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