Your Target Market

Published: January 25, 2023

Updated: February 15, 2023

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. (2022, August). E-Commerce: United States. Retrieved from Marketresearch.com Academic.
Freedonia Focus Reports. (2019, April). E-Commerce: Canada. Retrieved from Marketresearch.com Academic.
Freedonia Focus Reports. (2019, March). Global E-Commerce. Retrieved from Marketresearch.com Academic.
Packaged Facts. (2021, July). The Future of Grocery: Online Grocery, Meal Kits, & Direct-to-Consumer Food. Retrieved from Marketresearch.com Academic.
Packaged Facts. (2019, May). Global Food E-Commerce. Retrieved from Marketresearch.com Academic.
Freedonia Focus Reports. (2021, August). Industrial Supplies Wholesale: United States. Retrieved from MarketResearch.com Academic.
Packaged Facts. (2020, February). U.S. Pet Market Focus: Mass Market Channel Shoppers. Retrieved from MarketResearch.com Academic.

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. (2022, November). Cross-Border Retail Ecommerce, Canada. Retrieved from eMarketer database.
eMarketer. Retail & Ecommerce Sales, by Country. (2022, November). Retrieved from eMarketer database.
Briggs, P. (2022, July 29). Canada Ecommerce Forecast 2022: Retail Will Hit Multiple Milestones, Despite Economic Uncertainty. Retrieved from eMarketer database.
eMarketer. (2022, January). Cross-Border Retail Ecommerce, Canada. Retrieved from eMarketer database.
eMarketer. (2022, June). Top 15 US Retail Ecommerce Sales, by Company. Retrieved from eMarketer database.
Stambor, Z. (2022, May 20). Private labels help retailers like BJ’s Wholesale Club appeal to value-oriented shoppers. Retrieved from eMarketer database.
Wolff, R. (2022, May 12). As Nike pulls away from wholesale, sports apparel brands sense an opportunity. Retrieved from eMarketer database.
Stambor, Z. (2022, February 28). Shifting strategies: Large brands move toward D2C, while digital natives pivot to wholesale. 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.

Euromonitor International. (2022, April). Cross-Border E-Commerce (Goods) in North America. Retrieved from Passport GMID database.
Godinsky, M. (2022, April). E-Commerce (Goods) in Canada. Retrieved from Passport GMID database.
Godinsky, M. (2022, April). Mobile E-Commerce (Goods) in Canada. Retrieved from Passport GMID database.
Euromonitor International. (2021, July 20). Wholesale in Canada: ISIC 51. Retrieved from Passport GMID database.
Euromonitor International. (2021, February 26). Retail and Wholesale in Canada. Retrieved from Passport GMID database.
Euromonitor International. (2021, July 29). Global Overview of the Wholesale and Retail Industry. 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.

Castlin, JP and J. Hankins (2022, June). The gravity of e-commerce. Retrieved from WARC database.
Euromonitor International. (2022, November). What we know about direct-to-consumer brands. Retrieved from WARC database.
Euromonitor International. (2022, February). Top business risks in 2022: Omicron, supply chain and inflation. Retrieved from WARC database.
Spence, G. (2021, October 13). Is direct-to-consumer the right approach for brands? 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.