Opticks Powered by Vividata

Opticks Powered by Vividata helps companies, government agencies and not-for-profits build lifestyle and media profiles of their customers that can improve the effectiveness of their media and marketing initiatives. Vividata conducts Canada's leading syndicated study for single-source data on cross-media audiences, consumer behaviour, product usage and lifestyles. Based on a rolling 52-week online survey sample of approximately 38,000 respondents, Opticks Powered by Vividata includes more than 4,500 variables across a broad range of products, activities, services and media choices. The database offers extensive and robust data available at the postal code level. Users must be Vividata members.

Below you will find a short video that covers product details, sources, methodology, applications and key questions about this product. Watching this video will provide you with an overview of the product and give you some ideas for how it can be used in your own work.

Following the video, there are some additional resources linked for your reference: release notes, variable list and metadata.  

Additional Resources:
Opticks Powered by Vividata Release Notes
Opticks Powered by Vividata Variable List
Opticks Powered by Vividata Metadata

 

FAQs:

What do the quintiles represent in Opticks Vividata?

Please note that the details below correspond to Opticks Vividata 2019 variables and are subject to change.

Quintiles

Quintile bands are used to categorize media usage. They are broken out by light, medium/light, medium, medium/heavy and heavy usage. The table below shows the usage that corresponds to each quintile band. 

 


Light


Medium/Light


Medium


Medium/Heavy


Heavy

 
TV
(avg. week)


< 8.51 hrs


8.51 – 13.50 hrs


13.51 – 21.00 hrs


21.01 – 35.00 hrs


35.01 + hrs

 
Magazine
(avg. month)


< 0.131 
issues


0.132 – 0.765 issues


0.766 – 1.752 issues


1.753 – 3.544 issues


3.545 + 
issues

 
Digital Magazine
(avg. month)


< 0.5 
issues


0.5 – 1.0 
issues


1.1 – 3.5 
issues


3.6 – 10.5 
issues


10.6 + issues

 
Internet
(avg. week)


< 8.51 hrs


8.51 – 17.50 hrs


17.51 – 21.00 hrs


21.01 – 36.00 hrs


36.01 + hrs

 
Mobile Internet
(avg. week)


< 4.01 hrs


N/A 


4.01 – 21.00 hrs


 N/A


21.01 + hrs


  Newspaper
(avg. week)


< 0.001 
issues


0.001 – 0.125 issues


0.126 – 1.375 issues


1.376 – 4.125 issues


4.126 + 
issues

 
Digital Newspaper
(avg. month)


< 0.5 
issues


0.5 – 2.0 
issues


2.1 – 9.5 
issues


9.6 – 34.5 issues


34.6 + issues

 
Radio
(avg. week)


< 3.01 hrs


3.01 – 6.90 hrs


6.91 – 10.50 hrs


10.51 – 14.00 hrs


14.01 + hrs

 

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