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Business Plan Research: Market (Demographic) Research

This is a guide to some of the most helpful sources for developing a business plan


Demographics are statistics regarding the characteristics of a population. Common characteristics are: age, gender, race, education level, and income level.

Market research involves investigating your target audience and identifying demographic attributes of that audience is an important aspect of this. In addition to databases the library provides for market research, here are some other popular sources of demographics.

Demographics - United States

  • Explore Census Data
  • ESRI Tapestry: ZIP Lookup
  • Social Explorer: Demographic Profiles
  • U.S. Bureau of Labor Statistics (BLS)
  • Zoom Prospector


Census Business Builder


Use the Census Business Builder (CBB) tool to retrieve selected demographic data from the U.S. Census Bureau. CBB Small Business Edition is designed for users who need key data for a business plan or for target market analysis. Users can retrieve data for a single type of business and geography at a time.

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