Research Methodology

With 40 years of experience in developed and emerging markets, Euromonitor International’s research methodology offers a unique combination of specialist industry knowledge and in-country research expertise.

Consulting
Countries and Consumers
Industrial
Market Analysis
Survey

Passport: Countries & Consumers Methodology

Passport: Countries & Consumers contains a wide variety of analysis across diverse topics such as the dangers of export dependence through to consumer behaviour and web 2.0. As such, our methodologies are adjusted according to the requirements of the content.

Euromonitor International relies on the regional knowledge of our analysts based around the world in Europe, the Americas, the Middle East, Asia and Australasia. Analysts bring their cultural backgrounds into their analysis, providing strong local and regional knowledge to the research. Analysts have in-depth knowledge of their regions through postgraduate degrees, PhDs or living and working in the region. Additionally, analysts monitor local and regional public opinion, integrating the latest public sentiments into their commentary.

Our in-depth database of macro-economic data, demographic, energy, infrastructure and many other statistics forms the backbone of our analysis. We also use a range of national and international secondary sources including the IMF, OECD, UN, World Bank, European Commission, national statistics and Central Banks.

Our strategic analysts focus on the latest consumer surveys, online consumer trends, cultural and social undercurrents, the shifting observations of global consumer trend commentators, consumer responses to advertising and how journalists are echoing or leading public opinion in the media. The direction of content is steered by our team of specialist editors who undertake rigorous quality control.

Consumer Segmentation

Consumer segmentation at Euromonitor International is a qualitative rather than a scientific process based on current affairs, a cultural, global and commercial awareness and a strong research background in consumer trends. Our analysts focus on the latest consumer surveys, online consumer trends, cultural and social undercurrents, the shifting observations of global consumer trend commentators, and journalists echoing or leading public opinion in the media. Our consumer trends analysis benefits from the extensive knowledge within Euromonitor’s Passport quantitative database, supporting our qualitative observations and the global geographic and cultural insight of our analysts.

Statistics Methodology

Research

Compiling the data and ensuring its quality and cross-country comparability is a lengthy process comprising a number of stages as depicted in the diagram below.

Each data point is collected together with detailed definitions and exact source location of the data. This additional information is vital in the process of rigorous cross-validation of the datasets.

The data undergoes several layers of quality control and standardisation. For instance, structural breaks in times series that are often caused by changes in definitions or methodology at the source are removed by our team of expert statisticians. Any outliers in the data are detected and reported back to the sources for further resolution. Where necessary, seasonal adjustments of quarterly and monthly data are made by our team.

Any gaps in time series are filled by means of statistical interpolation techniques and expert opinion. Rigorous checks of data definitions and adherence to international classifications help to ensure cross-country comparability.

Forecasting

Different datasets and time horizons entail different methods of forecasting. Thus methods range from structural macroeconomic and demographic models with systems of behavioural equations for mid-to-long run forecasts, to data intense time series techniques aimed at short run forecasting. Moreover, even for a given dataset, a number of models are tested and often combined to obtain the resulting model of the highest predictive power.

In parallel, the forecasts of key economic variables published by national, pan-regional and international sources are being regularly monitored and recorded. The model output and evidence from these sources is then analysed and consolidated by a team of expert economists before arriving at final figures as published.

All inter-connections between datasets, co-movements of variables in this vast database are carefully observed and taken into account in the process of forecasting. Our models also account for cross-country and cross-regional economic effects.