain vendors, and purchasing processes. In addition, the reports cover many different markets ranging from “fire doors” and “data mining services” to “explosives” and “language schooling.”
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only.

MyBestSegments (Nielsen)
The free ZIP Code Look-Up and Segment Explorer tools provide abbreviated snapshots of demographic and psychographic data at the ZIP code level.
Access: Available to everyone.

Richard K. Miller E-Book Collection (RKMA)
Comprehensive full text coverage for regional business publications (including titles from Crain Communications). Incorporates coverage of more than 80 regional business publications covering all metropolitan and rural areas within the United States. (Updated daily)
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only.

Social Explorer
Current and historical U.S. census data and demographic information. Create maps and reports at all geographic levels including the state, county, census tract, block group, zip code and census place. Of special interest are the the entire US Census from 1790 to 2010, the American Community Survey, and the Religious Congregations and Membership Study (RCMS). (Updated continuously)
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only. Licensed for 3 simultaneous users.