Opticks Powered by Vividata (Gender) is Canada's premier gender-based behavioural database that offers 4,135 variables for those identifying as male or female across 48 population-based categories. Respondents to Vividata's syndicated study from those genders are used to generate the lifestyle and media behavioural estimates that pertain to each group. Separating male and female data helps to answer two important needs:
- Identify if men or women are more likely to purchase or partake in an activity?
- Personify PRIZM target groups by gender.
Note: While EA as a company respects all gender identities, the current version of Vividata (Gender) currently only includes male and female genders. Limitations in reporting of other gender identities are primarily related to low sample sizes.
Opticks Powered by Vividata (Gender) helps companies, government agencies and not-for-profits better understand their customers for a range of media and marketing applications. Opticks Powered by Vividata (Gender) is offered as an add-on option to our Opticks Powered by Vividata product, and users must be Vividata members.
Below, you will find some additional resources linked for your reference: release notes, variables list, metadata and a 'How to Use' document.