"Consumer research is done with the intention of understanding the needs or behaviors of a particular group in order to define who to best market a product or service to, also known as identifying a target market" (Burclaff, 2024).
You can group customers by: age/generation, geography, values, lifestyle, and other factors. Attitudes, habits and preferences are generally collected via interviews, surveys, polling, focus groups, and by other means. Ideas for finding information about a specific consumer group:
Consumer demographics can be categorized by:
Burclaff, Natalie. (2024, February 23). Doing Consumer Research: A Resource Guide. Library of Congress. https://guides.loc.gov/consumer-research/.
The additional databases and resources below will help you to better understand a customer base:
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