Research Methods

To ensure accuracy and relevance, the mintel report range is compiled using a variety of resources.

Globally the reports are compiled using elements of the following:

• Exclusive consumer research
• Qualitative, attitudinal and quantitative research
• Dedicated consumer research team experienced in questionnaire design
• Effective surveying through NOP, TGI, TGI Europa and ICR/SIMMONS - includes exclusive primary research
• Trade Research
• Formal and informal interviews with key members of the trade
• Desk Research
• Government statistics, trade press and other sources
• Exclusive Mintel 'market size' and 'macro-economic' accumulative databases
• Own extensive in-house library boasting numerous sources

Accuracy

• In-house sector analysts working in specialist teams employing stringent quality checks
• Employing expert writers with proven track records in their field
• In-house statisticians - utilizing forecasting packages and techniques (SPSS/consumer modeling/scenario-based forecasting)
• Key connections within industry ensuring objective trade research
• Drawing from selected reliable sources.

Report Format

The following sections can be found throughout Mintel's publications. Standard in UK, US and Consumer Goods Intelligence reports, there is some variation throughout European Retail reports, adapted as they are to suit the dynamic sectors that are covered.

Executive Summary

An instant overview of the report's findings

Market Drivers

All the major influences upon a particular market

Market Size and Trends (with a minimum of five years' data)

An independent assessment of the market size and sales figures for the sector

Market Segmentation

How the market is broken down and a detailed profile of those sectors

The Supply Structure

Detailing the key players in each market

Advertising and Promotion

Examines the marketing activity undertaken across the market

New Product Trends

Any new products launched in the industry

Retail Distribution (when applicable)

Details how the product/service reaches the consumer

Consumer Attitudes and Purchasing Habits

Mintel commissions a unique consumer survey for every report which ascertains usage and attitudinal responses with regard to the particular sector

Forecast and Future

Statistical market forecast for the next five years.