Students doing marketing research often need lifestyle (aka psychographic) information, i.e. information about consumer's product preferences and recreational activities, usually in a specific geographical area. The Auraria Library has a number of Marketing Databases, all of which can be found on our Database List, and many of these can provide that kind of information (along with many other kinds of marketing data, such as Demographics). See below for the names of 2 databases from that list that are especially good for lifestyle searches, Claritas 360 (for U.S. marketing) and Passport (for international marketing)! However, these databases can be difficult to understand and search, so instructions are below how how to use them. The examples below show you how to do a lifestyle search in Claritas 360 and Passport, but only for one kind of product. If you choose to do another kind of lifestyle search in these databases, i.e. to search for something else, somewhere else, just change the product and geographical indicators in each database (which are indicated below). NOTE: for more psychographic resources see the Demographic tab above!
HOW TO SEARCH:
In this example, we'll look for information on "Bud Light" drinkers in Denver County. Click on the SRDS link above, then CLICK ON THE ITEMS IN BOLD BELOW, which you’ll find in that database, and do so in the following order:
This database can be used to search for all kinds of marketing information, not just lifestyles, so if you'd like more information on how to use it please go to these instructions.
In this example, we'll look for expenditures in France on household and domestic services, broken into 2 categories: statistics and analysis. Click on the Passport link above, then on the "Accept" button on the following page, and finally on THE ITEMS IN BOLD BELOW (which you’ll find in that database) in the following order:
1. Click on the Consumers tab, then select Income and Expenditures.
2. HOW TO SEARCH FOR STATISTICS - Scroll down the left-hand side of the page to the “Explore Statistics” box, and click on the following pull-down menus and items under those menus:
A. Choose Category, then Consumer Expenditure on Household and Domestic Services - For a definition of this category, or any other, please go to this link.
B. Choose Geography, then France.
C. Choose Statistics, then Economies and Consumers Annual, and then the Go button (in the lower left-hand corner of the box).
D. This search will produce a table listing the consumption numbers for this category of product in France, in whatever currency is indicated, over several years.
3. HOW TO SEARCH FOR ANALYSIS - Scroll up the left-hand side of the page to the “Explore Analysis” box, and click on the following pull-down menus and items under those menus:
A. Choose Category, then Income and Expenditures.
B. Choose Geography, then France.
C. Choose Statistics, then All, then the Go button (in the lower left-hand corner of the box).
D. This search will produce a list of reports related to product consumption and other economic matters in France. Unfortunately, it is the nature of this search that while some of these reports may relate to consumer expenditure on household and domestic services in France, others may not! This will be true regardless of what product or service you search