We examine identification of differentiated products demand when one has "micro data" linking individual consumers' characteristics and choices. Our model nests standard specifications featuring rich observed and unobserved consumer heterogeneity as well as product/market-level unobservables that introduce the problem of econometric endogeneity. Previous work establishes identification of such models using market-level data and instruments for all prices and quantities. Micro data provides a panel structure that facilitates richer demand specifications and reduces requirements on both the number and types of instrumental variables. We address identification of demand in the standard case in which non-price product characteristics are assumed exogenous, but also cover identification of demand elasticities and other key features when product characteristics are endogenous. We discuss implications of these results for applied work. * Early versions of this work were presented in the working paper "Nonparametric Identification of Multinomial Choice Demand Models with Heterogeneous Consumers," first circulated in 2007 and superseded by the present paper. We thank Jesse Shapiro, Suk Joon, Son and numerous seminar participants for helpful comments. Jaewon Lee provided capable research assistance.