LibGuides: Business: Market & Advertising Research

Marketing and advertising databases

Mintel This link opens in a new window
Mintel provides detailed market research reports on a wide range of UK market sectors. This includes Market Intelligence, Leisure Intelligence, Retail Intelligence, Financial Intelligence and other industrial reports. Mintel also includes information on demographics and trend drivers.

Please note: you may not reproduce or otherwise use the Mintel website or any information therein as an input for any artificial intelligence system ("AI system").

Mintel Help Guide: Interactive Databook

Statista This link opens in a new window
Statista is a global business data platform. The resource includes insights and facts across 600 industries and 50+ countries. Use it for market, company and country research topics.
Nielsen Portfolio Creative This link opens in a new window
An advertising archive containing over 4.5 million adverts across all types of media. Search by company, brand or sector, or for specific platforms such as TV, press, direct mail, outdoor, internet, online video, cinema or radio.
WARC This link opens in a new window
World Advertising Research Centre's Advertising and Knowledge Database is a collection of case studies and articles on advertising, marketing and media activity. It includes trend analysis, research reports and strategic marketing guidance.

If you are looking for a specific journal title on WARC, please use the Advanced Search options to locate it. You can then select Research Papers to view a list of the journals available through WARC.

WARC User Guide

WGSN This link opens in a new window
Forecasting and trend analysis for style, fashion and design; includes fashion image library and online space for personal creative development.
Insight provides market intelligence and analysis of trends in consumer attitudes, marketing, retail experience and innovation.
Lifestyle & Interiors provides insight, updates and forecasts into interior design, inspiration, and retail intelligence in the lifestyle, hospitality and interiors industries.
You have been given access to the content of WGSN for your own personal, non-commercial and information purpose only. You must not share or distribute such content across social media and any other external platforms.
It is important that you understand that your access and logins are limited to you as an authorised user of De Montfort University and any breach in the use of their content may result in prosecution, damage claims and loss of access to everyone else in the institution.
ABI/INFORM Collection This link opens in a new window
A key online database for global business and economics topics, including thousands of full-text journals, company news, country/industry reports and trend reporting.
Business Source Complete This link opens in a new window
EBSCO's Business Source Complete is an indispensable resource for business students. The database supports research in key business areas such as accounting, finance, management, marketing and economics. The database also includes country economic reports from a range of authoritative sources.

What is market research?

Market research is the process where information is gathered to analyse a market. It will usually consider target audiences, the size of the market, top competitors and consumer behaviour.

Market research will typically contain:

Market size/shares
Market drivers and segmentation
Consumer behaviour and attitudes
Key competitors

Small businesses will conduct their own market research but third party companies such as Mintel produce reports that can be purchased. Students and staff at De Montfort University have access to Mintel reports and other market research sources.

External sources of market research and analysis

YouGov ProfilesLite
YouGov Profiles provides information on different audience profiles and demographics powered by the data collected from YouGov users. The 'Lite' version is free to use once you've signed up for an account.

YouGov BrandIndex Lite
The YouGov Brand Index Lite allows you to discover a specific brand’s performance and compare it to other organisations in a given industry.

There are many companies that provide market / industry intelligence and monitor trends. Much of their research is only available to paying customers but some material may be freely available on their websites. Try the companies listed below for market intelligence:

Business: Market & Advertising Research

Professional industry publications

Marketing and advertising databases

What is market research?

External sources of market research and analysis