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this is a companion video to the be credible textbook on finding and reading a mental market research reports Mintel is available through the kayuu libraries under the articles and databases link since it starts with an M that's the letter we go to in the alphabetical index scroll down to find the mental reports link about two-thirds down the page because I am doing this from off-campus I need to log in with my kayuu credentials if I was on campus I wouldn't be prompted for my kayuu ID there is also a conditions of use page to accept whether I'm on campus or not the K you subscription to Mintel is limited to five simultaneous logins so if a bunch of your classmates are doing research at the same time as you you may not be able to get in until one of them logs off so be patient with Mintel and plan to get your work done long before class deadlines Mintel organizes its reports and five main sections by category or by industry by region by trend drivers which is another word for consumer behavior by demographics and bike Ovid 19 which is a new category this year some of the sections also contain subsections with relevant products or consumer trends Mintel also allows you to view reports from multiple categories at once for example say I was interested in finding reports from both the food and food service industry I could select both and access the reports from the two industries at once underneath the main menu are two boxes which filter out reports by contract type and relevance let's select the reports and upcoming reports tab and change our display view here we can view reports that Mintel has released or is planning to release this year we can adjust the date using this calendar to the left of the screen we see for example that in January menthol released reports on health management and back-to-school shopping well in September of this year it plans to release reports on televisions and pizza advertising one thing to notice is that some of these reports are more specific than others for example there is a report on breakfast food which sounds pretty broad but there is also a more specific report on hot and cold cereal once you pick a report click on the link let's say that I want to read the report for nutrition drinks what you can do is download the report as a PDF by clicking this link at the very top of the page doing so will allow you to work on it when you're offline but if you'd like to use the website note that the report content has 5 sections overview market consumer brand slash company and data each of these sections has several tabs which you can navigate through you can also click this tab to the right to search for any keywords or phrases and the reports at the bottom there is also a tab with reports related to this one this may be a good place to look for further market research on your industry so this is how you get into and navigate individual reports an easier but less specific way of searching reports is using the search box to the left of the site this may be helpful if you're looking for market research for an industry that a specific brand falls into let's say for example I'm researching Tommy Hilfiger I type in Tommy Hilfiger into the search box and come up with 271 results two of which are reports on team fashion and active wear two categories that Tommy Hilfiger falls into it's important to note that Mintel also contains new stories on industries and brands which also may help you in research in your industry it's important to note that menthol also provides access to news stories on industries and brands which also may help you in researching a topic for example one of the results in my Hilfiger search is a new story written in 2011 about a partnership between Hilfiger and Universal Music I can save the news story and print it news archives like these would help me in my research and to get to know the history of my topic and that's how you search for and read menthol reports before I leave you remember that this tutorial was filmed in July of 2020 because of how often market research is updated your results and findings may be different from mine by the time you view this video enjoy all the market research learning you will do with these reports