Consumer markets can be segmented using a multitude of variables from four main categories:
Market research firms use a combination of these variables to create proprietary market segments, which are usually only available with a subscription. While the sources throughout this guide cover a wide range of consumer segments, the subsections on this page highlight a sample of sources that look at consumers via the individual market segment categories (demographic, geographic, psychographic, and behavioral).
For additional information, we have a few research guides on specific markets, such as:
The following title links to fuller bibliographic information in the Library of Congress Online Catalog. Links to additional online content are included when available.