Canada's 'Largest Syndicated Study' Gets Larger

Consumer insights and cross-platform audience measurement provider Vividata, headquartered in Toronto, Canada, has enhanced its Study of the Canadian Consumer (SCC) with new data, a greatly increased sample size and coverage of 21 new markets and sub-markets.

Vividata is a not-for-profit, tripartite industry organization with its origins in the 1980s, governed by a Board of Directors made up of leaders from the Canadian media and consumer goods and services sectors, and a Research Committee consisting of cross-industry insights specialists. It serves as the country's currency provider of print and digital audience data for publishers, and in the last two years has launched partnerships with data science company Consumer Orbit and marketing services and data firm Environics Analytics (EA).

The latest SCC release, for Fall 2024, is based on a sample of more than 54,000 Canadians (up by around 30%) aged 14 plus, in field from October 2023 to September 2024. The new SCC - described as the largest syndicated study in the country, features 60,000+ usage, intent and opinion variables across media channels including social media, streaming TV and out-of-home, plus 'nearly every consumer category', to help clients understand the real lives of Canadians.

The new data includes respondents' use of and opinions on artificial intelligence; opinions on earning and redeeming loyalty points; Canadian travel destinations down to the top cities; reasons for using a preferred grocery store; opinions on food waste and food conservation; and level and sources of stress.

Web site: www.vividata.ca .