Your Target Market

Published: Jul 12, 2016
Last Updated: Jul 15, 2016
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Box Office Mojo

Box Office Mojo is a free online movie publication and box office reporting service. Its state purpose is to illuminate the movies through the integration of art and business. When researching customer behaviour, the site is a useful tool as it can help you track consumer spending on films in North America with its current and historical data.

Survey of Household Spending - Statistics Canada
Raw data in table form from the Survey of Household Spending (SHS). This general resource provides information on household spending by demographics. Report includes detailed information on Canadian spending patterns, household equipment, and housing conditions. Also includes the ability to view data from British Columbia only; click on "Add/Remove Data".

  • Includes industry specific details by province and major Canadian cities broken down by data such as:  martial status, family size, net income, and language spoken.PMB Category Reports - PMB 2011 Spring Study. Information on the personal buying preferences of Canadians with regard to entertainment. Check for relevant data under the Recreation headings.

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.

Vividata (formerly "Print Measurement Bureau")
Includes information on Canadians' usage of over 3500 products and services. Information includes demographics, attitudes, media consumption, retail outlets, frequency of usage and brands used. UBC affiliates and in-person library patrons can learn more about the resource here.

  • PMB Category Reports - PMB 2011 Spring Study. Includes film attendance numbers by province and major Canadian cities broken down by genre. Find relevant data under the Leisure, Restaurants, Tobacco - Movies section. 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. has varied industry coverage and includes US and international information.

  • Freedonia Focus Reports. (2015). Specialty Films: United States. Retrieved from Market Academic database.
  • Freedonia Focus Reports. (2015). Recreation: United States. Retrieved from Market Academic database.

UBC Psychology Research Guide

Sometimes it can be useful when researching consumer behaviour and other marketing topics with psychological dimensions to consult article databases in that research area. This is an online guide to print and online resources about psychology in the UBC Library collection. UBC affiliates will have access to all the resources listed. 

  • Huang, D., Markovitch, D. G., & Strijnev, A. (2015). Exploring the small movie profitability puzzle. Marketing Letters, 26(1), 43-55. Accessed through PsycINFO online. 

"Movie industry sources and academics claim that film production is a risky business in which revenues and profits accrue to a few successful releases, most of which happen to be big-budget productions. At the same time, Hollywood produces hundreds of low-budget movies annually that seemingly have low chances of success from the outset. This is the paradox that the current research seeks to explore. We hypothesize how key elements of small films' business strategy serve to help low-budget film ventures to achieve profitability."

  • Cohen, J. L., & Orr, P. P. (2015). Film/video-based therapy and editing as process from a depth psychological perspective. In J. L. Cohen, J. L. Johnson, J. L. Cohen, J. L. Johnson (Eds.), Video and filmmaking as psychotherapy: Research and practice (pp. 29-42). Accessedthrough PsycINFO online.

"This chapter is a metaphoric and literal way of showing how filmmaking can be a process that is different from other art forms but one that also can include all of them. Film has traditionally been a method of expression on a scale meant to reach mass audiences. It also has been used to explore the innermost dimensions of the psyche in order to inspire and nurture the soul of the filmmaker."

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.

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

Primary Research

Sometimes doing your own market research is the only way to learn about your potential customers. If this is the case, you may need to conduct focus groups, interviews, surveys, or some other form of data collection. But before you commit time and energy to this kind of research, be sure to try the sources listed in this section.