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Embedded LibGuides by Jenny

Brand Catalyst

  • "Predictive consumer segmentation and brand strategy tool": find out info about how likely a consumer is to purchase a brand, or engage in a behavior
  • Who is the consumer for a brand: what other brands do they like, what do they believe in/what's important to them
  • Helps to define brand identity
  • If you are familiar with MRI+, Brand Catalyst is the "new" MRI+.

Please view the following tutorial to learn how to navigate Brand Catalyst (accessed through Simmons Insights)

RKMA Market Research Handbooks

eBooks (large downloadbale PDFs) on:

  • Consumer Behavior
  • Consumer Marketing
  • Entertainment
  • Media & Advertising
  • Health Care
  • Hotels & Resorts
  • Leisure Market
  • Restaurant & Food Service
  • Retail Business
  • Sports Marketing
  • Travel & Tourism 

Market Research 

  • Industry reports
  • demographics
  • market trends
  • forecasts
  • analysis of major brands, new products
  • consumer trends & buyer behavior in 
    • Food & Beverage,
    • Food Service & Hospitality
    • Retailing
    • Technology & Media
    •  Travel & Leisure.


  • industry research for over 700 US industries

  • research on hundreds of international industries

  • Watch the video below for a quick tutorial on how to navigate and access global industry data and reports

First Research 

  • 80+ in-depth industry profiles and 900 smaller industry segments. 
  • Overview of business challenges, trends, industry opportunities.
  • NOTE: You must click through 3 pages (2 "Continue" and 1 "Submit" page) before reaching the "Search for Industry and Geographic Profiles" main page.


Free online resource that is often the first step:

Claritas Zip Code Look-up

  • Zip Code Look-Up: to find out the demographics and lifestyles of segments in your neighborhood!
  • Segment Details: for details of the PRIZM segments (by lifestage or social grouping) . Easy to navigate and free to use. You may access the "snapshot" and the interactive map. However, go through the library to access the more in depth reports available through the subscription database SRDS

Using SRDS for Segmentation Data 

Step by Step Directions 

Reading and Understanding a Target Segment Measure Report from SRDS/Claritas 360

Step by Step Directions

For help with SRDS, click on the "Ask a Librarian" button below:

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Business Source Complete

  • Search by company (click on the "Company Profiles" section under the "Browse" menu)
    • Company profiles, narratives
    • SWOT analyses
    • Company acquisitions, brand and product introductions and development
  • Search by topic (for example, "Business ethics of Nike" or "Consumer trends impacted by COVID")


Find consumer, company, and brand or product profiles/reports (also called "dossiers")