Opticks Powered by Vividata (Gender) delivers gender-based behavioural insights including 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 including 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.
Below are some additional resources linked for your reference.
ENVISION Tutorials
How-to-Read ENVISION Reports
Additional Resources
How to Use Opticks Powered by Vividata (Gender)
What you should know before using this data:
- Opticks Powered by Vividata (Gender) was derived from all population-based variables from our Opticks Powered by Vividata product and modelled by gender.
- Each Variable ID is appended with either “_M” or “_F” to denote male- or female-based variables, respectively.
The same data can be used to answer two different questions by changing the base variable. Total Household Population 14+ should be used as a base when trying to understand which male or female gender is most likely to score highest for a certain behaviour. If analysis and marketing campaigns are gender specific, Total Household Population Male 14+ or Total Household Population Female 14+ should be used as the base. For instance, CPG companies can use Opticks Powered by Vividata (Gender) to understand which female or male segments are more likely to purchase certain personal care products.
ENVISION uses Total Household Population 14+ as a default base for Opticks Powered by Vividata (Gender). To access the Total Household Population Male 14+ or the Total Household Population Female 14+ bases within ENVISION, we created custom tools and provided various options. These include:
- Profile Variable vs Variable feature found within the Profiles – Variable tool. This feature allows users to select custom variable benchmarks. This can also be used for consumption profiles, where the users can select the appropriate male or female incidence variable as the base.
- Variable Rankings Tools have been created for Trade Area, Target Group and customer-weighted reports.
- Mapping with custom benchmarks can be done by creating User Defined Variables.
- Executive Dashboards have also been made available.
Sample Size Considerations
-
Opticks Powered by Vividata (Gender) splits population variables
by male and female, making it possible to have variables with
low
responder samples. To reflect this low sample reality, a new
classification
schema was developed. Users should always use low-sample variables
with caution.
- (!) is used to indicate survey responder sample sizes between 250-499.
- (^) is used to indicate sample sizes that are less than 250.
- Opticks Powered by Vividata (Gender) is weighted to Male and Female Population 14+. ENVISION reports provide this count in addition to the % Penetration and Index fields. As data users, it is important to consider all metrics instead of focusing solely on variables with high Index scores. Segments with small counts should not be used unless they are used for niche products or on a case-by-case basis.