Fifteen Years of Asking Better Questions
July 3, 2025
Today is Abacus Data’s 15th birthday.
What started as a two-person firm in Ottawa with a bold idea that great research could help leaders make better decisions, has grown into a team of 15 exceptional people based in Ottawa, Toronto, Hamilton, London, Edmonton, and now, Halifax.
It’s a moment of reflection. But more than that, it’s a celebration of what we’ve built together: a company that is now, I believe, the most influential, most impactful, and most sought-after polling and market research firm in Canada.
We didn’t get here by luck. We got here by choosing a different path, staying true to our values, and delivering consistent, thoughtful, and independent work.
2025: A Year That Put Us to the Test
This past year tested everything we’ve built.
The 2025 federal election gave us the opportunity to show what we do best: ask better questions, see beyond the headlines and horserace, and provide insights that truly matter. I’m incredibly proud of the quality of work we produced – from our deep-dive analysis of what was driving public opinion, to models that helped explain vote choices.
We didn’t just follow the campaign—we shaped how it was understood. Our research helped journalists, political leaders, advocacy groups, and everyday Canadians make sense of what was happening, and why.
We’ve long believed that good polling is about more than just numbers. It’s about narrative. It’s about trust. It’s about giving people a window into how Canadians are thinking, feeling, and acting at any given moment.
That belief guided us through the campaign and continues to shape every project we take on.
Fifteen Years of Growth and We’re Just Getting Started
Over the past 15 years, we’ve grown steadily and intentionally.
Our revenues have increased consistently by 10% annually. We’ve opened offices in Toronto and Halifax beyond our headquarters in Ottawa, with plans underway to expand into British Columbia and the Prairies. What started as a bold idea in Ottawa is now a national firm with a growing footprint across the country.
We were the first to bring multi-level regression and post-stratification (MRP) to Canadian political research and we’re continuing to push the boundaries. Today, we’re leveraging AI to accelerate our workflows and unlock deeper insights from the data we collect. These tools are making our work faster, smarter, and more valuable for our clients.
We’re also building a reputation far beyond our polling reports. Our leadership team is in demand across every sector from healthcare to energy, from finance, to housing, to agriculture and food. We are asked to brief boards, advise executive teams, and speak to national and international audiences.
Personally, I’ve delivered nearly 50 keynotes and briefings in the past year alone. I’ve been on the road almost constantly, sharing what we’re learning about the Canadian public and helping leaders make sense of this moment. Identifying unmet needs is what we do best. Brands and leaders who identify them and meet them first, win.
We’ve built something that matters. And we’re still growing.
Enlightened Hospitality, Always
One of the principles that defines how we work is something called Enlightened Hospitality.
It’s a term I borrowed from Danny Meyer, the famed restaurateur and founder of Shake Shack, and it captures how we approach every client, every project, and every member of our team.
It means we put people first. Always.
For our clients, that means we’re responsive, we’re thoughtful, and we never treat you like just another file. We see ourselves as partners in your success. Our job isn’t to deliver a report – it’s to deliver clarity, confidence, and impact.
For Canadians, it means we take our responsibility seriously. When you answer one of our surveys, when you share your opinion, we listen. We reflect. We respect your time and your voice. And we work hard to ensure your answers lead to better decisions by the people and organizations who shape your world.
That sense of purpose drives us. It’s why we’ve been able to build long-term relationships with so many organizations across sectors from governments to associations, corporations, unions, and non-profits. And its why we defend on our independence fiercely and share insights regardless of who might like them.
It’s also why we’ve earned trust. You don’t become the go-to research firm for CEOs, media outlets, and policy makers unless you’re delivering something real. And we are.
Growing with Purpose: A New Home in Atlantic Canada
In the past year, we expanded our footprint once again opening a new office in Halifax and growing our presence in Atlantic Canada.
For years, we’ve worked with clients in the region. But we felt it was time to build a more permanent home there. We’ve added a senior lead who knows the region well, formed new partnerships, and deepened our understanding of a region that’s becoming more and more important in shaping Canada’s future.
This expansion reflects what Abacus is about: thoughtful growth, rooted in service, driven by curiosity.
It’s not just about entering new markets. It’s about being close to the people and places we’re trying to understand. It’s about knowing that good research is local, contextual, and connected to the lived experiences of Canadians across the country.
The Power of a Strong Team
From two people to a 15-person team spread across the country, our growth has been steady but intentional.
What hasn’t changed is the kind of people we hire.
Our team is kind, smart, curious, and committed to doing work that matters. They care about the client experience. They care about the integrity of the data. They care about getting it right.
We have methodologists and strategists. We have storytellers and designers. We have emerging leaders who are already shaping the future of this firm and our industry. And we have teammates who show up every day with humility and hustle.
They’re the reason we’ve become what we are. And they’re the reason we’re only just getting started.
A Canadian Company for This Moment
We’re proud to be a Canadian company and we’re optimistic about Canada’s future.
Yes, there are real challenges: housing, affordability, climate change, political polarization, and a changing global order. But there’s also immense opportunity.
Canada has what the world wants – resources, talent, stability, and beauty. But more than that, we have values the world needs: openness, fairness, pluralism, and a belief in the common good.
We also have a uniquely Canadian perspective. One shaped by diversity. One that sees strength in difference. One that believes progress is possible if we’re willing to listen, reflect, and act together.
At Abacus, we try to embody those values in everything we do. We believe in evidence. We believe in truth. And we believe that good data, when used well, can help build a better country.
That optimism shows up in our work. In how we help organizations navigate uncertainty. In how we help governments understand their citizens. In how we help advocates build coalitions and movements. And in how we show that public opinion isn’t just something to be managed, it’s something to be understood.
What Comes Next
We’re not slowing down.
We’re building new tools to understand the Canadian public more deeply and in real time. Our Abacus Communities platform is giving clients a direct line to Canadians. Our advanced analytics capabilities are helping us move from descriptive insights to predictive power.
We’re investing in new products, new partnerships, and new team members.
We’re also evolving our mission.
Yes, we still ask people questions. And we still help leaders make better decisions. But more and more, our job is to help organizations make sense of complexity—to be a signal in the noise.
To turn data into strategy.
To turn opinions into action.
To turn a moment into a movement.
A Final Thank You
If you’ve worked with us, followed our work, shared one of our polls, or answered one of our surveys- thank you.
You’ve helped build Abacus into what it is today: a trusted source of insight, a builder of bridges, and a team committed to making Canada better.
Fifteen years ago, this was just an idea.
Today, it’s a company with national reach, a respected brand, and a growing community of clients, partners, and readers who believe in what we do.
And tomorrow?
We’ll be back at it asking questions, listening carefully, and helping Canada make its next set of decisions a little bit smarter.
With gratitude and optimism,
David Coletto
Founder & CEO
Abacus Data
About Abacus Data
We are Canada’s most sought-after and influential full-service market and public opinion research agency.
But what we really do is identify the unmet needs of your audience and develop strategies for you to meet those unmet needs first.
Through qualitative and quantitative research methods, our deep experience and and wide perspective, we ask the right questions that capture insights, show you where things are going to be, and help our clients navigate some of their biggest challenges, deepen relationships with customers and stakeholders, and better understand the road ahead.
About David Coletto
David is one of Canada’s best known and most respected public opinion analysts, pollsters, and social researchers. He works with some of North America and Europe’s biggest and most respected brands, associations, and unions andis frequently called upon by news organizations,
to assess public opinion as events happen.
In January 2024, The Hill Times recognized him as one of the Top 100 Most Influential People in Canadian Politics noting, “when David Coletto releases polling numbers, Ottawa listens.”
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