MTM
Census Tool

Understanding the Canadian population is critical for making smart business decisions, and Census data is one of the most powerful sources of information we have when it comes to postal code level precision. Leveraging this dataset can be challenging due to its size and complexity, which is why we have created the MTM Census Tool. The Census Tool is a powerful, custom-built interactive dashboard designed to analyse population statistics and support critical decision-making. The tool features geography-based demographic data on the Canadian population, custom-sourced from Statistics Canada to bring Census data into focus for you!

View Overview Report

Thousands of
Data Points
at a Granular Level

 

Over 70,000 Geographic Areas

There is no area too large or too small when it comes to understanding your target audience, and whether you want to understand the big picture or magnify the small, the Census Tool can help. Users can select geographies ranging from the entire country, provinces and the largest cities all the way down to the most granular level of FSAs or dissemination areas (400-700 people). You can even create custom combinations of geographies to better reflect your unique market or area of interest. With the Census Tool we know that one size doesn’t fit all!

Over 2,000 Demographic Variables

The MTM Census Tool helps users to deepen their understanding of Canadians and communities by harnessing the power of detailed demographics. With over 2,000 variables it’s possible to see population characteristics at the neighbourhood level : ethnic background, Indigenous identity, language, gender, dwelling type, occupation, commute, marital status, income, age and more!

How Can Your Organization Benefit From the MTM Census Tool?

Plan Your Marketing Initiatives

Optimize your marketing and ad campaigns to ensure you are connecting with your target audience.

Go Beyond Local and Make it Hyper-Local

Differentiate yourself from your competitors by knowing your community better than anyone else - country wide or all the way down to the street-level.

Develop Your Community Connections

Be an expert in your audience - understanding who you serve, how to communicate with them and meeting them where they are means you can serve them even better.

Make Your Dollars Go Farther

Being strategic with your time, your ad dollars and your efforts means that you can streamline costs and expenses.

5 Easy-to-Use Tools to Help You Leverage the Power of Census Data

Snapshot Tool

Save hours of your time with the click of a button. The user-friendly Snapshot Tool lets subscribers rapidly understand the key demographic features of individual geographies or tailored groupings and regions in just seconds. Instantly access essential population characteristics such as gender, ethnic composition, immigration status, Indigenous identity, age profile, official languages known, housing, employment, and education. You can also easily export your data tables for quick analysis and distribution.

Drilldown Tool

This is the tool with the sharpest focus letting you explore intersections across multiple demographic variables — up to three at a time — allowing users to uncover deeper, more meaningful insights by analyzing how different characteristics interact within a population. With up to 160,000 variable combinations available per geography, the Drilldown Tool empowers you to explore nuanced patterns, and profiles that truly reflect the complexity of Canadian communities.

Compare Tool

When it comes to decision-making, the Compare Tool empowers users to be more strategic in their outreach by enabling direct comparisons between any two geographies. Whether it's comparing a city to a province, one region to another or even two postal codes, users can analyze locations side by side across multiple demographic variables. Subscribers can easily identify key similarities and differences between areas — helping ensure their ad dollars, pop-ups, outreach efforts, and more are reaching the right audience, in the right place, at the right time.

Ranker Tool

Rank and prioritize geographies to focus your efforts where they’ll have the greatest impact. The Census Tool allows you to rank regions by the size of populations matching your target characteristics — such as age, income, ethnic composition, immigration status, language, housing, employment, education, and more. You can also sort geographies by key statistics like averages, medians, or percentages to identify areas that best align with your goals and provide the most strategic value.

Charter Tool

Easily visualize the distribution of any Census characteristic for any selected geography. Whether you're exploring demographics, housing, or labour and income indicators, you can display the data as a bar chart, pie chart, or table — whichever format best suits your needs. These visualizations make complex information easier to interpret, compare and share, helping you turn insights into action more efficiently. Users can also export the underlying data or copy the visual outputs for use in reports, presentations, or for further analysis.

Our Other Products

Check out our three other services - MTM 18+, Junior and Newcomers - for a more in depth analysis of the media habits of Canadians of all ages from coast to coast to coast.

MTM 18+

Target Sample: Francophones and Anglphones 18 years and older from across all regions of Canada including the North

A staple in the industry, MTM 18+ provides decades of research and data precision that is unparallelled to understand your target audience from coast to coast to coast

Junior

Target Sample: Francophone and Anglophone children between the ages of 2 to 17 years old from across all regions of Canada

MTM Jr. is the only survey of it’s kind in Canada which helps you to understand the media habits or your youngest audiences and consumers

Newcomers

Target Sample: Newcomers who have arrived in Canada in the last five years including students, refugees and landed immigrants

MTM Newcomers brings the media, technology and leisure habits of Canada’s most diverse residents into focus