Your Target Market

Published: May 24, 2023
Updated: May 25, 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, May). Recreation: United States. Retrieved from Marketresearch.com 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.

  • Wolff, R. (2023, March 24). Consumer spending continues to shift in favor of services. eMarketer. Retrieved from eMarketer database.
  • Leventhal, R. (2023, February 21). Nearly two-thirds of US consumers are mobile health app users. eMarketer. Retrieved from eMarketer database. 
  • US Adults Who Used Wearable Fitness or Wellness Technology More Often During the Coronavirus Pandemic Than They Did Before the Pandemic, by Generation, Jan 2023 (% of respondents in each group). (2023, February 9). Morning Consult. 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. 

  • Voice of the Consumer: Lifestyle Survey. Passport GMID. 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.

  • (2017). California Fitness & Yoga Centre: #IAMMOREVIETNAM. MMA Smarties. Retrieved from WARC database.
  • (2022, August 22). Influencer interview: How Shekinah Monee builds authentic partnerships with lifestyle brands. WARC Opinion. Retrieved from WARC database. 
  • Pena-Taylor, S. (2021, September). Peloton’s engagement-first design philosophy. WARC Event Reports, DMEXCO. Retrieved from WARC database. 
  • Thompson, W. (2023, April). Inclusion’s next wave. WARC Best Practices. Retrieved from WARC database. 

 

Public Opinion Polls

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

  • Survey: Advance or Retreat: Will Affluent Americans  be Bullish in 2022? (2022, January 26). Ipsos. Retrieved from Ipsos.com platform. 
  • Navigating consumer uncertainty in turbulent financial times. (2022, December 6). Ipsos. Retrieved from Ipsos.com platform.
  • Equity and Inclusion in Healthcare. (2022, April 7). Ipsos. Retrieved from Ipsos.com platform. 
  • Is it trendy to be healthy? Or healthy to be trendy? (2017, March 15). Ipsos. Retrieved from Ipsos.com platform.

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.