Here are some research tips for doing marketing research and using industry reports.
1. Dealing with broad categories of data. Your category - sportswear, for example - may very well be included in larger categories like men's apparel or even clothing retailing. Sometimes the data is broad like that. Charts inside the report will sometimes break it down.
2. If you can't find the exact product, look for a general category that fits. For example, if you're researching the Honda Fit, and are unable to find data in MRI+, select a close category like "compact cars with three doors."
3. Look out for whack keywords. The use of jargon has lessened in recent years, but sometimes you're forced to search with THEIR words like leisure, apparel, retailing, vendor, and the like. If you're having trouble, look at anything you get, and see if an unusual phrase is used in the title.
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