AT MANIFOLD WE LIVE FOR DATA We take numbers and turn them into actionable results


Consumer Lifestyle Clusters  

This is a two-tier cluster system of consumer lifestyles. It describes the consumer lifestyles in each 6-digit postal code. Each cluster consists of households who share traits within geography, demographics, psychographics, household spending, product usage, media usage, and shopping behaviour. 


Geo-Demographic Data  

Clients often start their analytical journeys with our geo-demographic data products. These products provide demographic insights on Canadians based on geographical location. 

SuperDemographics consists of current year estimates of population statistics, Estimates and Projections describes 3-, 5- and 10-year projections, and Daytime Market provides estimates of the population who are present during normal business hours. Historical Estimates and Census provides historical data on the 2001, 2006, 2011, 2016, and 2021 census. Dwelling Type and Age describes the dominant type and the likely age of dwellings in a 6-digit postal code. Boundary Files are also available.


Spending Data 

Estimated dollar amount of annual household spending on categories including food, clothing, shelter, transportation, household operations, home furnishings, art and antiques, equipment, health care, personal care, recreation, reading materials, education, tobacco products and alcoholic beverages, financial services and insurance, gifts and contributions as well as RRSP.


Financial Data  

This data product describes the financial state of Canadian households including disposable, discretionary, and investment income, fixed asset, number of credit cards and credit card payment habits, mortgages, vehicle and student loans, lines of credit, credit card and installment debt, savings, bonds, stocks and RRSP, pension plans, total value of liquid assets, net asset value of real estate and vehicles, household budget for unexpected expenditures, household contributions to pensions, life insurance, consumer investments in bonds, GICs, mutual funds, stocks, and real estate.


Product Usage Data  

This data product describes consumer product usage and behavior including automobile usage, beverage, snack, and food consumption, health and personal care, telecommunication usage, restaurant visits, leisure activities, and thousands of detailed items.


Media Usage  

This data product describes consumer media consumption including internet and social media usage, newspaper and magazine reading habits, radio-listening habits, TV viewing/streaming habits, flyer usage, and cross-media usage as well.

Shopping Patterns  

This data product describes consumer shopping patterns online and at brick-and-mortar stores for all kinds of categories: grocery, convenience, department-store, pharmacy, clothing, footwear, books, jewellery, furniture/appliance, home improvement, optical, photo/camera, stereo/video/computer, office supplies, sporting goods, toys, and pets. This also covers behaviour related to the purchase of big-ticket items and spending on household essentials.

Behaviour & Psychographics  

This data product provides information on consumers’ interests, values, opinions, attitudes, and lifestyles. For example:

  • attitude about advertising
  • health consciousness
  • opinion about new products
  • brand loyalty
  • cost sensitivity
  • social networks and activities
  • lifestyle
  • opinion about work
  • interests and family life
  • attitude regarding self-esteem.

The psychographic data set is complementary to the demographic, spending, product usage, and media usage data products. It describes what customers may think and how they may value the brand and cost of products and services. Leveraging the power of psychographics can help companies position their products and services to meet the consumers’ desires and budgets.

Cannabis Usage

This data product describes consumers’ attitudes towards and usage patterns of Cannabis at the 6-digit postal code level. It includes:

  • personal usage (recency and frequency)
  • medical usage
  • method of consumption
  • method of acquisition
  • quantity purchased past month
  • time and motivation of consumption and with whom
  • motivation to consume for potential users
  • non-user opinions on channels for access
  • social acceptability and views on consumption
  • effects of cannabis use and who should be educating on effects
  • public education channels
  • opinions regarding production, advertising, legalization, and regulation

Combining this data set with Vividata’s large Survey of the Canadian Consumer enables you to explore a wide range of consumer and market insight on product and media usage, shopping behavior, lifestyle and psychographics of Cannabis users, identify market potential, and select the best retailer locations. Health care providers can optimize resources to those who need cannabis products for medical uses and policy makers can develop education and communication programs targeted to the right audience.


OnPoint Weather is a data product from our partner: Weather Source LLC.

OnPoint Weather and Climate provide comprehensive weather and climate data on a historical, current, and forecast basis. Variables include temperature, precipitation, wind speed, cloud cover, humidity, solar radiation, surface pressure, wet & dry bulb, perils and storm warnings, average, standard deviation.

Consumer Insurance Behaviour

This data product measures consumers’ consumer’s knowledge, abilities, and behaviour concerning their insurance. It includes:

  • demographics
  • income
  • dwelling information
  • insurance ownership
  • insurance switching
  • indicators of insurance knowledge and financial behaviours
  • insurance spending/premiums and face value
  • automobile information
  • automobile repairs
  • psychographics related to insurance
  • legal issues
  • estate planning
  • healthcare
  • services booked for vacations

This insurance-related information is used by financial institutions, insurance companies, travel companies, and utilities for pricing, market analysis, trade area analysis, competitive analysis, economic planning, and targeted marketing.

Canadian Housing Activities

Construct a strong understanding of new markets, custom areas, housing and home improvement trends, or housing affordability. Categories include:

  • Number of dwellings sold annually.
  • Home improvement spending, shopping, and services
  • Dwelling age
  • Rebuild score
  • Home/vacation home/first home ownership
  • Dwelling value
  • Mortgages

Municipalities use this for land development and economic development. Retailers and manufacturers of home hardware, moving companies, and storage companies can use this data product to gain customer insight; perform trade area analysis; estimate market potential; tailor communication and identify the best prospects. This information can also be valuable for land developers and real estate consultants to track the development and value of older or new neighbourhoods.

Consumer Healthcare Patterns  

Stitch together a comprehensive picture of consumers’ healthcare needs, health-related spending, healthcare patterns, and health conditions. Categories include:

  • Health conditions
  • Sun safety
  • Pain relievers
  • Maternal experience
  • And so much more!

CPG companies use this data product to find top prospects for baby food, vitamins, and nutritional supplements. Retailers including grocers and pharmacies use this data product to do demand forecasting, optimize product placement, and to contextualize ads in local store trade areas for sun safety, oral care, food, alcohol, pain relievers, baby food, and vitamins or nutritional supplements. Home care and all retailers, including home improvement and sporting good retailers can use this data product to gain customer insight; perform trade area analysis; estimate market potential; tailor communication and identify the best prospects. Insurance companies use this data product to find more new customers. Pharmaceuticals use this data product to optimize distribution.

Consumer Donor Clusters

Giving heart people

This is a cluster system of Canadian donors. It segments Canadian donors based on their 6-digit postal code. Each cluster consists of households who share key characteristics in giving patterns (e.g. donation amount, types of organizations supported, methods of donation-lotteries vs. others), demographics (e.g. age/life stage, education, religion, income, occupation, total assets, financial obligations), geography, and consumer behaviour (e.g. interests).

Canadian Travel Patterns  

Canadian Travel Patterns

Explore where and when people like to travel, as well as how they like to travel (activities, transportation, accommodations, travel packages etc.). Categories include:

  • Number of trips and visits by quarter
  • Domestic trips to all of Canada’s major tourism regions, CMAs
  • Trips to over 150 foreign countries/regions
  • The main reasons for trips
  • Primary airports and ports of entry used
  • The types of domestic or international travel packages that are booked
  • The cost of the travel packages
  • Trip duration
  • Type of accommodations
  • Activities during trips
  • Costs of activities

Airlines, tour operators, and travel agencies can use Canadian Travel Patterns to predict profitability of routes and flights, determine how many flights to add back, which airports will see the most traffic and which routes will see the most demand throughout the recovery, determine the travel packages you offer/market first

Municipalities, tourism regions, and tourism boards can use Canadian Travel Patterns to determine for each market that tourists come from: which factors do tourists care about when they travel, which factors will draw tourists to your target region, which factors to highlight in ads and tourism marketing, which factors to further develop, and the potential impact of travel spending.

Sports Fans and Followers

Sports and eSports Fans and Followers

Score big with our Sports Fans and Followers data product. Learn about consumers’ favourite teams, their time spent following a team, their likelihood to visit a game in person, and even what eSports games they are most likely to play. Categories included in this product are:

  •       Following Events
  •       Hockey & Football
  •       Basketball & Baseball
  •       Soccer
  •       Sports Followers
  •       Sports Fandoms
  •       Live Events – Attend
  •       Live Events – Follow
  •       Source of Sports News
  •       eSports Followers
  •       eSports Fandoms
  •       Video Games & Bets

Media, CPG, retail, sports leagues, entertainment, and sportsbooks companies use this data product to accurately target fans of sports and eSports. Financial services companies and other companies use this data product to support affinity marketing. Your business can leverage this product to properly engage with consumers and create effective sponsorship and advertising opportunities.