Unlock the power of understanding with VisitIQ's™ Psychographic Data, a cutting-edge resource that provides a profound view into the minds of your customers. Our comprehensive psychographic database offers a wealth of U.S. consumer graph data, delivering invaluable insights into the attitudes, interests, lifestyles, and motivations that drive consumer behavior. With VisitIQ™, you can move beyond traditional demographics and leverage psychographic data to create more personalized, effective marketing strategies that resonate deeply with your target audience.

Psychographic data goes beyond who your customers are; it delves into why they make the choices they do. VisitIQ's™ database captures a rich tapestry of consumer attributes, including values, beliefs, personality traits, preferences, and buying motivations. By integrating these deeper insights into your marketing approach, you can identify key psychological triggers that influence purchasing decisions, build stronger emotional connections, and create messaging that speaks directly to your audience’s core desires and needs.

Our psychographic data includes an extensive range of consumer interests and lifestyle indicators, allowing you to segment your audience with unparalleled precision. From health and wellness enthusiasts to tech-savvy early adopters, VisitIQ™ provides the granular data needed to define niche markets and tailor your products and services accordingly. This enables you to craft targeted campaigns that not only capture attention but also drive engagement and loyalty by aligning with the unique characteristics and preferences of your ideal customers.

VisitIQ's™ psychographic database is built on a vast network of U.S. consumer graph data, continuously updated and sourced from a variety of reliable channels. Our advanced data science techniques ensure that the data is accurate, relevant, and actionable, giving you the confidence to make strategic decisions based on real-world insights.

Whether you are looking to enhance your market segmentation, develop personalized marketing campaigns, or optimize product offerings, VisitIQ's™ psychographic data provides the insights you need to understand your audience on a deeper level. Use this data to anticipate consumer needs, predict trends, and stay ahead of the competition in an ever-evolving marketplace.

By integrating our psychographic insights into your existing marketing stack, you can refine your targeting strategies across all channels, from digital advertising and email marketing to content creation and social media engagement. This holistic approach to consumer understanding enables you to deliver consistent, impactful messaging that converts and retains customers more effectively.

Gain a competitive edge with VisitIQ's™ Psychographic Data. Leverage our comprehensive U.S. consumer graph to uncover hidden opportunities, foster stronger customer relationships, and drive growth with data-driven precision. Experience the future of marketing with insights that go beyond the surface and tap into the true drivers of consumer behavior.

Dataset

This dataset was created by Chandan Malla

Released under Data files © Original Authors

Contents

Overview and descriptive statistics of the psychographic characteristics.

Success.ai’s Consumer Sentiment Data offers businesses unparalleled insights into global audience attitudes, preferences, and emotional triggers. Sourced from continuous analysis of consumer behaviors, conversations, and feedback, this dataset includes psychographic profiles, interest data, and sentiment trends that help marketers, product teams, and strategists better understand their target customers. Whether you’re exploring a new market, refining your brand message, or enhancing product offerings, Success.ai ensures your consumer intelligence efforts are guided by timely, accurate, and context-rich data.

Why Choose Success.ai’s Consumer Sentiment Data?

1. Comprehensive Audience Insights

   • Access psychographic and interest-based profiles that reveal what motivates and influences your audience’s decisions.
   • Continuous updates ensure you stay aligned with shifting consumer sentiments, seasonal preferences, and emerging trends.

2. Global Reach Across Industries and Demographics

   • Includes insights from various markets, age groups, cultural backgrounds, and income levels.
   • Identify consumer attitudes in different regions, helping you tailor campaigns, products, and messaging to diverse audiences.

3. Continuously Updated Datasets

   • Real-time data analysis ensures that your consumer sentiment insights remain fresh, relevant, and actionable.
   • Adapt quickly to consumer feedback, market changes, and competitive pressures.

4. Ethical and Compliant

   • Adheres to global data privacy regulations, ensuring your usage of consumer sentiment data is both legal and respectful of personal boundaries.

Data Highlights:

• Psychographic Profiles: Understand lifestyle preferences, values, and interests that shape consumer choices.
• Sentiment Trends: Track evolving emotional responses to brands, products, and categories.
• Global Audience Insights: Evaluate consumer sentiments across multiple regions, languages, and cultural contexts.
• Continuous Updates: Receive current data that reflects the latest shifts in mood, opinion, and interest.

Key Features of the Dataset:

1. Granular Segmentation

   • Segment audiences by demographic, interest, buying behavior, and sentiment scores for targeted marketing efforts.
   • Focus on the attributes that matter most, from eco-conscious consumers to luxury shoppers or value seekers.

2. Contextual Sentiment Analysis

   • Go beyond basic positive/negative sentiment to understand nuanced emotional responses.
   • Identify triggers that inspire loyalty, dissatisfaction, trust, or skepticism.

3. AI-Driven Enrichment

   • Profiles enriched with actionable data provide deeper insights into consumer lifestyles, brand perceptions, and product affinities.
   • Leverage advanced analytics to develop personalized campaigns and product strategies.

Strategic Use Cases:

1. Marketing and Campaign Optimization

   • Craft campaigns that resonate emotionally by understanding what drives consumer engagement.
   • Adjust messaging, timing, and channels to align with evolving sentiment trends and seasonal shifts in consumer mood.

2. Product Development and Innovation

   • Identify unmet consumer needs and preferences before launching new products.
   • Refine features, packaging, and pricing strategies based on real-time consumer responses.

3. Brand Management and Positioning

   • Monitor brand perceptions to detect early signs of brand fatigue, trust erosion, or negative publicity.
   • Strengthen brand loyalty by addressing concerns, highlighting strengths, and adapting to changing market contexts.

4. Competitive Analysis and Market Entry

   • Benchmark consumer sentiment towards competitors, industry leaders, and emerging disruptors.
   • Assess market readiness and optimize entry strategies for new regions or segments.

Why Choose Success.ai?

1. Best Price Guarantee

   • Access high-quality, verified data at competitive prices, ensuring efficient allocation of your marketing and research budgets.

2. Seamless Integration

   • Integrate enriched sentiment data into your analytics, CRM, or marketing platforms via APIs or downloadable formats.
   • Simplify data management and accelerate decision-making processes.

3. Data Accuracy with AI Validation

   • Benefit from AI-driven validation for reliable insights into consumer attitudes, leading to more confident data-driven strategies.

4. Customizable and Scalable Solutions

   • Tailor datasets to focus on specific segments, regions, or interests, and scale as your business grows and evolves.

APIs for Enhanced Functionality:

1. Data Enrichment API

   • Enhance your existing consumer records with psychographic and sentiment insights, deepening your understanding of audience motivations.

2. Lead Generation API

   • Identify audience segments receptive to your messaging, streamlini...

This map contains NYC administrative boundaries enriched with various demographics datasets.Learn more about Esri's Enrich Layer / Geoenrichment analysis tool.Learn more about Esri's Demographics, Psychographic, and Socioeconomic datasets.Search for a specific location or site using the search bar. Toggle layer visibility with the layer list. Click on a layer to see more information about the feature.

At VisitIQ™, we provide a wealth of consumer marketing data to help businesses unlock deeper insights and optimize their B2C strategies. Our extensive and meticulously curated datasets are designed to provide a 360-degree view of your target consumers, combining a wide range of behavioral, demographic, and psychographic data points to deliver actionable insights that drive measurable results.

Our comprehensive consumer marketing database is built to fuel data-driven marketing strategies. With our rich behavioral insights, you can understand not just who your customers are, but also how they interact with your brand, what they are looking for, and what motivates their purchasing decisions. By tracking online and offline behaviors, preferences, purchase history, and engagement patterns, VisitIQ™ enables you to segment your audience more effectively and craft personalized marketing messages that resonate with your ideal customer profiles.

In addition to behavioral insights, our datasets provide detailed demographic information, including age, gender, location, income level, education, and household characteristics. This allows you to pinpoint your marketing efforts with incredible precision, reaching the right audience with the right message at the right time. Our data also includes psychographic attributes, such as lifestyle preferences, interests, and values, providing a deeper understanding of what drives consumer behavior and helping you create more compelling and relevant content.

VisitIQ's™ platform integrates seamlessly with your existing marketing stack, enabling you to utilize our consumer marketing data across multiple channels, from digital and social media to email and direct mail. With our data, you can improve targeting, increase engagement, reduce customer acquisition costs, and ultimately achieve a higher return on your marketing investment.

Whether you’re looking to attract new customers, retain existing ones, or re-engage lapsed consumers, VisitIQ™ provides the data you need to build effective, data-driven B2C marketing strategies. Our comprehensive datasets empower you to make informed decisions, optimize your marketing campaigns in real-time, and drive successful outcomes.

Unlock the full potential of your consumer marketing efforts with VisitIQ™. Transform your approach with powerful insights, sharpen your competitive edge, and achieve unparalleled marketing success.

This dataset was utilized a join from enriched tables from ESRI which was curated from the 2020 Census from the United States Census Bureau, American Community Survey (ACS) and for voter precinct polygon dataset are from 2024 published by the Secretary of State. This layer has information for all voter precincts within Idaho regarding the population's psychographics (where the population gets their news from) for 2024. For more information on how the data is curated for the Enrich tool please go the link below. 2024/2029 Esri Updated Demographics

users.csv User_id: Unique identifier of user Country_code: Country code where the user registered assets.csv Show_type: Type of content, whether the asset is a movie or an episode of a TV series Genre: Genre of content Running_miutes: Runtime of content (Playable number of minutes) Source_language: Production language of content Asset_id: Unique identifier of video content at the most granular level (a movie or an episode of a TV series) Season_id: Unique identifier of content at season level. This is only applicable to TV series Series_id: Unique identifier of content at series level. This is only applicable to TV series Studio_id: Unique identifier of production studio for the content plays.csv Platform: Platform of consumption Minutes_viewed : Total number of minutes viewed, rounded to the nearest integer (0 means less than 30 seconds) Demographics.csv Psychographics.csv The dataset identifies psychographic and demographic tags about some iflix users. Each user-tag pair has an associated confidence score (1 is the highest, and 0 is the lowest confidence). Each trait can have up to 3 levels, depending on its granularity. Some traits can be identified by only considering the first two levels. At the same time, there are others that make more sense when all the three levels are considered, e.g., ‘iflix Viewing Behaviour’ is a level 2 psychographic trait that only makes sense when it is looked at in combination with the level 3 traits corresponding to it (‘casual,’ ‘player’ and ‘addict’). These traits represent different levels of viewing behavior of iflix users. Casual users have less than five viewing days in a month, player users have 5 to 12 viewing days in a month, and people with an addiction have more than 12 viewing days in a month. Traits are available corresponding to a user_id in the dataset only if we have certain confidence that the user belongs to the trait. Column and Description Level_1: Identifies the first level of the trait (psychologic or demographic) Level_2: Identifies the second level of the trait (e.g., Music Lovers, Movies Lovers) Level_3 : Identifies the third level of the trait, if available/relevant (e.g. Malay Movies Lovers, Indonesian TV Fans) Confidence_score: Confidence in associating the said trait (level_1, level_2, level_3) with the user

This is one of over 400 major media market consumer surveys which have been gifted to Washington State University (WSU) by Leigh Stowell & Company, Inc. of Seattle, Washington, USA. This is a market research firm which specializes in providing newspapers, television affiliates and cable operators with market segmentation research pertinent to consumer purchasing patterns and the effective marketing of goods and services to program audiences. The data in the Stowell Archive were collected via random digit dialing and computer-aided telephone interviews (CATI). Most of the surveys focus on the marketing needs of mass media clients and contain demographics, psychographics, media exposure information, and purchasing behavior data about consumers in major metropolitan areas of the United States and Canada starting in 1989. The sample sizes of the surveys range from 500 to 3,000 respondents, averaging 1,000 observations per study. Data are available at the respondent level, and all observations are keyed to zip code or other geographic identifiers. Additional surveys are anticipated, with over twenty new media marke t studies being donated annually. The University's relationship with Leigh Stowell & Company, Inc. was cultivated by Dr. Nicholas Lovrich, Director of WSU's Division of Governmental Studies and Services (DGSS) and by Dr. John Pierce, former Dean of the WSU College of Liberal Arts over the course of a decade. DGSS collaborated with WSU Libraries Digital Services to process the gifted data files into this digital archive which features powerful search and download capabilities. Further refinement of the archive in accordance with the Data Documentation Initiative is progressing with support from the Office of the Provost, the College of Liberal Arts and the WSU Libraries. It is important to note that the year indicated by the study's title is the year that the original survey was published, and is not necessarily the year in which the interviews were conducted. Refer to the metadata field "Dates of Collection" to di scern the interview dates of each specific survey. Refer also to date fields within the data file itself.

The Consumer Demographic database is comprised of over 80 sources and includes over 400 different data points for each individual in a household with complete PII. The fields provided include demographics, psychographic, lifestyle criteria, buying behavior, and real property identification.

Each record is ranked by confidence and only the highest quality data is used. The database is multi-sourced and contains both compiled and originated U.S. data. Additionally, the data goes through intensive cleansing including deceased processing and NCOA.

BIGDBM Privacy Policy: https://bigdbm.com/privacy.html

Data associated with paper Eppink, F., P. Walsh, and E. MacDonald. 2021. Demographic and psychographic drivers of public acceptance of novel invasive pest control technologies. Ecology and Society 26(1):31. https://doi.org/10.5751/ES-12301-260131

VisitIQ™ Consumer Data is a robust B2C dataset that empowers businesses to identify and connect with their target audiences effectively. This data set offers an extensive and detailed identity graph, providing you with the tools needed to link, model, and train your AI to understand and reach the right prospect audience for your marketing and sales campaigns.

Key Features of VisitIQ™ Consumer Behavior Data:

Comprehensive Coverage: Includes a wide array of U.S. consumer behavior data, covering millions of contacts and households in the US. This expansive dataset ensures that you have access to the most up-to-date and reliable identity graph available for audience prospecting.

Rich Demographic Data: Understand and identify your prospect audience and customers on a deeper level with linking and modeling B2C data points such as age, gender, income level, education, marital status, occupation, and household size. This granular demographic information allows for more precise segmentation. linking, modeling, and AI training and targeting, helping you to tailor your campaigns to the specific characteristics of your desired audience.

In-Depth Psychographic Data: Go beyond basic demographics with psychographic data that captures consumer interests, lifestyle choices, purchasing behavior, and brand affinities. This information allows for creating highly personalized marketing strategies, tapping into the motivations, preferences, and values that drive consumer decisions.

Enhanced Data Accuracy: The identity graph audience is meticulously collected, verified, and regularly updated to ensure accuracy and relevance. This commitment to data integrity helps to minimize bounce rates, reduce wasted marketing spend, and improve overall campaign performance.

Diverse Use Cases: Whether you're looking to launch a new product, conduct targeted email marketing, run a direct mail campaign, or optimize digital advertising efforts, VisitIQ's™ Consumer Behavior Data can be used across multiple channels to drive more effective marketing and sales efforts.

Customizable Data Solutions: Tailor the dataset to suit your specific business needs. Whether you need highly targeted lists for niche markets or broader segments for mass marketing, the flexibility of VisitIQ's™ data ensures that you can access the most relevant information for your unique objectives.

Compliance and Privacy: VisitIQ™ is committed to maintaining the highest standards of data privacy and compliance. All consumer data is ethically sourced and complies with data protection regulations, giving you peace of mind when using the dataset for your marketing campaigns.

Sports & Recreation themed Insights based on the largest syndicated study in Canada, Vividata's SCC | Study of the Canadian Consumer. Spotzi analysed and processed the results of over 100.000+ questionnaires and with the use of complex machine learning algoritms created the go-to source for demographics, psychographics, lifestyle, life events, media, purchasing and brand preferences divided into 17 categories. By incorporating these extensive Vividata based datasets you will unleash the full potential of our Spotzi plans and lift your insights to the next level.

Basic demographic and psychographic characteristics by study arm (n = 1525).

Datasys provides one of the largest consumer data sets with over 350M Consumer Profiles, having 500+ demographic and psychographic key elements, and 4,000+ online behavior segments, with MAIDs matched to PIl and other identifiers.

One of the largest proprietary deterministic data sets, composed of exclusive opt-in information and continually enriched in real-time by thousands of offline and online predictive signals.

This shows the market potential for an adult to regularly eat organic food in the U.S. in 2021 in a multiscale map (by country, state, county, ZIP Code, tract, and block group). The pop-up is configured to include the following information for each geography level:Market Potential Index and count of adults expected to regularly eat organic foodMarket Potential Index and count of adults expected to follow various dietary habitsEsri's 2021 Market Potential (MPI) data measures the likely demand for a product or service in an area. The database includes an expected number of consumers and a Market Potential Index (MPI) for each product or service. An MPI compares the demand for a specific product or service in an area with the national demand for that product or service. The MPI values at the US level are 100, representing average demand for the country. A value of more than 100 represents higher demand than the national average, and a value of less than 100 represents lower demand than the national average. For example, an index of 120 implies that demand in the area is 20 percent higher than the US average; an index of 80 implies that demand is 20 percent lower than the US average. See Market Potential database to view the methodology statement and complete variable list.Esri's Psychographics & Advertising Data Collection includes measurements of environmental concern, buying habits such as propensity to buy American products, likelihood to have healthy habits, and advertisement awareness. The database includes an expected number of consumers and a Market Potential Index (MPI) for each product or service. See the United States Data Browser to view complete variable lists for each Esri demographics collection.Additional Esri Resources:U.S. 2021/2026 Esri Updated DemographicsEssential demographic vocabularyEsri's arcgis.com demographic mapsPermitted use of this data is covered in the DATA section of the Esri Master Agreement (E204CW) and these supplemental terms.

Customer Retention with Consumer Edge Credit & Debit Card Transaction Data

Consumer Edge is a leader in alternative consumer data for public and private investors and corporate clients. CE Transact Signal is an aggregated transaction feed that includes consumer transaction data on 100M+ credit and debit cards, including 14M+ active monthly users. Capturing online, offline, and 3rd-party consumer spending on public and private companies, data covers 12K+ merchants and deep demographic and geographic breakouts. Track detailed consumer behavior patterns, including retention, purchase frequency, and cross shop in addition to total spend, transactions, and dollars per transaction.

Consumer Edge’s consumer transaction datasets offer insights into industries across consumer and discretionary spend such as: • Apparel, Accessories, & Footwear • Automotive • Beauty • Commercial – Hardlines • Convenience / Drug / Diet • Department Stores • Discount / Club • Education • Electronics / Software • Financial Services • Full-Service Restaurants • Grocery • Ground Transportation • Health Products & Services • Home & Garden • Insurance • Leisure & Recreation • Limited-Service Restaurants • Luxury • Miscellaneous Services • Online Retail – Broadlines • Other Specialty Retail • Pet Products & Services • Sporting Goods, Hobby, Toy & Game • Telecom & Media • Travel

This data sample illustrates how Consumer Edge data can be used for customer retention purposes, such as performing a shopper retention analysis over time for a specific company.

Inquire about a CE subscription to perform more complex, near real-time competitive analysis functions on public tickers and private brands like: • Choose a pair of merchants to determine spend overlap % between them by period (yearly, quarterly, monthly) • Explore cross-shop history within subindustry and market share (updated weekly)

Consumer Edge offers a variety of datasets covering the US and Europe (UK, Austria, France, Germany, Italy, Spain), with subscription options serving a wide range of business needs.

Use Case: Competitive Analysis

Problem A grocery delivery brand needs to assess overall company performance, including customer acquisition and retention levels relative to key competitors.

Solution Consumer Edge transaction data can uncover performance over time and help companies understand key drivers of retention: • By geography and demographics • By channel • By shop date

Impact Marketing and Consumer Insights were able to: • Develop weekly reporting KPI's on customer retention for company-wide reporting • Reduce investment in underperforming channels, both online and offline • Determine demo and geo drivers of retention for refined targeting • Analyze customer acquisition campaigns driving retention and plan accordingly

Corporate researchers and consumer insights teams use CE Vision for:

Corporate Strategy Use Cases • Ecommerce vs. brick & mortar trends • Real estate opportunities • Economic spending shifts

Marketing & Consumer Insights • Total addressable market view • Competitive threats & opportunities • Cross-shopping trends for new partnerships • Demo and geo growth drivers • Customer loyalty & retention

Investor Relations • Shareholder perspective on brand vs. competition • Real-time market intelligence • M&A opportunities

Most popular use cases for private equity and venture capital firms include: • Deal Sourcing • Live Diligences • Portfolio Monitoring

Public and private investors can leverage insights from CE’s synthetic data to assess investment opportunities, while consumer insights, marketing, and retailers can gain visibility into transaction data’s potential for competitive analysis, understanding shopper behavior, and capturing market intelligence.

Most popular use cases among public and private investors include: • Track Key KPIs to Company-Reported Figures • Understanding TAM for Focus Industries • Competitive Analysis • Evaluating Public, Private, and Soon-to-be-Public Companies • Ability to Explore Geographic & Regional Differences • Cross-Shop & Loyalty • Drill Down to SKU Level & Full Purchase Details • Customer lifetime value • Earnings predictions • Uncovering macroeconomic trends • Analyzing market share • Performance benchmarking • Understanding share of wallet • Seeing subscription trends

Fields Include: • Day • Merchant • Subindustry • Industry • Spend • Transactions • Spend per Transaction (derivable) • Cardholder State • Cardholder CBSA • Cardholder CSA • Age • Income • Wealth • Ethnicity • Political Affiliation • Children in Household • Adults in Household • Homeowner vs. Renter • Business Owner • Retention by First-Shopped Period • Churn • Cross-Shop • Average Ticket Buckets

This is one of over 400 major media market consumer surveys which have been gifted to Washington State University (WSU) by Leigh Stowell & Company, Inc. of Seattle, Washington, USA. This is a market research firm which specializes in providing newspapers, television affiliates and cable operators with market segmentation research pertinent to consumer purchasing patterns and the effective marketing of goods and services to program audiences. The data in the Stowell Archive were collected via random digit dialing and computer-aided telephone interviews (CATI). Most of the surveys focus on the marketing needs of mass media clients and contain demographics, psychographics, media exposure information, and purchasing behavior data about consumers in major metropolitan areas of the United States and Canada starting in 1989. The sample sizes of the surveys range from 500 to 3,000 respondents, averaging 1,000 observations per study. Data are available at the respondent level, and all observations are keyed to zip code or other geographic identifiers. Additional surveys are anticipated, with over twenty new media marke t studies being donated annually. The University's relationship with Leigh Stowell & Company, Inc. was cultivated by Dr. Nicholas Lovrich, Director of WSU's Division of Governmental Studies and Services (DGSS) and by Dr. John Pierce, former Dean of the WSU College of Liberal Arts over the course of a decade. DGSS collaborated with WSU Libraries Digital Services to process the gifted data files into this digital archive which features powerful search and download capabilities. Further refinement of the archive in accordance with the Data Documentation Initiative is progressing with support from the Office of the Provost, the College of Liberal Arts and the WSU Libraries. It is important to note that the year indicated by the study's title is the year that the original survey was published, and is not necessarily the year in which the interviews were conducted. Refer to the metadata field "Dates of Collection" to di scern the interview dates of each specific survey. Refer also to date fields within the data file itself.

This is one of over 400 major media market consumer surveys which have been gifted to Washington State University (WSU) by Leigh Stowell & Company, Inc. of Seattle, Washington, USA. This is a market research firm which specializes in providing newspapers, television affiliates and cable operators with market segmentation research pertinent to consumer purchasing patterns and the effective marketing of goods and services to program audiences. The data in the Stowell Archive were collected via random digit dialing and computer-aided telephone interviews (CATI). Most of the surveys focus on the marketing needs of mass media clients and contain demographics, psychographics, media exposure information, and purchasing behavior data about consumers in major metropolitan areas of the United States and Canada starting in 1989. The sample sizes of the surveys range from 500 to 3,000 respondents, averaging 1,000 observations per study. Data are available at the respondent level, and all observations are keyed to zip code or other geographic identifiers. Additional surveys are anticipated, with over twenty new media marke t studies being donated annually. The University's relationship with Leigh Stowell & Company, Inc. was cultivated by Dr. Nicholas Lovrich, Director of WSU's Division of Governmental Studies and Services (DGSS) and by Dr. John Pierce, former Dean of the WSU College of Liberal Arts over the course of a decade. DGSS collaborated with WSU Libraries Digital Services to process the gifted data files into this digital archive which features powerful search and download capabilities. Further refinement of the archive in accordance with the Data Documentation Initiative is progressing with support from the Office of the Provost, the College of Liberal Arts and the WSU Libraries. It is important to note that the year indicated by the study's title is the year that the original survey was published, and is not necessarily the year in which the interviews were conducted. Refer to the metadata field "Dates of Collection" to di scern the interview dates of each specific survey. Refer also to date fields within the data file itself.

This is one of over 400 major media market consumer surveys which have been gifted to Washington State University (WSU) by Leigh Stowell & Company, Inc. of Seattle, Washington, USA. This is a market research firm which specializes in providing newspapers, television affiliates and cable operators with market segmentation research pertinent to consumer purchasing patterns and the effective marketing of goods and services to program audiences. The data in the Stowell Archive were collected via random digit dialing and computer-aided telephone interviews (CATI). Most of the surveys focus on the marketing needs of mass media clients and contain demographics, psychographics, media exposure information, and purchasing behavior data about consumers in major metropolitan areas of the United States and Canada starting in 1989. The sample sizes of the surveys range from 500 to 3,000 respondents, averaging 1,000 observations per study. Data are available at the respondent level, and all observations are keyed to zip code or other geographic identifiers. Additional surveys are anticipated, with over twenty new media marke t studies being donated annually. The University's relationship with Leigh Stowell & Company, Inc. was cultivated by Dr. Nicholas Lovrich, Director of WSU's Division of Governmental Studies and Services (DGSS) and by Dr. John Pierce, former Dean of the WSU College of Liberal Arts over the course of a decade. DGSS collaborated with WSU Libraries Digital Services to process the gifted data files into this digital archive which features powerful search and download capabilities. Further refinement of the archive in accordance with the Data Documentation Initiative is progressing with support from the Office of the Provost, the College of Liberal Arts and the WSU Libraries. It is important to note that the year indicated by the study's title is the year that the original survey was published, and is not necessarily the year in which the interviews were conducted. Refer to the metadata field "Dates of Collection" to di scern the interview dates of each specific survey. Refer also to date fields within the data file itself.