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.
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.
- eMarketer. (2021). Holiday Shoppers in Canada Who Expect to Purchase Alcoholic Beverages During the Holidays, by Holiday, Sep 2021 (% of respondents). Retrieved from eMarketer database.
- eMarketer. (2021). Types of Alcohol US Adults Have Consumed Most Frequently, Aug 2021 (% of respondents). Retrieved from eMarketer database.
- eMarketer. (2021). Locations Where US Adults Drank Alcohol the Most, Aug 2021 (% of respondents). Retrieved from eMarketer database.
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.
- Strobel, M. (2021). Beer in Canada. Passport GMID. Retrieved from Passport GMID database.
- Ward, A. (2019). What’s Brewing in Craft Beer? Passport GMID. Retrieved from Passport GMID database.
- Ward, A. (2018). The Evolution of Craft: A New Era for Beer? Passport GMID. Retrieved from Passport GMID database.
- (2022)/ Cider/Perry in Canada. Passport GMID. 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case studies from major companies and advertising agencies, as well as articles from leading advertising journals and unpublished papers.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.
- (2021). Beer in the US. Euromonitor Strategy Briefings. Retrieved from WARC database.
- (2018, March). What's working in beer and cider. WARC Category Intelligence. Retrieved from WARC database.
Public Opinion Polls
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.
- Social Science Research Solutions (SSRS). SSRS Omnibus Survey, 2018 [Dataset]. Roper #31116567, Version 1. Social Science Research Solutions (SSRS) [producer]. Cornell University, Ithaca, NY: Roper Center for Public Opinion Research [distributor]. doi:10.25940/ROPER-31116567
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.