Citing Business Resources
Target Market
Mintel Academic provides access to consumer behavior data from Mintel’s proprietary surveys. Survey data is combined with insight from analysts into reports. Many, but not all, types of consumer products and services are covered by these reports.
Search strategy: You generally only need one search term at a time in Mintel Academic. It can be useful to think of your competitor’s product using a hierarchy of terms from most to least specific. For example:
Ford F-150 Pickup truck -> Ford Pickup Truck -> Pickup Truck -> Truck -> Motor Vehicle.
Once you have identified a relevant, recent report, navigate to its main page using the “Go to report summary” link near the upper left of the screen. Then look for the Databook Excel file.
- Mintel Academic This link opens in a new windowMintel offers market research reports covering US and International marketplaces. Each report combines data & analysis of the competitive landscape, market-share analysis and consumer profiles. Complex demographic issues are broken into easy-to-understand sections, explaining consumer behavior and demonstrating the structure of the market
- US Framework and VALS™ TypesDescriptions of Values and Lifestyles types, demographics, and characteristics from Strategic Business Insights.
VALS uses psychological and demographic traits to segment adults into eight types. Review the descriptions of the VALS Types, Sample Demographics and Behaviors, and Sample Characteristics on this page. Review material in the your identified Mintel Report's Databook, Interactive Databook, and Consumer sections. Look for demographic, psychographic and consumer behavior indicators that could support the selection of a specific VALS type.
SWOT Analysis
- MarketLine This link opens in a new windowQuality business reports including company profiles, market reports, industry outlooks and country economic and demographic conditions.
- D&B Hoovers This link opens in a new windowD&B Hoovers — which combines the best of the former Hoovers solution, insights-rich Dun & Bradstreet data, and the robust Avention OneSource platform — offers deeper insights on your most important industries, accounts, and contacts. It offers one-of-a-kind functionality to help you quickly analyze and understand companies at a level that was previously unheard of. SNHU’s subscription includes CRUSH and One Stop Reports. FAQ: Where can I find income statements and balance sheets? Please log out of D&B Hoovers when you are finished using the database. Note: Some users are reporting errors, such as requests for a password pop up when attempting to access from off-campus.
Please try clearing your browser's cookies/cache. Please also try a different browser.
