Covert trade sampling
A market-leading lager producer employs our covert trade sampling services to assess the quality of its lager being sold in pubs and bars within key target market cities. Our trained associates enter these outlets, carefully assessing each step of the customer experience from the way the lager was poured, head-size, lacing, carbonation the cleanliness of the glass it was served in, to the final temperature and taste of the beverage. As a result, our client has a clear view of the overall customer experience and is able to develop strategies to further improve on this.

Quality assurance testing
Mintel's global shopper resources are deployed on behalf of a household fizzy drinks brand to perform quality assurance tests on drinks fountains in outlets worldwide. Testers are trained to understand desired quality levels and score taste-testing in a consistent way. Elements such as carbonation, equipment, stock storage and syrup concentration are monitored. The results are fed back into a database and are used to identify problem outlets. As a result the client is able to improve the quality of the product in these outlets by re-training employees helping safeguard their brand in areas where they would otherwise have no control.

Testing the food chain
Government agencies have food produce samples from across the UK bought and sent to their laboratories within 12 hours for testing. This is a continuous study that assesses the levels of pesticides and antibiotics entering the UK's food chain. Mintel has been known to ship takeaway pizza and fish and chips to arrive fresh and ready for testing within a 12 hour timeframe. No request will surprise us!

Product retrieval case studies

• We collected samples of tap water from the East and West coasts of the US, for a Japanese company - they didn't tell us why.
• We shipped 200 kilos of ice cream from the UK to Australia for focus groups - it was still edible when it arrived.
• Every month we collect around 500 products for a multi-national company, to enable them to track new launches across their product categories in over 100 countries

Product review case study:
For a major haircare producer, Mintel used a range of methodologies to provide a detailed review of a new haircare brand in Spain, where the company was unable to obtain audit data. We analysed the performance of the brand within the competitive set in-store, in terms of pricing, shelf allocation, stocking patterns and promotional activity. In-home trials and focus groups were conducted with regular users of brands in this haircare category to understand product usage and potential brand switching.

Category audit case studies:

• For a leading soft drinks producer we conducted comprehensive store audits. The results were presented to the client visually, using planograms. The data was used in negotiations with retailers, to ensure that the maximum shelf space was achieved in our client's key accounts and develop new business targets.
• For a leading dairy producer we conducted a very precise measuring of their own and competitor's shelf space. The information was used to help the client to win more shelf space from less profitable competitor brands.

Competitor tracking case studies:

• For a major global tea company we provide a quarterly newsletter for circulation in over 20 countries.
• We provide a quarterly competitor briefing presentation for the board of a major multi-national company.
• We use international trade press and our teams of field associates around the world to ensure that our client has a comprehensive database of competitor activity in toiletries and cosmetics.

Accompanied store guide case study:
Mintel organised a study tour for a major Japanese company, wanting to gain a deeper understanding of European food trends and retailers. The three day tour included briefing presentations, as well as guided store tours, consumer shopping trips and interviews with consumers in the target group in their own homes.