The AAU Library has a subscription to Mintel, a market research and analysis database. You can use Mintel to research market trends, consumer behavior, and get demographic reports for the United States and some international marketplaces.

Getting to Mintel

Click on the link for Mintel from the AAU Library website’s Online Resources page. If you’re on campus, you’ll be taken straight to the site; if you’re off campus, you will need to enter your name and student ID number first in order to show that you are a current AAU student.

Once you are at the Mintel site, you will see a page that says “Mintel Academic Access – Login Successful.” This is the Conditions of Use page. You need to read Mintel’s terms and conditions and click on the “I Agree” button. The Conditions of Use page is a reminder that Mintel is for your personal use and should only be used for your academic work. You will see this page every time you log in to Mintel, whether you’re on campus or not.

Create your account

Creating a personal profile in Mintel allows you to save reports as you use the site, allowing you to access them later. To create a profile, you must use your email address. Other email addresses will not work, so make sure you know your correct AAU email address. If you’re not sure what it is or do not remember your password, contact Student Self Services at or 415-618-6500 and they will be able to help you.

Click Create a Profile. Enter your name and create a new password of your own choosing for your account. Once you’ve done that, click on the button that says “Create Profile.”

Log in

To login to your profile enter your new account info and click “Sign In.” If you forget your password, Mintel will send a reminder email to your address. Once you log in, you’ll be taken to the Mintel “My Reports” page.

Searching in Mintel

The easiest way to begin finding the information you need is to use the search box in the upper middle of the web page. For the best results, search using only one or two keywords instead of phrases or sentences.

Mintel will return a list of reports in which your search term is mentioned. Suggested Results - reports that are probably very relevant to your search - are at the top of the page, while All Results are below that.

If you have more complicated search criteria – for instance, your search must relate to a specific subscription, or be only for one specific country – you can begin narrowing your search using the "Refined By" selectors on the left side of the results screen.

Browsing in Mintel

If you decide to browse, the easiest way to navigate through the list of reports is to click on the subscription that most closely matches the kind of information you need. We have a number of subscriptions, including Leisure and Entertainment (fitness, games, movies), Lifestyles (trends in demographic groups), Retailing and Apparel (stores, clothing, trends in retailing), Technology, Transportation, and some international reports.

Once you click on one of these subscriptions, you will be brought to the list of reports in that subscription, with the most recent ones on top.

Using the reports

Check the downloadable content at the top of each report first to see if the information in it is relevant to your research. The Infographic Overview, an easy-to-read graphic that presents the overall content of the report, is often especially helpful. If the report has information that you need, you can use this main report page to navigate through its sections.

You can also use the “Search this Report” button to find your search terms in the report. For instance, if you are looking at the Marketing to Millennials report and you’d like to find all of the information in the report about the car-buying habits of Millennials, type "car" into Search this Report to find every instance in which this topic is mentioned.

You will find information about the marketplace and business competitors under the “Market” tab, and you will find the demographic information that you need under the “Consumer” tab.

Saving and printing reports

Since you’ve logged in with your own account, you can save and export information from Mintel. As an academic user, you can’t save or print a whole report at once, but you can do so for parts of it. There is not a limit to the number of sections that you can save or print. At the top of each report section, you will see three options: Doc, Print, and Export to Basket.

Choose Doc to open the section as a Word document, Print to print the section, or Export to Basket to put the file aside to download at a later time. You can use the Export to Basket option for a number of different report sections, and download them all together later.

What other resources are available?

The library subscribes to several business-specific databases that can help you find the industry and marketplace information that you need. You can find these resources in the Business & Company Information section of our Online Resources page.

If you need specific information about a company, such as how many employees it has or how much money it made in the last year, use Hoover’s Company Profiles. Hoover’s contains proprietary information about more than 40,000 public and non-public companies.

If you would like individual research help from a librarian, use the Ask a Librarian form to schedule a meeting with a librarian for a research consultation. You will be able to meet in person, online, or on the phone to discuss your specific research needs. You can also call us at 415-618-3842, email us at, or visit us in person at 180 New Montgomery. One of our librarians will be able to help you find what you need!

If you have trouble accessing Mintel, contact the library at