Your Target Market

Updated: January 11, 2023

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, April). Toys & Games: United States. Marketresearch.com Academic. 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.

  • Bourne, J. (2022, December 6). Gaming could have a banner year in 2023 thanks to generative AI, VR. eMarketer. Retrieved from eMarketer database. 
  • (2022, September.) US Digital Gamers, 2022-2026. eMarketer. Retrieved from eMarketer database. 
  • (2022, October.) Mobile Gaming Ad Revenues. eMarketer. Retrieved from eMarketer database. 
  • Lebow, S. (2022, October 19). The future of video games will be streaming. eMarketer. Retrieved from eMarketer database. 
  • Goetzen, N. (2022, June 10). Video Game Marketing and Monetization 2022: Ad Formats and the Metaverse Offer Brand New Opportunities. eMarketer. Retrieved from eMarketer database. 
  • Goldman, J. (2022, November 22). As Twitter kills its gaming focus, does that community migrate to Discord, YouTube, or TikTok? eMarketer. Retrieved from eMarketer database. 
  • Sevilla, G. (2022, September 30). Portable consoles, streaming services are biggest opportunities in video games. eMarketer. 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. 

  • (2022). Video Games Software in Canada. Passport. Retrieved from Passport database.
  • (2022). Video Games Software in Canada. Passport. Retrieved from Passport database.
  • (2022). Video Games in Canada. Passport. Retrieved from Passport database.
  • (2022). Video Games Hardware in North America. Passport. Retrieved from Passport database.
  • (2022). Video Games Software in North America. Passport. Retrieved from Passport 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.

  • (2022, October). What we know about marketing via gaming. WARC Best Practices. Retrieved from WARC database.
  • 2019, November). What’s working in mobile, apps, and games. WARC Category Intelligence. Retrieved from WARC database.
  • (2022, December 2). Forget the metaverse, focus on gaming. WARC Newsfeed. Retrieved from WARC database.
  • Clapp, R. (2021, August). Gen Z spend more time gaming than using social media. WARC Data Points (Curated) Retrieved from WARC database.
  • Clapp, R. (2021, January). Gaming activity grew quickest among older Americans in 2020. WARC Data Points (Curated) Retrieved from WARC database.
  • Clapp, R. (2019, December). Gaming consumption tops nine and a half hours per week. WARC Data Points (Curated) 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.