LibGuides: COJO 3300: Advertising in the Media: Consumer Demographics

Consumer demographics resources

WARNING: UW Libraries has two excellent sources for conducting demographic research, but they are complex faceted databases (as opposed to simple keyword query boxes like ProQuest Central or Google). Beyond our library session, I urge you to watch the overview videos for both SimplyAnalytics and Claritas 360 and ESPECIALLY the video (and handout) Juan Vasquez put together precisely for your assignment. These videos will save you a great deal of confusion and wasted time in the long run!

Simply Analytics Project Outline for your COJO 3300 assignment
Juan Vasquez of Simply Analytics created this handout for you to review prior to viewing his tutorial, which explains how crosstabs work - something you'll definitely need to know for consumer demographics research!

Simply Analytics Tutorial Video for your COJO 3300 Project
Juan Vasquez has looked over your General Mills "Minis" assignment and PERSONALLY created a video tutorial to help you maximize SimplyAnalytics in support of your General Mills "Minis" cereal campaign! He recommends viewing the first 20 minutes for your project.

The rest is advanced tips for seeking out local and target locations, a skillset which may or may not be required to complete the assignment, but is still useful information if you plan on an advertising career and fun to look at as well!
SimplyAnalytics
A very cool database that provides demographic, marketing, and consumer data for the United States. This database allows you to create a report or graphically display your data via maps. Great for psychographic information as well!

SimplyAnalytics is extremely student-oriented - if you have a question about how you can use it for your project (even beyond this class and assignment), utilize their chat service for an expert human response - likely from Juan Vasquez or co-founder Charles Swartz!

Only 3 people can use this database at a time, so if you get blocked, keep trying!

Claritas 360 (via SRDS)
To get to their additional demographic data, you MUST click on "CLARITAS 360" from the top menu to launch the graphical interface. Once you have done that, click on the light blue "LOG INTO CLARITAS 360" box to launch this demographics database.

From there, I highly recommend selecting the Claritas 360 Walkthroughs for step-by-step tips on how to search the database.