Your Target Market

Published: Jul 4, 2011
Last Updated: Feb 1, 2016
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A Word On Primary Research

Sometimes doing your own market research is the only way to learn about your potential customers. If this is the case, you may need to conduct focus groups, interviews, surveys, or some other form of data collection. But before you commit time and energy to this kind of research, be sure to try the sources listed in this section.

British Columbia Survey of Household Spending 2010 (xls)
The data from this release came from the 2009 Survey of Household Spending conducted by Statistics Canada. The Survey of Household Spending is carried out annually across Canada in ten provinces. The purpose of this survey is to obtain information about household spending, dwelling characteristics, as well as household equipment.

What you'll find: Track the average household expenditure in British Columbia on your product(s).

Survey of Household Spending - Statistics Canada
Raw data in table form from the Survey of Household Spending (SHS). This general resource provides information on household spending by demographics. Report includes detailed information on Canadian spending patterns, household equipment, and housing conditions. Also includes the ability to view data from British Columbia only; click on "Add/Remove Data".

What you'll find: The average household expenditure by province or in Canada as a whole. Compare changes over last few years.

Nielsen Market Reports
Nielsen Canada studies consumers in more than 100 countries to give you the most complete view of trends and habits worldwide, with an occasional focus on the Canadian market. They offer insight on consumer and market trends so you can create a complete picture of how your product or service is relevant to your intended customer base. Many of the reports are available for free upon submission of contact information.

What you'll find: Insight on consumer and market trends in Canada and on a global scale.

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.

Vividata (formerly "Print Measurement Bureau")
Includes information on Canadians' usage of over 3500 products and services. Information includes demographics, attitudes, media consumption, retail outlets, frequency of usage and brands used. UBC affiliates and in-person library patrons can learn more about the resource here.

Start here: Includes industry/product specific details by province and major Canadian cities broken down by data such as:  martial status, family size, net income, and language spoken.

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.

Tips

To find more information on demographics, try entering the phrase “demographic data” and your city name into the search box of any popular search engine such as Google or Bing.