1. Looking for Market Data WARF/Gilson 4/5/2011 Michael Enyart Business Library Menyart@library.wisc.edu 263-3902

2. Market Data You May Need to Know? Is there a market for my idea What is the size and growth of that market What are the segments of that market –Geographic –Demographic –Benefit-based –Psychographic

3. Where does you idea fit in the Business Environment? This is one of the questions that needs to be answered in order for your to start your research on the potential market –My new and improved formula could be used for athletic drinks. –Is my software going to be used by people who use the Windows operating system? –Will my product be used by power generating plants in the U.S.?

4. If you can identify the business you find the “Code” Most of the data that is collected on businesses in the U.S. is done at the “type” level. That “type” is defined by the NAICS code (1999 forward). If you are looking at census information or directories, knowing the code will be a great help. Athletic Drinks – 312111 Windows Software – 511210 Power Plant Machinery - 221112

5. If you can identify the business you find the “Code” The U.S. Government through the Business Census does collect a great deal of business data. It is organized by geography and type. Type is defined by the North American Industry Classification System (NAICS). http://www.census.gov/eos/www/naics/ If you idea lines up with a specific NAIC code, you can harvest a great deal of data with little time and expense via the U.S. Census. http://www.census.gov/econhttp://www.census.gov/econ The NAICS code will also allow you to identify companies in the same business in most directories Sometimes the NAICS code does not allow the specificity that you need to gain good market data

6. Market Research Sources It is probably too simplistic but I will divide these sources into two groups: Business to Consumer (B to C) Business to Business (B to B)

7. Market Research: B to C Mintel Oxygen: Very respected source for consumer markets. Provides reports that analyze market size and trends, market segmentation, consumer attitudes and purchase habits Local Audience Market Analyst: Provides market profiles, demographics and lifestyle data for DMAs and counties in the US Choices III: Database of national survey data from 2007, provides demographics and psychographics of product users and media audiences IBIS World: Provides market research reports on over 700 industries in the US, these reports include key statistics, market segmentation, lifecycle, regulation, market share and industry outlook Business Monitor International: Provides quarterly reports with 5 year forecasts for 24 industry sectors One Source: Provides market research for industries in many countries

8. Market Research: B to B IBIS World: Provides market research reports on over 700 industries in the US, these reports include key statistics, market segmentation, lifecycle, regulation, market share and industry outlook Business Monitor International: Provides quarterly reports with 5 year forecasts for 24 industry sectors One Source: Provides market research for industries in many countries Healthcare Research from Frost & Sullivan: Provides reports on the pharmaceuticals, biotechnology, medical imaging, and medical devices sectors

9. Other Market Research Sources (accessible at busines.library.wisc.edu) Trade Association Directories –Associations Unlimited National Directories – Hoovers – One Source Trade Journals –Business & Industry –ABI/Inform

10. Financial Data Balance Sheet Information for private companies is almost impossible to acquire. The most you can consistently find are financial ratios by industry (code) RMA Annual Statement Studies (Bus Ref, HF 5681 B2 R62): This is the best source for ratios for small businesses since they offer a breakdown by asset size. Drawback, it does not cover all SIC codes D&B Industry Norms and Key Business Ratios (HF 5681 R25 I5): This resource covers almost all industry codes but there is no breakdown by asset size. Fintel Industry Metrics. This resource provides financial metrics for over 2,500 individual industries.Fintel

11. Your Librarian as a Source In this type of setting it is difficult for me to address each of your information needs. Some may have more information resources then others. Please feel free to call me and or email if you run into a problem. I cannot guarantee that I can answer every question, but I might be able to point you in the right direction.