A new study means companies around the world can find out what they and their consumers have in common.

The latest Backer Spielvogel Bates Globalscan study used the same nucleus of identical questions in the 21 countries surveyed, allowing it to profile product users throughout the world.

Among the countries surveyed are the u.s. and Mexico – Canada’s nafta partners.

Globalscan, a proprietary study fielded in Canada for bsb by Canadian Facts, creates a consumer/user profile covering demographics, attitudes, life expectations, media and leisure habits and a range of product/ category use data.

For example, Globalscan found 21% of males regularly do the principal grocery shopping; 24% of Canadians use a personal computer at work, and 23% of Canadians shop for non-food household items at warehouse clubs.

As in previous studies, Globalscan found the ‘Canadian Striver’ represents almost one-quarter of adults 18+; that this group is weighted towards men, those who are single (never married), and particularly evident on the Prairies.

Strivers are heavy smokers and beer drinkers.