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.

  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.

  Euromonitor (Passport)

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

  Statista  Tutorial
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.

  Home Furnishings Association
Advocacy resource for home furnishing retailers.

  American Home Furnishing Association
Source for industry data and regulatory priorities.

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
Go to interactive data with reports or analytics, consumer data to drill down to survey results.

  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.

  Data.census.gov
Data from the Census Bureau from 2010 through most recent releases, including the American Community Survey, the Decennial Census, and several other surveys conducted by the bureau.

  Pew Research Center
"The Pew Research Center is a nonpartisan "fact tank" that provides information on the issues, attitudes and trends shaping America and the world. It does so by conducting public opinion polling and social science research; by reporting news and analyzing news coverage; and by holding forums and briefings. It does not take positions on policy issues."

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.

 

  MarketLine Company Profiles (EBSCO)
Offers detailed reports on U.S. and foreign companies in a wide range of industries. These reports provide a description of the business, company history, key personnel, products, services, and competitors. MarketLine Industry Reports are available from the D&B Global Business Browser database.

  D&B Hoovers
Offers public and private company and industry information including company profiles, market research reports from Marketline, Freedonia, Euromonitor, and RMA updated with recent news, executive profiles, and analyst reports.

  Mergent Online  Limitations on Use
Provides detailed financial statements for U.S. and international public and private companies, including SEC filings and current and historical annual reports for U.S. and international public companies. Data can be downloaded in a variety of formats. Also includes country profiles.

  Market Share Reporter

  Euromonitor (Passport)

  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.

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.

 

  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.

  Google Scholar
Google Scholar provides a simple way to broadly search for scholarly literature. From one place, you can search across many disciplines and sources: articles, theses, books, abstracts and court opinions, from academic publishers, professional societies, online repositories, universities and other web sites. Scholar search tips

  Scopus (Elsevier)
Provides citations and abstracts to peer-reviewed journals, books, and conference proceedings in all major disciplines. Provides information on citing and cited references for each article.

marketing plan

 

  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.

  Advertising Insights (Kantar Media)
Creates custom reports on advertising expenditures across media channels including TV, magazines, newspapers, radio, outdoor and internet displays on the level of industries, categories, brands, products, and advertisers going back to 2017. Formerly known as Ad$pender.

  Advertising Age Datacenter (AdAge)  Access Instructions
Features news, reports, and statistics about the advertising industry.

  Falvey Library Catalog (Books & Media)
Find professional books on marketing.