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JOUR 3400: Strategic Communication Theory and Research

Resources to build consumer profiles

Using Passport GMID

Passport GMID has information on countries, consumers and industries.

Information comes in different forms including statistics, reports, opinions and analysis.

Search tips for Passport GMID:

  1. If you use the search box in the top right corner of Passport, you'll get a lot of search results that you will want to limit by industry, geography, age group, etc on the left side of your results page.Search results in Passport GMID for "pizza." Results are filtered by category: fast food. Additional filters are available on the left side of the page to limit by geography, type of source or date.
  2. If you run into a category description that is confusing use the Help > Definitions section of the Passport site to find out how Passport is defining a particular industry or category.
    • For example, Passport defines consumer foodservice as "cafés/bars, full-service restaurants, fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks." The same page goes on to define these different types of foodservice providers.
  3. The Help > FAQ section also has more information on category definitions, including an explanation of why pizza falls into different cartegories.
  4. When you look at statistics, keep an eye out for small icons that indicate more information is availalbe elsewhere in Passport GMID. A screenshot of a Statistics profile in Passport GMID with a box and arrow pointing to icons that can be clicked to go to additional information about this topic in Passport GMID.
Subjects: Journalism