Chartered Management Institute (CMI): Market research

Market research reports are produced by companies such as Mintel, Euromonitor or MarketLine. They conduct their own research or source information conducted by other research organisations. 

Here you will find:

• Market trends
• Consumer information
• Purchasing habits
• Market size
• Performance and forecast
• Brands and advertising.

Reports usually focus on a market sector or product, e.g. clothing retail or home entertainment. However, reports are often produced about trends, e.g. healthy eating or specific consumer groups. Unless you need a historical perspective, refer to the latest report on your product or service.

Market research reports can be found using the following databases:

Select Advanced Search from the home screen and then select Industry Profiles, Company Profiles or Market Reports from the Document Type list (middle section towards the bottom of the screen in the Advanced Search form).

Select Company Report from the Document Type list found towards the bottom left of the screen. There is also the option to select Industry Overview from the list. An alternative way to access the reports is by Publication Type found in the bottom right of the screen. Here you can find options for Country Profile, Industry Profile, Market Research Report, and SWOT Analysis.