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New database: Mintel Oxygen

The USF Libraries have recently purchased access to Mintel Oxygen, a database that focuses on marketing research.

Mintel Oxygen is one of the leading marketing research databases being utilized by 120 of the top U.S. universities. It has become one of the best resources for timely and unique information about the business to consumer (b2c) marketplace. The academic version of Mintel Reports branded as Mintel Oxygen provides comprehensive coverage of the U.S. and European markets from consumer behavior to SWOT and brand share analysis. Academic users can access 400 new reports each year that on average number one hundred pages. Analysis combines consumer habits and attitudes within the competitive landscape. A five-year forecast shows how businesses anticipate and plan for the future. The database includes a wide range of consumer market reports as well as daily news articles on corporate, product and advertising activity. The market reports analyze market sizes and trends, market segmentation, and consumer attitudes and purchasing habits. Features of Mintel Oxygen include “What’s Hot” focusing on market issues as they happen, tools to make graphs from any report, company profiles, searchable daily news digest and powerful personalization features. As a primary tool for researchers in marketing, Mintel Oxygen will also support the researcher in entrepreneurship, finance, advertising, journalism, communications, consumer psychology, and economics.

Each time the resource is accessed one must agree to the terms of use. First time users must create a profile. It is requested that a USF email address be used in the creation of this profile.

For these and other library databases, visit Click on “Search the databases”.

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