Opticks eShopper by AskingCanadians

Opticks eShopper Powered by AskingCanadians™ offers 1,492 variables that describe the digital and offline marketplace behaviour of Canadians. The AskingCanadians™ eShopper survey is an online study of 9,726 respondents, which measures a wide range of online shopping behaviour, ranging from product research to purchase preferences, for all segments of Canadian society. As marketers seek ways to understand Canadian consumers better, the Opticks eShopper data provides vital insights into how different consumers are using the latest online technology in the purchase process. By learning how customers integrate digital technology into the retail experience, businesses can better design their marketing, messaging, and merchandising to reach their target customers effectively.

What’s New

The 2026 Opticks Powered by AskingCanadians eShopper data release introduces a significant expansion of variables capturing weekly online behaviours, providing deeper visibility into how Canadians engage across financial services, e-commerce, media, and everyday digital activities. New measures cover emerging behaviours such as robo-advisor investing, cryptocurrency trading, buy-now-pay-later usage, and food delivery and meal kit adoption, alongside more granular purchase frequency and transaction value tracking. The update also adds robust coverage of the end-to-end path to purchase for Electric Vehicles and Smart Home Products, including information gathering, purchase preferences, and customer service channels across online, mobile, in-person, and assisted touchpoints. Enhanced online research and spend allocation metrics now span a wide range of categories, giving a clearer view into how much time and money consumers allocate online versus offline. Finally, new attitudinal and marketing variables—including influencer-driven advertising response and loyalty program incentives—help businesses better understand what drives consumer decision-making in today’s digital-first environment.