Research Guides: Market Research: Demographics

Overview of Demographic Resources

These resources help you find demographic information about a specific area or locations. Plus, the market research reports can provide an overview of the people who buy a product or use a service; a demographic overview of people by category (e.g. gender, income).

Demographic Data & Reports

Mintel Market Research Reports This link opens in a new window
Comprehensive market reports for various products, services, and demographics. Some reports provide data in Excel for further analysis. Coverage: 2010-present. Available to UNM NetID holders only.
Available to UNM NetID holders only.

Census: My Community Explorer
This tool combines select demographic, business, and resilience data to help users identify potentially underserved areas of their state, county, and community.

Roper Center Archives for Public Opinion Research (iPoll) This link opens in a new window
Public opinion polling data from U.S. and international polling firms on a broad range of topics including opinions and behavior on social issues, politics, pop culture, international affairs. Download datasets and tables. Coverage: 1935 to present.

Demographics & Surveys

PsycTESTS This link opens in a new window
Provides information about and access to thousands of test instruments (including aptitude tests, personality scales and cognitive functioning measures), many of which are available for immediate full-text download and use in teaching and research.

US Census
US population statistics, along with economic data (local, county, state and national). A treasure trove.
Surveys of Consumers
From U of Michigan this survey helps explain consumer expectations and the overall US economy.
Surveys about Americans (from BLS)
Two useful surveys: Consumer Spending (spending habits) and Time Use (time spent on various activities).
Pew Research Center
A nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world.
Bureau of Business & Economic Research
"BBER at the UNM conducts economic and demographic research and analysis about New Mexico. It also maintains a major depository of socioeconomic data for the State.”

Mapping Demographics

PolicyMap This link opens in a new window
Visualize and map thousands of socioeconomic variables covering the United States (local to national). Create reports on specific Census geographies. Download reports, data, and maps. Coverage: 2000-present.
Social Explorer This link opens in a new window
Map various demographic and socioeconomic variables from United States Census, Statistics Canada, UK Data Centre, and Eurostat. Download maps/data. Coverage: 1790-present.
Users must create and log into your personal account on Social Explorer.

NM Traffic Flow Counts
Traffic counts at all major roads in Bernalillo, Valencia, Torrance, Sandoval and southern Santa Fe counties.
Santa Fe Area Traffic Counts