About the SCC | Study of the Canadian Consumer
High-quality and nationally representative, the SCC | Study of the Canadian Consumer by Vividata® is Canada’s authoritative single-source database for timely consumer and audience insights.
Benefits of the SCC | Study of the Canadian Consumer
Consumer Behaviour, Media Habits, Opinions and More, All in One Database
Understand Consumers in Canada
Delve into the lives of Canadians with industry-trusted data providing a complete view of media habits, consumer behaviour, and lifestyle choices.
Gain a Competitive Edge
Mitigate weaknesses and capitalize on opportunities by sizing and defining your consumers and those of your competitors.
Go Deeper with Segments And Profiles
Inform business and marketing strategies with the ability to build in-depth consumer segments and audience profiles.
Target to Greater Effect
Uncover the mix of media and content that matters most to both your current and potential consumers.
Why The SCC | Study of the Canadian Consumer
What Makes the SCC | Study of the Canadian Consumer An Industry-Leading Dataset
The most trusted view of consumers with a representative sample of 70,000+ Canadians
The SCC | Study of the Canadian Consumer surveys over 70,000 Canadians, in 50+ markets, every year, all while ensuring our sample is the closest representation of the population as possible - from where Canadians live, to their age, gender identify, income, ethnicity, and more.
60,000+ variables to help create more complete profiles of Canadians
From detail demographics, to media consumption, to product purchases, to opinions on financial wellbeing, the environment, shopping and more, with 60,000+ variables, the SCC | Study of the Canadian Consumer can help you identify, reach, and connect with Canadians in meaningful ways.
Detailed consumer data on 4,000+ brands for more in-depth competitive analysis
With detailed variables on over 4,000 brands, the SCC | Study of the Canadian Consumer can help you better assess your market's competitive landscape, from how to position your brand against rivals, to where to gain market share, to building more informed media strategies, and more.
The latest data, with regular updates every quarter.
Keep your finger on the pulse of new and emerging trends with access to updated releases of the SCC | Study of Canadian Consumer every 3 months.
Key Variables Featured
Create Smarter Insights With Variables That Describe The Real Lives of Canadians
Media Variables
- Linear TV, video streaming, radio/audio streaming, digital media, social, news media, and out-of-home
- Reach, frequency, time spent and more
- Advertising effectiveness and awareness
+ more
Consumer Variables
- All major consumer vertices including Automotive, Telco, CPG, Electronics, Travel and more.
- Usage/purchase recency and frequency
- 4000+ consumer brands
+ more
Behavioural Variables
- 800+ opinion statements for topics such as media, motivations, finance, health, advertising and more
- Travel, leisure activities, pets, and fitness
- Pre-built segments for easy analysis
+ more
What's New For Winter 2024
Level-up your insights with new variables and reports from the latest SCC | Study of the Canadian Consumer
New Variables
- Markets in Ontario
- Newcomers and Multicultural
- Television and Video Audiences
- Health and Beauty Consumers
- Automotive Consumers
- Shopping Behaviour
- Consumer Mindset and Attitudes
+more
New Report
Vividata’s latest Shopper Update takes an insightful look at some of the key Canadian consumer trends in Automotive and Travel, and it's FREE for members!
Vividata Members At A Glance
Join The 500+ Businesses and Institutions Gaining Deeper, More Relevant Consumer Insights With Vividata
Leading Media
Brands
Top Advertising Agencies
Leading Consumer
Brands
Top Educational Institutions
Membership Benefits
Gain A Competitive Edge With An Exclusive Vividata Membership
Dedicated Client Solutions Support
Added-value advice, training and support on how best to access, use, and draw insights from our data
Expert Insights and Custom Research
Access to our expert insights, survey and data teams to build custom studies, reports, consumer profiles and more, at discounted rates
Research Reports For Less
Insights from select custom or syndicated reports for free or at a discounted rate
