LibGuides: Business: Consumers

Getting Started with Consumer Research

Reports and data on consumers are available in a variety of databases. Find information on demographic (age, income, occupation, etc.), geographic (where people live), psychographic (attitudes, values, beliefs and interests), and behavioural (habits, preferences, and lifestyle) factors.

Resources listed on the Country Information guide often provide information about a country's population that can provide additional consumer information.

Databases & Websites

Statista This link opens in a new window
(Statista, Inc.) Statistical data and analysis of business, industry, product brands, market share, media, and social scientific topics, obtained from both private and public sector sources, and covering all regions of the world.
Search tip: Search for keywords related to the consumer group or topic of interest, or click 'Global Survey' to view data on consumers in a selected country.
Details and Terms of Use
Passport GMID Academic (Global Market Information Database) This link opens in a new window
(Euromonitor International) Provides access to global market analysis with comprehensive coverage of industries, countries and consumer trends.
Search tip: Select the 'Consumers' heading, and then use the drop-down options in the 'Explore Analysis' box to locate reports relating to households, income and expenditure, lifestyles, and population, in selected countries.
Details and Terms of Use
Mintel Reports This link opens in a new window
(Mintel International Group) Provides access to market research reports containing data and analysis of industry trends. Coverage includes Canadian, U.S., and select International Markets including: food and drink, consumer goods, beauty & personal care, retail, finance, technology, leisure, and travel.
Search tip: Use this database to find interactive databooks covering a variety of consumer topics. At the top of the Mintel page, select 'Analytics: Consumer Data' and then use the filters to select category and/or region.
Users must create a personal profile/account with Mintel, using their Seneca e-mail address, to use certain parts of this service. Click "Hello Guest" in the upper-right corner of the database and then "My Portal".
Details and Terms of Use
Vividata This link opens in a new window
(Vividata) A database of consumer demographics, media usage, lifestyle and attitudinal data, and product usage across 150+ categories, resulting from an annual national survey of readers of Canadian magazines and newspapers. Vividata is the amalgamated organization of two other media measurement bodies, NADbank and PMB.
FAQs: Explore micro tutorials for Vividata in our FAQs
When you click the above link, you will first be required to log in with your full Seneca e-mail address, and then you will be given instructions on how to log into the Vividata site.
For help with this database, see Seneca's Vividata Training Sheet as well as Vividata's own Dapresy Tool Guide and their FAQ page.
Details and Terms of Use
Statistics Canada Census Program (formerly Census of Canada) This link opens in a new window
(Statistics Canada) Provides access to data from the most recent Census as well previous Census data back to 1991.
Details and Terms of Use
Statistics Canada Data Tables (formerly CANSIM) This link opens in a new window
(Statistics Canada) Statistics Canada's key site for statistics.
Details and Terms of Use
Conference Board of Canada This link opens in a new window
(Conference Board of Canada) Reports and recorded webinars dealing with economic trends, organizational performance, and public policy from the Conference Board of Canada, a not-for-profit applied research organization.
Search for the Index of Consumer Confidence for information on consumers’ levels of optimism regarding current economic conditions, personal financial positions, short-term employment outlook, and making major purchases.
Details and Terms of Use

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