"Show me the numbers!"
You may have already have an idea about who is your customer or target market, where they live, and why they might buy your product. But what evidence do you have? You will need to do some research to find facts and data to support, or possibly tweak, your ideas. You need demographic and psycho(demo)graphic information.
Demographics - Who is buying? - You will want to collect some facts about age, gender, education, or population group that your customer might belong to (e.g. Baby Boomer? Generation X? Millennials or Generation Y? Tweens?) etc.
Psychographics - What people buy? Why they buy? You will also want to collect some information about the personality behind the facts, or psychographic information about your customer. What are their values, ethics, attitudes, taste, hobbies, interests? What is their lifestyle? What characteristics will help predict what or why people behave or purchase in a certain way. Does your customer belong to a population group or generational group (as above, Baby Boomer? General X? Millennials of Generation Y? Tweens?)
Geographics - Where does your customer live? You will need to research geographic information such as how many of your customers live within your geographic area (local, regional, national, worldwide)
Governments are a good source of statistical information at national, provincial/state, or local levels. Statistics Canada, for example, "produces statistics that help Canadians better understand their country—its population, resources, economy, society and culture" so it would be likely be a great source to consult.
Associations may also gather information about their members, populations they serve, or target markets.
Library books and databases may also contain the information you need.
FP Markets - Canadian Demographics - This book is a great place to start! Contains population data and characteristics (e.g. income levels, education levels) for Canada, each province, and major cities. Also provides psycho-demographic descriptions and numbers! (Please note this annual volume ceased in 2012 but it is still a great place to start!)
Statistics Canada :
"Statistics Canada produces statistics that help Canadians better understand their country—its population, resources, economy, society and culture."
Check local government sites as well (e.g. Vancouver, Richmond, Surrey, etc.) for information about the people that live and work in particular communities. A simple way to zero in on information is to do a web search for the city/community with terms such as "demographics" or "population" or "statistics".
For example: Richmond statistics
See also our Library Guide for Statistics
Search for articles using the term "psychographics" or "characteristics" as an added descriptor, or search on a group name (e.g. Seniors, Baby Boomers, Generation X). You may find that group name definitions are "fluid". Have a look at these sites and compare! From WJS Generations X, Y, Z and others; From Knoema Population by age and generation; From Pew Research Millennials Overtake BabyBoomers...
Start with articles indexes like:
There are a variety of sources to consult for information about an industry (industry overviews, outlook, trends). These will include library databases and government sites.
Start your searches with keywords that describe the industry you are researching, but be on the look out for mention of NAICs codes!
Look up your NAICs code here
Start with these library databases:
Journals (print and online)
Performance Apparel Markets
Print and Online access available. For print copies please ask for it at the Checkout Desk at Richmond Campus
Also try Associations and organizations
Look for Company Websites
Is the Company you're researching Public? or Private?
The Design Programs at KPU use APA style to document sources.
When writing a research paper, you must always cite any sources that you have consulted. You must acknowledge when you are using the ideas, information, arguments, phrases or any other intellectual or creative output by another person. Not to do so is referred to as plagiarism. Plagiarism is a serious offense that carries with it severe academic consequences, but that can largely be avoided by always citing your resources.
Common examples of plagiarism:
Find out more about Plagiarism