Mintel collects and interprets data from a variety of sources. Sources are indicated below each Figure, table and graph.
Data sourced as .Mintel. are derived from multiple sources, then interpreted and expanded by Mintel analysts. When
referenced as .estimated,. the information is either not finalized in the original source or has been approximated by
Mintel analysts.
In-depth consumer research examines how social, economic, cultural and psychological influences affect attitudes
and purchasing decisions. Mintel combines exclusive primary research with syndicated data to provide an accurate
and unique analysis. Consumer research is stored in a database supervised by Mintel.s data analysts and statisticians.
For additional analysis of survey data, or with questions about consumer research methodology, please contact Mintel
at 312.932.0400.
Primary Data Analysis
For each report Mintel develops custom primary research questions and uses specialty research firms for data collection.
Sampling
Online surveys
In most cases, Mintel selects survey respondents by gender, age, household income, and region so that they are
proportionally representative of the entire U.S. adult population. Mintel also slightly over-samples, relative to the
population, respondents that are Hispanic or black to ensure an adequate representation of these groups in our survey
results and to allow for more precise parameter estimates from our reported findings.
In some instances, Mintel also uses specialist panels or targeted sample to reach a certain demographic or target market.
Phone surveys
Mintel commissions phone surveys for some of its reports. Mintel utilizes both Random Digit Dialing (RDD) and demographic
and geographic targeted phone lists for its telephone data collection.
Greenfield Online
Greenfield Online, Inc. has been building and developing an Internet panel of adult, double opt-in respondents
since 1994. The panel is continuously updated and expanded with new participants and currently contains over 3.2 million
U.S. households. Panelists are recruited from multiple online sources such as banner advertisements.
Greenfield conducts data programming, hosting, data collection and data processing for Mintel.
Interviewing typically covers both weekdays and weekends, and respondents are generally offered an incentive to complete the
surveys.
In addition to Greenfield’s online consumer panel, Mintel also uses Greenfield’s business-to-business online panel
to collect data for some of its reports.
Interactive Tracking Systems (Itracks)/Survey Sampling International (SSI)
Itracks partners with Survey Sampling International (SSI) to conduct online and telephone surveys for Mintel.
Itracks performs the data programming, hosting and data processing and utilizes SSI’s online panel and telephone sample
for data collection. Founded in 1977, SSI has a double opt-in online panel of approximately 1.2 million U.S. panelists
who are recruited through web sites and data aggregators. Fielding for the online surveys is conducted over 5-7 days
and typically includes both weekdays and weekends.
Global Market Insite (GMI)
Founded in 1999, GMI’s double opt-in U.S. online consumer panel contains approximately 4 million U.S. consumers.
GMI recruits its panelists through many different sources including web advertising, permission-based databases and
partner-recruited panels. GMI also has a number of specialty panels, including a Hispanic and an African American panel,
which Mintel uses to collect data for some of its reports. GMI’s African American panel consists of about 150,000
African American panelists and its Hispanic panel is made up of about 26,000 Hispanic panelists.
Secondary Data Analysis
In addition to exclusively commissioned surveys, Mintel gathers syndicated data from the most respected consumer research
firms. This allows Mintel analysts to form objective and cohesive analysis of consumer attitudes and behavior.
Experian Simmons National Consumer Studies
Mintel reports frequently draw on the Experian Simmons National Consumer surveys conducted by Experian Consumer Research.
The Experian Simmons National Consumer Study (NCS) is a comprehensive survey of American consumers aged 18 and older.
It provides single-source measurement of major media, products, services, and in-depth consumer demographic and
lifestyle/psychographic characteristics.
20,000 Adults 18+
Two-phase data collection
Phase 1: A telephone placement interview for a self-administered mail survey is conducted with any adult
aged 18 or over in the household
Phase 2: Self administered survey is mailed to each qualified household member
Upfront cash incentives/sweepstakes offer
All qualified household members aged 18 or over participate by completing their own personal booklets
Principal shopper completes one Household Survey
Conducted and released quarterly—Winter, Spring, Summer and Fall
Ability to look at full-year and quarterly data
The Experian Simmons National Hispanic Study (NHCS) is the only national, multi-media syndicated research instrument targeting
the Hispanic market, and is particularly valuable in identifying media habits, product and service usage and attitudes
and opinions among this segment.
7,500 Hispanic adults 18+
Two-phase data collection
Phase 1: A telephone placement interview for a self-administered mail survey is conducted with any adult
aged 18 or over in the household
Phase 2: Self administered survey is mailed to each qualified household member
Survey offered in Spanish or English—respondent’s choice
Incentive/sweepstakes offer
Conducted and released quarterly—Winter, Spring, Summer and Fall
Ability to look at full-year and quarterly data
The samples for the Kids and Teens Studies are taken from the same households participating in the adult study.
The Kids and Teens Studies provide in-depth insight into these consumer segments to understand their affect on the
marketplace, and how and where to reach them.
2,500 Teens 12-17 and 2,600 Kids 6-11
Both samples gathered from within NCS participating households
Upfront incentive/sweepstakes offer
All teens or kids in household participate by completing their own personal booklets
Released twice a year—Spring and Fall data releases
In some instances Mintel uses Experian’s Mosaic segmentation system to further analyze Experian Simmons NCS/NHCS data. Mosaic is a household-based segmentation system, which classifies 99.5% of all U.S. households and neighborhoods into 60 unique Mosaic types and 12 groupings that share similar demographic and socioeconomic characteristics. More than 300 data variables are used to build Mosaic: 80% is sourced from Experian’s INSOURCE person, household and ZIP+4 level data, and 20% is sourced from 2001Census data at block group. Descriptive content is sourced from Simmons NCS/NHCS data.
All of the Mosaic groups and types are listed below:
Mintel conducts in-depth trade interviews for some reports, using experienced external
researchers. Direct quotations are included in the reports, giving valuable insight into a range of trade views
on topical issues.
Informal
Mintel conducts informal trade research for all reports. This involves contacting
key players in the trade, to gain information concerning their own operations and address current brand
and marketing issues. To ensure accuracy, Mintel sends draft copies of reports to key industry representatives
for review, taking their feedback into consideration before publishing the report. Comments, where appropriate,
are incorporated into the report.
Desk Research
Mintel holds a variety of publications, including government statistics, consumer and trade
association statistics, manufacturer-sponsored reports, annual reports, directories and articles from over 200
publications from the U.S. and abroad.
All analysts and writers have access to Mintel's market size and economic factors database.
This is a database containing all areas of consumer expenditure and macroeconomic and demographic factors that
affect consumer spending.
Forecasts
In-house statisticians use the SPSS software package to create market forecasts for Mintel
Reports. The statisticians correlate historical market size data with key economic and demographic variables,
identifying those factors having the most influence on the market. Using forward projections of these factors,
a market size forecast is produced.
Mintel has compiled its own database of important economic and demographic variables from
government and independent sources. The database includes both historical and projected data and is used in
combination with Mintel.s own market size and segmentation database.
