Market research presentation

© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
Mintel may repurpose or distribute any content derived from syndicated Mintel resources, even if originally compiled per customer request, always subject to preserving the confidentiality of the customer.
The Basics of Market Research
Brian O’Connor – March 2017

2
Overview of Mintel Ireland
Why do market research?
Secondary and Primary research
Things to avoid when designing questionnaires
Sampling and respondent breakdown
How Mintel do it
Some recent Mintel findings
Summary

4
Where does Mintel fit in?
• Issue: Difficult to resource
local sectoral market
research reports for Ireland
Resource Issue
• Solution: Our Mintel research
reports will provide you with
Irish (ROI & NI) market size,
forecasts, innovations and
trends data.
Mintel Research
Reports • Benefit: Ready made material
to help support the public
with projects, research
papers, business plans or
preparing for interviews –
Ensures the public are up to
speed with latest market
trends.
Provide reliable,
unbiased overview
of the market place
Helping you save time researching – provides quick overview of a market!!

5
Irish Report Home Page – Layout

6
2016 Irish Report Titles
Sector Title
Food Consumer Snacking Habits
Food Fruit & Vegetables
Food Bread
Food Cheese
Food Artisan Food
Food Deil and Hot Foods Counters
Food Yogurt
Food Meat & Meat Substitutes
Food Chocolate Confectionary
Food Ready Meals
Food Healthy Eating
Drink Whiskey and Dark Rum
Drink Beer
Drink Soft Drinks
Leisure Hotels
Leisure Technology and Irish Tourism
Leisure Events Tourism
Leisure TV Viewing Habits
Leisure The Night Out – Entertaining Out-of-Home
Sector Titles
Retail Beauty Retailing
Retail Automotive Retailing
Retail Discounters
Retail Mobile and Broadband Providers
Retail Clothing Retailing
Retail Grocery Retailing - Brand vs. Own-label
Finance Savings
Finance Mortgages
Finance Car Insurance
Finance Payment methods – Online vs. Offline
Finance Current Accounts
Technology Apps and Applications
Technology Online & Mobile Retailing
Technology Social Networking
Special Attitudes to Advertising
Special Exercise and Fitness

7
2017 Irish Report Titles
Sector Title
Food Children’s Eating Habits
Food Chilled vs. frozen - Consumer Preferences
Food Sports Nutrition
Food Cheese
Food Menu and ingredient insights
Food Quick service restaurants & takeaways
Food Free-from foods
Food Milk & Cream
Food Poultry & Poultry Substitutes
Food Ice-cream & Desserts
Food Artisan Food – Attitudes to Provenance
Drink Wine
Drink Beer & Cider
Drink Soft Drinks
Leisure The Night In
Leisure Gaming (consoles, mobiles, etc)
Leisure Domestic vs. Overseas Tourism
Sector Titles
Retail Beauty & Personal Care
Retail Automotive Retailing
Retail Convenience Store Retailing
Retail Coffee & sandwich shops
Retail Supermarket Retailing
Finance Savings & Retirement Planning
Finance Current Accounts & Brand Loyalty
Finance Personal Loans
Finance Mortgages
Finance Car Insurance
Finance Online & Mobile Banking
Special Brexit - One year later
Special Healthy Lifestyles (Sugar & smoking focus)
Special Pets
Technology Online and Mobile Retailing
Technology Social Networking
Technology Mobile Phones
Technology Attitudes to Advertising

8
Analyst Insights – Across 13 different Sectors

9
EVERY DAY AT MINTELEveryday at Mintel

10
© 2013 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
Why conduct market research?

11
Why conduct market research?
“There is nothing so terrible as activity without insight.”
- Johann Wolfgang von Goethe
“People who ignore research are as dangerous as
generals who ignore decodes of enemy signals”
- David Ogilvy
“When the customer comes first, the
customer will last.”
- Robert Half

12
How can we sell to customers
if we don’t understand who
they are, what they want or
why they want it?

13
Understanding customers is paramount!
Who are your customers? What age are they? Gender?
Affluence? Martial status? Who do we target our product at?
What do they want? What need/ desire will your product/ service
fulfil? Why do they need it? How can we adopt our approach
to best fit what they need?
Where do our customers live? Where is the best place to position
ourselves for them to buy? When will the buy? How can we
position ourselves to be in the ideal place/ time to target
them?
Why would customers choose us over our rivals? What features
or qualities would make us more desirable? Why do we stand
out? What can we do to make ourselves the first choice to
customers?

14
Secondary & Primary research

15
Secondary Research is the first port of call
The first thing you should do
is check to see if someone
has collected the information
you need before hand.
Time & Cost effective.
Extensive data already exists.
Basis of future primary research.

16
Some key sources of secondary
research

17
Some drawbacks of secondary research
While secondary research is
a fine foundation for
discovering what direction to
take your business in, there
are drawbacks
Time lag of data.
How specific the data is to your
needs.
Accuracy of data/ potential for
bias.
Data definitions.

18
Primary research has many advantages
After consulting as much
secondary are as possible it
is then time to consider
primary research
Specific to your needs.
Greater control over the
direction of the research.
Can be as wide ranging as you
need it to be.
Your competitors do not have
access to the information.

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… but also has pitfalls
While primary research
offers greater control and
level of specification it does
present some issues to
SMEs
Cost.
Time cost.
Issues with bias.
Inexperience in collecting data.

20
Types of primary research
Observational
Postal survey

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Telephone
Face-to-face

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Focus group
Online survey

23
Mintel conduct all consumer research for
Ireland online
As of January 2012 all commissioned
consumer research for Mintel Ireland
reports have been conducted online.
Toluna in partnership with other providers
provide Mintel with qualitative bulletin
board software.
This allows the creation of Internet-
based, ‘virtual’ venues where participants
recruited from Mintel’s online surveys
gather and engage in interactive, text-
based discussions lead by Mintel.

24
There are a few online survey
providers that can be used for
free (or cheaply).

25
Bias is something researchers must ALWAYS be mindful of
A person or a company can have bias that can influence
the outcomes of research – many times without even
knowing it.
Confirmation - researcher forms a hypothesis or
belief and uses respondents’ information to confirm
that belief, filtering out data that might not support
their view.
Cultural bias - judging another culture solely by
the values and standards of one's own culture.

26
Bias is something researchers must ALWAYS be mindful of
A person or a company can have bias that can influence
the outcomes of research – many times without even
knowing it.
Question-order - One question can influence
answers to subsequent questions.
Leading questions and wording – Wording
questions in a way to evoke a certain response –
either positively or negatively

27
Even we sometimes can fall victim to bias….
In a 2011 survey we asked
consumers a question using
the phrase ‘junk mail’.
‘Junk mail’ is a loaded
phrase with negative
connotations.
‘Direct mail’ is a more neutral
term that does not evoke the
same negativity. This is the
term used in all subsequent
surveys.

28
Some things to avoid when
designing a questionnaire

29
Question wording to avoid misinterpretation or bias
“On a scale of 1-10 just how bad do you think the
Brexit will be for the Irish economy?”
Assumes the respondent feels negatively about the Brexit. Assumes
the respondent understands what the Brexit is.
“On a scale of 1-10 (1 being very negative, 10
being very positive) how do you feel the UK
leaving the European Union will effect the Irish
economy?”

30
Be weary of time scales
“Have you ever had a barbeque?”
Respondents could answer ‘yes’ even if they have only ever being to
one BBQ and that was 10 years ago. You would want the opinions of
someone who had recent experience.
Also are we seeking people who have hosted or attended a BBQ? Or
Both?
“Have you hosted a barbeque in the last 12
months?”

31
Also in some circumstances be weary of the time of year
you are doing your research
“Which of the following types of wine have you
bought in the last 3 months? Please select all
that apply”
-Still red wine
-Still white wine
-Sparkling wine (eg cava, prosecco, etc)
Sales of sparkling wine in the UK increased 500% the Friday
before Christmas in 2016, and increased again before Valentines
days 2017.
Results may vary depending on the survey being conducted in
February 2017 and May 2017.

32
Do not make assumptions about ownership or usage.
Always give respondents a ‘none’ or ‘don’t know’ option
“Which of the following types of mortgage do you
currently have on your house?”
Assumes the respondent has a mortgage, and they may not.
Assumes they have a house rather than a flat or other type of living
accommodation
Ideally a question like this would follow an initial question establishing
ownership of a mortgage first.
“Q1. Do you or your partner currently have a
mortgage on any property?
Q2. You have indicated you currently have a
mortgage. Please select which type.”

33
Avoid industry terms or complex acronyms.
“Have you bought any ready meals in the last
month with the following types of packaging?
-Rigid box
-Skinpack
-Blister Card”
The average joe may not understand industry terms. Use simple
terms in questions and provide examples when possible (eg familiar
brand names, etc). Sometimes it may actually be best (when
possible) to present respondents with pictures of products.

34
Keep question options and layouts simple

35
Sampling and demographics

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Choosing sample and size of sample
When surveying consumers with a quantitative study, there needs to
be a reasonable sample size.
It is impossible to interview everyone in a country/ region, so
researchers will select a representative sample of the population.
Unless specifically required most surveys will use a random sample.
For example, if you are seeking only to survey parents, consumers
without children will be exempt.
The smaller the sample size the less representative it becomes.
Mintel samples 2,000 for All-Ireland in its surveys.

37
Quotas can be used to insure fairness and representation
Age & Gender % Social Grade %
All Adults 100.0 AB 0.22
All Men 50.9 C1 0.29
All Women 49.1 C2 0.19
16-19 Men 3.9 DE 0.24
16-19 Women 3.7 F 0.06
20-24 Men 4.1
20-24 Women 3.9
25-34 Men 10.8 Region %
25-34 Women 11.7
City of Dublin 28
35-44 Men 11.9 Munster 26
35-44 Women 12.3
Leinster
(e xcluding city of
Dublin) 24
45-54 Men 8.8 Connacht 16
45-54 Women 8.9 Ulster (excluding
Northern Ireland
counties) 6
55-64 Men 5.5
55-64 Women 5.6
65+ Men 4.1
65+ Women 4.8

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What demographic data do you want to collect?
Gender LocationAge
Work status Marital status
Social class Household
income
No. of children Internet usage
Device
ownership

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Cross-tabs
Collecting demographic data allows for meaningful interpretation of
survey data.
Bought for drinking at home
(including at someone
else's)
Bought in pubs/bars/
restaurants etc
Have not bought
% % %
All 38 17 57
Gender:
Men 43 18 53
Women 34 17 61
Age group:
18-24 35 19 57
25-34 35 20 59
35-44 30 16 65
45-54 46 16 53
55+ 41 15 56
Base: 650 NI internet users aged 18+
Source: Toluna/Mintel

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Mintel Ireland – Methodology

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Structure of a Mintel Ireland Report
Report Structure
Overview
Executive Summary
Issues and Insights
The Market – What you need to know
Market Drivers
Market Size and Forecast
Companies and Innovations – What you need to know
Company Analysis
Innovations
The Consumer – What you need to know
The Consumer – Usage
The Consumer – Behaviour
The Consumer – Attitudes
Appendix

42
Putting Together a Brief
Need to outline what shall be covered in a report.
Sales Manager / writer contact clients and ask for input on key reports
themes, suggestions for questions to be asked on surveys.
Consult with wider Irish production team and UK counterparts for ideas to
examine in reports.
Listing sources that will be used for completion of market size estimates,
consumer data used.
A key focus at this stage is defining what exactly shall be measured in the
report and how this shall be done.

mintel.com43
First things first: Deciding on the report schedule for the year ahead.
Client Input is Key
Consulting clients:
“A TV habits reports would be quite useful.
What types of programmes are consumers
watching?”
-Agency Client
“We want to know more about consumer
usage of offline and online payment
methods.”
-Financial Client
“We need something that looks at snacking
habits. What types of food consumers
snack on and how often.”
-Food Client
Consulting market specialists and trade
sources for ideas on growth/ important
areas.
Some reports are annual, repeated each
year.
Some requests aren’t feasible.
Alignment with other Mintel markets.

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Example of Key Themes
Who are the key retailers operating in the NI and RoI
clothing market? – What retailers are excelling in the market?
Which types of outlets do consumers prefer to shop with?
How is online shopping faring in IoI? – Is there much of a
market for clothes shopping online? Are consumers still wary of
shopping online? Is the online market taking off? Is the process
of returning clothes bought online deterring consumers from
shopping online?
What behaviour do consumers exhibit when returning
clothing? – What are the key motivations for returning
clothing? How can online retailers reach out to consumers
more?
What is the consumer satisfaction with clothes
purchased? Are consumers returning the clothes they have
bought? What are the key reasons that consumers are
returning their clothes for?
What impacts how consumers dress? – Are consumers
influenced to dress a certain way? Are magazines or in-store
models impacting style? Do consumers look to friends or family
for fashion advice?
The
questions
that need
answered
Setting about
answering
them
Determining
how they will
be answered

mintel.com45
Irish Survey Quotas
RoI NI
Total 1,350 650
Gender:
Male 594 286
Female 756 364
Age group:
18 - 24 176 85
25 - 34 243 117
35 - 44 311 150
45 - 54 284 137
55 - 64 230 111
65+ 108 52
RoI NI
Total 1,350 650
Location:
Urban 891 429
Rural 459 221
Work status:
Employee full
time
513 325
Employee part
time
257 111
Self-employed 189 59
In full time
education
176 46
Retired 216 111
Statistical confidence levels of + or – 2% or 3%
can be applied to the data

46
DAILY USAGE OF THE INTERNET, RoI, 2012-16
Internet usage grows year-on-year
2012 2015 2016 % Point
change
Base: internet
users aged 16+
1,313 1,350 1,350
% % %
Up to one hour 8 5 5 -3
1-3 hours 49 43 38 -11
4-6 hours 28 32 35 7
7+ hours 13 19 21 8
I use the
internet, but not
every day
1 1 1 -

48
CONSUMERS WHO OWN, OR HAVE ACCESS TO TECHNOLOGY SERVICES, RoI, SEPTEMBER 2015-
AUGUST 2016
Smartphone ownership continues to grow
Base: 1,350 RoI internet users aged 16+
92 90 90
87 88 88
61 61 59
43
39 40
29 27 25
0 0 0
0
20
40
60
80
100
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
%
PC/laptop Smartphone Tablet
Games console Basic mobile phone None of these*

49
Average monthly data usage, RoI and UK (including NI), 2013-15
Data usage increases by leaps and bounds
Source: Ofcom/ComgregMintel

mintel.com50
Mintel has an internal team of desk researchers who monitor:
government statistics,
consumer and trade association statistics,
manufacturer sponsored reports,
annual company reports and accounts,
press articles,
and online databases.
These are extracted from 100’s of publications and websites, from both RoI and NI, and
overseas.
Extensive library of Mintel’s reports produced since 1972 and added to each year by the
500+ reports which are produced annually.
Mintel ’s Market Size and Economic Database – a database containing all areas of
consumer spend and retail sales as well as macroeconomic and demographic factors
which impinge on consumer spending patterns, going back some 20 years.
Government sources are also vital to providing statistics and data to help in the
production of reports, such as the CSO or Bord Bia.
Desk Research – Key to Understanding Markets and
Consumers

mintel.com51
Check, Check Again … and Keep on Checking
Before Mintel publish anything it must be thoroughly checked in five steps:
Formatting
First edit
QC
Proof
Sign off
Key to eliminating any mistakes, tightening up grammar and spelling and insuring that
data is presented in the best possible way; being unbiased, accurate and as up-to-date
as possible.
Once a report is published, it is available via our website to all clients.
A healthy sense of scepticism is important for
market research!

53
Work and life pressures continue
to squeeze the amount of time
each day consumers can relax
and eat.
Fast food needs
to be faster

54
More than ever, time-pressure is effecting how we eat and drink globally
of US consumers say
they don’t often have
the time to prepare/eat
healthy meals
of UK adults sometimes
struggle to find time to
eat as healthily as they
would like to
Base: 1,148 UK internet users aged 16+ who are employed / 24,219 US adults aged 18+/ 1,350 RoI internet users aged 16+
Source: The Working Life - UK - December 2015 / American Lifestyles 2014: Looking Forward - US - April 2014/ Healthy Eating – Ireland, December 2016
of RoI adults claim their
busy lifestyle makes it
hard to eat healthily.

55
66 69 74 76 82 85 89 94 94 96
105 106 109 114 117
130 135
Eating(Minutesperday)
There is a 1 hour and 9 minutes difference between daily mealtimes between
Mexico and France
A cultural difference in what eating and drinking represents: refuelling and
individualistic versus enjoyment and socialising
There is a big difference in average eating time around the world
Source: Secretariat estimates based on national and multinational time-use surveys (2006 where available) / OECD
Eating time on an average day in minutes (2006)

56
of UK consumers say they would cook
more if it were less time-consuming
Time pressure frustrates scratch cooking intentions
Base: 1,340 UK internet users aged 16+ who have/share responsibility for cooking in the home / 1,165 US internet users 18+ who are trying to lose/maintain weight
Source: Consumer Attitudes Towards Cooking in the Home - UK - February 2014 / Dieting Trends - US, November 2014/ SuperValu Home Truths Report II - 2015
of US consumers agree that planning and
making healthy meals is too time consuming
of RoI consumers under-34 claim they
don’t cook from scratch out of laziness.

57
The interactivity of media such as
social media and virtual reality
offers consumers and brands new
ways to connect.
…CONNECT

58
Statistics
CLICK AND CONNECT
58
Introduction: Social networking is becoming a bigger part of consumers’ online experiences
81%
of British consumers
have used a social
network in the last
three months
Social and Media
Networks - UK, May
2016
83%
of RoI consumers log on
to Facebook regularly
Social Networking -
Ireland, May 2016

59
Statistics
CLICK AND CONNECT
59
©2016MintelGroupLtd.AllRightsReserved.ConfidentialtoMintel
22%
of Brazilian consumers have used
social media websites to arrange
activities with their friends
Brazilian Lifestyles 2015: Living
Online - Brazil, April 2015

60
VR offers new ways to explore the world
Source: Technology in Irish Tourism – Ireland, July 2016
16%
Of Irish consumers would be keen to a virtual
reality experience in a travel agent’s shop.

61
Samsung has released a series of interactive virtual
reality bedtime stories for kids and parents who are
apart.
12 May 2016 - UK
Virtual Reality Stories
“
”
of UK consumers are interested
in using wearable technology for
virtual cultural experiences,
such as a virtual museum
Wearable Technology - UK,
December 2015
50%

62
Aided in part by the rise in
popularity of geo-location
technology, we expect brands to
increasingly help consumers
decide what to buy, watch, do or
eat, based upon pending
timeframes from the next 30
minutes to the next 48 hours.
Right here, right
now

63
Openness to sharing location
29%
Of UK Millennials would be happy to share
their real time location with brands they like in
exchange in order to receive nearby offers.
SOURCE: MINTEL DIGITAL ADVERTISING UK MARCH 2016

64
SOURCE: MINTEL VISITOR ATTRACTIONS UK DECEMBER 2015,
TECHNOLOGY AND IRISH TOURISM – IRELAND, JULY 2015
Off-peak offers
42%
Of UK of consumers would be interested in visiting
an historical or cultural attraction off-peak (e.g.
weekdays, early mornings) if they got a discount.
16%Of RoI consumers not that deal sites such as
Groupon are their first port of call when booking a
holiday or short trip.

65
SOURCE: MINTEL THE RESTAURANT DECISION-MAKING
PROCESS US JULY 2015, FOODSERVICE – IRELAND,
MAY 2014
Off-peak offers
39%
Of US diners would be interested in
trying a new restaurant if it lowered its
prices during off-peak hours (eg 2-4pm).
32%Of RoI consumers select a foodservice
outlet for meals because of a price
promotion, money-off voucher or
discount.

66
Thanks to the simplicity and
convenience they offer, people
are set to embrace new payment
methods such as contactless
cards, smartphones and
wearables in record numbers.
Seamless
Spending

67
Autumn 2016: Apple Pay’s one-click payment services made available on any device using
the Safari browser.
67
Financial connectivity grows

68
68
Autumn 2016: Vodafone
Pay now allows users to
make contactless payments
from their Paypal account
even when the phone is
switched off or out of battery

69
69
Fitbit will launch a wearable
device with NFC payment
capabilities in 2017.

70
SOURCE: VISA EUROPE, PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016
Digital payments growth
3 billion
Contactless payments were recorded by Visa between
1 May 2015 and 30 April 2016.
42% of RoI
consumers
note they are
using
contactless
payments
more in 2016
compared to
2015

71
SOURCE: VISA EUROPE
In 2015 Visa Europe claimed that
2 million contactless transactions
are carried out in Ireland each
month.
One contactless transaction
every second.
Contactless crazy

72
SOURCE: MINTEL CONSUMER PAYMENT PREFERENCES UK OCTOBER 2015, PAYMENT
METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016
Appetite for digital payments
39%
Of UK consumers believe
that a cashless society is
inevitable in the future.
72
51%
Of RoI consumers believe
that a cashless society is
inevitable in the future.

mintel.com73
Thank you for your attention.
Any questions?

mintel.com
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
Mintel may repurpose or distribute any content derived from syndicated Mintel resources, even if originally compiled per customer request, always subject to preserving the
confidentiality of the customer.
Brian O’Connor
Senior Consumer Analyst, Mintel Ireland
Tel: 028 90 241849
Fax: 028 90 242597
Email: boconnor@mintel.com
Twitter: @mintelnews

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