The Simplest Way to Conduct Market Research: Mintel Leap

At Mintel, we know that in an increasingly dynamic business landscape, leveraging insightful market research is more essential than ever. Recent advances in generative artificial intelligence (AI) and large language models (LLM) have enabled Mintel to once again define what the future of market intelligence looks like. We’ve created a groundbreaking AI solution that will fundamentally change how businesses across the globe conduct their research.

Imagine market research without the struggle. Imagine a faster, smarter and more efficient way of conducting market research. Welcome to Mintel Leap.

Unlike other consumer-grade generative AI tools that are trained on publicly available data, Mintel Leap takes an entirely different approach. What we’ve created is a closed-loop AI platform that is built exclusively on Mintel’s propriety research and human analysis.

So, what does this mean for you?

It means that your market research capabilities are radically enhanced at speeds, scales and specificity that you didn’t think possible.

While the power afforded to us by AI enhances your research efficiencies, our analysts are still the ones who meticulously extract and analyse data from our syndicated research. Critical insights aren’t left to automation – it’s our expertise that delivers the depth you need.

The role of technology, particularly AI, in the future of market intelligence, is poised to be transformative. Despite some ambiguity surrounding the term ‘AI’, Mintel’s reporting in The Future of Technology reveals that over half of us possess at least some knowledge about AI. This awareness is expected to expand as the numerous potential benefits of AI become increasingly evident.

However, over half of consumers who are aware of AI also raise concerns that it has the capability of making jobs redundant. While some people are spiralling about AI replacing jobs, Mintel aligns itself with the view of economist Richard Baldwin who asserted that “AI won’t take your job,” during a panel at the 2023 World Economic Forum’s Growth Summit, “It’s somebody using AI that will take your job.” Mintel takes the stance that AI instead transforms the nature of work, facilitating efficiency and creating new opportunities and roles for those who understand how to leverage AI technologies.

In a world where technology is advancing at an accelerated pace, the adoption of AI is imperative. Mintel Leap stands as your company’s gateway to transformative efficiency, competitive advantage and gaining innovative insights in an instant.

As seasoned professionals, we all know that conducting market research is invaluable, but it also comes with challenges and frustrations.

The complexities of sorting through extensive statistics, ensuring data accuracy, and identifying a representative target audience can be overwhelming and time-consuming. Not to mention the tight deadlines, high costs, and the rapid evolution of market dynamics.
That’s where Mintel comes in. We cut through the noise by crafting robust and insightful market intelligence, giving you a clear perspective on the topical issues that matter most.

For Mintel, ‘speed to answers’ has always been the cornerstone of delivering value and ROI to our clients. The message was clear: speed matters. In today’s fast-paced world, our clients crave instant answers. That’s why we’re thrilled to introduce Mintel Leap, powered by our insights and the innovative capabilities of generative AI.

Mintel Leap is the first-to-market solution, offering industry-leading market intelligence that delivers strategic insights in seconds.

We created Leap to supercharge your market research.

Say goodbye to slow processes to excavate your answers. Simply ask Leap a question and get catapulted to a credible answer in seconds. Leap will give you back time, empowering you to innovate and develop your business at unprecedented depths, scopes and speeds.

What makes Leap different from other generative AI applications on the market is that Leap is crafted with Mintel-only indexed research and analysis. It is a closed-loop ecosystem, meaning that the responses you receive are generated solely from Mintel’s vast database of the latest proprietary data and insight. You will never be given any information not written by Mintel’s experts. This ensures that we maintain the trust that we’ve cultivated over the past 50 years with our clients.

Forget unreliable information, superficial statistics and inflated figures. Unlike other AI tools, Leap’s responses are grounded in human-validated data.

Here’s how:

Only then does this verified data enter into our Leap ecosystem. Leap is the perfect blend of algorithmic and human intelligence; our analysts curate the data, while the AI platform delivers their insights in an instant.

What’s more is that each Leap response is referenced back to its original source in the footnotes, clearly showing which report and analysts contributed to the insight.

After a thorough evaluation of different LLMs, we determined that ChatGPT suited our requirements best.

Leap works by semantically searching for your query through all of the content we have indexed. The LLM then pinpoints the closest blocks of Mintel content in semantic meaning and answers your question.

To ensure you receive the most up-to-date information, Leap references insights from the most recent version of a report.

No. Never.

We know from our The Future of Technology findings that over half of UK adults are concerned about AI collecting their data, so we made it one of our priorities that we would not train any LLM on our content and data, nor do we share your questions to the LLM. This commitment safeguards your intellectual property against any potential harvesting, and it ensures that your requests have no impact on what competitors see and vice versa.

The only tracking that we do is to monitor the quality of Leap’s answers. Over time, we will continue to add more Mintel content, enhancing Leap’s power. As ChatGPT upgrades its performance, we will benefit from its improved functionality due to the way we’ve built Leap. This way, we are leveraging the best of Mintel’s insight, our ever-growing content, and the capabilities LLMs have afforded us.

The level of answers you get from Leap is intrinsically tied to the level of detail and specificity you provide in your prompts. Leap relies on the context and details you provide to generate meaningful responses. Precise prompt engineering gives you the potential to go from ideation to marketing strategy in seconds.

Here are a few prompting tips:

All clients who subscribe to Mintel Leap are provided with a thorough onboarding process designed to help them maximise the benefits of Leap, including a webinar on powerful prompts.

Don’t just take our word for it; see what our clients around the world are saying about Mintel Leap.

As far as we’ve come, this is just the first iteration of Leap. Our clients’ feedback is invaluable to fuel Leap’s fine-tuning and continuous improvement. But what is clear, is that Leap will transform the market research process forever.

In a world where technology is advancing at an accelerated pace, the adoption of AI is imperative. Leap is your gateway to transformative efficiency and competitive advantage.

Get the answers you need instantly with the same unparalleled quality and accuracy you are accustomed to from Mintel. Stop searching. Start leaping.

See for yourself and book a demo today. We promise that the moment you see it, it delivers value.

If you’re a Mintel subscriber, speak to your Account Manager, or simply click here and a member of our team will be in touch with you. If you’re not a subscriber, but curious to learn more, book a demo to see what Mintel Leap can do for you.