 Hey there, Chad Barnes here for High University Libraries. Earlier this week I did a video on how to find demographics for amusement park consumers using Simmons. In this video, I'm gonna show you how to use Mintel to find similar demographic data, albeit a little bit different for amusement park consumers as well. Mintel may arguably be a little bit easier to use, although you can't customize the variables the same way you can in Simmons. But Mintel is a good step in finding some demographic data that can then lead you into using a database like Simmons to find more customized criteria. So let's get into Mintel and I'll show you how to use it. Here we go. Okay, so here we are on the homepage of Mintel. Let me first mention, if you aren't an Ohio University student, you'll want to check with your local library about access to Mintel because Mintel is a consumer subscription database. So you have to have a subscription to be able to use Mintel, okay. For my example, because my students are using the amusement park and theme park industry, I'm just gonna search for theme. And you see there is a theme park vacations report here in Mintel. Now there's all kinds of great content. You can look at the full PDF report. You can go down and browse the content down here as well. So if you're looking for basic demographics, this consumer section is a great place to get started. You'll find some textual analysis as well, some charts and tables and that kind of stuff that talk about some of the key characteristics of the consumers. Now, one thing that my students tend to overlook is this big old box right here for the interactive data book. I'm just gonna kind of showcase some of the things that are highlighted here in the data book. And what these are, these are based on the questions that Mintel asks the consumers when they put together the survey that generates the data for this report. So I'm gonna just click on theme park visitation here and click go to data book. All right, so once we are in the data book here, you can see we are looking at this theme park visitation and we're looking at people who have visited one of these theme parks in the last three years or have never visited these theme parks. So we get all kinds of data in here. We can go up here and click on tables and get this in a table view or click on graphs to go back and look at the graph view. Now, this is the total sample size of the survey. Okay, if we wanna drill down further, which is what my students are looking to do and looking at consumer demographics, is over here on the right-hand side and click on the big blue button that says explore demographics. This will open another tab of the data. And so right now we're looking at the same, same variable theme park visitation. We can change this if we want to as well, just looking at some of these questions here. And if we scroll down, we see now we're looking at the data based on gender and age, based on the people who took the survey and we can select whichever theme park on the right-hand side over here as well. We can change this to a graph if we want to. So we've got a nice graph that kind of indicates that kind of data. As well as we also go up under the demographics drop-down menu here and change this to whatever kind of concept we want. So let's look at maybe people who have children in the household and then people who are, let's look at people by generation, for example. And clicking out of that will basically change the criteria that we're looking at, the demographic formation. So we're looking at this in a different way for this kind of data. So it's a great way to kind of get started with looking at demographic data for your consumer, which you can then go into a database like Simmons later to kind of get even more granular to kind of fill in the gaps for the data that Mintel lacks. So this is just a great way to get basic demographic information for consumers of a particular product or consumers who engage in a particular activity. Hopefully this video helped you understand how to use the Mintel resources as well as the Mintel data book to find demographics for your consumer. If you need more help, make sure you check out my business guides. Good luck with your research.