Start out by getting a market research report (if there isn't one closely related to your category, an industry report may suffice). Market research reports will typically provide information about consumer purchase behaviors whereas industry reports are weaker on this dimension.
Search trade publications and browse trade association sites to identify additional or new trends.
Use the market research or industry reports to identify competitors. For consumer goods Global New Product Development is another excellent source for identifying competing brands.
Find market size or share in market research reports, trade publications or Market Share Reporter or Business Ranking Annual.
Market Research Reports
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Mintel's published market research has been helping leading businesses achieve their goals for over 30 years. As a globally recognised market analyst, Mintel produces hundreds of reports into European, UK-specific and US consumer markets every year. Each report that Mintel publishes provides a unique overview of a market's dynamics and prospects, giving you the knowledge to devise informed and profitable marketing strategy. DO NOT USE IE6 Euromonitor (Passport)
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Use for research or private study for academic purposes only. This resource is a database of demographic, economic, lifestyle, and consumer market information for over 350 markets and 207 countries. Statistics cover consumer lifestyles, retailing, and consumer market sizes and forecasts. The data includes 6-year historic market size data for more than 330 consumer products in 52 countries, plus 5-year forecasts. Lifestyle indicators for 71 countries, lifestyle reports for 65 countries, and country profiles for 250 countries are also included. MarketResearch
Provides marketing reports for many industries and demographic reports on a variety of age groups. Documents are formatted as Adobe Acrobat or PowerPoint files. Licensed for academic uses only. May not be used for commercial uses.
Trade Associations & News
ABI/INFORM Complete (ProQuest)
Provides access to scholarly journals, dissertations, working papers, key business and economics periodicals, and country-and industry-focused reports. Business Source Premier (EBSCO)
Provides access to a wide range of academic business journals and trade magazines. Topics include management, marketing, accounting, finance, economics, international business, operations management and management information systems. Full-text access may be embargoed for up to three years. Coverage goes back to 1965. Encyclopedia of Associations: National Market Share Reporter Business Ranking Annual
Media Buying & Costs
For an historical take on advertising spend across 10 media consult Ad$spender. The Advertising guide has additional relevant sources for TV and Radio buying. Refer to the syllabus for price guidelines.
Ad$pender (Kantar Media)
Creates custom reports on advertising expenditures across twelve media channels including TV, cable, magazines, newspapers, radio, outdoor and internet display on the level of industries, categories, brands, products and advertisers going back to 2007.
MRI University Internet Reporter
MRI University Internet Reporter is a platform for the results of a national consumer survey useful for gaining insights into target markets and their media usage. Only currently enrolled faculty, students and staff may use this resource for academic research and teaching. Commercial use of this data is not permitted.
Registration with a Villanova email address is required. Follow these registration instructions
Social Bakers Get analytics on facebook, YouTube & Twitter presence by brand
Alexa Get web analytics
Quantcast Get web analytics
SimilarWeb Get web analytics
App Annie Get mobile application analytics
Market research reports typically offer studies about consumer attitudes. Leverage these. Consumer behaviors are often the focus of scholarly research studies, they may not be very current, but they can still be helpful. Finally trade groups conduct surveys to understand how their target markets behave. Use surveys and studies conducted by marketing services providers (sometimes called "white papers") cautiosly, as their main purpose may be to drive traffic to their services rather than inform.
In addition to Business Source Premier and ABI Inform this database includes studies about consumer behavior and psychology.
ESRI Business Analyst Online
Geographic database including demographic and market segmentation data.
e-Marketer is an international aggregator of data and reports on digital marketing from over 4000 sources. Access reports, data and news about media usage, social media, mobile, digital advertising, e-commerce, e-mail marketing, and search across a wide range of industries.
Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. (Previous title: World Advertising Research Center)
Advertising Age Datacenter (AdAge)
Features news, reports and statistics about the advertising industry. For off campus access follow these instructions.
The Advertising REDBOOKS online database provides current detailed data on advertising agencies, advertiser profiles for companies with estimated spend and contact information for personnel.
Global New Products Database (Mintel)
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Global New Products Database (GNPD) monitors new product activity in consumer packaged goods markets worldwide.