The following is a list of key resources for conducting Canadian market research.  The emphasis is on free and low cost information.

 

Whether you are selling to consumers or businesses, market research comes down to answering one basic question:

The importance of "buy" and "today" cannot be stressed enough.  Many new entrepreneurs confuse "need" with "buy".  Just because someone "needs" a particular product or service does not mean they are going to buy it.

Similarly, do not base your business planning on potential markets materializing in the future.  Look at the market that exists today.  Your business will not survive to realize potential sales if you do make enough sales today!

Market research should not be a “feel good” exercise that totals up all the customers that will, should or might buy your product/service some day in the future.  Its sole purpose is to identify the easiest way to make money.  Target your most avid purchasers and let your product/service sell itself.

For more detailed assistance visit our Stats Link Canada web site.  It is packed full of free information on researching a small business in Canada.

Top of Page

These resources provide an excellent (and free!) starting point for conducting both business market and consumer market research.

1. Market Research Handbook brings you the most current and extensive demographic indicators and data on Canadian markets.

2. Spending Patterns in Canada statistical highlights and key tables from the Survey of Household Spending (SHS). For more current and more detailed information from this same survey see our Stats Link Canada Research Guide

3. Annual Demographic Statistics provides the most recent population estimates by age group and sex, as well as data on births, deaths and migrations.

4. 2006 Census provides the most recent demographic data.  No all variable are released.  For more information see our Stats Link Canada Census Research Guide

5. FP Markets-Canadian Demographics This publication updates key census variables at the municipal level to the current year.  It also includes psychographic data as well as economic and retail trade estimates. You can access it in most major libraries or business development centres

6. Superdemographics provides free psychographic profiles by postal code based areas.  You can purchase other data is you want.

7. Canada Newswire is a database of Canadian corporate, government and private news releases.  Keyword search for relevant information or to identify competitors.

8. Marketwire is another database that contains Canadian news releases.  Again keyword search for relevant information or to identify competitors.

Top of Page

Publicly released surveys and reports provide you with access to specific detailed information that would not otherwise be available to researchers with limited budgets.  This includes insights into consumer trends as well as demographic and psychographic insights into specific population groups (e.g. teens, immigrants, visible minorities, millionaires).

The Stats Link Canada database tracks the latest government and non-government statistical information and organizes it by major sectors and sub-sectors.  The references are sourced from the countries leading business and news outlets.

This resource is most effective if you already have a rough idea of the market you are targeting.

Use the FREE TRIAL option to find out what polls and surveys have been recently released that can provide you with market insight.

Top of Page

When you click on a link you will be taken to a GDSourcing Site Summary which will describe the type of data available at the web site. 

To access the data referenced click on the links provided.

 

Business Market Researchers: Also use the appropriate Research Consultant sector pages to find additional web sites related to your target sector or search the subject index of website summaries.

(Opens in new window)

Top of Page

It is vital you understand who your competitors are and what are their strengths. 

The best way to find your toughest competitors it to talk to your clients and customers directly.  Who do they use already?  Where would they go if they wanted to the product or service you are providing?

Another source for locating competitors is business directories and buyers guides. Below is a list of online resources to help you identify your competitors.  They will also be helpful resources for identifying suppliers and business clients.

Do not forget to consult the various business directories available at your local library or business resource centre.

Once you have a list of competitors, clients and/or suppliers keyword search them online and in a periodical database.  This will help you to determine their public image and marketing strategy (i.e. how they present themselves to their market)

You can access periodical databases through your local public library web site.  All you need it a valid public library card.

Click here to find your local public library website.

IMPORTANT: MARKET RESEARCH IS NOT ABOUT NAMES & ADDRESSES. It is about understanding who your best customers are and the most effective way to reach them.  Use the resources described above to find this out.  This will help you find the best prospects included in the databases below.

Top of Page 

Top of Page