Skip to Main Content
It looks like you're using Internet Explorer 11 or older. This website works best with modern browsers such as the latest versions of Chrome, Firefox, Safari, and Edge. If you continue with this browser, you may see unexpected results.

Marketing

What is consumer analysis?

The objective of consumer analysis is to identify segments or groups within a population that have similar needs.

Consumer analysis can help answer questions such as:

  • Who buys the product or service? 
  • Where do these consumers live? 
  • What income levels are in the market?
  • What is the age pattern in the market?

Answers to these questions help identify target markets for specific products or services and advertising efforts.

How else can consumers be identified?

  • Demographic Segmentation: includes age, gender, income, race, marital status, education, occupation, home ownership, number in the household and age of the home.
  • Psychographic Segmentation: looks at the values, activities, interests, and opinions of the population, what we often call lifestyle.
  • Behavioral Segmentation: Divides the market by observable behaviors such as usage, purchasing decisions, and brand loyalty.

-from MIT Libraries' Marketing: Consumer Analysis Research Guide

Finding Consumer Info in Mergent Intellect

Demographics + Consumer Analysis Surveys & Reports