FAQ: Does the library have Claritas 360 data?
As of January 31, 2025, Claritas 360 data is no longer available through the SRDS Media Planning Platform. We continue to provide access to Claritas data through the SAGE Data database. NOTE: The cross-tabulation functionality is not available.
Demographic and consumer data is also available in other databases like Reference Solutions - Data Axle, Mintel Academic, and more.
SAGE Data
From the SAGE Data This link opens in a new window home page, under the "Browse Data by" heading, click on the "Source" section:
Then, go to the letter "C" and click on the "Claritas" link:
The next step is to select the dataset using the menu on the left side. Click on "Claritas Consumer Profiles," then the most recent year of data (in this case 2023), and then choose your category, such as "PRIZM Premier 2023," and your dataset, such as "PRIZM Premier - Market Potential Index"
You will then have the opportunity to customize your dataset by segment, subject, and behavior, and you can download your dataset in various formats.
Reference Solutions - Data Axle
From the Reference Solutions - Data Axle This link opens in a new window home page, hover your mouse over the "U.S. Consumers/Lifestyles" database and click the word "Search." This is a database of over 322 million US consumers available for market research. The Advanced Search tool gives you the flexibility to customize your search by geography, lifestyles, and consumer snapshots.
See the screenshot below for a sample Advanced Search with the "Lifestyles" category selected:
Mintel Academic
Mintel Academic This link opens in a new window offers market research reports covering US and International marketplaces. Each report combines data & analysis of the competitive landscape, market-share analysis and consumer profiles. Complex demographic issues are broken into easy-to-understand sections, explaining consumer behavior and demonstrating the structure of the market.
For a tutorial on how to use the Mintel Academic database to find demographic data, please see our Mintel Academic Overview video This link opens in a new window.
Other Resources for Demographic Data
For additional resources, check out the Library Resources for Demographic Data page on our Demographics & Statistics library guide.