In order to begin targeting your potential customer base, you need to develop a strategy to gather quality data.
You will use a variety of databases to gather background information and then a specific database to pull market segmentation reports.
Scenario: You want to open up a franchise and need to understand if this is a sound investment and if there is potential to make a profit. You then need to determine who will be your target demographics, figure out their locations, and understand their related behaviors to the industry.
I strongly suggest you gather background information on your topic first before you head over to the Simmons Insights database to pull psychographic data from Simmons. Simmons is best served when you have a working hypothesis and want to confirm your hypothesis.
For example, if I wanted to sell wine to a specific demographic, I would start by gathering information on EBSCO for scholarly articles regarding who is drinking wine, the wine industry, and how to market to "X" individuals.
IBIS World and Mergent can be used to gather information on the industry level and company level respectively.
Once you have an idea for your potential target, for example, "My research in EBSCO let me know that there is an upward trend of minority Millenials drinking wine", I can now take this hypothesis to select Millenials and discover their buying habits, their likes and dislikes, their alcohol consumption, and etc, in order to determine whether my hypothesis that I got from other databases is either confirmed or proven untrue.
If proven untrue you can go back to your research in EBSCO and see where the data may have been skewed OR if Simmons is telling you that it is actually generation X that is drinking more wine then you can use this to go back to EBSCO and start a new search strategy.
This is usually where students run into the most issues so if you get stuck PLEASE reach out to me and we can set up a meeting and I can help you make sense of your search strategy.