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Database Guides: Local Market Audience Analyst  

Last Updated: Dec 6, 2011 URL: http://libguides.stanford.edu/lmaa Print Guide RSS UpdatesEmail AlertsShareThis
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Content Coverage & Description

Date Coverage:

The Demographics, PRIZM and the Cartography (County and DMA lists) data are 2010 vintage data and are updated annually, sometime in the 4th quarter. There’s no study range per se.

The Simmons profiles data are always made with two full years of the study.  2010 profiles were all waves collected between Jan. 2008 and Dec. 2009; 2011 profiles between Jan. 2009 and Dec. 2010.

Reports:

  1. Market Profiles - Insight into the demographic makeup and behaviors of individual DMAs or counties.
  2. Lifestyle Analysis - Explore by lifestyle behavior 
  3. Demographic - Find key audiences.
  4. Prizm - Household makeup and lifestyle traits of target audiences

When to Use: Use to find data on demographic profiles and lifestyle patterns of US population.

Print/Download: Select Print or Copy. To copy, choose "select all" and then paste into Word or Excel.

 

Typical Questions Answered by This Database

  • What is the average age, income and education of (DMA) Anchorage, Alaska?
  • I plan to import some Chilean wines and would like to know which areas consume domestic wine?
  • What cities have the largest concentration of toddlers?
 

How to Access

Go to Databases A-Z, and click on Local Market Audience Analyst. This opens srds site.  Click on Local Market Audience Analyst.

 

How to Search

  1. Select a Report type from the left-hand column.
  2. Use the small blue  i  buttons for information on searching and interpreting reports.
  3. Choose a DMA, county, lifestyle, or demographic group, depending on the type of report.
  4. Drill down through folders, and make selections as directed. Click "search"
 

Support Resources

Click on "Overview" in each of the reports to get a detailed explanation of the type of data you can extract from LMAA.

The small blue i buttons next to the report type explain content and how to search.

Tutorials are available for a more indepth explanations.

      
     

    Glossary

    LMAA - Local Market Audience Analyst

    DMA - Direct Market Area; geographic region (LMAA has 210 DMAS)

    Lifestyles - Hobbies, activities, interests

    Psychographics - Lifestyles and lifestages that influence purchasing behavior

    PRIZM - Classifies customers according to neighborhoods, lifestyles, and psychographics

     

        
       

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