UK-based Mintel is introducing a series of social media reports, which it says will offer a ‘first of its kind’ view of consumer relationships with brands, both online and off-line.

Launched in 1972, Mintel offers insights into consumer trends, product innovation and competitive marketing strategies, from its operations in Europe, the US, and across Asia Pacific.

The new Social Media Series promises to uncover how people are engaging with brands in the consumer goods and service markets, and how they use social media and the Internet to inform purchasing decisions. The series will include one report a month, each focusing on a different sector, with the initial report examining the beauty and personal care sector.

Alexandra Richmond, Senior Analyst at Mintel, comments: ‘It is the motives and behaviours behind online conversations and brand mentions which provide the greatest insights. These reports will help our clients understand not just what their clients are doing on social media, but why they are doing it - helping to guide effective social media and digital strategies.’

Web site: www.mintel.com .

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