General Business 725 : Consumer Trends

Daily research articles, analyst reports, and a database of e-business and online marketing statistics that provide insights and trends related to digital advertising, marketing, media, and commerce.
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only.

In-depth reports from 2001-present that analyze market size and segmentation, consumer attitudes, and marketing strategies relative to hundreds of consumer products in the United States. Lifestyle reports such as "Green Marketing" and "Spending Habits of the Teen Consumer" are also available. (New reports issued monthly)
Access: All access requires a UW-Madison NetID to log in. You must be a current UW-Madison faculty member, student, or staff to use this database either on or off-campus.

U.S. consumer data including demographics, psychographics, product usage, spending behavior and media habits. The data is compiled from the Simmons National Consumer Study of U.S. adults age 18 and older which is conducted each year. (Updated annually)
User Guide: Please see our Tutorials and Help Pages for assistance with creating reports and interpreting the results.
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only. Licensed for 4 simultaneous users.

Market research reports on over 700 different industries in the United States, organized by NAICS code. The reports include key statistics, market segmentation, life cycle, regulation, market share, industry outlook, and more.
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only.

Provides access to information on U.S. businesses and U.S. consumers. The business database includes data such as employee size, sales volume, geo-codes for mapping, contact details, franchise and brand information, judgments and bankruptcies, and credit rating scores. The consumer database includes comprehensive demographic and lifestyle attributes for any type of marketing or research.
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only.

Searchable collection of market and consumer data from wide range of sources: government, NGOs, industry, marketing and trade groups. Statista includes ready-made statistical charts, graphs and tables on marketing, demographics, communication, technology, politics, health, leisure and public opinion polls. About 20 percent of the data in Statista comes from government sources like the World Bank and the U.S. Census. The rest comes from industry, marketing, and trade groups. The tables, charts and graphs can be downloaded as images or into Microsoft Powerpoint and Excel.
Access: Use in Grainger Hall only (not wireless). This includes Business Learning Commons, Huber Lab and Finance & Analytics Lab. No remote access is permitted.

WGSN Insight provides bite-sized updates and thought starters, alongside in-depth white papers, videos and podcasts. It is a trend forecasting service that includes what’s new and next in several industries including apparel, beauty, retail, food & beverages, sustainability, travel, technology, and more. The database also provides trends by generations and social media platforms.
Access: Available to anyone on-campus. Available off campus for UW-Madison students, faculty and staff only.