Your Target Market

Published: April 18, 2023
Updated: April 19, 2023

Your Target Market

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.

 

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.

  • Packaged Facts. (2023, February). Home Baking: US Market Trends & Opportunities, 2nd Edition. Retrieved from MarketResearch.com Academic.
  • Freedonia Focus Reports. (2022, May). Food Retail: United States. Retrieved from MarketResearch.com Academic.
  • Packaged Facts. (2022, May). Food Market Outlook 2022: Inflation, Supply Chains, Food Trends & the Effects on Home Cooking & Grocery Shopping. Retrieved from MarketResearch.com Academic.
  • Freedonia Focus Reports. (2021, December). Grain-Based Foods: United States. Retrieved from MarketResearch.com Academic.
  • Freedonia Focus Reports. (2021, February). Bread & Bakery Products: United States. Retrieved from MarketResearch.com Academic.
  • Freedonia Focus Reports. (2021, January). Food Processing: United States. Retrieved from MarketResearch.com Academic.
  • Freedonia Focus Reports. (2021, February). Bread & Bakery Products: United States. Retrieved from MarketResearch.com Academic.
  • Freedonia Focus Reports. (2018, September). Bread & Bakery Products: United States. Retrieved from MarketResearch.com Academic.
  • Freedonia Focus Reports. (2018, June). Grain and Bakery Innovation: Culinary Trend Tracking Series. Retrieved from MarketResearch.com Academic.

 

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. 

  • Mikalauskaite, G. (2022, December 15). Bakery Products in Canada: ISIC 1541. Retrieved from Passport GMID database.

 

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.

  • WARC Category Intelligence. (2019, March). What’s working in biscuits, breads and cakes. Retrieved from WARC.

 

Statista

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

A simple to use statistics portal that integrates statistics from thousands of sources, on topics related to business, media, public policy, health and others. Statistics can be exported in PPT, XLS, PDF, and PNG formats. Some basic content available for free.

 

  • Conway, J. (2023, January). Share of Canadians eating sweet baked goods by type 2017. Retrieved from Statista database.
  • Conway, J. (2023, January). Factors consumers consider when purchasing sweet baked goods in Canada as of February 2017. Retrieved from Statista database.
  • Conway, J. (2023, January). Factors consumers consider when purchasing baked goods in Canada as of 2017. Retrieved from Statista database.

 

Public Opinion Polls

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

  • Fairchild, K. (2019, December 3). Measure, Manage & Improve Your Retail Performance. Retrieved from Ipsos.
  • (2018, August 22). Why are Millennials skipping the baking mix aisle? Retrieved from Ipsos.

 

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

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.