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 the economic, demographic, technology, political, natural and cultural environment impacts on your product/service category.  IBISWold reports are a great place to start.

Syndicated market research doesn'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.  Visit trade or professional association websites often listed in industry reports such as these:

 

 

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

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

  Mintel Insights & Analytics  Limitations on Use  Access Instructions
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.

  MarketResearch.com Academic  Limitations on Use
Provides marketing reports for many industries and demographic reports on a variety of age groups. Documents are formatted as Adobe Acrobat or PowerPoint files.

  Passport (Euromonitor International)  Limitations on Use
Provides lifestyle statistics and reports, market data and analysis, and market forecasts for selected countries. Includes 6-year historic market size data for selected consumer products plus 5-year forecasts.

  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.

Customer/target audience

Market research reports, the Census Bureau 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 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.

  Catalyst MRI Simmons  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.

  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.

  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.

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

competitors

Your marketplace trends research should surface key competitors.  There are a few worldwide coffee roasters and coffee shops that are traded publically, but most of the competitors are smaller, private and regional.  Searching for news and social media about them will be important.

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.

Avoid using SWOT analyses found on the free web unless you have vetted it.  If you are not sure, make an appointment with me to a walk through how to evaluate a source. 

 

  A to Z Databases

  MarketLine Company Profiles (EBSCO)
Large firms only. Does often include SWOT

  D&B Hoovers
Large companies only. Does offer SWOT

  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.

marketing plan

Use theses sources to find books and articles on marketing strategy best practices.  Find out how to reach your target audience and benchmark what it might cost.

  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.

  Advertising Insights (Kantar Media)  Tutorial
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.

  eMarketer (Insider Intelligence)
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.

  Catalyst MRI Simmons  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.

news & scholarship

  ABI/INFORM Collection (ProQuest)
Provides access to scholarly journals, dissertations, working papers, key business and economics periodicals, and country- and industry-focused reports.

  Access World News (NewsBank)  Tutorial
Provides full text access to national and international newspaper articles and radio and television news transcripts. Many newspapers, including the Philadelphia Inquirer, offer full-image “page view” format. Includes user-friendly subject browse feature, as well as full text searchability. Coverage varies.

  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.

  Factiva (Dow Jones)
Provides access to international, national and local news sources. Many different news media such as newspapers, magazines, wires, blogs and transcripts are aggregated in English and foreign languages. The content is current and archival. Industry, company and market profiles are also provided.

  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

citation tips

 

  • Don't leave creating citations to the end or expect one team member to create them all.
  • When using a citation generator such as ZoteroBib, begin by identifying the type of materials you are using (reports, articles, websites are most common).  
  • Always check the citation generated against an authoritative model.
  • Review citations to make sure they are consistent.  If each team member makes citations as they are working, there will surely be different interpretations of how to cite similar resources.
  • Provide attribution for all the facts and data you use.  Often formal citations are omitted from practical business writing, but you are writing for an academic audience so when in doubt, cite it.