Nielsen Segmentation & Market Solutions provides current estimates of consumer-oriented information at a National, State, Metropolitan County, or custom level that can be laid out into Excel spreadsheets, maps or charts. The database helps you know who your best customers are, what they like, where they live, and how to connect with them best. Data comes from Nielsen consumer profiles and is updated twice a year.
Nielsen SMS has two different types of reports: Pop Facts and Segmentation.
Pop Facts Reports: population (aka demographic) reports; uses proprietary Nielsen methodologies combined with census data to accurately estimate demographic counts at smaller geographic areas. Good for getting an overview of who lives in a designated area based on characteristics like age, race, gender, and income.
Segmentation Reports: lifestyle or psychographic reports that address consumer attitudes and consumption. These will be more useful for this project.
Geographically oriented reports
Behavior oriented reports
Each report type will have different data included. Definitions of the terms used in the reports are available in the Calculations Guide along with info on how the numbers in each report are calculated.
Here is an example annotated Target Segment Measures report showing how likely someone is to vote in a Presidential election based on the amount of education they've received.