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MARK 411 -- Marketing Research

Understand your Customers

Library Resources

Free Online Tools

Understand the Competition / Industries

Library Resources

Online Tools with Some Free Access

Research Companies

Library Resources

Research Brands

Online Tools that are Free or Include Free Access Options

Additional Search Tips

Also check out:

1. Company, Brand, & Product websites

  • Many individual Brands (such as Old Spice) and Products (like Tide Pods) have their own websites.
  • Their info and descriptions can help you to identify and describe the benefits and features of Brands and products.

2. Annual Reports

  • May mention marketing expenses and/or marketing changes made.
  • Some may discuss their value proposition across products/brands.
  • Check Mergent Intellect and/or the Company's website for these documents.

3. ​​​​​​​Product Reviews​​​​​​​​​​​​​​

  • Find a mix of formally published (e.g. trade publications) and informal (e.g. social media and customer feedback) reviews.
  • For formally published reviews, search Business Source Premier; try limiting to Product Reviews.
  • Try searching social media channels, the web, and sites where your product(s) are sold, like Amazon.
    • ​​​​​​​​​​​​​​Remember, customers tend to review items that they really love or truly dislike, so you'll want a number of reviews from a variety of sources to get the best sense of its benefits and features.