Global Consumer

Mintel Consumer Research Methodology

Mintel uses an online research approach to interview consumers covering age groups varying in range from 18+ or 16+ (will vary by market).  Respondents are interviewed in regions and/or metro cities to represent the population distribution across each market for reporting.

Mintel applies a quota-sampling approach with quotas on age, gender and broad region or metro city.  Our sample data is not nationally representative within each market.  Instead it can be considered to be representative of the online population in some markets and an urban online population in others, providing a proxy of each market’s behaviours and attitudes.  Our online, quota sampling approach provides comparable, statistically robust data and allows analysis of key demographic and geographic groups by market. 

Our research partners

Lightspeed

Lightspeed is our research partner for our US, Brazil, Canada and European markets (excluding Northern Ireland and the Republic of Ireland). Lightspeed’s double opt-in online consumer panels deliver uniquely identified online respondents via extensive use of fraud detection and location-verification technology at multiple points in the research cycle, from initial registration through survey fielding and incentive redemption. Lightspeed’s panelists are profiled on a wide variety of attributes to deliver the specific hard-to-reach demographics.

 

Rakuten Insight

Mintel partners with Rakuten Insight to complete online research in Japan, Hong Kong SAR of the PR of China, Malaysia, Philippines, Singapore and Vietnam.  Established in 1997, it’s since grown into a pioneer of Asian online sample providers, recruiting respondents from their member database and networks, serving both domestic Asian and international clients.  

 

Dynata

Mintel partners with Dynata (formerly Research Now SSI) to complete online research in India, Australia, Indonesia, the Republic of Korea, Thailand and New Zealand.  As a leading provider of first party data, Dynata serves nearly 6,000 market research agencies, media and advertising agencies, consulting and investment firms, and healthcare and corporate customers in North America, South America, Europe, and Asia-Pacific.

 

KuRunData

For our China (mainland) research, Mintel partners with KuRunData which which has been part of the ITWP Group since 2017.  Founded in 2006 and headquartered in Shanghai, with branches in both Beijing and Guangzhou, KuRunData’s online panel consists of 5,300,000 respondents (as of Dec 2018).  It owns the interactive panel website: www.1diaocha.com and www.votebar.com, in addition to a WeChat survey app.  KuRunData is a member of both the China Market Research Association (CMRA) and ESOMAR.

 

Toluna

For our Irish (Republic of Ireland and Northern Ireland) research, Mintel partners with Toluna which is part of the ITWP Group.  Founded in 2000 and headquartered in Paris and has over 24 offices globally spanning Europe, North America, South America, Asia Pacific, and MENA. It has over 24 million highly engaged influencers —the world’s largest—who are highly engaged and ready to respond at a moment’s notice.  Toluna is ESOMAR  and ISO 27001 accredited.

 

Offerwise

Mintel partners with Offerwise to complete online research in Chile, Colombia, Mexico, and Peru.  As Internet penetration continues to boom throughout Latin America, Offerwise has positioned itself as an early leader of online panel providers and has one of the region’s largest online access panels in the industry. Currently, they offer one of the largest panels in Mexico, and Colombia along with fast growing panels in Chile, Peru, and Argentina.

Sample sizes by demographics and geographies

Mintel applies a quota-sampling approach with broad quotas on age, gender and region in all markets at minimum. Below outlines the broad quotas employed per market.

Quotas: Asia Pacific

Australia, Thailand, Indonesia, Republic of Korea, Hong Kong, Malaysia, New Zealand, Philippines, Singapore, Vietnam

 

The quotas on age and gender are selected in a consistent way per market to allow ease of comparison and analysis across a variety of key target groups.

 

Age by gender

 

%

N

Females 18-24

12.5

125

Females 25-34

12.5

125

Females 35-44

12.5

125

Females 45+

12.5

125

Males 18-24

12.5

125

Males 25-34

12.5

125

: : :
: : :
Region/City
Australia % N
New South Wales 32 320
Victoria 26 260
Queensland 20 200
South Australia 7 70
West Australia 10 100
Others 5 50
: : :
: : :

 

China (mainland)

 

 

Gender & Age per city

City

Males aged 18-29

Males aged 30-39

Males aged 40-49+

Females aged 18-29

Females aged 30-39

Females aged 40-49+

Total

Beijing

17

17

16

17

17

16

100

Shanghai

17

17

16

17

17

16

100

Guangzhou

17

17

16

17

17

16

100

Chengdu

17

17

16

17

17

16

100

Yantai

17

17

16

17

17

16

100

Changchun

17

17

16

17

17

16

100

: : : : : : : :
: : : : : : : :

 

 

 

Monthly household income (RMB) by city

Tier 1 city

6,000-9,999

10,000-17,999

18K+

Total

Beijing

33

34

33

100

Shanghai

33

34

33

100

Guangzhou

33

34

33

100

Chengdu

33

34

33

100

Tier 2, 3 or lower city

5,000-8,999

9,000-15,999

16K+

Total

Yantai

33

34

33

100

: : : : :
: : : : :

 

 

Japan

 

Gender by Age - Wave 1

Age

Male

Female

Total

 

%

N

%

N

%

N

18-24

4.3

43

3.8

38

8

81

25-34

6.7

67

6

60

12.7

127

35-44

8.7

87

7.9

79

16.6

166

45-54

8.4

84

7.7

77

16

161

55-64

7.5

75

7.1

71

14.6

146

65+

14.4

144

17.5

175

32.1

319

: : : : : : :

 

Gender by Age - Wave 2

 

%

N

Male

18-24

5%

50

 

25-29

5%

50

 

30-39

10%

100

 

40-49

10%

100

 

50-59

10%

100

 

60-64

5%

50

 

65+

5%

50

: : : :
: : : :

 

Region - All waves

Region

%

N

District Included

1

11.2

112

Hokkaido, Hokkaido, Tohoku, Tohoku

2

36.4

364

Kanto, Kanto,

3

16.0

160

Chubu, Hokuriku and Tokai,

4

16.3

163

Kinki (Kansai), Kinki,

5

8.8

88

Chugoku, Chugoku, Shikoku, Shikoku

6

11.3

113

Kyushu, Kyushu, Ryukyu, Okinawa

Total

100

1000

 

 

India

 

 

Gender by age per region

 

Region

Males

 

Females

 

Total

 

 

N

%

N

%

N

North

18-24

37

3.7

37

3.7

74

25-34

43

4.3

43

4.3

86

35-44

28

2.8

28

2.8

56

45+

17

1.7

17

1.7

34

Total

125

12.5

125

12.5

250

: : : : : :
: : : : : : :

 

 

 

Region & city tier

North

 

%

N

Delhi

Metro

10

100

Lucknow

Tier 1

5

50

Jalandhar

Tier 2

5

50

Nainita/Ambala

Tier 3

5

50

 

North total

 

25

250

 

 

 

 

: : : :
: : : :

 

 

Quotas: Europe, Middle East and Africa

Great Britain

 

GREAT BRITAIN

 

%

N (1000)

 

 

 

 

 

 

16-24 males

7.5

75

16-24 females

7.2

72

25-34 males

9.2

92

25-34 females

9.1

91

: : :
: : :

 

Region

 

 

GREAT BRITAIN

%

N (1,000)

Scotland

8.5

85

North East

4.1

41

North West

11.3

113

Yorkshire & Humberside

8.5

85

East Midlands

7.4

74

West Midlands

9.1

91

: : :
: : :

 

 

SEG

%

N

(1,000)

AB

28

280

C1

28

280

C2

20

200

DE

24

240

Total

100

1,000

 

 

Ireland

 

NORTHERN IRELAND

REPUBLIC OF IRELAND

 

%

N (325)

%

N(675)

 

 

 

 

 

16-24 males

8

26

9

60

16-24 females

7

23

8

54

25-34 males

9

29

10

68

25-34 females

9

29

10

68

35-44 males

9

29

12

81

: : : : :
: : : : :

 

 

 

NORTHERN IRELAND

REPUBLIC OF IRELAND

Social Grade (SEG)

%

N (325)

%

N(675)

 

 

 

 

 

ABC1

51

166

57

385

C2DEF

49

159

43

290

TOTAL

100

325

100

675

 

Region

 

REPUBLIC OF IRELAND

IRELAND

%

N (675)

City of Dublin

28

189

Munster

27

182

Leinster (excluding city of Dublin)

27

182

Connacht

12

81

Ulster (excluding Northern Ireland counties)

6

41

TOTAL

100

675

: : :

 

 

France, Germany, Italy, Spain, Poland

 

 

FRANCE

GERMANY

ITALY

SPAIN

POLAND

 

%

N (1000)

%

N (1000)

%

N (1000)

%

N (1000)

%

N (1000)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

16-24 males

7.5

75

6.5

65

7.1

71

6.5

65

7.9

79

16-24 females

7.3

73

5.9

59

6.6

66

6.1

61

7.6

77

25-34 males

8.1

81

8.6

86

8.5

85

8.2

82

12.2

122

25-34 females

8.5

85

8

80

8.2

82

8.2

82

11.7

117

: : : : : : : : : : :
: : : : : : : : : : :

 

 

Region

 

 

FRANCE

%

N (1,000)

Île de France

18.8

188

Centre-Val de Loire/Bourgogne-Franche-Comté

8.3

84

Normandie/Hauts-de-France

14.4

144

Grand Est

8.5

85

Pays de la Loire/Bretagne

11

110

Nouvelle-Aquitaine/Occitanie

18.3

183

: : :
: : :

 Starting with Wave 2

Net monthly household income - soft quota

Germany

France

Spain

Italy

Poland

 

min

max

min

max

min

max

min

max

min

max

Less than 1,500 €

301

364

249

333

395

485

325

419

-

-

1,500 - 2,999 €

329

397

288

385

303

372

317

409

-

-

3,000 € or more

198

239

211

282

116

143

134

172

-

-

Less than 3,000 zł

-

-

-

-

-

-

-

-

344

415

3,000 - 4,999 zł

-

-

-

-

-

-

-

-

274

331

5,000 zł or more

-

-

-

-

-

-

-

-

211

254

: : : : : : : : : : :

 

Denmark, Netherlands, Finland, Sweden, Norway

 

 

DENMARK

NETHERLANDS

FINLAND

SWEDEN

NORWAY

 

%

N (1000)

%

N (1000)

%

N (1000)

%

N (1000)

%

N (1000)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

16-24 males

7.5

75

7.1

71

7

70

7.1

71

7.5

75

16-24 females

7.2

72

6.8

68

6.6

66

6.6

66

7

70

25-34 males

7.8

78

7.9

79

8.5

85

8.6

86

9

90

25-34 females

7.5

75

7.8

78

8

80

8.2

82

8.6

86

: : : : : : : : : : :
: : : : : : : : : : :

 

 

Region

 

 

DENMARK

%

N (1,000)

Hovedstaden

31

314

Sjælland

14

145

Syddanmark

21

212

Midtjylland

23

227

Nordjylland

10

102

TOTAL

100

1000

: : :
: : :

 

 

Nigeria & South Africa

 

 

NIGERIA

SOUTH AFRICA

 

%

N (1,000)

%

N (1,000)

Male, 18-24

12.5

125

12.5

125

Male, 25-34

12.5

125

12.5

125

Male, 35-44

12.5

125

12.5

125

Male, 45+

12.5

125

12.5

125

Female, 18-24

12.5

125

12.5

125

Female, 25-34

12.5

125

12.5

125

: : : : :
: : : : :

 

 

 

NIGERIA

%

N (1,000)

Wave 1:

 

 

North (Central, East, West)

46

457

South East & South South

36

357

Lagos & South West

18

186

TOTAL

100

1000

 

 

 

Wave 2:

 

 

: : :
: : :

 

Saudi Arabia

 

Age and Gender - Wave 1:

 

%

N (1,000)

Male, 18-24

10

100

Male, 25-34

14

140

Male, 35-44

17

170

Male, 45+

18

180

Female, 18-24

10

100

Female, 25-34

11

110

Female, 35-44

10

100

: : :
: : :

 

Age and Gender - Wave 2:

 

 

Age and gender

%

N (1,000)

Male, 18-24

12.5

125

Male, 25-34

12.5

125

Male, 35-44

12.5

125

Male, 45+

12.5

125

Female, 18-24

12.5

125

Female, 25-34

12.5

125

Female, 35-44

12.5

125

: : :
: : :

 

 

Region

%

N (1,000)

Najid Region (Al-Riyadh, Al-Qaseem and Ha’il)

32

320

Hijaz Region (Al-Baha, Al-Madinah Al-Monawarah, Makkah Al-Mokarramah and Tabouk)

37

370

Other (Al-Jouf, Aseer, Eastern Region, Jazan, Najran and Northern Borders)

31

310

TOTAL

100

1000

 

NATIONALITY

%

N (1,000)

Saudi National

59

590

Non-Saudi National

41

410

 

 

Quotas: Americas

US

Age by gender

N=1,000

IPop %

Male, 18-24

62

6.12%

Male, 25-34

92

9.20%

Male, 35-44

85

8.51%

Male, 45-54

82

8.26%

Male, 55-64

80

8.00%

Male, 65-74

53

5.28%

Male, 75+

27

2.70%

: : :
: : :

 

Region

N=1,000

IPop %

Northeast

176

17.6%

Midwest

207

20.7%

South

380

38.0%

West

237

23.8%

 

The following starting with Wave 2:

 

Race

N=1,000

IPop %

White

703

70.25

Black

150

15.00

Asian

64

6.44%

Other race

83

8.31%

  

Ethnicity

N=1,000

IPop %

Hispanic

158

15.75

Non-Hispanic

842

84.25

  

Income

N=1,000

IPop %

Less than $25,000

120

12.0%

$25,000 - $49,999

187

18.7%

$50,000  - $74,999

175

17.5%

$75,000 - $99,999

141

14.1%

$100,000 plus

377

37.8%

 

Device

N=1,000

IPop %

Smartphone

400

40%

Non-Smartphone

-

-

 

Canada

 

Age by gender

N=1000

 Ipop %

Male, 18-24

81

8.1%

Male, 25-34

103

10.3%

Male, 35-44

81

8.1%

Male, 45-54

86

8.6%

Male, 55-64

76

7.6%

Male, 65+

74

7.4%

Female, 18-24

60

6.1%

: : :
: : :

  

Province

N=1,000

 Canada pop %

Ontario

394

39.5%

Quebec

233

23.3%

British Columbia

127

12.7%

Alberta

118

11.8%

Saskatchewan

27

2.7%

Manitoba

37

3.7%

Atlantic Provinces  (New Brunswick, Newfoundland/ Labrador, Nova Scotia, Prince Edward Island)

64

6.4%

 

The following starting with Wave 2:

 

Household Income

N=1,000

 Canada pop %

Less than $25,000

140

14.0%

$25,000 - $49,000

208

20.8%

$50,000 - $69,999

150

15.0%

$70,000 - $99,999

178

17.8%

$100,000 and over

324

32.4%

 

Device

N=1,000

IPop %

Smartphone

300

30%

Non-Smartphone

-

-

 

Brazil

 

Age by gender

N=1000

iPop%

Male, 16-24

99

9.93%

Male, 25-34

126

12.60%

Male, 35-44

124

12.40%

Male, 45-54

70

7.00%

Male, 55+

71

7.13%

Female, 16-24

122

12.20%

Female, 25-34

115

11.47%

: : :
: : :

  

Region

N=1,000

iPop%

North

85

8.52%

Northeast

222

22.24%

Central West

76

7.58%

Southeast

477

47.72%

South

140

13.94%

 

The following starting with Wave 2:

 

SEG

N=1,000

iPop%

A

29

2.9%

B1

50

5.0%

B2

173

17.3%

C1

222

22.2%

C2

256

25.6%

DE

270

27.0%

 

 

Mexico, Chile, Colombia and Peru

 

Age by gender

 

Mexico

Chile

Colombia

Peru

 

N=1000

iPop %

N=1000

iPop %

N=1000

iPop %

N=1000

iPop %

Male, 18-24

136

13.60%

126

12.60%

113

11.30%

149

14.90%

Male, 25-34

155

15.50%

118

11.80%

132

13.20%

153

15.30%

Male, 35-44

109

10.90%

101

10.10%

112

11.20%

91

9.10%

Male, 45-54

58

5.80%

84

8.40%

64

6.40%

45

4.50%

Male, 55+

39

3.90%

77

7.70%

61

6.10%

65

6.50%

: : : : : : : : :
: : : : : : : : :

 

 

Mexico

Region (based on Electoral circumscriptions)

N=1000

iPop %

Circunscripción 1

230

23%

Circunscripción 2

200

20%

Circunscripción 3

145

14%

Circunscripción 4

197

20%

Circunscripción 5

228

23%

 

 

 

Chile

Region

N=1000

iPop %

: : :
: : :