Ireland

Research Methodology

Mintel is an independent market analysis company that prides itself on supplying objective information on a whole range of markets and marketing issues.

The main sources of research that are used in the compilation of Mintel reports:

  • Consumer research
  • Brand & social media research
  • Desk research
  • Trade research
  • Mintel’s exclusive archive of over 40 years of analysis and expertise.

Mintel reports are written and managed by analysts with experience in the relevant markets.

  Consumer research

Exclusive and original quantitative consumer research is commissioned for almost all Mintel reports. Mintel invests a considerable sum each year in consumer research, and the purchaser of a Mintel report benefits, as the price of an individual report is less than the cost of the original research alone. The research brings an up-to-date and unique insight into topical issues of importance.

Sampling and weighting

Toluna

 

Mintel in Ireland uses Toluna for quantitative surveys.  Toluna question a sample of 1,350 ROI and 650 NI consumers.  Mintel write the surveys and Toluna conducts the surveys drawing respondents from participant panels across the island of Ireland.

 

 

Quotas

Age and gender

NI

RoI

%

N (650)

%

N (1,350)

16-24 Men

8.7

57

8.9

121

16-24 Women

8.1

53

8.7

117

25-34 Men

9.8

63

9.7

131

25-34 Women

9.9

64

10.0

135

35-44 Men

9.2

60

12.1

163

35-44 Women

9.7

63

12.7

171

: : : : :
: : : : :

 

Region (RoI only +/- 10% deviation)

%

N(1350)

City of Dublin

28

378

Munster

27

365

Leinster (excluding city of Dublin)

27

364

Connacht

12

162

Ulster (excluding Northern Ireland counties)

6

81

 

 

NI (650)

 

RoI

(1350)

 

Social Grade (SEG)

%

N (650)

%

N (1,350)

ABC1

51

331

57

769

C2DEF

49

319

43

581

 

Socio-economic grade definitions

[AB] Senior or  Intermediate  managerial, administrative or professional 

[C1] Junior managerial, administrative or professional; office workers, supervisors / Student

[C2] Skilled manual worker with industry qualifications (e.g. carpenter, bricklayer, plumber, bus/tram driver, fitness instructor, etc.) 

[D] Semi or unskilled manual worker without qualifications (traffic warden, checkout operator, dustman, trainee hairdresser, etc.) 

[E] Unemployed / Retired (state pension)  

[F] Farmer

Trade research

Informal

Trade research is undertaken for all reports. This involves contacting relevant players in the trade, not only to gain information concerning their own operations, but also to obtain explanations and views of the strategic issues pertinent to the market being researched.

 

Formal

Internally, Mintel’s analysts undertake extensive trade interviews with selected key experts in the field for the majority of reports. The purpose of these interviews is to assess key issues in the market place in order to ensure that any research undertaken takes these into account.

 

In addition, our experienced external researchers are involved in trade research is undertaken for some reports. This takes the form of full trade interview questionnaires and direct quotes are included in the report and analysed by experts in the field. This gives a valuable insight into a range of trade views of topical issues.

 

Desk research

Mintel has an internal team of market analysts who monitor: government statistics, consumer and trade association statistics, manufacturer sponsored reports, annual company reports and accounts, directories, press articles from around the world and online databases. The latter are extracted from hundreds of publications and websites. All information is cross-referenced for immediate access.

Data from other published sources are the latest available at the time of writing the report.

 

This information is supplemented by an extensive library of Mintel’s reports produced since 1972 and added to each year by the 500+ reports which are produced annually.

 

In addition to in-house sources, researchers also occasionally use outside libraries such as the Department of Trade and Industry. Other information is also gathered from store and exhibition visits across Europe, as well as using other databases within the Mintel Group, such as the Global New Product Database (GNPD), which monitors FMCG sales promotions.