Vividata
Vividata is Canada's tripartite non-profit consumer research organization providing cross-media audience and consumer intelligence through the SCC | Study of the Canadian Consumer, the Metrica passive digital panel, and specialized databases, serving over 500 brands, media companies, and advertising agencies via membership subscriptions, syndicated reports, and custom research.
- Company typePrivate
- Founded1983
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Vividata does
Vividata is Canada's authoritative cross-media consumer research organization, operating as a tripartite non-profit governed jointly by Canadian publishers, agencies, and advertisers. With roots in consumer research dating back over 40 years, the company serves more than 500 brands, media companies, and advertising agencies worldwide through a membership-based model anchored in its flagship SCC | Study of the Canadian Consumer — a probability-sampled, quarterly-published single-source survey of 40,000+ individuals covering demographics, psychographics, media consumption, purchasing behavior, and brand preferences. A Toronto-headquartered team of 11-50 employees operates from offices in Toronto and Montréal, with a Quebec-based representative supporting Francophone market engagement.
The company's technology platform fuses survey data with passive digital behavioral observations captured through Metrica, Canada's premier digital measurement panel with nearly 2 million passively-tracked observations annually. This fused architecture is extended through specialized modules including Vividata Spatial (postal-code-level geographic intelligence), SCC/Cannabis Consumer Database (1,000+ cannabis-specific variables), Multicultural Consumers Database, Sports & Esports Fandom Database, and Vividata DRIVERS (advertising effectiveness). Data is delivered through direct membership access, a self-service e-commerce portal at members.vividata.ca, third-party datamining platforms including Nielsen and Telmar, and direct integrations into media-owner platforms such as Quebecor Out-of-Home's Connect. Custom research and analytics are delivered through the Vivintel in-house services brand.
Revenue is generated through four streams: annual membership subscriptions with exclusive insights and discounted pricing; one-time report licensing ($499-$2,995 per report, with quarterly Cross-Media Updates at $795 and premium sports reports up to $2,995); professional services through Vivintel custom research; and data licensing royalties from technology integrations such as Vividata Spatial into Quebecor Connect. The 2026 launch of the Vividata AI Assistant for media planners marks the company's first disclosed AI-native product extension. Principal methodology partner is Ipsos Canada; technology and analytics partners include Manifold Data Mining and Shareablee. Vividata holds registered trademarks in Canada and foreign jurisdictions and is led by President and CEO Pat Pellegrini with Kirby Miller (House & Home Media) as Board Chair and Phillip Crawley (Globe and Mail) as Vice Chair.
Vividata firmographics
Firmographics- Name
- Vividata
- Legal name
- Vividata
- Website
- https://vividata.ca
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Vividata is Canada's tripartite non-profit consumer research organization providing cross-media audience and consumer intelligence through the SCC | Study of the Canadian Consumer, the Metrica passive digital panel, and specialized databases, serving over 500 brands, media companies, and advertising agencies via membership subscriptions, syndicated reports, and custom research.
- Ownership category
- akta.pro rank
Vividata industry classification
Industry- Product category
- Consumer Research and Cross-Media Measurement
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- akta.pro primary industry
- Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB)
- akta.pro secondary industry
- Quantitative Research & Survey Analytics (Survey Design, Sampling, Statistical Modeling) (MPAAALAF)
Keywords
Where Vividata is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Vividata business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Membership Subscriptions: Annual membership providing exclusive access to consumer and audience insights, member perks, and discounted report pricing. Over 500 worldwide brands, media companies, and advertising agencies are members.
- Research Reports: In-depth consumer and audience insight reports sold through the members.vividata.ca shop. Reports include SCC Cross-Media Updates (quarterly), Sports & Esports reports, Cannabis Consumer reports, and Multicultural Community reports ranging from $299 to $2,995 per report.
- Custom Research Services: Vividata's specialists in survey development, data integration, data fusion, and data analysis offer custom analysis and reports built in-house through their Vivintel division. Takes exhaustive datasets and provides actionable insights.
- Data Platform Licensing: Integration of Vividata data products (like Vividata Spatial) into third-party advertising platforms such as Quebecor Out-of-Home's Connect platform, enabling precise audience segmentation and campaign planning.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | SCC Cross-Media Update reports |
| One time/ perpetual license | Pay-as-you-go | Sports and Esports Reports |
| Subscription | Annual | Cannabis Consumer Database Access |
| Subscription | Annual | Membership Benefits |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
Vividata product offering
Product offeringCore offering
Vividata provides cross-media and consumer research data products for the Canadian market, anchored by the SCC | Study of the Canadian Consumer, a probability-based single-source database surveying 40,000+ individuals quarterly. Its offering combines survey research with passive digital measurement via the Metrica panel (capturing nearly 2 million passive observations) and delivers insights through the Vivintel data platform, third-party platforms (Nielsen, Telmar), and specialized databases covering multicultural, sports/esports, cannabis, and spatial audiences.
Product overview
Vividata is Canada's authoritative source for offline and online cross-media and consumer insights, offering a platform-plus-modules portfolio anchored by the SCC | Study of the Canadian Consumer as its flagship quarterly single-source database. This core product is complemented by supplementary databases covering Digital Consumers (SCC/Digital), Multicultural Consumers, Sports & Esports, Cannabis Consumers, and Vividata DRIVERS. Supporting the platform is Metrica, a passive digital measurement panel capturing nearly 2 million observations of Canadians' online behaviour, which is fused with the SCC data to create Metrica Fusion databases. Data is delivered through Vivintel (custom research), Nielsen, and Telmar datamining platforms, and is available as quarterly Cross-Media Update reports. The Vividata Spatial module adds hyper-local geographic intelligence for out-of-home advertising planning. All databases share the same fused architecture, enabling cross-variable analysis combining consumer demographics, psychographics, purchasing behaviour, media habits, and brand preferences.
Differentiator
Problem solved
Functional benefit
Brands
- Metrica: Canada's Premier Digital Measurement Panel - a passive digital measurement panel with nearly 2 million passively-tracked observations capturing online lives of Canadians
- SCC | Study of the Canadian Consumer
- Vividata Spatial
Products and services
- SCC | Study of the Canadian Consumer Vividata's flagship single-source database providing nationally representative consumer and audience insights across demographics, psychographics, media consumption, purchasing behavior, and brand preferences, published quarterly with over 40,000 survey respondents.
- SCC/Digital Database Digital consumer measurement combining passive digital measurement with survey research to transform Canadians' online behavior into actionable consumer insights, fused with the broader SCC database.
- Metrica Digital Measurement Panel Canada's premier digital measurement panel capturing nearly 2 million passively-tracked observations of Canadians' digital lives including videos streamed and products purchased, providing behavioral data fused with the SCC survey data.
- Multicultural Consumers Database
Quantifiable outcome
- Over 500 brands and media companies worldwide rely on Vividata for consumer insights
- +3 more outcomes
Companies that use Vividata
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
Vividata technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Vividata partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Quebecor Out-of-HomecoreQuebecor Out-of-Home is integrating Vividata Spatial into its Connect advertising platform, enabling advertisers to access deeper audience insights for out-of-home campaigns across Quebecor's network of 16,000 advertising faces. The partnership combines Vividata's consumer and cross-media data with hyper-local geographic intelligence at the postal code level for improved audience targeting and campaign planning precision.
- Manifold Data MiningcoreManifold Data Mining facilitated the integration of Vividata Spatial into Quebecor Out-of-Home's Connect platform, providing data science and technology capabilities. Manifold also partnered with Vividata to launch new analytics capabilities within Polaris Intelligence.
- Ipsos CanadacoreStrategic partnership where Ipsos Canada serves as Vividata's principal measurement partner for next-generation multimedia audience and consumer study measurement. Ipsos brings experience from leading readership studies in 40+ countries including UK, Australia, and Belgium to evolve Vividata's measurement methodology.
- KantarminorJoint study on trust in news published in 2018, exploring Canadian perspectives on information sources in the era of 'fake news', preferred sources, trust levels, and importance of journalistic quality.
Scale indicators11 records
Recent moves10 records
Expansion highlights6 records
Vividata competitors and assessment
Company assessmentDirect peers
- Numeris: Canada's official broadcast and digital audience measurement organization, operating as the Canadian equivalent of Nielsen for TV/radio ratings. Numeris is Vividata's closest functional peer in the Canadian cross-media measurement market, and the two organizations have historically collaborated on currency-grade measurement.
- comScore: Digital audience measurement firm specializing in passive panel-based cross-platform measurement, directly comparable to Vividata's Metrica panel. comScore operates internationally and offers comparable digital consumer insights that compete for the same media planning budgets.
- Environics Research: Canadian-owned market and social research firm offering consumer insights, public opinion polling, and custom research to brands, media, and government. Direct competitor in the Canadian consumer research segment where Vividata's SCC database competes.
- Maru/Blue: Canadian market research and insights firm offering consumer panels, custom research, and syndicated studies across North America. Maru/Blue competes directly for Canadian consumer research budgets and member relationships that Vividata serves.
Broad incumbents
- Ipsos Canada: Global market research leader and Vividata's principal measurement partner since 2018. Ipsos offers overlapping audience measurement and consumer research capabilities globally and in Canada, representing both a partner and a competitor as it continues to expand Canadian-specific syndicated offerings.
- Nielsen: Global audience measurement and consumer intelligence incumbent whose datamining platform also distributes Vividata data. Nielsen's global scale, syndicated ratings, and consumer panels overlap with Vividata's offerings at the international and Canadian level, making it both a distribution partner and a competitive threat.
- Kantar: Global market research and audience measurement firm with established Canadian operations and a co-development partnership history with Vividata (joint news trust study, 2018). Kantar competes across audience measurement, brand tracking, and consumer insights where Vividata operates.
- GfK: Global market research firm with consumer panels and audience measurement capabilities across multiple markets. GfK's consumer intelligence offerings overlap with Vividata's syndicated consumer research and pose competitive pressure in multinational member accounts.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Vividata social profiles
Digital presenceVividata financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vividata leadership team
Management profileNumber of profiles
Profiles6 records
Vividata funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vividata M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vividata
What does Vividata do?
Vividata provides cross-media and consumer research data products for the Canadian market, anchored by the SCC | Study of the Canadian Consumer, a probability-based single-source database surveying 40,000+ individuals quarterly. Its offering combines survey research with passive digital measurement via the Metrica panel (capturing nearly 2 million passive observations) and delivers insights through the Vivintel data platform, third-party platforms (Nielsen, Telmar), and specialized databases covering multicultural, sports/esports, cannabis, and spatial audiences.
Is Vividata a public or private company?
Vividata is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Vividata founded?
Vividata was founded in 1983. It employs 11 to 50 people.
Where is Vividata based?
Vividata is headquartered in Toronto, Canada, in the North America region.
How does Vividata make money?
Four revenue lines are on record. Membership Subscriptions are the primary driver. The others are research Reports, custom Research Services and data Platform Licensing.
Who are Vividata's main competitors?
Direct peers on record are Numeris, comScore, Environics Research and Maru/Blue. Broad incumbents are Ipsos Canada, Nielsen, Kantar and GfK.
Does Vividata have an API?
No public API is recorded for Vividata.
What industry is Vividata in?
Vividata's product category is Consumer Research and Cross-Media Measurement. Its primary akta.pro industry code is MPAAALAB, Syndicated Market Research (Panels, Omnibus, Tracker Studies), with a secondary code of MPAAALAF, Quantitative Research & Survey Analytics (Survey Design, Sampling, Statistical Modeling). Its NAICS code is 541910.