Milwaukee, the city: Finding local data

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On this page are a variety of resources, some free, some governmental, some from commercial publishers.

Use them to research the demographics of the Milwaukee area.

For psychographics, I recommend using the Claritas 360 module within SRDS Media Planning Platform, listed under Library Resources. But be prepared to spend some time on it -- it is not easy to use!

To start though, here are two encyclopedia articles about psychographics and market segmentation.

Psychographics
In V. L. Burton, III (Ed.),Encyclopedia of Small Business (5th ed., Vol. 2, pp. 875-877). Gale, 2017.
Market segmentation
In V. L. Burton, III (Ed.), Encyclopedia of Small Business (5th ed., Vol. 2, pp. 705-708). Gale, 2017.

Library resources

The Claritas 360 module within the SRDS Media Planning Platform allows you to pull segmentation profiles for Nielsen DMAs (designated market areas) which can be very useful.

However, there is a learning curve for it: be prepared to spend some time with the tutorials and help materials.

SRDS Media Planning Platform from Kantar Media This link opens in a new window
Database of directory information for print and broadcast media; demographic market segmentation information for metro areas and counties (Claritas 360 module). Short video about the Claritas 360 module.
Formerly Standard Rate & Data Service. We subscribe to these modules:
  –   Consumer Magazine Media
  –   Local Media by DMA
  –   Newspaper Media
  –   Radio Media
  –   TV & Cable Media
  –   Claritas 360 (formerly Claritas Segmentation & Market Solutions; and before that, Local Market Audience Analyst; Lifestyle Market Analyst)

Cost of Living Index by C2ER, Council for Community and Economic Research
Call Number: HB 235.U6 I5
Current 2 years in Raynor Reference, older issues back to 1992 are on Memorial Lower Level (Periodicals). See MARQCAT record to follow title changes.
County and City Extra
Call Number: Raynor Reference HA 203 .C68
Current edition is kept in Reference; older editions are on Memorial Level 3.
Use Tables C and D. Check MARQCAT record for holdings.

Milwaukee City/County

WisConomy 2019 Workforce Profile for Milwaukee County
State & County QuickFacts
Enter 'milwaukee' in the search box in the upper left.
State and Metropolitan Area Data Book
The most recent edition online is for 2010 data. Both more recent and older editions are available in print.
2020 edition is held in Raynor Reference, call number: HA 202 .S84
Workforce Development Area - Milwaukee County
Has data for 2016-2026 on: Hot job projections, Occupational projections, Industry Employment projections.
City of Milwaukee Open Portal
Public Safety Portal searching crime, traffic incidents, etc. For crime, choose WIBR Crime Data
MKE Indicators
Neighborhood-level data from Data You Can Use.
Has maps for various ethnic/racial groups, and also for variables such as:
  –  Access to basic needs
  –  Access to employment
  –  Access to quality schools
  –  Community and civic engagement
  –  Diversity index
  –  Historic disadvantage
Milwaukee MapBook: 500 Cities Project (CDC)
City- and census tract-level small area estimates for chronic disease risk factors, health outcomes, and clinical preventive service use.
Go to W for Wisconsin and open the menu; then download the Mapbook for Milwaukee.
State of the Cities Data Systems (SOCDS)
This site pulls together data for cities from a variety of government sources.
From the Dept of Housing and Urban Development.
WISEDash - A - Z index of data topics
Wisconsin education data; from the WI Dept of Public Instruction.
Use the index to go to topics of interest. Then use the Filter Data drop-down menu to focus on groups.
Sometimes you will also have to use the School Year menu to select the most current data.
WISH - Wisconsin Interactive Statistics on Health
Economy at a Glance for Milwaukee-Waukesha-West Allis (Census Bureau)
A quick profile of employment in various sectors for the Milwaukee metro area.