Vividata, Manifold Link for Canadian Consumer Insights
December 2 2019
Canadian consumer and audience insights company Vividata has announced a partnership with consumer segmentation specialist Manifold Data Mining, applying the latter’s Polaris Intelligence platform to the former’s large-scale, established research studies.
Applying filtering and deep learning techniques to Vividata’s Survey of the Canadian Consumer (SCC) – with nearly 40,000 respondents (aged 14+) and more than 60,000 variables – Manifold has extrapolated the survey to the six-digit postal code level. For each such neighbourhood the new product provides estimates of what products consumers buy, where and how often they shop, how much they spend, which media channels they use, their lifestyles and their attitudes.
Polaris Intelligence has also been applied to the Consumer Cannabis Study conducted by Vivintel, Vivdata’s custom research arm, providing insights to cannabis brands, media and government. The combination promises improved understanding of adult use, health and wellness, and potential cannabis consumers.
Zhen Mei, President of Manifold, describes the Survey of the Canadian Consumer as an ‘excellent source for behavioural and psychographic insights’. Tosha Kirk, VP of Client Services at Vividata, adds: ‘Manifold’s segmentation, mapping, and trade area analysis, when combined with Vividata’s studies, provide insights into Canadian consumers at micro- geographic levels. Connecting all these dots with analytics and actionable insight will help marketers grow their business sustainably’.