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Marketing, Advertising and Public Relations: Market and Audience Research

Market and Audience research databases provide data and reports about different groups of consumers and their attitudes towards companies, products and brands. They also provide information about how consumers engage with and respond to messages through different Media streams

Data is collected and analysed professionally by companies who sell the information to businesses wishing to target certain audiences. The Market Research products that these companies provide are aimed at a professional and commercial audience, rather than students, so can be challenging to use as you may need to interpret the information provided. They do however contain very useful information for marketing and advertising campaign planning.

Market Research


Mintel is a UK Market research Company Reports covering domestic consumer products and services plus marketing news and reports from UK trade press


Passport (Euromonitor International)

 Passport is and international market research tool that monitors industry trends and gives you strategic analysis and a market size and market share database for products across key countries. Passport is Euromonitor International's global market analysis software platform, which analyses the industry in countries around the world.

Quick video: Using Passport to understand the value chain

TGI Sales Tab (Kantar Media - Target Index Group)

UK marketing and media surveys. The Sales Tab is a marketing research tool that allows users to analyse audience and consumer attitudes in relation to thousands of products and brands, as well as advertising medium.


Other Market Research Reports

Many companies professionally collect and analyse data to produce Market research as it is a very profitable business. These companies can charge thousands of pounds for single reports.

BU does not subscribe to all the Market research databases available but we do subscribe to the most prestigious ones which give you access to thousands of Market research reports.

Other Market research companies may give you some information for free through their websites but remember, their business is to sell information so they won't give as much detail as the ones subscribed to by BU.

Other Market Research Companies Include 

Ipsos Mori



Neilsen Media Research

Audience research data

Audience Research focuses on analysing Media reach and Media Consumption. There are several organizations which collect this data  including

BARB - Broadcasting Audience Research Board

RAJAR - Radio Joint Audience Research

NRS - National Readership Surveys (formerly JICNARS)

The Library does not subscribe directly to these data sets but a substantial amount of data is published for free through their websites

MediaTel (available through Faculty of Media and Communication Tab in Brightspace- Additional Resources)

The Media School also has access to MediaTel which is an audience research database which brings together data from the above organizations and other data collecting bodies. Through it you can view data and reports of media consumption by geographic location and by medium