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Embedded LibGuides by Jenny

Library Resources


Greetings! I'm your personal librarian for MRKT1002! I can help you find information for your final project such as market research and business and financial information, help you navigate the databases or answer any other question.  

I share office hours with an awesome team of librarians, so if you'd like some one-on-one help click here to book an appointment or let me know a time that works for you We're here for you!

Jenny Castel |  |  401-598-1887

Did you know you can also chat or text with one of our on-duty librarians?  It's anonymous, free, and super fast!

NOTE: You are not alone! If you get lost please contact the library/librarians! We are here to help you!

Final Project Resources 

Please scroll to the bottom of the box for more information about additional resources. 

We have awesome resources to help you find market research about demographics and who is most likely to engage in a behavior (to use a specific product, for example, use an app, etc.) or purchase a product/brand. 


The reports in this database can help you:

  • find out who is most likely to purchase or use a product (and how often) based on demographic information (age, hh income, education level, race, gender, etc.) 
  • find out who if people who purchase or use a product or engage in a behavior or likely to access a specific media channel (websites, apps, magazines, social media platforms)
  • find out if a certain demographic is likely to  purchase or use a product or engage in a behavior

MRI+ is a good first step in find out who is and creating a profile for your target segment. 

To use MRI+ you will need to create an account. 

How to create an account

Step 1: use your JWU wildcats email.

Step 2: check your junk folder and open the validation email from 

Step 3: You are ready to search for your brand's target market/target consumers in MRI+!

Step 4: If you are unsure, check out the "How to read a GFKMRI+ University Reporter report" file attached. 

The library also has a resource to help you find target audience and segment information. You can access these reports through 


*NOTE* SRDS works best in Chrome or Internet Explorer. Do not use it in Safari. 

Claritas 360 is a software within SRDS that provides the PRIZM Premier Segments and quite a few awesome reports that will provide with information about target audience, segment information, and their likely behaviors, interests, demographic, and geographic locations. 

To access Claritas 360:

Step 1: click on the blue SRDS link above.

Step 2: once on the Kantar Media/SRDS database home page, search across the top for "Claritas 360"  and click (highlighted below).

Step 3: click on the button that says "Log in to Claritas 360" (highlighted below). 

*Note: you are already logged in- see in the photo above it says "log out." You do not need to actually log in because you are accessing the database through the library log in. 

Step 4: Choose your report. 

Which Reports Do I Use? 

Help Docs to help you understand the reports in Claritas 360 and what they mean:





Need help searching the databases? Check out our Library Help Docs for step-by-step information.

Or, check out this quick information about MRI+ and SRDS.

For segment narratives collected and analyzed from US Census Bureau and the Neilson Media Study data , check out PRIZM Segment Narratives

Databases where you can find market research (demographics, market trends, etc.):


Databases where you can find company and industry information (financials, SWOT analysis, profiles): 

**Tech Tip: SRDS and the Claritas 360 platform do not work well in Safari. If possible, use Firefox or Chrome**

Which Reports Do I Use? 

Help Docs to help you understand the reports in Claritas 360 and what they mean:

If you use the library's databases for your research, you can copy and paste pre-generated citations - look out for the option as it may appear differently in each interface but is generally represented by an icon of quotation marks.


If you need to cite a resource not located in a database, I recommend using the OWL as a reference. Alternatively, reach out to me for help with citations!

MLA Sample Paper

MLA Format Template