"The Reality of the Working Woman", "50 and Over: What's Next?", "The New Female Consumer, The Rise of the Real Mom", Where can you get these market research page turners? Go to adage.com/whitepapers.
Now, I admit to being frugal. If a free market research report comes along about a demographic I am interested in, then I'll read it. Ad Age reports are useful to learn about consumers you are probably intersested in. At a minimum you can learn how marketing firms assess consumer markets and how that can inform how you look at your key markets. So, check this out.
Dwight Mengel works in the Tompkins County Department of Social Services as its Chief Transportation Planner.