COVID-19 Research

Mintel Consumer Research Methodology - COVID-19 Research

 

Mintel uses an online research approach to interview consumers covering age groups varying in range from 18+ or 16+ (will vary by market).  Respondents are interviewed in regions and/or metro cities to represent the population distribution across each market for reporting.

 

Mintel applies a quota-sampling approach with quotas on age, gender and broad region or metro city.  Our sample data is not nationally representative within each market.  Instead it can be considered to be representative of the online population in some markets and an urban online population in others, providing a proxy of each market’s behaviours and attitudes.  Our online, quota sampling approach provides comparable, statistically robust data and allows analysis of key demographic and geographic groups by market. 

Our research partners

Lightspeed

 

Lightspeed is our research partner for our US, Brazil, Canada and European markets (excluding Northern Ireland and the Republic of Ireland). Lightspeed’s double opt-in online consumer panels deliver uniquely identified online respondents via extensive use of fraud detection and location-verification technology at multiple points in the research cycle, from initial registration through survey fielding and incentive redemption. Lightspeed’s panellists are profiled on a wide variety of attri­butes to deliver the specific hard-to-reach demographics.

 

 

Dynata

 

Mintel partners with Dynata (formerly Research Now SSI) to complete it’s online research in India, Australia, the Republic of Korea, Thailand, Republic of Ireland and Northern Ireland.  As a leading provider of first party data, Dynata serves nearly 6,000 market research agencies, media and advertising agencies, consulting and investment firms, and healthcare and corporate customers in North America, South America, Europe, and Asia-Pacific.

 

KuRunData

 

For our China (mainland) research, Mintel partners with KuRunData which which has been part of the ITWP Group since 2017.  Founded in 2006 and headquartered in Shanghai, with branches in both Beijing and Guangzhou, KuRunData’s online panel consists of 5,300,000 respondents (as of Dec 2018).  It owns the interactive panel website: www.1diaocha.com and www.votebar.com, in addition to a WeChat survey app.  KuRunData is a member of both the China Market Research Association (CMRA) and ESOMAR.

 

Sample sizes by demographics and geographies

Mintel applies a quota-sampling approach with broad quotas on age, gender and region in all markets at minimum. Below outlines the broad quotas employed per market.  In some instances, a  sample larger than N=500  will be used but the quota proportions with remain the same.

 

Quotas: Asia Pacific

 

Thailand, Australia, Republic of Korea

Age by gender

 

%

Females 18-24

12.5

Females 25-34

12.5

Females 35-44

12.5

Females 45+

12.5

Males 18-24

12.5

Males 25-34

12.5

: :
: :
Region/City %
   
Australia  
New South Wales 32
Victoria 26
Queensland 20
South Australia 7
West Australia 10
: :
: :

Japan  

 Gender by age

%

Male

18-24

5%

 

25-29

5%

 

30-39

10%

 

40-49

10%

 

50-59

10%

 

60-64

5%

 

65+

5%

: : :
: : :

Region

%

District Included

1

11.2

Hokkaido, Hokkaido, Tohoku, Tohoku

2

36.4

Kanto, Kanto,

3

16

Chubu, Hokuriku and Tokai,

4

16.3

Kinki (Kansai), Kinki,

5

8.8

Chugoku, Chugoku, Shikoku, Shikoku

6

11.3

Kyushu, Kyushu, Ryukyu, Okinawa

Total

100

 

 

India 

Region

Male

Female

Total (%)

 
 
 

North

 

 

 

 

18-24

2.5

2.5

5

 

25-34

2.5

2.5

5

 

35-44

2.5

2.5

5

 

45-54

2.5

2.5

5

 
: : : : :
: : : : :

Regional City

City tier

Total (N)

West

 

 

Mumbai

Metro

10

Ahmedabad

Tier 1

5

Anand/  Bhiwandi/ Kolapur

Tier 2

5

Amravati/  Malegoan/ Nashik

Tier 3

5

West total

 

25

 

 

 

: : :
: : :

 

Quotas: Europe

 

 

Great Britain

 

GREAT BRITAIN

 

%

 

 

 

 

16-24 males

7.5

16-24 females

7.2

25-34 males

9.2

25-34 females

9.1

: :
: :

 

 

Region

 

GREAT BRITAIN

%

Scotland

8.5

North East

4.1

North West

11.3

Yorkshire & Humberside

8.5

East Midlands

7.4

West Midlands

9.1

: :
: :

 

 

SEG

%

AB

28

C1

28

C2

20

DE

24

Total

100

 

 

 

 

Ireland

 

 

IRELAND (ROI & NI)

 

 

 

 

 

NORTHERN IRELAND

REPUBLIC OF IRELAND

 
 

 

%

%

 

 

 

 

 

16-24 males

8

9

 

16-24 females

7

8

 

25-34 males

9

10

 
: : : :
: : : :

 

 

France, Germany, Italy, Spain, Poland

 

 

FRANCE

GERMANY

ITALY

SPAIN

POLAND

 

%

%

%

%

%

 

 

 

 

 

 

 

 

 

 

 

 

16-24 males

7.5

6.5

7.1

6.5

7.9

16-24 females

7.3

5.9

6.6

6.1

7.6

25-34 males

8.1

8.6

8.5

8.2

12.2

25-34 females

8.5

8

8.2

8.2

11.7

: : : : : :
: : : : : :

Region

 

FRANCE

%

Île de France

18.8

Centre-Val de Loire/Bourgogne-Franche-Comté

8.3

Normandie/Hauts-de-France

14.4

Grand Est

8.5

Pays de la Loire/Bretagne

11

Nouvelle-Aquitaine/Occitanie

18.3

: :
: :

Quotas: Americas

 

US

Age by gender

IPop %

Male, 18-24

5.97%

Male, 25-34

9.19%

Male, 35-44

8.60%

Male, 45-54

8.18%

Male, 55-64

7.93%

Male, 65-74

5.51%

Male, 75+

2.83%

: :
: :

 

Region

IPop %

Northeast

17.62%

Midwest

20.63%

South

37.92%

West

23.84%

Race

IPop %

White

70.13

Black

15.00

Asian

6.28%

Other race

8.59%

Ethnicity

IPop %

Hispanic

16.30

Non-Hispanic

83.70

 

Income

IPop %

Less than $25,000

11.01%

$25,000 - $49,999

16.63%

$50,000  - $74,999

17.12%

$75,000 - $99,999

14.14%

$100,000 plus

41.09%

Device

IPop %

Smartphone

50%

Non-Smartphone

-

Canada

Age by gender

 Ipop %

Male, 18-24

8.1%

Male, 25-34

10.3%

Male, 35-44

8.1%

Male, 45-54

8.6%

Male, 55-64

7.6%

Male, 65+

7.4%

Female, 18-24

6.1%

: :
: :

 

Province

 Canada pop %

Ontario

39.5%

Quebec

23.3%

British Columbia

12.7%

Alberta

11.8%

Saskatchewan

2.7%

Manitoba

3.7%

Atlantic Provinces  (New Brunswick, Newfoundland/ Labrador, Nova Scotia, Prince Edward Island)

6.4%

 

Household Income

 Canada pop %

Less than $25,000

14.0%

$25,000 - $49,000

20.8%

$50,000 - $69,999

15.0%

$70,000 - $99,999

17.8%

$100,000 and over

32.4%

 

Device

IPop %

Smartphone

30%

Non-Smartphone

-

 

Brazil

 

Age by gender

iPop%

Male, 16-24

9.93%

Male, 25-34

12.60%

Male, 35-44

12.40%

Male, 45-54

7.00%

Male, 55+

7.13%

Female, 16-24

12.20%

Female, 25-34

11.47%

: :
: :

Region

iPop%

North

8.52%

Northeast

22.24%

Central West

7.58%

Southeast

47.72%

South

13.94%

SEG

iPop%

A

2.9%

B1

5.0%

B2

17.3%

C1

22.2%

C2

25.6%

DE

27.0%