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EI 101: First-Year Business Experience 2023-24 (all sections): Customer Analysis

Customer Analysis Resources

Trade sources can include trade publications and trade associations.  The databases linked below will provide articles from trade publications and links to associations.

Other tips on finding trade sources:

  1. Google industry keywords with the word "association."  ex:  "fast food" association
  2. Find an industry report and look for links to trade sources in the report (ex: First Research report).
  3. Use keywords to search a database and then filter results to trade publications.  (ex:  Business Source Complete database).

Tip:  Review a public company's Form 10-K (SEC filing) for information about its customer base.

  • Start with the Mintel or Statista database for consumer information. SimplyAnalytics is helpful for mapping demographics. 
  • Use the IBISWorld database to look up reports for the industries that involve your customers.  For example, if your company is a fertilizer manufacturer, look for IBISWorld reports on farms.
  • Passport provides industry and consumer reports for over 200 countries.  First-time users of Passport:  See the login instructions video below.
  • For help using databases, see the tutorials linked on this LibGuide.

Try the databases linked below to find general business news articles (ex:  WSJ, Forbes, local business newspapers).  Tip: Try Google to find WSJ articles.  Example:  "fast food"


Email Butler University Libraries
Irwin Library: 317-940-9227
Science Library: 317-940-9937

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