Describe your product or service then describe the profiles (or characteristics) of the best market segments (or customer groups) for your product (good or service). You will use three different segmentation methods in this assignment: Demographic, Geographic, and Psychographic. Keep in mind that there will be overlap between these three profiles!
Items identified with an * may be particularly useful for completing this assignment!
DEMOGRAPHIC PROFILE RESOURCES:
“Demographics” includes the gender, age, education level, or physical location of your target audience members.
U.S. Census Bureau
A great and free resource for finding out basic demographic elements about the population, based on ten year census data. Explore the Topics and Geography tabs towards the top of the screen.
*State and County Quick Facts
QuickFacts includes census based statistics for all states and counties, and for cities and towns with more than 5,000 people. Try focusing on a specific county or city. Quick Facts includes information on people (race, ethnicity, age, education, travel time to work), housing (rentals/ownership), income, and business). Note: Quick Facts Beta is very slow–use the prior version that features a pull down menu.
*American Fact Finder
Organized by the U.S. census, but based on annual American Community Survey. Answers are collected to form up-to-date statistics used by many federal, state, tribal, and local leaders.
Gateway to statistics from more than 100 federal agencies, including Bureau of Transportation Statistics, Bureau of Justice statistics, and the National Center for Education Statistics.
Statistical Abstract of the United States
A comprehensive summary of statistics on the social, political, and economic organization of the United States. When searching, keep topics very large, then look at chart results for more detail. Tends to provide national level statistics. Use last name and student ID to access from off campus.
Small Business Development Center National Clearing House
Many, many links to demographic data, business statistics and industry research.
Social Explorer (free version)
Social Explorer provides access to modern and historical census data and demographic information and allows users to create custom maps and tables with the data. Choose location, then explore options with “Change Data” feature. Free version searches Census 2000 information only–information on the free version of social explorer may more easily be found with resources cited above.
GEOGRAPHIC PROFILE RESOURCES:
The links provided in the demographic section may be useful here, and also try these:
Sperling’s Best Places (check out the compare cities function!)
Visit Bend Central Oregon Maps
Central Oregon Area Maps
Bend Weekly Bend and Central Oregon Maps
Global Road Warrior (useful for international marketing)–use last name and student ID to access from off campus.
PSYCHOGRAPHIC PROFILE RESOURCES:
Pew Social Trends
Studies behaviors and attitudes of Americans in key realms of their lives, including family, community, health, finance, work and leisure. Look at Social Trends, and Datasets.
*Claritas – MyBestSegments
Can take a while to load. Provides a segmentation system defining every neighborhood in the U.S. by zip code in terms of 66 distinct lifestyle types. Some useful free data; in-depth data requires purchase.
SRDS Local Market Audience Analyst (free version)
Use only with Internet Explorer. Free version provides very basic demographic profile (population, occupations, merchandise rankings) for Bend, OR.
Most of these are subscription resources and require you to login with your last name and COCC student ID #.
BUSINESS ARTICLE DATABASES
Article databases can be a good source of information about a particular market or demographic area. Find Barber Library’s online Business Resources at: http://www.cocc.edu/library/business/