The views and opinions expressed in the interviews published on Made in CA are those of the interviewees and do not reflect the official policy or position of Made in CA.

The information provided through these interviews is for informational purposes only and does not constitute an endorsement or recommendation of any products, services, or individuals featured. We strongly encourage readers to consult with appropriate professionals or authorities in the relevant fields for accurate information and advice.

Pat Pellegrini

Vividata is Canada’s authoritative source for insights on cross-media and consumer behaviour and the leading provider of cross-platform audience measurement. Vividata is governed by a board of directors representing the interests of Canadian media companies, agencies and advertisers.

Along with offering the largest syndicated study in the country, the SCC | Study of the Canadian Consumer, Vividata delivers niche studies and bespoke solutions for a deeper look into consumer behaviour. Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strategic partnerships, Vividata provides a complete suite of unified solutions for actionable data.

Metrica is Vividata’s passive measurement panel of digital consumers, capturing the complete picture of digital device usage in Canada. Through device metering technology embedded into the devices of opted-in participants and intelligent data science. Metrica transforms the digital activities of Canadians into new behavioural insights.

Tell us about yourself?

I began my career as an academic at The Ohio State University as a Geography professor. I was drawn to Geography because it has both quantitative and qualitative aspects, so research questions and issues are examined in a comprehensive way. Geodemographics in practice followed my academic life, and media and consumer research were the natural next steps in my education. Running Simmons in the US and now Vividata in Canada are ideal situations to use all my experience.

If you could go back in time a year or two, what piece of advice would you give yourself?

Focus on a few areas to perfect and don’t get distracted from achieving those goals. It is a process. Believe in the process!

What problem does your business solve?

We provide an important one-stop shop for all media planning and buying, consumer insights, audience intelligence and cross-media measurement in Canada, including digital consumer insights from Canada’s only passive measurement panel. This allows marketers, agencies, planners, media companies and publishers to make strong strategic decisions and investments.

What is the inspiration behind your business?

Pat Pellegrini in a Segment on ZoomerTV About Cannabis for Wellness
Pat Pellegrini in a Segment on ZoomerTV About Cannabis for Wellness

I want to know what all Canadians are thinking, doing, reading, watching, buying and their attitudes across hundreds of areas. Filling any gaps in understanding Canadians – from how they feel about cannabis products and pricing to luxury cars and EVS to what media they love to consume or not – is an obsession for the Vividata team!

What is your magic sauce?

We are a small, close-knit team that is hyper-focused on providing better value to our members and for being thought leaders in media and consumer research. And we get things done much faster and more efficiently than anyone would imagine.

What is the plan for the next 5 years? What do you want to achieve?

To bring ground-breaking new measurement and insights products to Canada all while delivering the essential media and consumer insights that our members count on daily. We will remain guided by our strategic pillars to be the truth-set, mindset and measurement science leaders in Canada.

What is the biggest challenge you’ve faced so far?

Changing perceptions of the “old” Vividata and the way things used to get done. Inertia in marketing and perhaps other industries is so strong, but we are changing those perceptions each day. It is surprising how much messaging, and information exchange is required before clients see the new products you have and how they can help them be successful.

How can people get involved?

To reach us, please email us at!