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 name of a database from that list that is especially good for lifestyle searches, Claritas 360! However, this database can be difficult to understand and search, so instructions are below how how to use it. The example below shows you how to do a lifestyle search in Claritas 360, but only for one kind of product. If you choose to do another kind of lifestyle search in this database, i.e. to search for something else, somewhere else, just change the product and geographical indicators 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.