Research Guides: Marketing: Environmental Scans

Environmental Scans

An environmental scan is a way to research external factors that might affect a business, industry, or region. It helps identify potential opportunities and risks in areas like society, economy, technology, and politics.

Demographics

Census Reporter
Census Reporter is an independent project to make data from the American Community Survey (ACS) easier to use, unaffiliated with the U.S. Census Bureau.
USA.gov
The U.S. government's official web portal.

SimplyAnalytics (formerly SimplyMap)
Web-based mapping application enabling creation of professional-quality thematic maps and reports using demographic, business, and marketing data. Users are encouraged to create a personal account within Simply Map. Without an account, click the "Login as Guest" option.

Number of Simultaneous Users: 3

Labor Market

Bureau of Labor Statistics
Browse by subject area.
North Carolina State Economic Overview (IBISWorld)
Provides economic overview, key industries, county economic data, and an overview of the business operating environment.
NC Chamber of Commerce Demographic and Business Mapping Tools
Simple and useful customizable demographic maps and business maps. Click Mapping then Business Maps and Reports to build a custom demographic map.

Education & Workforce Development

Early Years NC Data Repository
Data repository for early childhood information on childcare and early education. Sortable by county.
Data & Reports, NC Department of Public Instruction
Extensive data on North Carolina K-12 schools, including information on educator effectiveness and school performance "report cards."
Demographics & Finances from NC Department of Public Instruction
Annual school expenditures by district, student enrollment and personnel, and accounting data.
NC Early Childhood Data Sources
Excellent PDF guide with links to various pre-K through 12 data.
MyFuture NC Dashboard County Explorer
Educational attainment across all levels (including college) by county.
Career & Technical Education Credential Report, NC Department of Public Instruction
Report on career and vocational training in NC.

Infrastructure

Data & Reports on NC Broadband
Groundwater Management Data, Tools, Technical Reports
Extensive data on groundwater resources in NC. NC Department of Environmental Quality.
North Carolina State Profile and Energy Estimates
Information on energy use by sector, prices, distribution, etc. From the US Energy Information Administration.
Local Government in North Carolina
County level data to understand government agencies and what they control.
Emergency Management Data Tools
US Census emergency management hub, community resilience estimates, and quick facts down to the city level.

Statista
Statista is a statistics portal that integrates data on media, business, finance, politics, and a wide variety of other areas of interest or markets on over 60,000 topics from 18,000 sources.

Economic Development & Innovation

North Carolina State Economic Overview (IBISWorld)
Provides economic overview, key industries, county economic data, and an overview of the business operating environment.
GAO Science and Technology
US oversight group that reports on science and technological innovations and their implications.
North Carolina State of Technology 2025 Industry Report
Organization designed to inform policymakers on issues affecting the tech sector in North Carolina.
NC Tech Latest Technology Trends
Facts, trends, and insights into North Carolina's technology industry.

Environment & Sustainability

Ecoregions of North America
Provides information on air, water, soil quality by region, in North America.

Statista
Statista is a statistics portal that integrates data on media, business, finance, politics, and a wide variety of other areas of interest or markets on over 60,000 topics from 18,000 sources.

North Carolina Climate Science Report
Comprehensive report on the state of science for NC, by NCICS and NC DEQ.
State of the State Recycling Program (PDF)
Report for the 2023-2024 year. NC Department of Environmental Quality.
NC Natural & Working Lands Action Plan (2024)
Offers information on strategic goals and updates regarding conservation efforts across NC.

Tourism & Hospitality

IBISWorld
IBISWorld is a comprehensive collection of over 700 detailed US industry and risk rating reports. Industry reports include industry analysis, outlook, products and markets, market segments, supply chain, major players, competitive landscape, operating conditions, key statistics, and more. Risk rating reports include an industry risk score, risk trend analysis, growth risk analysis, and sensitivity risk.

Hospitality Industry at a Glance (NC)
From the NCRLA, North Carolina Restaurant & Lodging Association

Statista
Statista is a statistics portal that integrates data on media, business, finance, politics, and a wide variety of other areas of interest or markets on over 60,000 topics from 18,000 sources.

Visit NC Annual Report
Information on travel segments and 2022 data on tourism and travel to NC.
NC County Visitor Spending Table (PDF)
Visitor spending by county on lodging, food and beverage (F&B), recreation, retail, transportation, and employment. Short and highly useful for this team.

Housing & Real Estate

NC Housing Coalition 2025 County Profiles
County-level data on housing affordability.
NC Realtors Market Data
Monthly data by state or county on listings, sales, median sale prices, and housing inventory.
NC Zoning Atlas
Interactive map to explore zoning issues (whether land can be used for housing or business) and policies.
NC Housing Snapshot
Basic state or county-level information on home value, rent rates, owner and renter demographics, and housing availability.
County Zoning and Development Regulation
Quick overview of zoning legislation and its impacts in rural and urban areas, over time, in North Carolina.
Extreme Housing Conditions in NC
Report and simple map of "extreme" housing quality conditions in North Carolina, including crowding, extreme cost, or lack of critical infrastructure.

Marketing

Key Resources for Various Areas