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. (2020, January). Motion Pictures & Video: United States. Retrieved from Marketresearch.com 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.
- Goldman, J. (2022, January 11). How Tiktok could help the film and travel industries bounce back. eMarketer. Retrieved from eMarketer database.
- Goldman, J. (2021, September 10). Addison Rae’s Netflix deal demonstrates the power of the creator economy. eMarketer. Retrieved from eMarketer database.
- Jacobs, K., and Ren, J. (2022, October 27). Hispanic visibility in media lacking even as group fuels nation’s economy. eMarketer. Retrieved from eMarketer database.
- Konstantinovic, D, and Goldman, J. (2021, September 12). Hispanic consumers remain an underserved market for many marketers. eMarketer. Retrieved from eMarketer database.
- (2023, February). Types of Content Most Enjoyed by US Digital Video Viewers, by Platform, Sep 2022 (% of respondents in each group). S&P Global Market Intelligence. 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.
- Filmmaking Canada (2016-2021). 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.
- Morris, S. (2022, April). Marketing for Hollywood in a post-COVID era. WARC Exclusive. Retrieved from WARC database.
- (2022, March). What we know about cinema advertising. WARC Best Practice. Retrieved from WARC database.
- Clapp, R., and McDonald, J. (2019, August). Global Ad Trends: Cinema. WARC Data. Retrieved from WARC database.
- (2019, October.) What’s working in cinema. WARC Category Intelligence. Retrieved from WARC database.
Public Opinion Polls
Ipsos
Links to Canadian, U.S. and international polls. Includes polls on consumer goods.
- Incalcetera, T. (2022, September 20). How affluents navigate the ever-changing media landscape. Ipsos. Retrieved from Ipsos.
- MacArthur, K. (2022, August 29). Will viewers cross over to immersive media? 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.