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, August). IT Services: 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.
- (2021, July 14). US Local Business Spending on Digital Services, by Service, 2021. [Chart]. eMarketer. Retrieved from eMarketer database.
- Goldman, J. (2022, December 7). Microsoft’s super app ambitions could drive more search and advertising revenue. eMarketer. Retrieved from eMarketer 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case studies from major companies and advertising agencies, as well as articles from leading advertising journals and unpublished papers.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.
- (2021). Ping: Chief Identity Champion. WARC Awards for Effectiveness. Retrieved from WARC database.
- Furmidge, L. How to align sustainability, e-commerce, and great user experiences. WARC Exclusive. Retrieved from WARC database.
- Ewer, K. (2017, September). How to use design in today’s fragmented media mix. WARC Best Practice. 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.