Automotive

Understand vehicle ownership, purchase intent, brand perception, media consumption and emerging mobility trends using a combination of vehicle data and survey-based insights.

For forward-looking automotive planning, Environics Analytics provides continuously updated automotive intelligence through Canada’s leading consumer and media surveys.

Survey-Based Automotive Insights

Our survey products deliver up-to-date insights into automotive attitudes, intent, and behaviour, independent of vehicle registration data.

We bring together two leading Canadian consumer datasets—Opticks Powered by Numeris and Opticks Powered by Vividata—to deliver a rich, end‑to‑end view of how Canadians own, use, research, purchase their vehicles, and how automotive behaviours intersect with media consumption and daily life.

While both datasets cover core automotive behaviours such as vehicle ownership, purchase intent and usage, they serve distinct purposes: Numeris focuses on connecting automotive behaviours to media exposure, driving patterns and spend, while Vividata goes deeper into consumer attitudes, psychographics, features and motivations behind vehicle choice.

Opticks Powered by Numeris

Automotive data covers vehicle ownership, driving behaviour, purchase intent, dealership activity, fuel-spend and in-vehicle media habits.

Opticks Powered by Numeris answers key questions like:

Who is most likely to purchase or lease a vehicle in the next year?
What vehicle types and price ranges are different audiences considering?
Which brands resonate with specific consumer segments?
Where are consumers researching and shopping before purchase?
Which segments drive more and require more service or fuel?

Opticks Powered by Vividata

Vehicle ownership, purchase intent, usage, services, fuel types and automotive attitudes—delivering a complete view of how Canadians buy, drive, and maintain vehicles.

Opticks Powered by Vividata answers key questions like:

Who owns which types of vehicles today?
Which consumers are most likely to purchase or lease in the next year?
How do EV intenders differ from gas or hybrid buyers—in attitudes, lifestyle and media behaviour?
What features matter most?
How do maintenance habits and service spend vary by vehicle type?
Which media channels and information sources influence automotive decisions?
How do attitudes toward innovation, sustainability and luxury shape brand consideration?

Vehicle Registration-Based Products (Latest Data: 2024)

Vehicle registration data—offering segment, make and model-level detail—remains a foundational input for market analysis, competitive benchmarking and transportation modelling.

Our registration-based automotive products are current to the 2024 data vintage, with no additional updates planned:

EVTrends  uses detailed, quarterly registration data for electric, plug-in and hybrid vehicles to track sales and predict where the market is going as consumer adoption and incentives change.
AutoView provides detailed data and insights to understand the competitive automotive landscape through tracking new vehicle registrations (NVR) and total vehicles in operation (TVIO) that have been provincially registered.

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Segmentation

Create a comprehensive picture of your customers according to their shared demographic, lifestyle and behavioural traits. Discover where they live and understand their preferences to create more effective marketing strategies. In addition to custom segmentation services, we offer four off-the-shelf segmentation systems, including PRIZM®, Canada’s leading consumer segmentation system.

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Behavioural

Develop engaging media and marketing strategies by understanding the behaviours, preferences and attitudes of your target market. We partner with leading data and survey providers to produce 12 databases that offer insights on a range of topics, from media and shopping habits to attitudes on charitable giving and the environment. All of our behavioural data can be linked to PRIZM® segments and are available at the postal code level.

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Expert Insights ›

Our industry experts publish timely analysis of government data releases, opinions on industry trends and insights on how organizations are embracing big data and analytics to help you stay informed.

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