marketplace trends

Gathering market research reports, industry profiles and trade and business news is a good way for your entire team to get acquainted with your the economic, demographic, technology, political, natural and cultural environment impacts on your product/service category.

Syndicated research reports don't always align perfectly with your clients offerings.  You may need to glean what you can from broader or adjacent categories.

By smart Googling you will find additional market research, ALWAYS evaluate the information you find to judge it's quality.  Consider methods used to gather and compile data, intended audience, publication purpose, author expertise and biases.  If you are unsure about  source credibility, make an appointment and I will walk you through assessing it.

Search the news to update market research and industry reports.

Trade associations and journals can provide valuable information about regulations, industry impact and developments. Sometimes their most valuable information is restricted to members.

Sometimes books and journals in the library are helpful too!

  Euromonitor (Passport)

  Mintel Insights & Analytics  Limitations on Use
Offers product and industry market research reports covering U.S. and international marketplaces. Each report combines data and analysis of the competitive landscape, supply chain, market-share size and trends, and consumer profiles. Analytics advance search monitors new product activity in consumer packaged goods markets worldwide.

  IBISWorld
Provides access to U.S. and global industry market research reports.

  First Research Industry Profiles (ABI/INFORM Collection - ProQuest)
Provides industry profiles with critical analysis, statistics, and forecasts. Coverage extends back to 2009.

  Statista
Provides a portal to statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources. Topics covered include industries, media, companies, product categories, and countries.

  EMIS Intelligence (Emerging Markets Information Service)
Search wine, filter to Italy and reports or news.

target audience

Market research reports and surveys provide demographic, behavioral and psychographic data on consumers.  

The search interfaces for many of these databases are not intuitive.  Where available use the tutorials provided or make an online appointment for help with searching.

Citing the original source of a data point about a target is more persuasive than citing data twice removed.  Whenever possible, trace data back to it's original source.

  Simmons Insights  Tutorial
Provides access to the results of a National Consumer Study (most recent studies embargoed) encompassing demographics, lifestyle statements, and consumer behaviors. Supports the creation of custom cross tabulations or quick reports.

  Statista Global Consumer Survey Guide
Offers step by step instructions for querying the Global Consumer Survey.

  Mintel Insights & Analytics  Limitations on Use
Offers product and industry market research reports covering U.S. and international marketplaces. Each report combines data and analysis of the competitive landscape, supply chain, market-share size and trends, and consumer profiles. Analytics advance search monitors new product activity in consumer packaged goods markets worldwide.

  ESRI Business Analyst Online  Tutorial  Access Instructions
Provides geographic analysis tools. Includes demographic, consumer spending, and business data.
Access courtesy of the Department of Geography & the Environment.

  Explore Census Data

competitors

Your marketplace trends research should surface key competitors.  

The company databases listed here provide key performance indicators and in some cases SWOT analysis on the whole company level.  Company and product/service news, not limited to press releases, and deep dives into web sites and social media are essential for discerning competitor strengths and weaknesses.

 

Since the wine making space is diverse and fragmented you may need to identify competitors and research them using niche sources outside of typical company databases.  Seaching recommened online wine shops or popular wine ratings for Italian wines that offer similar varietals at comparable price points may be a way to get started.  

Finding and exploring competitors websites may be among the best sources of information.

Food & Wine: 10 Best Online Wine Shops

Wine Spectator Wine Ratings (Risky because requires 30 day free trial with Credit Card)

 

  Google Trends
Tool for discovering web search interest and comparing across time, region and related topics.

  twXplorer
Tool for searching Twitter so see what tweets about your target. Sign up with Twitter account required.

  D&B Hoovers
Coverage limited to very large wine makers.

  MarketLine Company Profiles (EBSCO)
Coverage limited to very large wine makers.

  Nexis Uni  Limitations on Use
Company search provides limited information such as # employess & total revenue on worldwide firms.

marketing

 

Listed here are ebook in our collection on wine marketing.

 

  WARC
Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. Formerly known as World Advertising Research Center.

  eMarketer
Offers data and reports related to digital marketing. Topics include advertising spending, digital marketing, social media, media usage, e-commerce, email marketing, and device usage. Coverage is global.

news & Scholarship

Search general business news and trade associations for intelligence about market trends and competitors. Use the filters in ABI Inform, Business Source Premier and Nexis Unit to limit to trade publications.  Trade publications are often cited in industry reports and Statista infographics.

Scholarly research may be useful to support your marketing plan. 

In addition to the databases listed below, use your WSJ.com subscription and the Bloomberg terminals in the Gmelich Finance Lab and Falvey Library.

 

  Google Scholar
You'll be surprised on the extent of scholarly research on the wine industry!

  ABI/INFORM Collection (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, finance, economics, and management information systems. Full text access may be embargoed for up to three years. Coverage goes back to 1965.

  Nexis Uni  Limitations on Use
Formerly known as LexisNexis Academic. Provides full text access to national and international newspaper and magazine articles and news transcripts, business, company, and industry information in the U.S. and abroad, and legal documents, including U.S. Federal and State court cases, and law reviews. Coverage varies.