Your Target Market

Published: January 11, 2023
Updated: January 11, 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.

  • Freedonia Focus Reports. (2021, April). Chocolate Candy: United States. Marketresearch.com Academic. Retrieved from Marketresearch.com Academic database.
  • Packaged Facts. (2021, April). Chocolate Candy: U.S. Market Trends and Opportunities, 13th Edition. Marketresearch.com Academic. Retrieved from Marketresearch.com Academic database.
  • Packaged Facts. (2018, October). Non-Chocolate Candy: U.S. Trends and Opportunities. Marketresearch.com Academic. Retrieved from Marketresearch.com Academic database.

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.

  • Feger, A. (2022, August 8). Unwrapping the candy category. eMarketer. Retrieved from eMarketer database.
  • Feger, A. (2022, September 29). Halloween habits rebound. eMarketer. Retrieved from eMarketer database.
  • (2022, April 12). Favorite Easter Candies of U.S. Adults, April 2022. CivicScience. Retrieved from eMarketer database. 
  • Briggs, P. (2021, December 3). Generation Z in Canada 2021: The Youth Segment Assumes Priority for Many Brand Marketers. eMarketer. 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. 

  • (2022). Consumer Expenditure on Sugar and Confectionery Americas. Passport GMID. Retrieved from Passport GMID database.
  • (2022). Chocolate and Sugar Confectionery Canada. Passport GMID. Retrieved from Passport GMID database. 
  • (2022). Confectionery 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.

  • Nair, K. (2022, September 15). “Marketing needs marketing”: The curious case of Tony’s Chocolonely. Publicis Groupe. Retrieved from WARC database.
  • Brownsell, A. (2022, May). M&M’s targets full-funnel engagement with Amazon partnership. Event Reports, Advertising Week Europe. Retrieved from WARC database. 
  • Brownsell, A. (2021, May). Nestlé explores identity options for the post-cookie marketing landscape. Event Reports, Advertising Week Europe. Retrieved from WARC database. 
  • Hamill, A. (2021, October 26). Cadbury’s Claire Low: Why creativity and practicality matter for brand experiences. WARC Opinions. Retrieved from WARC database.

 

Public Opinion Polls

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

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.