'Mintel Global Consumer' Debuts for Comparison Insights

Consumer product and media intelligence provider Mintel has launched a research tool called Mintel Global Consumer, through which brand owners, marketers and suppliers can understand and compare consumer behaviour, sentiment and demographics across the world.

Through a bi-annual survey of 35,000 people across 35 markets, the tool offers brands a source of information about what drives consumer and influencer choice for food, drink, beauty, personal, and household care products. Interactive 'databooks' have been developed to help users explore responses in detail, and identify differences and similarities between demographics. According to the firm, the solution can help clients understand what local consumers want and why; identify which global trends can be applied locally; and create segmentation strategies by understanding distinctions between target groups.

Julie Lizer (pictured), Global President of Research and Insights, explains: 'Our new research tool can help companies break into new territories by understanding what drives consumer behaviour in a specific market. By utilizing the tool's demographic capabilities, brands, marketers and suppliers can also more effectively understand key consumer groups and so create segmentation strategies to target them with greater accuracy'.

Web site: www.mintel.com .