The library subscribes to some fantastic resources for market research.
TGI Snapshot - a tool to analyse consumer insights from Kantar Media's vast consumer surveys
Mintel - data and market research reports produced by expert industry analysts
Passport - another source of data and market research reports produced by expert industry analysists
Adwanted Connected - Industry data, including audience figures
WARC - key source of guides, case studies, reports and data to improve marketing and advertising effectiveness
Access from the Communication and Journalism subject resource list
Kantar Media collect rich consumer data via household surveys. This data can be accessed using TGI Snapshot.
The data can be used to understand consumer groups. The questions in the survey cover:
The data can be used to answer research questions such as:
There are two ways of getting to the survey data:
The results will be the survey responses from the people who are part of your target group.
Step 1 - search
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Step 2 - select target(s)
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Step 3 - view target(s)
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There are two ways of getting to the survey data:
The results will be the survey responses from the people who are part of your target group.
Step 1 - new target set
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Step 2 - add new target
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Step 3 - select criteria
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Step 4 - preview criteria and add
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Step 5 - give the target a name
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Step 6 - click 'Close'
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Step 7 - save target set
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Step 8 - name target set and save
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In this example, the targets are consumers of Cadbury's Heroes and Lindt. This means we are viewing the survey responses, covering a whole host of topics, of people who identified themselves in the survey as consumers of those products.
View survey responses
Data analysis
Index figures
More detailed guidance on interpreting each of the different categories is available from Kantar Media's guide. The PDF link is below.
Template
Name of database., Year. Descriptive title. Publisher location: Publisher.
Descriptive title
Example
TGI Snapshot., 2022. Argos Main Shoppers v Dunelm Mill Main Shoppers (target set) 2022 December. London: Kantar Media
The descriptive title is composed of the targets used to create the report, and the survey period. In this case:
If you need a reminder of what your targets were, you can also go back into the target you created to remind yourself.
Access from the Communication and Journalism subject resource list
Mintel publish industry specific reports produced by market analysts covering market trends, consumer insights and competitor analysis. Expert level analysis and insight is based on data collected from a wide range of primary and secondary sources.
Mintel provide extensive guides for using Insights (the reports) and Consumer Data (the interactive databooks). Click on the Account Settings icon in Mintel (top right corner) > Help & training.
Access from the Communication and Journalism subject resource list
Passport is a market intelligence tool providing data and analysis of industry, consumer and market trends from around the world.
Passport comes with extensive guidance. Use the Tour feature for an overview of all the main features from the homepage. The Help section incudes the user guide and a range of instructional videos.
Access from the Communication and Journalism subject resource list
Adwanted Connected is a media research, analysis and planning tool. Data from industry trusted sources is aggregated to inform media and marketing strategies.
Display | Readership, access and circulation reports for thousands of print and online publications. Individual publication reports include data for advertisers (e.g. rates, contacts...) |
Media Landscape | Media performance, including trends in media usage, revenues and forecasts. |
Regional | Regional mapping tool to visualise overlapping media and demographic data. |
AV | Industry data from radio, TV and cinema. Includes sponsorship, viewing, listening and box office figures, revenues, audience profiles and forecasts. |
Consumer Surveys | The Library does not subscribe to this app. Use TGI Snapshot and Mintel for consumer data |
Performance | Tools to understand how well e-commerce sites are doing, and data on the distribution and reach of social media influencers. |
Direct | Data for direct mail media campaigns. |
Access from the Communication and Journalism subject resource list
BU subscribes to WARC Strategy and WARC Media (next tab).
WARC Strategy for guides and case studies on industry topics.
Best Practice - ideas and guidelines for effective marketing
Case Studies - advertising effectiveness case studies
WARC Talks
Strategy Toolkit
BU subscribes to WARC Strategy (previous tab) and WARC Media.
WARC Media for advertising spend, media consumption, and media costs.
Interactive data
Quarterly data on advertising spend, media consumption and media costs across:
Surveys and reports
Access from the Communication and Journalism subject resource list