Syndicated Research

Syndicated research is typically survey-based and created independently by a market research provider, who determines the size and scope of the study, the questionnaire subject and target population before offering its results and analysis to multiple clients.

Mintel has been defining and refining how we deliver syndicated research through the Market Intelligence Mix ever since 1972, offering our clients a unique perspective on the consumer landscape ahead and a clear roadmap to navigate it with.

Buyers of our research will typically obtain a clear overview of the business sector in question; the trends impacting on its current shape and likely future development; competitive intelligence around the main players within it; and actionable insights based on consumer behaviour and attitudes that will enable them to develop strategies for growth and to strengthen their position in the market.

The key area in which Mintel’s syndicated research differs from custom is in focus: the broader scope of syndicated work allows it to generate a representative all-market overview, while custom projects are typically locked down to a much more specific target population or issue.

This type of research gives brands a competitive edge, enabling them to stay one step ahead.

Using a sample that is sufficiently large and appropriately weighted provides a scalable picture of the market as a whole, from which relevant and actionable intelligence can be derived.

Thus highlighting the full range of issues facing the sector in question, enabling buyers to take advantage of emerging opportunities or ready themselves for potential future threat.

A golden rule to stick by is research the research. Two key tenets of the appeal of syndicated research are accuracy and trust, but any survey is only as reliable as its methodology.

At Mintel we pride ourself on supplying objective information on a whole range of markets and marketing issues using robust, reliable and transparent methodology.