Get essential data and insights on Canada’s growing audience of culturally diverse consumers.
DEEP DIVE INTO KEY COMMUNITIES | VIVIDATA MULTICULTURAL
Get to Know Canada’s Largest Multicultural Communities
Vividata Multicultural extensively samples Canadians from distinct ethnic backgrounds, allowing more focus on key ethnic communities. Vividata’s latest release, Vividata Multicultural 2025 explores Chinese, South Asian and Filipino communities, giving a voice to Canada’s diverse and expanding consumer base
Chinese Consumers in Canada
With the growing number of Chinese living, working and studying in Canada, the need to understand this consumer segment is more important than ever for brands and marketers. To this aim, we surveyed Chinese adults across Canada to unearth even greater insights into this community and what makes them so unique, from the cultural events they celebrate to the ethnic media they consume.
South Asian Consumers in Canada
As one of the largest ethnic groups in the country, the South Asian community has become an ever more vibrant thread in the fabric of Canada. To better understand this consumer segment, we surveyed South Asian adults across Canada and can guide you on how to connect with this community in all its diversity.
Filipino Consumers in Canada
The Filipino-Canadian population is large and growing. Understanding the unique needs and wants of Filipino Canadians is key to reaching and resonating with this community in meaningful ways. Segment, profile and reach Filipino Canadians with hundreds of variables dedicated to the behaviours and preferences of this community.
MEDIA AND CONSUMER VERTICALS | VIVIDATA MULTICULTURAL
From What They Watch to Where They Shop
With Vividata Multicultural, you can dive deep into key diverse segments, creating complete profiles on diverse Canadians against core media and consumer verticals.
Key Multicultural Verticals:
- Cultural Events and Ethnic Festivals Celebrated/Attended
- Ethnicity, and Languages Spoken
- In-Language Media Consumption and Advertising Preferences
- Representation in Advertising
- Time Spent Living in Canada
- When Arrived in Canada
- Newcomers to Canada
- Purchasing Behaviour
- Brand Preferences
- + more!
Media Verticals:
- Advertising Effectiveness
- AM/FM Radio
- Digital Publishers
- Ethnic Media
- Out of Home
- Linear TV
- Local Media
- Print Publishers
- Social
- Streaming Radio/Audio
- Streaming TV/Video
Consumer Verticals:
- Automotive
- Banking & Finance
- Clothing and Apparel
- Entertainment
- Food Delivery
- Grocery & Confectionary
- Leisure & Lifestyle
- Real Estate
- Restaurants
- Shopping & Retail
- Sports
- Telco & Other Media Subscription Services
- Travel
SCC | STUDY OF THE CANADIAN CONSUMER
Expand Your View of Multicultural Consumers
Vividata’s SCC | Study of the Canadian Consumer offers a holistic cross-section of demographic, behavioural, and psychographic characteristics across Canada.
Leverage the SCC’s collection of variables relating to ethnic background to build customized targets and understand how key diverse communities fit into the national picture. Datapoints include:
- Generation
- Born in Canada & Parents Born in Canada
- Length of Time Lived in Canada
- Ethnic Background details including: 10+ Racialized Communities, 3 Indigenous Groups, and 100+ Heritage of Origins
Plus, explore dozens of variables specific to Newcomers to Canada, from vertices relating to planning decisions for arrival in Canada.
SCC | Study of the Canadian Consumer
Surveying 70,000+ Canadians, 365 days a year, Vividata’s SCC | Study of the Canadian Consumer is Canada’s authoritative source for consumer insights. With a representative sample of distinct ethnic groups and newcomers, the SCC captures the behaviours, preferences and opinions of key multicultural segments.
How To Access Our Data
Dive Into the Data with Easy-to-Use Analysis Tools
All of our research studies – including the Survey of the Canadian Consumer – are available through Vivintel, Nielsen, and Telmar datamining platforms, letting you cut and slice the data to your needs, with ease.
Have Us Build Custom Reports for You
Vividata offers custom analysis and reports built in-house by our insights team. Our reports take the time and guess work out of analysing exhaustive datasets so you can focus, get informed and make decisions.
Go Deeper with Data Science And Direct Data Delivery
Leverage our robust datasets in combination with your own first party data and take insights to a new, deeper level through sophisticated data integration and data segmentation.
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Vividata Membership
Get More As A Vividata Member
Join the over 500 worldwide brands, media companies, advertising agencies and more getting exclusive access to deeper, more relevant consumer and audience data and insights through a Vividata membership.
Custom Research
Gain Key Insights for Your Business Through Custom Research
Vividata’s specialists in survey development, data integration, data fusion, and data analysis, can help you navigate the complex seas of consumer research, ensuring you get the data and insights you need to reach potential and existing customers, more effectively.
