Unlike other databases with articles and pre-generated reports, you get combine the variables you want to learn about your Canadian consumers and their preferences. Vividata provides access to their data through their platform Vivintel.
1. Log into your library account to access the Vividata username and password. These credentials will change periodically but the current username and password will be posted at the bottom of your library account page.
2. Open Vividata (Vivintel).
3. When you first access Vivintel, you will need to Create a Project. Please be aware that any CapU user will be able to view, modify, or delete any project. A project is neither private nor permanent.
Note: Vivintel is in beta. After January 31, 2025, users will bypass the project page and go directly into Tables.
You must export your tables before closing your session using the Export Excel function.
Once you are on the Tables page, you can build a table using variables (drag and drop from the list on the left column) into three cross-tab options:
In this example,
Looking at the table we generated,
The Totals column at the Totals row shows the number of Canadians ages 14+ and those who responded to the survey:
| Totals | What it means | |
|---|---|---|
| Totals Pop. (000) | 33,959 | 33,959,000 Canadians are 14+ |
| Totals Sample | 52,106 | 52,106 Canadians 14+ were surveyed |
There is nothing to compare to for the %Col, % Row, and Index, so they remain at 100.
If we look one column over at British Columbia, here is how we can read the numbers on the Totals rows:
| Totals | British Columbia | What it means | |
|---|---|---|---|
| Totals Pop. (000) | 33,959 | 4,784 | 4,784,000 British Columbians are 14+ |
| Totals Sample | 52,106 | 6,504 | 6,504 British Columbians 14+ were surveyed |
| Totals % Col | 100.0 | 100.0 | N/A |
| Totals % Row | 100.0 | 14.1 | 14.1% of Canadians 14+ are British Columbians |
| Totals Index | 100 | 100 | N/A |
There is nothing to compare to for the %Col and Index, so they remain at 100.
Now if we look at the North Shore Mountains rows below the Totals rows, we can see both the Totals (Canadians 14+) and British Columbia data:
| Totals | British Columbia | What it means | |
|---|---|---|---|
| North Shore Mountains Pop. (000) | 538 | 199 | 538,000 Canadians 14+ have visited the North Shore Mountains in the past 12 months. 199,000 British Columbians 14+ have visited the North Shore Mountains in the past 12 months |
| North Shore Mountains Sample | 755 | 312 | 755 Canadians 14+ were surveyed. 312 British Columbians 14+ were surveyed. |
| North Shore Mountains % Col | 1.6 | 4.2 | 1.6% of Canadians 14+ have visited the North Shore Mountains in the past 12 months. 4.2% of British Columbians 14+ have visited the North Shore Mountains in the past 12 months. |
| North Shore Mountains % Row | 100.0 | 37.0 | 37% of North Shore Mountains visitors in the past 12 months were British Columbians 14+. |
| North Shore Mountains Index | 100 | 263 | British Columbians 14+ are over-represented (4.2/1.6 from the %Col row) among North Shore Mountains visitors, compared to the general population of Canadians 14+. This means British Columbians 14+ are far more likely to visit the North Shore Mountains than the general Canadian 14+ population. |
Note: Vivintel will highlight any index >110 in light blue and indexes >120 will be progressively darker blue.
If you want to combine variables in a base, column or row, you have some options:
| Options | What it does | Example |
|---|---|---|
| Separate | Creates two separate columns or rows in the table | one column of British Columbians and another column of heavy social media users |
| And | Combines the variables | one column of British Columbians who are heavy social media users |
| AndNot | Includes one but not the other variable(s) | one column of British Columbians who are not heavy social media users |
| Or | At least one of the variables must be met | one column of British Columbians, heavy social media users, and British Columbians who are heavy social media users |
Note: The default for variables dragged into a base, column or row is Or.
Tip: Just because you can add multiple variables, it doesn't mean that there is enough data available for statistically sound results. For example, if your sample is very small (15), it's not reasonable to extrapolate that those 15 people are representative of 34 million Canadians (if that's what your base is). If you try to generate a table where there is insufficient data, Vividata will warn you by adding sample flags in the cell.
You MUST export your table as an Excel file before closing your session. Use the three dots to the far right to show the "Export Excel" option
