Resources from Simmons
A savvy researcher uses every tool available to them. Data and information is the lifeblood of marketing practice, so it is often proprietary, that is, secured behind a paywall. As a student at George Fox, you have some access to this sort of information through our databases (see the other tabs in this guide), but this access is limited to academic uses and will end on graduation. You may go to work for a firm that either cultivates or subscribes to data platforms (including some on this page), but knowing the ins and outs of freely available information is a skill that will serve you now and in your future career.
Other than Statista, the links and notes on this page are from Professor Simmons. Any questions about their use should be forwarded to him.
Student Resources on the Web
- ResonateResonate is a consumer research firm that focuses on understanding shopping behavior and consumer values. Many free reports, whitepapers and blog articles.
- McKinseyMcKinsey is a large, multi-national management company and while their services and content is broad your can often find information on economic and cultural trends along with industry specific information and/or consumer buying behavior. You can browse their website and search for articles/resources, follow them on LinkedIn or sign up for their newsletter.
- NielsenThis is a good resource for information around media habits. Nielsen is a global leader in audience insights, data and analytics with a focus on accurate measurement of what people listen to and watch.
- Pew Research“Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research.” Very well-respected source similar to Gallup public opinion polling .
- Morning Consult“Morning Consult is a global decision intelligence company delivering insights and custom market research on what people think in real-time.” In particular, their research is very timely, a lot of great charts/graphs/trend information with a focus on consumer opinions, buying behavior and brand preferences (e.g., “Most Trusted Brands”, “Most Loved Brands” reports among others).
- Mintel“Mintel is a global award-winning market intelligence agency. They provide expert analysis of consumer trends, market statistics and industry reports.” Much of their research requires you to pay for their reports but like many other sources listed here they often provide free reports (executive summaries), white papers, podcast, blog articles, etc. and you can follow them on LinkedIn and/or sign up for their email list/newsletter.
- ClaritasExtensive consumer segmentation research and syndicated research studies including their proprietary PRIZM segmentation data that identifies consumer segments by zip code.
- Think with GoogleAs marketers, we rely on data, analysis, and insights to stay informed and inspired. Think with Google is a resource for everything from consumer insights to useful tools. Here you’ll find the data and trends. Think With Google is exploring forward-looking perspectives and behind-the-scenes looks at campaigns to inspire your marketing strategies. Online shopping analytics and trends are emphasized for both Google and YouTube. Learn more here: https://youtu.be/Ad86QPvnqkI.
- Collage GroupWhile subscription-based (you have to pay for the research), Collage Group offers many free consumer research and case study reports specific to Multi-cultural markets (e.g., Hispanics, Blacks, Asians), Generational groups (Gen Z to Boomers), LGBTQ+ & Gender and Parents & Kids.
Various Gen Z and Millennial Studies
A note from Simmons:
There are a number of consumer research organizations that specialize in understanding the youth market (and other generational groups). Most require you to pay for their reports but they often provide free “whitepapers”, blogs, webinars, podcasts and/or executive summaries of major research studies. Here are a few examples that I am familiar with....
- “Top 10 Gen Z Experts You Should Be Following” I'm familiar with the work of Greg Witt.
Student Resources on the Web (cont)
- Mary Meeker Internet Trends“Meeker's Internet Trends Report is one of the most highly anticipated annual reports for tech investors. She has published it every year since 1995 when she was a tech analyst at Morgan Stanley. The Report includes data and analysis on the major trends shaping the Internet, consumer behavior and cultural shifts.” Search online for the latest report and/or free pdf downloads.
- eMarketer“eMarketer is a subscription-based market research company that provides insights and trends related to digital marketing, media, and commerce.” You can sign-up for a free account/email list and access a lot of free information. eMarketer partners with another related and helpful source, Insider Intelligence.
- Sprout SocialSprout Social offers research and expert opinion on current trends related to social media, specifically, and online marketing more broadly.
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