Think of Mintel Leap as your AI-powered market intelligence concierge, built differently from other generative AI tools. It operates as a closed-loop ecosystem that exclusively queries Mintel's proprietary research and human analysis. The platform includes:

  • Original qualitative and quantitative research from 1,300+ employees across 13 offices
  • Consumer data tracking from 35 markets and product launches from 86 markets
  • Analysis from 300+ expert analysts

Mintel insights and data are integrated with third-party sources like Cipher patent analysis and Circana sales data. Reports also commonly integrate data from Nielsen and Kantar.

Why It Stands Out

Mintel Leap differentiates itself through three core strengths:

  • Quality Data: Exclusive research capturing real-world trends and consumer behavior
  • Expert Analysis: Meticulous scrutiny of research by analysts who interpret market trends
  • Human Oversight: Every output undergoes human review before entering the Mintel system

Real-World Test: AI in Fashion

I queried Mintel Leap with this prompt: “How are consumers feeling about AI in fashion?”

The tool quickly provided: 

  • Key statistics: 53% of U.S. adults believe AI can improve online clothing shopping
  • Generational breakdown: 73% of Millennials vs. 32% of Baby Boomers see AI's potential
  • Multiple reliable sources, including the Adult Clothing Report 2024, State of Retail & eCommerce 2024, Personalization in Online Shopping 2024, and various AI observation studies
  • Balanced perspective on benefits (personalization, virtual try-ons) and concerns (preference for human interaction)

Suggested follow-up queries included:

  • What percentage of consumers believe AI can improve the online shopping experience for clothing?
  • How do different generations perceive the use of AI in shopping for clothing?
  • What role does social media play in shaping consumer attitudes towards fashion?
  • How are retailers using AI to enhance the shopping experience for consumers?
  • Which demographics show the most openness to using AI for personalized shopping recommendations?

While Leap operates through ChatGPT's infrastructure, it maintains data integrity. Each response is referenced back to its original source, showing which reports and analysts contributed to the insights. The platform even supports multiple languages, providing responses in the same language as the query.

To access Mintel, visit https://libraries.usc.edu/databases/mintel

For more analysis, reports, and more; contact a Marshall business librarian: https://libraries.usc.edu/locations/gaughan-tiberti-library/gaughan-tiberti-library-staff