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GB214 Team Project Library Research Guide: Marketing Analysis

This Bentley Library research guide has been designed to assist you with your Value Creation Team Project.

1: Examine Consumer & Market Research Reports

The comprehensive resources listed in this box are the library's "top" consumer and market research databases. They provide a mix of demographic and psychographic information.

  • Mintel Reports
    These reports explore companies, markets and consumers. Mintel reports typically discuss key market segments, analyze market drivers, identify market and product trends, provide brand analysis, and discuss consumer attitudes, lifestyles, and behaviors.

Search Tip #1: Find Consumer Lifestyles information. 

  • In the top navigation bar, hover over [CONSUMERS] and click on [Lifestyles]. Under the [Analysis Finder] section, use the drop-down to select [Content], then use the [Choose a Geography...] drop-down box to select a country. Start with the Consumer Lifestyles Report for the country you've chosen, then explore the other data and analysis.

Search Tip #2: Look for consumer information in Industry Profiles and Category Briefings. There are a few different search options available on the main landing page: 

  • Use the Find Analysis box to quickly find relevant analysis by industry or topic. Use the drop-down boxes to pick an industry and geography.
  • In the top navigation bar, hover over [Industries] to select an industry, then use the various filters provided to narrow the search.
  • Use the Search Full Tree or Browse Tree options to find analysis using a vertical or horizontal tree. Select [Categories and Topics], click [Go], then follow the prompts to build a targeted search.

  • Mediamark University Internet Reporter (UIR)
    Demographic, lifestyle, product usage & media data based on survey of over 27,000 consumers. 
    Note: The database is limited to 20 simultaneous users. If you experience an "at capacity" message, please try using the database at another time.

Create a Mediamark University Internet Reporter Account: To use Mediamark you must create an account using your Bentley email address.

Registration Steps:

  1. Go to the Mediamark home page and click [Register].
  2. Enter your name and your Bentley University email address. A Bentley email address is required for proper authentication.
  3. After registering, you will receive a password validation email from You must click the activation link in the email within 3 days to activate your account and set up your password. (Please note that it can take a few minutes for the link to be scanned by Bentley's virus checker before you'll be able to click it).
  4. After clicking the activation link, you will be able to create your own password to access Mediamark University Internet Reporter. The password must be between 8-16 characters in length and have at least one alphabetic character and one numeric digit.
  5. After all these steps have been completed, proceed to Mediamark Reporter to begin using the database.

Mediamark Reporter Help:

How to Read a Mediamark Report
This one page PDF explains how to interpret data in a Mediamark report.

Mediamark University Internet Reporter Tutorial
This 15 page PDF document explains how to use the Mediamark University Internet Reporter.

How to Change Default Target Settings
This document provides instructions for how to add ALL available targets to your default target settings.

How to Use the Mediamark database
This series of Video Tutorials is brought to you by Western Washington University librarian, Elizabeth Stephan. 

Mediamark Reporter/MRI+ User Guide Definitions
A guide to commonly used terms in the Mediamark/MRI+ databases.

Mediamark Survey of the American Consumer Questionnaires, Technical Guides and Codebooks
View the personal interview questionnaire, product booklet, technical guide (which includes methodology), and codebook (which lists all the variables that are measured and any associated disclosures or explanatory information) used for each survey.

  • DemographicsNow and MosaicUSA
    Use DemographicsNow
    to access U.S. Census data from 1980-2010, view current year estimates, and get 5-year projections for any U.S. geographic area. A custom area can also be created using radius or drive time (minutes). Users can choose from three report types – summary, comparison and rank – each of which can be downloaded in Microsoft Word, Excel, PDF and HTML formats.  

    MosaicUSA Consumer Segmentation: The DemographicsNow database contains MosaicUSA consumer segmentation profiles. MosaicUSA describes/classifies American consumers in 71 types and 19 overarching groupings that share similar demographic and socioeconomic characteristics. Get detailed information about the sociodemographics, lifestyles, behaviors and culture of consumers within each of the 19 groups and 71 segments.

    For an overview of MosaicUSA, take a look at the MosaicUSA Guide and the MosaicUSA Handbook.

    Find the MosaicUSA profile descriptions in DemographicsNow:
  1. go to the Demographics Now database
  2. click on the menu icon in the top right corner 
  3. click HELP
  4. scroll down to view [Mosaic USA Details]. You will see links to the 19 MosaicUSA group profiles and the 71 MosaicUSA segment descriptions.

  • American Factfinder
    The official database of the U.S. Census. Population, housing, economic, and geographic data. This site provides access to the Decennial Census, American Community Survey, Population Estimates Program, Economic Census & Annual Economic Surveys.

2: Use Articles to Research a Company's Marketing Environment & Strategies

Complete your marketing analysis by conducting a thorough review of current journals, trade publications, magazines and newspapers.  Search for articles that discuss the company/product/service that you have chosen and its marketing strategy or campaigns.  Use ALL of the databases listed below.   

Look in the box below for suggested keywords and search tips!

Use the Right Keywords!

Use the names of products, companies, competitors, and/or industries as keywords in conjunction with the keywords below.   Experiment with a variety of combinations! Here are a couple of examples:

  • Apple and marketing and strategy
  • iPhone and demographics

Other keyword suggestions:

  • customer or consumer
  • market
  • "target market"
  • "market segment"
  • strategy
  • demographics
  • "consumer behavior"
  • marketing
  • advertising
  • pricing
  • purchase
  • purchasing
  • "purchasing decision"
  • expenditures 
  • social media
  • “ad campaign”
  •  “marketing channels”
  • strategy
  • “brand awareness”
  • brands
  • “consumer engagement”
  • value
  • segmentation
  • millennials (or name of specific  consumer segment)

Search Strategy:

Databases and browsers may have different interfaces, but they often share similar searching principles for using keywords and constructing a search strategy. For an introduction or review of basic searching see the Search Tips page.