This document provides a research guide for the Scripps Innovation Challenge. It lists various sources for demographic, economic, and consumer behavior data organized by categories such as age, location, income, family status, beliefs, products & industries, and media usage. Key sources mentioned include the American Fact Finder, Bureau of Labor Statistics, Mintel, Pew Research Center, Mediamark/MRI, and SimplyMap. Contact information is provided for questions.

1. Scripps Innovation Challenge
Research Guide: http://libguides.library.ohiou.edu/innovation
Questions? Jessica Hagman • hagman@ohio.edu • Make an appointment at http://libguides.library.ohiou.edu/innovation/contact
Entry Point for Your Data Where to Look
Age
Mintel has data and analysis of consumer groups by age group (Baby Boomers, Millennials, Kids)
Check the Pew Research Center for research on Americans by age group – they often compare attitudes and
behaviors across groups.
The American Fact Finder has population estimates by age, race, gender as well as lots of other demographic
information for the US as a whole and for specific geographies in the US.
Mediamark/MRI has information on which age/gender groups are likely to be using a particular product or engage in a
specific behavior. The media database also offers media consumption information by age group and lifestage.
The Bureau of Labor Statistics data includes employment data for youth.
Location Use SimplyMap map variables down to the census tract or zip code. Variables include: census data • consumer
expenditures • market segments (age/wealth/family status) • consumer behavior (products purchased) • daily activities
The American Fact Finder website gives you access to census and American Community Survey data. Choose a
location to find information on age groups, education, housing, income, race and Hispanic origin, and veteran status.
Income, employment and
occupations
The Bureau of Labor Statistics has data on wages and employment by occupation, state and metropolitan area,
college/high school status, gender, age (youth aged 16-24) and more.
Mediamark/MRI’s data includes media use information by household income.
Family Status The Bureau of Labor Statistics has information on employment by people in families (parents, mothers, etc).
Use the American Fact Finder for demographic information and family status of groups around the US.
Mediamark/MRI will give you media use and use of consumer products by household status and family composition
Beliefs Polling the Nations has information on current public opinion and is good for understanding what people thing about
topics – especially current events.
Statista pulls in some opinion data that is available on the open web.

2. Scripps Innovation Challenge
Research Guide: http://libguides.library.ohiou.edu/innovation
Questions? Jessica Hagman • hagman@ohio.edu • Make an appointment at http://libguides.library.ohiou.edu/innovation/contact
This can be a category where research articles are useful. You may be able to find research in peer-reviewed journals
about public opinion, perceptions of brands, topics and major issues.
The Pew Research Center conducts research on what people think about a wide range of social and political issues.
Products & Industries Mediamark/MRI data can give you demographic information and media use for people who use particular products or
engage in specific consumer behaviors.
SimplyMap can tell you where you are more likely to find people who use a particular product.
Mintel’s sector reports offer information on the expected consumers for different types of products.
Statista is a search engine for data that is available on the open web. They often data on product usage that they pull
in from industry websites. Try searching for brands or types of products.
Passport GMID has analysis and statistics of different industries. Try searching for your product or a likely company.
Often the analysis will include relevant information about consumer trends that will affect the market outcomes.
IBIS World is very focused on industry information, but does include information on factors that would influence the
outlook for that industry. This sometimes includes information about relevant consumer trends.
Media Usage Statista has a whole category on media and advertising, with a focus on books and publishing, music, radio, TV, film,
video games and general media usage trends.
Check the Pew Research Center for data on social media usage, especially their Internet and American Life project.
Mediamark/MRI will show you some media usage traits and specific channels, TV shows and magazines used by
people who have specific products or engaged in a type of consumer behavior.
SRDS will tell you about magazines in a particular category as well as media outlets for a Designated Market Area (DMA)
Sometimes research articles will have information about how people approach media consumption.