Researching demographics and consumer behavior

I became a librarian because I enjoy helping people find answers to their questions. And, as a librarian in the Science, Business and News division at Columbus Metropolitan Library, I learn the most fascinating information from the various resources we have to offer. I find it very rewarding when I am able to help business owners reach their goals.

Here’s a customer’s situation that I was recently able to address.

Q: I need the most current information I can get on central Ohio demographics, consumer expenditures and market segmentation. I am gathering this data to support my marketing plan. I would like to be able to gather data for both Downtown Columbus 43215 ZIP code, and for the Discovery District. I need to analyze the consumer behaviors in Downtown Columbus, and
compare neighborhoods around the area.

A: My immediate idea for this customer was to use our premium resource – Business Decision.

Business Decision is powerful web-based software that allows you to research consumer expenditures, demographic data and market segmentation data associated with street addresses,
ZIP codes, census tracts, cities, or geographies you designate by using map tools to draw your own boundaries.

A powerful feature in Business Decision is the use of the Tapestry market segmentation system. This tool analyzes a vast array of data that helps businesses focus on the right consumers for their unique products or services. Determining the market segments in a local area provides a big leg up for a small business, since large corporations use market segmentation all the time.

Reports can be saved on your account, and/or downloaded to your computer or a flash drive.

If you create a market profile report for ZIP code 43215, you’ll be able to see detailed demographics for 2000, 2010, and a projection for 2015. A market profile report will also include consumer spending data like average amount spent on apparel, retail goods, food and
more.

You can also create a two-page report that helps to visualize the different types of consumer segments in a defined area. Click here to view a “dominant tapestry site map” for the area around Main Library, (Franklin County, Ohio census tract 40.0). Tapestry segmentation is a system which classifies U.S. neighborhoods based on their socioeconomic and demographics.

As you can see from the site map link above, there are three predominant “tapestry segmentation” groups. The main groups in the area are “metro renters,” “Social Security” and “retirement communities.” For a detailed explanation of the tapestry segmentation system, and access to the Business Decision tapestry handbook, visit www.businessdecision.info. To find a census tract number for a street address, use the U.S. Census Bureau’s website www.census.gov.

Remember all resources are available for free with your library card. Do you have any questions? I’m happy to help you research important aspects of your business. I can be reached at bbeardsley@columbuslibrary.org.