Opticks Powered by Vividata (Gender)

Opticks Powered by Vividata (Gender) delivers gender-based behavioural insights across Canada at the neighbourhood level. Using male and female respondents from Vividata’s syndicated study, this data provides detailed lifestyle and media profiles for each group.

By separating behaviours by gender, the data enables users to better understand which gender is more likely to purchase a product or engage in an activity, and the degree to which behaviours differ between male and female audiences.

This release includes 8,676 variables per gender across 52 population-based categories, covering a wide range of consumer, lifestyle and media topics.

Available at the postal code (FSALDU) level, Opticks Powered by Vividata (Gender) supports organizations—including businesses, government agencies and not-for-profits—in enhancing audience understanding for media planning, customer analysis and marketing applications.

Opticks Powered by Vividata (Gender) is offered as an add-on to the core Opticks Powered by Vividata data, and access is available to Vividata members.

While Environics Analytics respects all gender identities, this release currently includes male and female categories only. Representation of additional gender identities is limited due to sample size constraints within the underlying source data.

How it’s used

Auto makers and dealers can use Opticks Powered by Vividata (Gender) to personify their segments to understand behavioural differences between males and females, so they can adjust their strategies to better appeal to the untapped female market.
Government agencies can use Opticks Powered by Vividata (Gender) to determine which gender is more likely to respond to traditional media campaigns and can adjust the messaging based on their psychographic attitudes.
Packaged Good companies can use Opticks Powered by Vividata (Gender) to understand which female or male segments are more likely to purchase certain personal care products. This allows retailers and manufacturers to adopt better target market campaigns to help boost revenues and market share from the most responsive gender-based groups.

Sample questions it can answer

What are the media preferences of males and females?
Which female segment is more likely to purchase hair products?
What are the alcohol preferences of my segment and which gender group does it appeal to most?
Which psychographic attitudes appeal to my female segments so I can appeal to them in my next election?
What sports and leisure activities appeal most with my male segments?