Consumer Product Research and Media Use

From CommWiki

The library has access to several resources that contain articles and statistics about product usage, consumer behavior & demographics as well as media audiences. These resources can help answer such questions as:

audience/readership a magazine has, and from what demographic groups
who buys product types and brands
number of viewers of cable & broadcast television channels
and much more!

1 Product & Media Audiences (Current)
2 Product & Media Audiences (Historical)
3 Related Resources

Product & Media Audiences (Current)

Mediamark Reporter (MRI) (2001- )

Must use the Internet Explorer Browser / register and create a FREE login using an ohio.edu email address (will have to wait for an authentication email before using the database). After login, click the Mediamark Reporter button and then select the desired reports, which may be viewed or downloaded in spreadsheet format. Use the New Database and Change Report links to navigate between and within reports. Use the View Summary link to see product summaries and brand rankings. Please logout when finished using this database

Resources for help obtaining and interpreting the data:

Tutorial: Using Mediamark Reporter from UC Berkeley
Screencast Demo (3 min.)
Quick Guide: How to read an Internet Reporter Report

MRI+ also contains information and ABC circulation reports for some magazines. This information may be viewed just after logging into MRI (before clicking the Mediamark Reporter button). Use New Search to find magazine titles and put them into Working Lists, then Create Reports allows users to view circulation data. Topline Reports are reports about magazine, internet and cable TV usage.

Mintel Reports

Must register and create a FREE login using an ohio.edu email address Contains lengthy reports with statistical tables about use of various consumer products. Also contains latest news related to each product. UK & US Useful Lists under the Databases tab contains info about the top brands in a product category, etc., as well as basic demographics. The Reports tab contains general Lifestyle reports or one can search by product category. The Quick Search function allows searching for keywords across product categories (use quotation marks around phrases).

More specifics on use of this database:

Click on Reports tab, then Mintel Reports: USA. Browse the product reports by clicking links.
Click the Search tab at the top of the page to search by keywords. Once a report is selected, the result list will display in bold type the chapters that mention the keywords searched.
On the Search results page, Latest News and Related Reports will be displayed on the right.
Click the Databases tab and browse the UK/US Useful Lists for consumer lifestyle and basic demographics.

Please logout when finished using this database

World Advertising Research Center (WARC)

Contains case studies from major companies and advertising agencies, articles from leading advertising journals and reports. Search by keyword to also find brand profiles, news, and "classic" cases related to various products and consumer categories (use quotation marks around keyword phrases). Users may also Browse the database by using the buttons at the top of the page and the links on the left side.