Researching a Company, Product, Service, or Industry

Market research is essential for any successful business venture. In order to get started take a look at some of the resources available through the Library Learning Commons:

Do you have a great business idea? Conduct market research to back up your great idea:

• Search Google Trends. This tool provides information on the popularity of search terms, such as a specific topic, product or company. Users can also compare more than one topic.  (Coverage starts from 2004 and may be limited by geographical area).
• Browse Marketing Facts, a periodical published by the Canadian Marketing Association, to try and analyze key trends in your industry.

When conducting your research you may also be interested in looking at the type of consumers who buy products or services.

• Search Vividata (Formerly PMB) to find sample data on Canadian market and consumer behaviour.

You can also use demographic and/or statistical resources to find data on the location or area you are targeting:

• Census Profile (2011) - Search Statistics Canada’s 2011 Population Census by place name, postal code, or geographic code for demographic information.

• City of Toronto Demographic Information - Neighbourhood profiles developed from recent census information.

For further information on market research, check out our research guides on Demographics & Consumer Behaviour or Marketing Research.