Opticks Powered by Vividata
Improve your media and marketing effectiveness
Vividata conducts Canada’s leading syndicated study for single-source data on print readership, non-print media exposure, product usage and lifestyles. Opticks Powered by Vividata gives users access to comprehensive consumer insights across media, retail, lifestyle and behavioural topics.
Based on a rolling 52-week online survey of more than 71,000 Canadians, it delivers lifestyle and media profiles across more than 10,400 variables. With geographic detail at the postal code level, it supports customer profiling, media planning, audience segmentation and market analysis for businesses, governments and not-for-profits.
How does it compare?
Compared to Opticks Powered by Numeris, Opticks Powered by Vividata offers stronger print and cross-platform media measurement, broader coverage of consumer products and everyday purchasing behaviours, and deeper psychographic insights tied to attitudes and decision-making.
What’s new?
The 2026 release introduces expanded media measurement, deeper digital engagement insights and new variables across consumer behaviour, lifestyle and marketplace trends.
These updates reflect how Canadians engage with evolving media platforms, brands and daily activities.
Key Data Enhancements
Expanded media and content engagement - New magazine titles and enhanced digital readership measurement show how, when and where people engage with content. This includes frequency, time spent, access methods such as apps, social and search, and device usage.
Expanded out-of-home and mobility insights - New commuting behaviours, transportation modes and location-based variables such as Union Station usage provide clearer visibility into movement patterns and real-world exposure.
Broader lifestyle and consumer behaviour coverage - Additions across health, beauty, grocery, finance, pets and household spending create a more complete view of everyday behaviours and purchasing decisions.
Enhanced psychographic and sentiment tracking - New attitudinal variables capture perspectives on affordability, health, sustainability, Canadian identity and economic concerns. This supports a deeper understanding of consumer mindsets and decision drivers.
How it’s used
- Financial institutions can identify which magazines their customers read and which over-index compared to the general population. These insights help marketers optimise their media mix.
- Tourism organizations can analyse the travel habits of PRIZM® segments to understand where people go, how much they spend and what they do while travelling. This helps prioritise segments that drive visitors and revenue.
- Restaurants can identify neighbourhoods more likely to engage with direct mail. These insights help improve targeting and make better use of marketing budgets.
Sample questions it can answer
- Are my target groups heavy, medium or light users of TV, radio or print?
- What is the optimal media strategy to connect with my customers?
- Which restaurants and retailers do my target groups prefer?
- How does internet usage vary across my trade areas?
- What leisure activities do my best customers prefer and how should this shape marketing efforts?
Want to know more about Behavioural Data?
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More Data to Choose From
Enhance your data with our privacy-compliant, authoritative databases. Choose from over 60 databases including financial, demographic, segmentation and mobile movement data.
Demographic Data
Reach your best customers, track neighbourhood growth patterns and forecast trends with demographic data. We offer five proprietary, privacy-compliant databases.
Segmentation Data
Create more effective marketing strategies with a comprehensive picture of your customers according to their shared demographic, lifestyle and behavioural traits.
Mobile Movement Data
MobileScapes helps you to identify who is visiting your locations. Understand where your customers live, work and how often they visit.
Join us for an upcoming webinar
Keep up to date on the latest trends that will affect your organization and discover the latest advancements in our services and product offerings. Register for upcoming webinars or access our past presentations.