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Marketing Hits: Canadian Resources for Marketing Research: Consumer Analysis

Consumer Analysis Links


  • 2021 Census Profile (and links to previous Census Profiles) - Statistics Canada
    - selected variable available as they are released.
  • Community Information Database
    - This site, by the Government of Canada Rural Secretariat, is an easy-to use compilation of data from the 1996, 2001, 2006 & 2011 Censuses. Searching by community brings up tables showing the changes over time. Variables include population, education levels, income, employment, age, gender, dwellings, etc.

  • Income Statistics, Canada Revenue Agency
    - Based on income tax returns, these tables show Canadians' sources of income, deductions, donations, tax credits and tax paid, by age, sex, income group, and province.

Consumption/Expenditure Patterns

  • Statistics Canada website
    - Search the website to find the latest statistics available. Search by keyword or browse by subject.
  • CANSIM (Replaced by Data Tables). Statistics Canada's largest database of economic, demographic, and social statistics containing over one million time series of data on topics including consumption, sales, occupations, educational attainment, etc. Data Tables searchable by CANSIM numbers, keywords, & subject.
    Coverage: Historical and current (dates vary). Searchable by keyword or browse by subject.
  • Trends Reports, Canada Media Fund
    - twice yearly reports on media usage in Canada. Also available here, the latest annual Trends Report:  2022 Annual Trends Report, 10th ed., and other research by CMF. CMF is funded by
    the Government of Canada and Canada’s cable, satellite and IPTV distributors.

Consumer Opinions and Attitudes

  • BBM Canada
    - The Bureau of Broadcast Measurement site provides highlights of selected consumer surveys , the top 30 TV programs each week, and radio market rankings. Select "Top Line Data".
  • COMPAS Public Opinion and Customer Research
    - Provides key findings of its Canadian public opinion research on elections, policy, consumers & lifestyle, business and the economy.
  • EKOS Research Associates Media Center
    - Provides press releases of its Canadian public opinion polls and the full text of selected studies. Archives of press releases are searchable from 1996 - 2006.
  • Ipsos Canada Polls
    - Highlights of press releases of publicly released Ipsos poll results are available here. For the full press release, search a Canadian newspaper database, such as Canadian Newsstand.)
  • Nielsen Canada
    - Select "Insights" for reports and highlights of Canadian market research data and survey results. Press releases archived from 2012 on.