The resources listed in this section will help you identify population characteristics, and help you develop your customer profile. This research will also help you identify geographic areas where the largest number of your potential customers live. This can be very useful when determining a location for your business, and also when formulating your marketing strategy. Don't forget that trade associations and trade journals collect information about customers and can be great information sources for this area of your research.

Canadian Household Spending - Statistics Canada
Statistics Canada is the national statistical office. The agency ensures Canadians have the key information on Canada's economy, society and environment that they require to function effectively as citizens and decision makers.

This table provides statistical information about household expenditures by Canadians broken down into a variety of categories. You can refine the table by region. You can view the full list of data tables here. 

Census Profile - Statistics Canada

Provides Canadian community profiles from the latest Census of Canada. These profiles are very useful for comparing statistics on different municipalities or regional districts. Includes details on family characteristics, primary language, mobility, educational attainment, marital status, labour force activity, earnings, and mode of transportation to work.

 

• (2020, February 21). Retail trade, December 2019. Statistics Canada.
• (2017, June 23). How to measure changes in Canada’s grocery bill. Statistics Canada.

The Daily - Statistics Canada

The premier source for Canadian statistical information, including census information. Search 'The Daily' releases by subject to identify corresponding census tables, latest news, and publications. Similarly, you can browse by data source, including surveys & questionnaires relevant to your market research, which also link to census tables, latest news and publications.

Socio-Economic Profiles - BC Stats

The socio-economic profiles consist of charts and tables for the various regional districts, health areas, college regions and school districts. Each region contains a map, demographic profile, economic hardship, labour market structure, education concerns, crime, health problems, children at risk, and youth at risk. The profiles are presented in a format that allows comparison to other regions in the province and to BC overall.

Library Resources

Access to the following sources may be available through your local public or academic library. For information on how to obtain a library card, and for additional information on using libraries in BC, please visit our Getting Access to Library Resources page.

PCensus

Provides access to detailed Canadian demographic information including population, income, and spending levels by province, city, or postal code. PCensus can also generate custom reports using Census data. Contact Vancouver Public Library or your local research library to obtain access.

Library Resources

Access to the following sources may be available through your local public or academic library. For information on how to obtain a library card, and for additional information on using libraries in BC, please visit our Getting Access to Library Resources page.

UBC Psychology Research Guide

Sometimes it can be useful when researching consumer behaviour and other marketing topics with psychological dimensions to consult article databases in that research area. This is an online guide to print and online resources about psychology in the UBC Library collection. UBC affiliates will have access to all the resources listed. 

Marketresearch.com/Freedonia Focus

How to access: Check your local public or academic library to see about access. If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

While you can search this website only some Canadian libraries provide full-text access to the market research reports on industries and demographics for North American industries. They can range from 50 to 400+ pages in length, and contain charts, tables, and graphs, and key facts. Marketresearch.com has varied industry coverage and includes US and international information.

eMarketer

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Or, contact your local public or academic library for their access details.

Global market research and trend analysis database that focuses on Internet, e-business, online marketing, media, and emerging technologies.

• (2019, December 11). Most Recent Digital Grocery Store or Service Used by US Digital Shoppers, Sep 2019. eMarketer. Retrieved from https://chart-na1.emarketer.com/232680/most-recent-digital-grocery-stor…
• Koch, Lucy. (2019, October 24). Online Grocery’s Hockey Stick Growth Led by Walmart and Amazon Surge. eMarketer. Retrieved from https://content-na1.emarketer.com/online-grocery-s-hockey-stick-growth-…
• eMarketer Editors. (2019, September 30). How Grocery Stores Will Become More Like Tech Companies. eMarketer. Retrieved from https://content-na1.emarketer.com/podcast-how-grocery-stores-will-becom…
• (2019, September 16). Number of Grocery Stores Visited per Month According to US Grocery Shoppers, Aug 2019 (% of respondents). eMarketer. Retrieved from https://chart-na1.emarketer.com/233915/number-of-grocery-stores-visited…
• (2019, September 16). Days of the Week When US Grocery Shoppers Typically Visit Grocery Stores, Aug 2019 (% of respondents). eMarketer. Retrieved from https://chart-na1.emarketer.com/233916/days-of-week-us-grocery-shoppers…

Passport GMID (formerly Global Market Information Database)

How to access: Check your local public or academic library to see about access. If you are a UBC student, staff or faculty member you can access this resource. Please note this is not available for walk-in library users.

Passport GMID, produced by Euromonitor, is an integrated information system providing business intelligence on country economies and demographics, consumers, lifestyles, companies and industries. 

• (2018, March 16). Retail and the Restaurant, Part 1: Grocery Store Foodservice. Passport GMID.
• Grant, Michelle. (2019, May 14). Four Megatrends Reshaping The Global Retailing Industry. Passport GMID.
• Malison, Michelle. (2016, January 7). Store Visits: Examining Trends in the US Grocery Market. Passport GMID.

WARC: World Advertising Research Center

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

WARC has case studies from major companies and advertising agencies, as well as articles from leading advertising journals and unpublished papers. It also includes company profiles, advertising spending statistics, and demographic and economic data.

Public Opinion Polls

Ipsos

Links to Canadian, U.S. and international polls. Includes polls on consumer goods.

• Food, Glorious (Canadian) Food

Roper Center for Public Opinion

Preserves the data from polls conducted by many leading survey organizations for the use of researchers, students, and journalists. Includes a section on how to analyze polls. Only for those affiliated with UBC.

Primary Research

The main point of this guide is to introduce you to a wide range of secondary market research resources but keep in mind there is great value in analyzing other information including:

• Advertising, blogs and sales brochures
• Your personal network and employees
• Direct observation, focus groups and interviews with potential customers

Statistics Canada Data | Formerly known as CANSIM, Statistics Canada's key socioeconomic database is updated daily. It is free to search the data tables.

The Daily - Statistics Canada

The premier source for Canadian statistical information, including census information. Search 'The Daily' releases by subject to identify corresponding census tables, latest news, and publications. Similarly, you can browse by data source, including surveys & questionnaires relevant to your market research, which also link to census tables, latest news and publications.