Media Repertoires of Small Business Owners

A new way of segmenting Canadian small business owners by their media preferences

Working with the Toronto-based marketing firm Junction 59, Audience Lab analyzed resulting data from a nationwide large-scale survey concerned with small business owners and their media habits. The data was analyzed through SPSS, using factor analysis techniques. The resulting findings developed media repertoires that represent a novel way of looking at Canadian small business owners, their communication habits, and media preferences.