Video One: databases for secondary research

Three library databases with industry trends consumer profiles: 

IBISWORLD:  type in one or two words describing an industry or product for Canadian or US trends. Examples: renewables, organic food, software, concerts, dogs, education, sustainable ... Click the "Download" icon to save a report.
 

Passport GMID: product trends, consumer profiles, market research reports, company reports from Euromonitor. Look for the search box along the top of the page. Search examples:

consumer canada
skin care canada
video games canada​
street stalls canada
 

Once you find a report:
1. Check the date (2021 - 2023 is preferred).
2. Convert documents to PDF to save. Do not save the web address. 
3. Look for links that lead to "Related" content.
4. Click on the "Industries" tab at the top for more terms to search.
 

Statista - worldwide statistics and reports. e.g., calgary, cyclists canada, chocolate canada ... TIPs: click "Source Link" to find more info. An "orange" icon = large report. "Target audience" reports include consumer lifestyles.

Video Two: Calgary demographics and psychographics

Demographic

• Calgary Census 2021. The larger Statistics Canada census which comes out every 5 years. 
• Calgary Economic Development ; including the latest demographics
• Calgary Economic Development microsite (industry, consumer, retail information)

Psychographics of Canadians and Calgarians (opinions, interests, values)

Calgary and Canada 2022 (this is the latest available; you can upload this file into Google Sheets if you don't have Excel).

Google News and Google News Calgary search examples:
calgary innovations
calgary millennials
top technology trends 2023
cosmetics consumer trends
sustainable clothing retail