Purpose of this Guide
Stay competitive by understanding the needs of your markets. How is your market segmented? What are their demographics and behavioural characteristics? These factors are essential to marketing success.
Analysing Consumers in Geographic Areas of Canada
If your business markets to a local consumer population, you'll want to understand where households with desirable demographics, purchasing behaviours, and psychographic attributes are located. Use PRISM to analyse postal codes one by one, or take advantage of Generation 5 software available in the Library for more detailed geographic analysis of provinces, cities, postal codes and more.
- Environics Analytics - PRIZM5 Psychographic ClustersIf you have a postal code, you can use this website to determine the primary consumer "cluster" that characterizes that postal code.
- EAG Canada (Discontinued) This link opens in a new windowConestoga has discontinued its subscription to EAG Canada Allocate software, which was available on select computers in the library. However, the alternative tools recommended in this guide offer new and unique features while performing comparable business intelligence, with the significant benefit of being online - anytime, anywhere!
If you are simply looking for a demographic profile of an entire city, check out Statistics Canada's Census Profiles.
- Census ProfilesFind stats for a particular community of interest.
Analyse Consumer Behaviour and Product Usage in Canada
Vividata collects statistics on Canadian that can help you determine how your market is segmented.
- Vividata (Available Using Nielsen IMS Clear Decisions software) This link opens in a new windowVividata provides statistics on Canadian consumer use of 2,500 products and brands as well as psychographic details influencing consumer behaviour.
- Statista This link opens in a new windowGet statistics, forecasts and studies covering 170 industries and 150+ countries.
Statista has groups of statistics compiled into reports about consumers for selected products. These include Target Audience: Consumer Insights Reports.
E.g. Search for keywords: Esports Canada, and limit results to Consumer Insights using the right-hand menu. There is a report entitled Target audience: esports and gaming fans in Canada. This report will give insights on the demographics, lifestyle, and attitudes of consumers.