LibGuides UFV: Using Vividata: Vividata Variables

Overview of Vividata Variables

Vividata offers a rich mix of data about the Canadian consumer. The following documents provide an overview of the types of variables you'll find; it can be helpful to use these documents to identify variables that might be useful in formulating research statements.

Vividata Study Methodology and Coverage
Lists the categories of variables available within the survey: demographics; media products; consumer products and services; and personal characteristics and views (also referred to as psychographic statements).
Vividata Brands by Category
List of product, service and media brands captured by the survey. NOTE: Some brand data (e.g., vehicle models, restaurants) is considered premium content and is not part of the educational subscription. ALSO NOTE: For data on specific brands, you will need to use data from the Spring 2020 survey or earlier.
Vividata Psychographic Statements
Lists the personal characteristics and views of consumers captured by the survey.

Each variable is expressed as different measures; these are examples of measures for different types of variables:

Media

Personally read/viewed (specific publications or channels)
When last read/viewed
# Times read/viewed
Types read/viewed
Devices used to read/view
Time spent reading/viewing
Sections accessed
Activities while reading/viewing
Actions taken after seeing ad

Consumer Products and Services

Personally/household used/bought past x months
# times used past x days
Kinds/types personally used (any, most often, sometimes)
Brands personally used
$ spent past x months (for self, as gift)

Personal Characteristics and Views

Life Events:

Happened past x months
Expect to happen next x months

Views (any agree, 5 - Strongly agree, 4, 3, 2, 1 - Strongly disagree, any disagree)