New Database Provides Access to Marketing Trends

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New Database Provides Access to Marketing Trends
7/10/2014

Mintel, a new market research database, will make it easier for University of St. Thomas students and faculty to gather data for class projects and research on topics such as mobile markets and green marketing.

Last spring, Cameron School of Business and Doherty Library cooperated to investigate resources that would enrich the library collection and ease the research process for UST students.

“We identified market and industry research as an area that needed improvement,” Emily Couvillon, public services librarian said. “We evaluated several products and ultimately decided Mintel would be the best option for providing our students with access to expert insight into market trends.”

UST installed two new Mintel products: Mintel Reports and Mintel Global Market Navigator.  Mintel Reports provides insights into consumer trends for a variety of sectors including the financial industry, consumer trends and retail. In addition, these reports discuss market drivers, market size and trends, market segmentation, supply structure, advertising and promotion. They break down complex demographic issues and make it easy to understand the many factors that drive market growth.

Mintel Global Market Navigator database provides international datasets and statistics to complement the insights found in Mintel Reports. It also presents market data and economic trends for over 60 countries and hundreds of products.

“Mintel provides market shares for firms, market growth rates and trend data that will benefit students and faculty across disciplines,” Dr. John Story, chair of the Marketing and Management Department, said. “Anyone, whether student or faculty, putting together business plans, performing situation analysis, or just studying cultural differences across country markets should find valuable data available from Mintel.”

Couvillon said this new database will be invaluable to the marketing students as well as students who work in many other academic programs. For example, students who are in areas of business will be able to follow trends impacting companies and industries of interest to them. Mintel Reports provides insight on technology use that may be of interest to educators. It also evaluates key millennial social issues that may be useful to students in political science.

Both Mintel databases are free for UST students, faculty and staff. It can be accessed on the databases page.

By Marwa Abdou


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