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Consumer Demographics and Market Research

This guide covers topics related to finding sociodemographic data and how to use these statistics for market research projects.


While demographics take into account factual information, psychographics are used to classify consumers according to their attitudes, beliefs, interests, lifestyle.

In this article from CB Insights, you can read about how certain brands and industries are using psychographics in their marketing.


Please note some of these books might be reference books; reference books are only available for use in the library. You can identify those by looking at the Copies tab in the record of each book – the Location section should say Sherman Library Reference and the Status section should say LIB USE ONLY.

Recommended websites

U.S. Bureau of Labor Statistics provides data on time use.


  • American Customer Satisfaction Index is a uniform, national, cross-industry measure of satisfaction of U.S. household consumers with the quality of products and services offered by firms in 47 industries and 10 economic sectors.