Market Research Guides
• Steve Blank, author of The Startup Owner’s Manual — Tools for Market Research
• Inc.com’s Conducting Online Market Research Guide
• Inc.com’s Market Research Guide
• Entrepreneur’s How to Do Market Research — The Basics & Researching Your Business Market
• Defining Your Market, Maryl Celiz, eByline Blog
• Six Weeks to Start Your Small Business — Research your industry, target business market and competition — USA Today, excerpted from Six-Week Start-Up by Rhonda Abrams
• Contentini.com — Web App Strategy: Why Market Research is Important and Doing It For Free
• Marketing on the Internet — Where to Begin (Video) — talk by the Technology Therapist at NYPL
• Marketing Strategy Planning Template — David Meerman Scott, author of The New Rules of Marketing and PR
• Get Into Your Buyer’s Psyche to Develop Relevant Digital Marketing — Diane Thieke, Simply Talk Media
Primary Research Sources
Conduct surveys in your target demographic:
Use Wufoo or Zoomerang to create a survey and use Facebook Ads. Or, use one of these services that uses social networks as samples for market research surveys:
Secondary Research Sources
Note on US Census data: Census 2010 (decennial) — contains population count, race, sex, selected housing info; American Community Survey (ACS) (annual) — contains estimates for everything else, like language, place of birth of foreign born, income, education, etc.
• Mining the Census for Reporting — overview of how to use Census products for reporting and some tools to help (J-School)
• Social Explorer — census and other demographics data accessed in reports and maps (J-School) Using Maps Tutorial
• Infoshare — census data on NYC (J-School)
• OECD StatExtracts
• Countrywatch Elite — country specific intelligence and data (J-School)
• Europa World Year book (annual) — on-site at CUNY J-School Research Center, reference only
Qualitative Market Research Info
including psychographics (lifestyle, opinion and demographics)
• Research Alert Yearbook (this is a link to the secure logins page on J-School Research Center website. Scroll down to Research Alert pdfs)
• Reference USA’s Consumer Lifestyle Module and snapshot tool — research your target market, identify clusters, find out household level details about hobbies, interests and purchase behavior. Here is a video tutorial on how to use the module. You can’t download lists of people, but you can do a consumer snapshot.
• You are Where You Live — zip code Lookup of Nielsen’s MyBestSegments.com, Market Segments Research. Here are the NYC Neighborhood zip codes
• SimplyMap at NYPL’s Schwartzman Library on 5th and 42nd or at SIBL. Pinpoints multiple data variables for any geography in the US. Here are tutorials.
Get a NY Public Library Card so you can use the resources onsite at the Science, Industry and Business Library (SIBL), like these marketing databases, including eMarketer and Euromoniter. Here’s a video tutorial on using Euromonitor to find international consumer and lifestyle info.
FOR CUNY STUDENTS AND FACULTY ONLY:
The database resources below are available onsite at Baruch College’s Newman Library. Bring your CUNY ID to the Baruch Library Reference Desk and they’ll give you a temporary login to use a computer in the library.
- eMarketer — marketing research related to online marketing and e-commerce. Browse eMarketer reports here and look at the tutorial on using eMarketer.
- SRDS Media Solutions — Local Market Audience Analyst, psychographics for target audience (does not work with Firefox — must use Explorer). Check out this video tutorial on SRDS.
- MRI+ (Mediamark reporter) — data on demographics, lifestyles, product and service usage and media exposure. Here’s a video that demonstrates the example of finding demographics and psychographics on Netflix users.
- Mintel Global Market Navigator
Market Research Reports
• US Commercial Service Market Research Library
• Online Database of Social Media Research
• WPP Consumer Insights Reading Room — worldwide consumer insights, trends, behavior, surveys and forecasts
• BIA Kelsey — local media advertising research & forecasts
• MarketingCharts — marketing data & charts for interactive media marketers
• Interactive Advertising Bureau Research
• ReportLinker — links to free and for-fee reports
Find a stakeholder…
that might have your data
• Associations Unlimited — find organizations and associations by keyword (J-School)
Ex: social (media or networks) AND moms
• CUNY J-School, New Business Models for News
• KnowThis.com — market research resources
• NYU Resources for Entrepreneurs
• The Alex Brown Center for Entrepreneurship at UMBC
• Google Adwords Blog
• YouTube Adwords
• 2012 Digital Marketer, Meet the New American Consumer
• ZenithOptimedia Marketer’s Portal/Directory
• Adobe Scene7 2011 Survey: Digital Marketing in the Next Decade Key Findings, April 2011
• Go4Funding Market Research Tips for Startups
• Digital Marketing Guide: How Do You Slice and Dice Your Target Audience When Buying an Ad?, AdAge Feb 2011
• What’s The Social Technographics Profile Of Your Customers?
• Glimpses from Trajectory, The Futures Project (requires registration) — free searchable guide to:
Lifesytles and consumer behaviour,
Identity and values,
Media and technology,
Politics and government,
Economy and employment, and
• The Futures Company
• Radian6 — social media listening tool
• Contagious Magazine — “Global market’s early warning system”
• JWT Intelligence — “converting cultural shifts into opportunities”
• Digital Trends
• Mobile Marketer
• iMedia Connection
• WSJ Technology
• The Cool Hunter