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 print readership, non-print media exposure, product usage and lifestyles. Based on a rolling 52-week online survey sample of over 40,900 respondents, Opticks Powered by Vividata includes nearly 8,000 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.

How-to-Read ENVISION Reports

Additional Resources


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.

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.

Quintiles

Type of Media

Light Usage

Medium/Light Usage

Medium Usage

Medium/Heavy Usage

Heavy Usage

TV Usage (avg. week)

< 8.51 hours

8.51 – 13.50 hours

13.51 – 21.00 hours

21.01 – 35.00 hours

35.01 + hours

Magazine Usage (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 Usage (avg. month)

< 0.5 issues

0.5 – 1.0 issues

1.1 – 3.5 issues

3.6 – 10.5 issues

10.6 + issues

Internet Usage (avg. week)

< 8.51 hours

8.51 – 17.50 hours

17.51 – 21.00 hours

21.01 – 36.00 hours

36.01 + hours

Mobile Internet Usage (avg. week)

< 4.01 hours

N/A 

4.01 – 21.00 hours

 N/A

21.01 + hours

Newspaper Usage (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 Usage (avg. month)

< 0.5 issues

0.5 – 2.0 issues

2.1 – 9.5 issues

9.6 – 34.5 issues

34.6 + issues

Radio Usage (avg. week)

< 3.01 hours

3.01 – 6.90 hours

6.91 – 10.50 hours

10.51 – 14.00 hours

14.01 + hours