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. (2022, May). Travel Services: United States. Retrieved from Marketresearch.com Academic database.
- Freedonia Focus Reports. (2019, April). Travel Services: United States. Retrieved from Marketresearch.com Academic database.
- Freedonia Focus Reports. (2022, June). Lodging Services: United States. 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.
- The Weekly Listen: Has travel finally recovered, supporting LGBT+ causes, and is streaming the future of sports?
- Travel industry is ready to keep climbing in 2023 despite some turbulence
- US Travel Industry Digital Ad Spending 2022: Regaining Altitude Despite Economic Headwinds
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.
- Godinsky, M. (2022, September 29). Tourism Flows in Canada. Passport. Retrieved from Passport GMID database.
- Bremner, C. (2021, March 12). Sustainable Travel Index: Embracing a Green Transformation for Recovery in Tourism. Retrieved from Passport GMID database.
- Bremner, C. and A. Jarman. (2022, April 19). New Frontier Markets - The Forefront of Tourism Recovery. Retrieved from Passport GMID database.
- Bremner, C. (2022, May 24). Building Sustainable, Inclusive and Resilient Tourism. 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.
- WARC. (2022, November). What will 2023 hold for travel? Retrieved from WARC database.
- WARC. (2021, July). What's working in travel? Retrieved from WARC database.
- WARC. (2021, May). Sustainability: The future of travel? Retrieved from WARC database.
Public Opinion Polls
Ipsos
Links to Canadian, U.S. and international polls. Includes polls on consumer goods.
- U.S. Travel Association Consumer Quarterly Tracker – Q1 2023
- COVID travel concerns haven’t left us
- Taking steps towards sustainable travel
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.