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Course & Subject Guides

Resources for Community Entrepreneurs

Collection of free and subscription resources available to Pennsylvania residents.

Finding Demographic and Psychographic Reports & Data

Demographics or demographic data are the characteristics of a human population. Commonly used demographics include sex, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and even location.

Consumer psychographics provide information on why consumers purchase things and how much they spend on things. These types of resources will help you track consumer attitudes, opinions and purchasing behaviors.


Search Tips:

  • Use a combination of primary resources (surveys, interviews etc.) and secondary resources (reports, articles, and statistics) to help answer  "who would want my product/service"
  • Be sure to define your target market geographically and by the market's population
  • You'll likely need to use a variety of sources, from government websites to Pitt databases and talking with experts.

Government Databases

Commercial Databases and Resources

Pitt-owned resources are only available in-person at the Hillman Library or Homewood CEC or by appointment via the Business Research Clinic for non-Pitt entrepreneurs. Users can obtain a guest pass at the Hillman Library Ground Floor Services for walk-in access to business resources. For more information, please contact

Carnegie Library resources require a library card. Click here for more information.