The Library Springfield-Greene County Library District Springfield, Missouri

Demographics and Market Research

Demographics is the study of the characteristics of people or organizations within a defined geographical location. The more information collected, the more people and organizations can be segmented into smaller common groups with shared attributes.

A key part of your small business marketing strategy will include demographic information. That information helps you identify the individual members of your audience by certain characteristics, wants, and needs. 

Use demographic data to:


Demographics are also important for the following functions: 


Library Resources

DemographicsNow: Business and People* - Connects users with a wealth of highly detailed demographic data on more than 24 million U.S. businesses and 206 million consumers—making it ideal for gaining consumer and market insight. The database can be used to analyze the market size, build direct marketing lists, choose a location, profile current and potential customers, and research competitors. 

Video Tutorials


Reference Solutions* - Powerful database of U.S. and Canadian business and consumer information that can gather new sales leads, learn more about competitors, create consumer mailing lists for your target market and learn about industry trends. 

Video Tutorials


Udemy* - Udemy is an online learning platform to help you improve work-related skills or further develop a personal interest. It includes 6,000+ on-demand video courses in multiple languages, including many on using demographic information for marketing. 


Traditionally, demographic data can come from a range of sources, like censuses, surveys, and government records

Government Resources

With U.S. Census data you can find data about an area’s population, income, education, housing, etc.

Other sources of Census data:

The Consumer Expenditure Survey and the American Time Use Survey are available on the U.S. Bureau of Labor Statistics Demographic Data page.


State and Local Resources

County Database Extractions provide socioeconomic trend tables for each Missouri county with comparative data for a decade or more.

Regional Demographic Maps from the Missouri Economic Research and Information Center show Springfield-area demographic patterns. Similar materials are available from the same source for a dozen other Missouri regions, and for the state as a whole.

Republic Population & Demographics shows the numbers behind this rapidly growing community located in the Springfield metro area.

Springfield Data Profile is sponsored by the Springfield Business Development Corporation and brings together many useful statistics about the Springfield community including the cost of living, crime rates, business opportunities, major employers, and labor availability.


Economic Indicators

Inflation and Cost of Living 


BizStats gives instant access to useful financial ratios, business statistics, and benchmarks for a number of business types.

Trends and Forecasts 

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