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Market
Research
Business Intelligence
Tools & Resources
Member of MRIA
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Demographic Targeting
Use Our Data to Find the Right People
SM Research can provide multiple methods using demographic, attitudinal and behavioural data to target the samples.
The standard Census information by Statistics Canada
There are over 1000 variables to choose. The most common variables are:
- The incidence rate of the population with the targeted age and gender
- The incidence rate of family with children
- The incidence rate of home owners or renters
- Average household income
- Average dwelling value
The consumer profile from BBM RTS
BBM conducts national surveys and publishes the data twice a year. In this large scale survey, there are over 5000 consumer profile
variables that can be chosen. This method is especially useful for targetting the small incidence samples, for example:
- Snowmobile users - The overall incidence rate is about 5%. We can greatly raise the sample incidence rate by selecting the high usage areas.
- Regular curling players - The overall incidence rate is below 2%. We can greatly raise the sample incidence rate by selecting the high usage areas.
The pinpointed samples from ICOM Canada
ICOM Canada gathers millions of residential records collected from their mailed questionnaires. In this database the households meeting
specific conditions can be requested. The available conditions are:
- Any geography can be targeted at the PC level
- Major demographics, such as Age & Gender, Household Size, Household Income, Marital Status, Home Ownership, Employment, and more
- Consumer behaviours, such as Banking, Credit Card Usage, Investment, Car Ownership, Internet Access, Hobby, Home & Garden,
Leisure Activity, Mail Order, Pets, Reading, Sporting, Social Concerns, Travel, Important Event Attendance, Nutritional & Diet,
Health, and more
Popularly used consumer cluster
The consumer cluster system "Canacode" developed by Manifold Datamining Inc targets consumers at the postal code level.
SMR Index
Based on the CHAID tree analysis, SM Research can attach an index value to each consumer. The value is calculated by the expected incidence
rate of the consumer against the overall incidence rate of the population. Therefore, the higher the index value, the better targeted the record is.
SM Research has used this technique to help many companies to reach their potential consumers that usually are difficult to reach because the
overall incidence rate is too low.
E-mail or contact us for more information.
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