This primary research method is used to engage with the active players in a sector for the majority of reports where data from other sources is not complete. Interviews are undertaken primarily to: fill in missing years; assess the latest year’s trends and estimates; provide an assessment of any non-standard segmentation; verify competitors’ shares; and explain the latest initiatives and any anomalies or conflicts deriving from other sources. Most importantly interviewees are contacted to: verify any estimated or disputed data; provide insight into market dynamics; and explain any aberrations or unexpected results. When this method is utilized, Mintel conducts at least two trade interviews to get as unbiased a view as possible. All information is weighted according to the respondent’s field of expertise.
Using the GNPD (Global New Product Database) network of over 13,000 trained associates, Mintel performs in-store audits when brand information is scarce. The auditors use local knowledge and market expertise to research and validate what products are available through retail channels. They check on-shelf product availability at key retailers, prices for individual brands and products and initial indication of brand and company market representation for further verification from other sources. These audits also provide a preliminary survey of what types of products are available for determining how the market is segmented, which is checked with other sources. Data collection is based on strict guidelines to avoid misinterpretation of the local market. After submission, the information collected is examined by GMN analysts and processed into data point format, providing an overview of the market.
Data is not always available in a clear, cohesive and comparable form that can be used directly; it usually involves some manipulation and interpretation by the analysts. At times this involves reconciling varying sets of data from different sources. In these instances we will indicate this by sourcing GMN Estimations.
The estimates are compiled by country and regional analysts based on their experience of similar markets or countries. Analysts have direct conversations with key contacts within the leading companies and data is also used from other Mintel product, including Oxygen, GNPD and Menu Insights.
GMN Estimations is also a source for all forecasts because this is derived by Mintel’s own forecasting model.