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MK342: Advertising (Gustafson)

This Bentley Library research guide has been prepared for students taking MK342 Advertising with Professor Lee Gustafson during Fall 2025.

Top Picks: Consumer & Market Research Reports

Start by browsing these categories, then explore the Mintel database for additional information on your own by topic or keyword. 

  • Travel, Leisure, Entertainment: reports related to special interest & event travel; vacations; travel; tourism
  • Beauty & Personal Care: reports related to skin care; sun & skin protection; beauty trends
  • Food: reports related to snack, nutrition and performance bars; snack foods & snacking attitudes; natural & organic shoppers; food trends
  • Demographics and Lifestyles: reports related to demographic and lifestyle groups
  • Technology, Media & Telecom: reports related to social media, streaming media, advertising, and more.

Find dossiers, statistics, and insights related to your topics. Search Tips:

  • Browse categories under the [Statistics] menu. For example:
    • Consumer Goods and FMCG > Food and Nutrition
    • Consumer Goods and FMCG > Cosmetics & Personal Care
    • Travel, Tourism and Hospitality
    • All Industries
  • Experiment with keywords that describe:
    • a product or industry (e.g. "lip care", "skin care", "historical sites", "tourism", "snack foods")
    • a topic (e.g. sustainability, organic, "social media")
    • a consumer (e.g. "gen z", "target audience", "health conscious")
  • Use the filters (Location, Content Type, Date) to help refine your search results.

  • Search Tip #1: Find consumer reports for a geography (Consumer Lifestyles Report, Consumer Profile Report, and Consumer Types Report):
  1. In the top navigation bar, click on [Consumers]. Next, select Lifestyles.
  2. In the [Latest Reports] section, click on View All.  Use the filters on the left side of the page to start by selecting a geography. Browse the results and use additional filters as needed. Note: When choosing an analysis type, start with a Country Report (if available), then explore the other types of analysis.
  • Search Tip #2: Look for consumer information in Industry Reports and Briefings. There are a couple of different search options available on the main landing page:
  1. In the top navigation bar, click on [Industries] to select an industry.
  2. In the [Latest Reports] section, click on View All. Use the filters on the left side of the page to start by selecting a geography. Browse the results and use additional filters as needed. Note: When choosing an analysis type, start with a Country Report (if available), then explore the other types of analysis.