Below are three library databases with consumer profiles, trends, demographics and product research. Plus several useful websites and documents on psychographics from market research company Environics. Resources that count as Library sources are Passport, IBISWorld, Statista and Environics' PRIZM.

I. Video for this section

Databases 

• Passport GMID: consumer profiles, trends and psychographics, and market research reports from Euromonitor. Look for the search box along the top of the page.NEW: You may be asked to do a one-time registration. Search examples: 

​consumer canada  (the Consumer lifestyles in Canada report provides great insight for trends for all age groups)
megatrends canada
hair care canada
luxury canada
menswear canada
childrenswear canada
wearables canada

Once you find a report:
1. Items under the ANALYSIS tab have the most information.
2. Check the date (2022 - 2024 is preferred).
3. Download documents to PDF to print or save. Do not save the web address. 
4. Look for links that lead to "Related" content.

Reference examples:

Euromonitor. (2023). Megatrends in Canada. Passport GMID. http://www.portal.euromonitor.com
Euromonitor. (2024a). Chocolate confectionary in Canada. Passport GMID. http://www.portal.euromonitor.com
Euromonitor. (2024b). Consumer lifestyles in Canada. Passport GMID. http://www.portal.euromonitor.com

Intext: (Euromonitor, 2024b, p. 6).

• Statista: Statistics and reports. Search examples: camping canada, hiking canada, snowmobile, fishing, commuting, cyclists, children, boomers, luxury. Orange icon = large report. Use the Content Type menu on the right to find large Reports, Topics and Market Insights. "Target audience" reports include consumer lifestyles TIPs: click "Source Link" to find more info.
   
• IBISWorld - product and industry reports. Click the "Download arrow" to get the full report. One word searches usually work well: sunglasses.

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Websites: 

• Calgary Census 2021: The larger Calgary and Canadian census done every 5 years. Tip: includes commuting and children.
• Calgary Economic Development: Calgary demographics
• Alberta population projections to 2051
• Pew Research - mainly US; great free reports on Millennial, Gen Z, Boomer, Gen X consumer trends
   

Psychographics (behaviours, beliefs, interests, values)

Google  and Google News search examples:

generation alpha canada
RVing canada
ecotourism trends
calgary bicycle commuters
commuter demographics canada
canadian parents
luxury trends
gen z spending canada
​

Assessing Sources
Practically all of the resources on this page are established market research companies or news sites. However, if you are using regular Google, you should double-check credibility. 

• Author: who is the author and why have they provided this information? Is anyone quoted in the article? Are they an authority? If they provide statistics where did they get these from? For example, never quote Wikipedia directly but go to the original source for any facts or statistics. Is the source a legitimate news site? Most articles found through Google News are acceptable. Press releases for expensive market research reports do show up on Google News. You should be able to find a "free for MRU students" Canadian report on the first three databases on this page.

• Date: use information that is no older than 3 years. The Covid-era (post 2021) has impacted most of this assignment.

III. Video for this section

MRU guide to APA citation and the MRU Guide to APA style (2024-2025).

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If you use pdf documents its worth including the page number: (Environics, 2023, p. 77).
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