Knowledge Base

There are many places to get information on consumer thoughts, attitudes, and behaviors. 

Reports

These resources include long-form text reports on consumer-focused products, services, and industries. These reports tend to include consumer trends and preferences. See also industry reports.

US Focused

• Mintel
  • Reports focused on a variety of consumer-focused products and industries.
  • Either locate a report and then go to the Databook section, or, in the top navigation menu select Analytics. The Databook includes survey data on consumer preferences for different products and services. 
  • Most coverage is of the US and some other Western countries.
• RKMA Market Research Handbooks
  • There are a few reports that focus on consumer behavior.

US & Global Coverage

• Passport
  • Passport provides market share data (e.g. what brands of coffee beans are purchased in China vs. the US) and includes "Analysis" reports with more insight into the target consumers.
• ​EMARKETER
  • Focused on digital consumers and industries (e.g. telehealth, e-commerce, etc.)

Statistics 

These resources have charts, graphs, and/or interactive data portals or mapping tools with consumer data. Most rely on data gathered by surveys asking people their habits or preferences. 

US Focused

• Mintel
  • Reports focused on a variety of consumer-focused products and industries.
  • Either locate a report and then go to the Databook section, or, in the top navigation menu select Analytics. The Databook includes survey data on consumer preferences for different products and services. 
  • Most coverage is of the US and some other Western countries.
• SimplyAnalytics
  • Mapping and reporting tool with a variety of consumer and business data. Includes EASI data.
  • When selecting data variables in the Data tab, select the Consumer Behavior category to see available data. Other relevant categories may be Market Segments, Health, Technology, and Finance.
• PolicyMap
  • Online mapping tool with U.S. demographic, real estate, health, educational, economic, and federal government data.

US & Global Coverage

• Statista
  • In the top navigation menu click on Insights > Consumer Survey. This includes survey data on a variety of consumer topics (e.g. how often do you go to the doctor; do you use online banking apps, etc.). You can use the cross-tab feature to break out survey responses by various demographic categories.
• EMARKETER
  • Focused on digital consumers and industries (e.g. telehealth, e-commerce, etc.)
• Passport
  • Passport focuses on consumer demographics (age, gender, level of education, access to internet, etc.) and actual spending/purchases by brand (e.g. what brands of coffee beans consumers in China purchase vs. the US), rather than consumer attitudes. However, you can often figure out how consumer preferences are changing by looking at the market share data (e.g. you can see how the market share of non-dairy milk has changed over time).