Your Target Market

Published: July 3, 2024

Updated: July 5, 2024

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, November). Home Healthcare: United States. Retrieved from https://www-marketresearch-com.eu1.proxy.openathens.net/academic/Product/16826462
Freedonia Focus Reports. (2019, June). Education: United States. Retrieved from https://www-marketresearch-com.eu1.proxy.openathens.net/academic/Product/15964203
Freedonia Focus Reports. (2017, November). Continuing Care Retirement Communities: United States. Retrieved from https://www-marketresearch-com.eu1.proxy.openathens.net/academic/Product/15567667

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.

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. (2024, June 10) Consumer Lifestyles in Canada. Passport. Retrieved June 21, 2024, from https://www.euromonitor.com
Euromonitor International. (2023, September 7) Canada: Consumer Profile. Passport. Retrieved June 21, 2024, from https://www.euromonitor.com
Euromonitor International. (n.d.) Future Demographics Model. Passport. Retrieved June 21, 2024, from https://www.euromonitor.com

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.

WARC Category Intelligence. (2023). Canadian Down Syndrome Society: Project Understood. Retrieved from https://www.warc.com/content/article/rankings-effective/canadian-down-syndrome-society-project-understood/149688
WARC Category Intelligence. (2022). Girl Guides of Canada: Fire songs. Retrieved from https://www.warc.com/content/article/ame/girl-guides-of-canada-fire-songs/147553
WARC Category Intelligence. (2022). The Canadian Lung Association: Lungs in the Air. Retrieved from https://www.warc.com/content/article/warc-awards-na/the-canadian-lung-association-lungs-in-the-air/148247

Public Opinion Polls

Ipsos

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

Ipsos. (2024, March 15). Only 56% of charitable donors say they’ll claim the tax receipts on their income-tax return. Ipsos News Centre. Retrieved from https://www.ipsos.com/en-ca/only-56-percent-charitable-donors-say-theyll-claim-tax-receipts-their-income-tax-return
Ipsos. (2023, November 22). Donating to charities is one of the least likely expenses Canadians would cut during the holiday season. Ipsos News Centre. Retrieved from https://www.ipsos.com/en-ca/donating-to-charities-one-of-the-least-likely-expenses-canadians-would-cut-during-holiday-season
Ipsos. (2023, November 8). Two in 10 (20%) Canadians are currently using charitable services to meet their essential needs e.g food, shelter, clothing. Ipsos News Centre. Retrieved from https://www.ipsos.com/en-ca/two-in-10-canadians-are-currently-using-charitable-services-to-meet-their-essential-needs
Ipsos. (2022, November 22). Nearly half (47%) of Canadians would prefer a charitable gift over a more traditional gift this holiday season. Ipsos News Centre. Retrieved from https://www.ipsos.com/en-ca/news-polls/nearly-half-of-canadians-would-prefer-a-charitable-gift-over-a-more-traditional-gift-this-holiday-season

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.