For those who haven't used Vividata yet: it's an invaluable source of information on Canadians’ opinions, demographics, and activities, as well as their product, service, and media purchases, with brand-level data in many cases.
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This is just a brief post to let you all know that we now have an Advanced guide for our Vividata database, thanks to the hard work of one of my colleagues here in the library, Marianne!
Our Introduction to Vividata guide still covers the basics -- how to create and interpret a simple table -- but this new Advanced Vividata guide goes several steps further: deep into how to adjust the settings to create exactly the table you need, then how to read that table accurately.
A couple of our marketing classes are going to be doing some primary research on alternative protein products & consumers this semester.
In support of those classes, I've listed some key resources, but students in other classes may also want to use this post as a case study to learn about the powerful market research tools available to SFU researchers. Bon appetite!
Marketing operates on the edge of the unknown, constantly trying to predict and influence the future and reliant on an incomplete understanding of the past and the present.
Information sources used by marketers (i.e., all information) will never be perfect – the need to make estimates and assumptions won't go away – but the new version of our Vividata database certainly provides a more solid foundation for marketing predictions & strategies.
Our Vividata Target Snapshot database has new data and new functionality -- just in time for the busy fall semester!
I'm still exploring it and discovering all the changes, but thought I'd pause to list what I've learned so far:
Data: Data from the 2016 Q4 survey wave has been added. The data was gathered during the period of 06/30/2016 and 06/30/2017. Sadly, it appears that the older data has been supplanted. That's a pity as it is often useful to compare data across time periods.
Functionality: ... <Read on for the incredibly useful details...>
I just came across a great tip sheet from the Journalists' Resource: Free tools for visualizing economic data.
The title is pretty much self explanatory. I thought I'd mention it here because doing so gives me a chance to talk about the hot topic of data visualization and the indispensable Journalists' Resource...
Do you need to know...
- which brands of energy drinks are purchased most often by young Canadians?
- which Canadian magazines are read most by people who report having donated in the past year?
- how many Canadians take multivitamins?
- which major brands of beer Canadian women buy most often?
- how opinions about global warming vary between consumers of different products?
If so, then the new version of our Vividata database may be of interest... <more>
Our BUS 345 students are going to be doing some taste tests again this semester, and this time the focus is on cheese!
If you're in that class, see below for some initial thoughts on resources to help you understand the cheese market and consumers, especially in Canada. Also be sure to check out my earlier blog post -- On taste tests and primary research (redux) -- for a list of resources and search strategies that may help you as you design your taste test methodologies and evaluate... <more>
Did you know...
Archers are overrepresented, given their numbers in the Canadian population overall, among those who consider themselves cutting edge when it comes to electronics (i.e., the first to buy new electronic gadgets) AND archers are also overrepresented among Canadians who report having taken on the care of an elderly relative in the last year?
Canadians who fit in the “Driving Miss Daisy” psychographic cluster are overrepresented among those who have 3 or more cats, yet significantly underrepresented among those who possess more than $1 million in securities and savings?
... and more ...