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  

Current year estimates of population statistics including and related to age, dwelling, household, family, education, immigration, ethnicity, minority, home language, mother tongue, knowledge of other languages, labour force, employment, occupation, mobility, income, and religion.


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 motiviation 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.