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The University of Massachusetts Amherst

MARKETNG 499 J/K Honors Case Study & Internship

Resources for Marketing Research

Resources for Newell Teams 1 & 2

There are many resources available through the library where you can find information about the home fragrance and candle markets. Here are some suggestions for where to search and some search tips.

  • From the IBISWorld homepage, you are able to search for reports by industry, keyword, company name, or industry code. You can also browse for reports using the Industry Research drop-down menu at the top of the page.
  • Type "candles" into the search bar. Suggested reports appear as you type. Click "Search", and you will be brought to a list of relevant reports. Once you've found the report you're looking for, i.e., Candle Manufacturing in the US, click on the title to open it. 
  • You can navigate through the report using the table of contents on the left of the screen or search within the report using the search box in the upper left corner.
  • Click on the "About" tab for an industry definition, supply chain, major players, similar industries, and more.
  • Click on the "Industry at a Glance" tab to find key statistics, SWOT analysis, industry structure, key industry data, and more.
  • Click on the "Competitive Landscape" tab for market concentration, key success factors, cost structure, and more.
  • Click on the "Key Statistics" tab to see valuable data related to market growth, trends, etc.
  • To download a report, click on the red arrow at the top of the page, near the report title. The red arrow also appears throughout the report for downloading of specific datasets, figures, and tables.

This video is very helpful in guiding you through navigating the Mintel Academic database. This video, “How to use Mintel”,  is licensed under the Creative Commons Attribution license, or CC BY 4.0. The video was created in 2020 for students in the William Allen White School of Journalism and Mass Communications at the University of Kansas



This comprehensive advertising and marketing information database offers advertising best practice, evidence, and insights from the world's leading brands. It provides resources that highlight proven approaches to maximize advertising effectiveness. It will be very helpful to both Newell teams for insights into brand partnerships & collaborations, omnichannel marketing, and how brands work to best reach consumers across many different platforms.


This database will be useful for both Newell teams to find data and insights to the digital media consumer market. Keywords searches for topics such as brand partnerships, digital marketing, omnichannel marketing, and online shopping will provide you with several articles and reports for use in your projects.