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.
- Stambor, Z. (2023, February 21). Barnes & Noble revamps its membership program to get a better read on its customers. eMarketer. Retrieved from eMarketer database.
- Feger, A. (2022, July 27). Behind Booktok’s popularity. eMarketer. Retrieved from eMarketer database.
- Lebow, S., Canaves, S., & Stambor, Z. (2023, October 4). Reimagining Retail: What makes you need and want to visit a store, and the most must-visit store experiences [Audio podcast]. Behind the Numbers: Reimagining Retail. 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.
- Passport GMID. (2023, June 27). Consumer Values and Behaviour in Canada: Country Report. Passport GMID. Retrieved from Passport GMID database.
- Passport GMID. (2023, June 27). Consumer Lifestyles in Canada: Country Report. Passport GMID. Retrieved from Passport GMID database.
- Passport GMID. (2023, June 27). Consumer Types in Canada: Country Report. Passport GMID. Retrieved from Passport GMID database.
- Passport GMID. (2022, July 28). Megatrends in Canada: Country Report. Passport GMID. Retrieved from Passport GMID database.
Public Opinion Polls
Ipsos
Links to Canadian, U.S. and international polls. Includes polls on consumer goods.
- Silverstein, K. (2023, September 22). Retail, food, and beverage: Essential data and insights. Ipsos. Retrieved from Ipsos.
- Gwiasda, G. (2023, February 21). Turbulent Times, Tighter Pocket Books: Enhancing Value Without Dropping Prices. Ipsos. Retrieved from Ipsos.
- Modeski, M. (2022, December 2). Holiday Shopping 2022: Mixed feelings as consumers are anxious but eager to celebrate. Ipsos. 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.