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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.
(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.
Index of Consumer Confidence, via Conference Board of Canada
The Index of Consumer Confidence is based on the Conference Board’s survey of Canadian households. It tracks consumers’ levels of optimism regarding current economic conditions, personal financial positions, short-term employment outlook, and making major purchases. Follow the instructions below to access the Conference Board of Canada.
(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. Free Conference Board information about COVID-19 and its impact in Canada and on its economy may be found here. You must first register for the site. Go to the link above, click "Create a New Account", and use your Seneca e-mail address to create the account. On subsequent visits you will go to that same link above but click "Sign In" to sign in with that personal account information you previously created.
(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.
(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.
(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".