Consumers & Customers
Use the resources below to find market research reports, data, demographics, psychographics, and statistics about consumers and customers in the home improvement, home improvement retail, or DIY retail industry.
- Search Mintel for "home," "home improvement," "DIY," "home decor," "lawn products," etc. to find market research reports
- These reports will describe consumer motivations, customer demographics, market trends, and more.
- Mintel
Contains market research reports for specific consumer product categories. Also useful for sport business marketing. Covers US and some International marketplaces. Especially useful for consumer demographics, psychographics, buying behavior, motivations, and more.
Use Simmons to find:
- national-level demographic profiles of home improvement stores consumers.
- consumer attitudes about home improvement and DIY projects
- demographics of consumers of specific home improvement retail brands and companies
Note: For a basic demographic profile, use the Quick Reports found under "Essentials" as shown is this video.
- Simmons Insights
Contains demographic information about users of specific consumer products including: what they use, income and educational level, what types of media they use, and more. See my Simmons Tips & Tricks for help using the database.
Use WARC to find articles, case studies and reports that discuss how companies are marketing to fitness consumers.
- Suggested search terms to start include "home improvement" or by company name
- WARC _World Advertising Research Center
Contains over articles, case studies, research reports and summaries covering all areas of marketing communications. (Athens Campus Only)
Suggested searches include:
- home improvement in USA
- home and garden specialist retailers in USA
- You can also change "USA" to another country for international information
I also suggest you use the Industries tab to browse the Home & Garden topic for relate reports and analysis.
- Passport
Passport offers comprehensive coverage of international consumer markets, consumer lifestyles in other countries, economic statistics, demographic forecasting, and industry reports for most major markets and consumer products, and more.
