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JOUR 458: Creative Strategy in Advertising: Brand and Market Research

Mintel Oxygen

Mintel Oxygen 

  • Provides market reports that include information such as brand share, market drivers, consumer behavior, and more.
  • Requires creating an account using your university email account
  • Search for market research reports by product (i.e. mustard) or product category (i.e. condiments) to find in-depth market research.
  • Searching by brand may also find shorter news items.

SRDS - Claritas Segmentation & Market Solutions (SMS)

Claritas SMS provides reports to help you understand your target audience, their behaviors and their lifestyles. Types of reports:

  • Market Profiles (210 DMAs and over 3,000 counties)
  • Lifestyle Analysis (lifestyle behavior)
  • Demographics
  • Prizm (groupings by lifestyle traits) 

To access Claritas SMS, first click the SRDS Media Solutions link above.  Once logged into SRDS, look in the toolbar to the left for the link Claritas Segmentation and Market Solutions link (as shown below).  On the following page use the green box titled Login to Claritas SMS to enter.  There are also information sheets and video tutorials provided on this page.



Trade Publications

Search in the databases linked below for your brand, parent company, product (i.e. mustard), and/or product category (i.e. condiments.)

  • Try limiting your results to trade publications to find news and trends about your brand/company, product, or product category
  • You may also find articles about past and future advertising campaigns for some brands