The Duvernay shale, equivalent to the Devonian age Muskwa member of the Horn River Group, is a major resource play in the Western Canadian Sedimentary Basin. The Duvernay shale is rich in organic matter and, depending upon situation within the basin, produces gas, natural gas liquids, or oil. It is commonly believed to be the source rock for the Leduc reef, Nisku, and Wabamun carbonate plays. With the development of horizontal drilling, and multi-stage hydraulic fracturing, the Duvernay is a desirable exploration target, especially within the condensate window. The rock type varies in accordance with its position in the depositional basin; near Leduc reef buildups, there is reef debris, whereas away from the reef it is deposited in a carbonate bank environment. Vertical wells and cores are evaluated for rock properties, total organic hydrocarbon content, and suitability for further development. Microseismic surveys are routinely carried out for Duvernay well completions to monitor the induced fractures and seismicity. There is often a discrepancy between the homogeneous reservoir assumption, and the observed microseismic events. Prestack seismic inversions can provide valuable information about reservoir characterization and fractures. Prestack seismic attributes such as Poisson's Ratio, Young's Modulus, brittleness, P and S impedances can be extracted from inverted seismic data. AVO inversion may provide information about density and orientation of natural fracture network. A common assumption made in horizontal drilling programs is that the lithology is homogeneous, and that fracture orientations are determined by the direction of maximum horizontal stress. This is not always the case, as observed in microseismic observations following a completion program. Lithology and preexisting fractures play a significant role in determining the size and patterns of the newly induced fractures. Seismic attributes can be combined with geological mapping, and a combined reservoir characterization map can be produced. Meaningful facies relationships can be established between seismic attributes, reservoir quality, and lithofacies. Seismic reservoir characterization can give relationships between rock properties, hydraulic fracture performance, and hydrocarbon production. The seismically mapped brittleness variations may explain why observed micro seismicity departs from the homogeneous lithology assumption