Market Research for Entrepreneurial Journalists

Market Research Guides

• Steve Blank, author of The Startup Owner’s ManualTools for Market Research’s Conducting Online Market Research Guide’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
• — 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

Tapping Into Community Research With Facebook Graph Search

Conduct surveys in your target demographic:

Google consumer surveys — prices starting at .10 per response — metrics-driven marketing and customer development

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:

Peanut Labs

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, 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.


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

Measuring Web Audiences
Google Display Planner tutorial- access through Google Ad Planner under tools

Find a stakeholder…

that might have your data

Associations Unlimited — find organizations and associations by keyword (J-School)

Search trade articles…

in these databases for the market research you can use

LexisNexis Academic (J-School)
Factiva (J-School)
ABI/Inform (J-School)

Searching Google

Ex: social (media or networks) AND moms

Commercial Data Providers

you can try calling them and see what you get

Nielsen communications
Borrell Associates
Forrester Research
Experian Hitwise — AudienceView

Additional resources

CUNY J-School, New Business Models for News — 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