Case Study: University of Massachusetts Amherst achieves richer, more engaging market research with Mintel

University of Massachusetts Amherst - Customer Case Study

The University of Massachusetts Amherst, a flagship research university serving more than 28,000 students, needed reliable consumer and market research resources to support undergraduate and graduate assignments, semester projects, and the Isenberg School of Management’s academic programs. Business Librarian Mike Davis said the university has been a Mintel subscriber since 2005, using Mintel Academic and Mintel Market Sizes to help students quickly access credible information without having to do a deep literature dive.

Mintel provided approximately 1,000 consumer marketing reports along with trusted market size, market share, and forecast data through Mintel Market Sizes. According to the customer, the executive summaries became especially valuable as a near standalone resource, and more than 90% of usage focused on them. The result was stronger support for student group projects and classroom work, giving students practical, industry-style research tools for marketing reports.

University of Massachusetts Amherst

Mike Davis

Business Librarian