The Happiness Monitor- About Happiness

“Happiness is the meaning and the purpose of life, the whole aim and end of human existence” Aristotle

Happiness is a deeply personal emotion. But, like values, it is key shaper of human behaviour. We pursue happiness. The decisions we take about our relationships, products and services we buy, and even our political decisions are all shaped by how we are feeling. It motivates behaviour both positively and negatively.

It is well-agreed that happiness, or the pursuit thereof, is an aspiration for nearly all. Yet to tangibly define the concept is difficult, as it can vary greatly from person to person, and even by life stage for the same individual. While the path to happiness may differ from person to person, it is key in shaping our behaviour. How we engage with others, politics, and business, and what we choose do, purchase, and perceive are all driven by happiness.

National happiness has real political consequences. Happy people are more likely to be engaged in politics, less likely to vote for populist or extremist, anti-system parties, and more supportive of social policies. Recognizing the importance of happiness has led some governments to produce national well-being statistics and put increasing the happiness of their public high on the goals of government policy.

Happiness is also an important driver for behaviours. Happy parents are better parents. Happy people give more to charity and to others. Happy people are more generous. Happy people get more exercise, eat more healthily and live longer. Happy people are more resilient.

Happy people also shop and make consumer decisions differently than unhappy people. Our mood affects the types of products and services we may be interested in, but it also influences our decision-making when we are faced with a choice.

And while perhaps it goes without saying, the conversation about happiness is also important because of its relationship with our mental health. Understanding happiness can help us better understand the need for mental health services and supports, and show the valuable return on investment.

To understand the impacts of and drivers of happiness, we have created the Abacus Data Happiness Monitor. By uncovering what drives happiness, and measuring the state of happiness, we want to explore the impacts happiness has on our lives, our choices and our behaviors. It is also important to watch how happiness changes in response to events. Will a vaccine produce a bump in happiness?

Over the next few weeks we will be fielding the Abacus Data Happiness Monitor, looking at how our national happiness is shifting over time, and examine it’s impacts on the above.

To start, one of the key questions we will be asking is self-reported happiness. In our latest survey we found that Canadians are moderately happy, reporting an average happiness score of 6.3 out of 10. How this differs by demographic, impacts political perceptions, drives consumer behaviour and reflects the state of our mental health will all be explored in upcoming releases.

Average Happiness Score

Aside from a self assessment of happiness, we also want to understand what drives it. What makes you happy? A personal triumph, a strong connection to others, or is it something else?

It turns out that a good proxy for happiness is whether you are living life to the fullest. While few Canadians completely reject this assumption about their lives, few also feel like they are embracing it. No wonder that self-rated happiness is only at 6.3 on the 10 point scale.

"I am living life to the fullest"

Consider that among those most confident they are living life to the fullest have an average self-rated happiness score is 8.1 out of 10. It is a strong relationship.

Our thoughts about life and personal emotional state are not, however, completely internal. Our interactions with others also have an impact.

Unlike, a sense of fulfillment, most Canadians can say that they feel fulfilled by their relationships with others.

Those who are more content with their relationships are, on average, more happy. The self-assessed happiness score of those with a high-degree of fulfillment is 7.6.

This also extends to our relationship and outlook on the wider world, and conversely, just as much as one factor can drive up a self-assessed happiness score, other factors can bring it down.

A large majority of Canadians are not happy with the state of the world and this is providing a drag on happiness. In fact, only 18% reject the idea that they are not happy with the state of the world.

The drag on happiness is clear. While it many not be as strong as internal drivers of happiness those who agree express dissatisfaction with the state of the world are much less likely to be personally happy.

The results show the power of happiness as a multi-dimensional indicator of our internal and external life. Even in the midst of a pandemic, Canadians lean to the positive. Of course, the pandemic might be the very thing that is preventing us from living life to the fullest and thus eroding happiness in Canada.

To subscribe to updates and releases on the Happiness Monitor, click here.

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,500 residents of Canada aged 18 and older from October 20th to 25th 2020. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.5%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

Media

1 in 3 Canadians would take a COVID-19 vaccine as soon as its available

As Canada grapples with rising infection rates, the news of a potential breakthrough in the race for a vaccine today has undoubtedly stirred hopes of a quicker return to normal than may have seemed possible even a week ago.

If we assume that the results of the trials continue to be positive, and the Pfizer vaccine is approved for use, then the questions that will determine the pace of a return to normal revolve around the availability of the vaccine and take-up rates.

Our latest research shows:

• One in three Canadian adults say they would take an authorized vaccine as soon as it was possible for them to have it.

• Another 42% would plan on taking the vaccine but would prefer to watch the impact of the vaccine on the rest of the population for a bit before doing so.

• 14% say they are not keen on the idea of taking a vaccine but could be persuaded to.

• Finally one in ten says they will not take such a vaccine under any circumstances.

Hesitation rates for taking a vaccine are slightly above average in Alberta, Quebec and below average in BC and Atlantic Canada. Hesitation is highest among those in the 30-44 age group.

The most prominent differences occur around education and partisan orientation: those with a high school education are twice as likely to say they will not consider a vaccine compared to those with university education. Conservative voters are 4 times more likely than Liberal voters to refuse a vaccine under any circumstances.

Our research reveals that hesitation is much more likely to be a function of worries about potential harm than effectiveness at reducing infection rates.

Roughly two-thirds of those who say they will ‘wait a bit’ or ‘dislike the idea but could be persuaded’ to take a vaccine say their hesitancy is about possible side effects of the vaccine.

Many may be motivated to take a vaccine for self-protection (27%), the protection of loved ones (31%), but even more people (42%) say the best reason to be vaccinated is to speed a return to normal activities and life.

UPSHOT

“As attention turns to one or more promising vaccines and the potential for distribution of these products in the nearer term the focus for many will be on how quickly normal life, regular business activities and economic health can return. Part of arriving safely at normal is getting a vaccine to people and ensuring enough people take it to produce the widespread benefit it can hold.

Officials in Canada can continue to bank on the trust that most people here have in their determination to be guided by safety and at the same time to be cognizant that the mental health and economic toll have been heavy and a safe path out of the pandemic circumstance is of huge importance, everywhere. Reliable, trustworthy information about effectiveness will help promote take-up, but even more important will be steady evidence of no harmful side effects.”

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,500 Canadian adults from October 20 to 25, 2020. A random sample of panellists was invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.6%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

COVID-19MediaPolls

Ontario PCs lead by 7 as budget set to drop

As Ontario Finance Minister Rod Phillips prepares to table a budget today, a slim majority of Ontarians continue to approve of the job performance of Doug Ford’s government. Unchanged from our polling in mid-October, 52% of Ontarians approve of the job the provincial government led by Doug Ford is doing while 25% disapprove.

The budget comes at a time when more Ontarians tend to believe the Ontario government is performing well on handling aspects and impacts of the pandemics than doing poorly.

HOW HAS THE GOVERNMENT HANDLED ITS COVID-19 RESPONSE?

Ontarians have mixed views on the government’s handling of the pandemic. More think the Ford government has done well preparing for a second wave (46% to 37%), protecting the Ontario economy (44% to 32%), and reducing the number of people who get COVID-19 (42% to 37%).

The government performs worst when it comes to dealing with the backlog of surgeries and treatments (38% say they are doing badly) and in its handling of long-term care (49% think it is handling the issue badly).

Perhaps more importantly, regardless of how Ontarians see the government on specific criteria, clear majorities believe the Ford government’s intentions are sound. Most believe the Ford Government made public health the priority (73%), provided consistent advice and guidance (69%), responded fairly to all regions (66%), and generally made the right decisions (69%).

Where Ontarians are more tepid is on their perception of what comes next. Just under half (45%) do not believe the government has a clear plan to deal with COVID-19.

Most Ontarians give credit for the strength of the response to Doug Ford. The vast majority (83%) believe the premier has done as well as can be expected if not better, with only one in five suggesting he has made crucial mistakes that could have been avoided in his handling of the crisis.

This view is a real asset to the PCs, with the majority of both Liberal and NDP supporters feeling he has done as well as can be expected.

TORIES LEAD BY 7 AS HEADWINDS PUSH NDP INTO THIRD 

With the above in mind, it should come as no surprise that the government maintains a lead in vote share. If an election were called tomorrow, 36% of Ontarians would vote PC, steady from our poll in early October. Support for the opposition parties remains divided with the Ontario Liberals at 29% (a 10-point gain from their 2018 total) and the NDP at 25% (down 9 points from their breakthrough in 2018).

What was a 3-way race in Toronto a few weeks back now looks more of a two-party contest between the Liberals and the PCs, with the PCs leading in every other region in the province.

HOW SHOULD THE GOVERNMENT APPROACH THE BUDGET?

In line with the federal government’s signalling last week, most Ontarians do not want the Ford Government to turn off the taps/pullback fiscal supports for the economy and social safety net with this upcoming budget. A clear majority of Ontarians (82%), including most Ontario PC voters (72%), believe that the government needs to do what needs to be done to protect people impacted by the pandemic and public services, even if this means much larger deficits. Only 18% of voters want the government to aggressively limit the size of the deficit.

In the same vein, few have an appetite for government layoffs or cuts to employee benefits in service of deficit reduction (29%), regardless of where they sit on the political spectrum.

THE UPSHOT

While its handling of the long-term care crisis has made its mark on the government, the provincial government’s approval rating remains in positive territory as it is set to table its first COVID budget.

This goodwill for the Premier’s handling of the crisis appears to be paying ongoing political dividends for both PC vote intention and the strength of the Premier’s personal brand. The budget this week represents an opportunity to bolster that reputation, especially as Ontarians continue to feel anxious about the pandemic and its impact on the health system and the economy. There’s little appetite for deep cuts or austerity currently. Even most PC voters think the government should continue to do what it can to help people impacted by the pandemic.

If political risks exist, it is with the opposition Liberals who have overtaken the NDP as Ontario’s most popular opposition party.  With no clear end to the pandemic in sight and a prolonged and deep economic downturn likely, the Ford government faces challenging times ahead. This offers the Ontario Liberals an opening to present a safe option if Ontarians turn on the government and seek to coalesce around an alternative.

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,000 Ontario residents from October 28th to 30th, 2020. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 3.1%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Ontario’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

MediaPolls

Fall brings rising concern about contracting COVID-19 in Canada

As the world struggles with rising infection rates, Canadians are also showing heightened concern that they or a family member will become infected. Today, 46% are concerned they may contract the disease (up 9 percentage points since June) and 55% are concerned that a family member will (up 11-points since June).

In contrast, anxiety about the personal economic repercussions of the pandemic has remained fairly stable over that period of time. Today, 27% are concerned about their ability to pay bills over the next few months (26% in June), 43% are concerned about their long term financial situation (up 4 points), and 22% are concerned their job might disappear (no change).

Roughly two-thirds are worried about the potential damage to lots of businesses in their community (65%) and are concerned about the size of the deficit and public debt (63%) taken on to help manage the impacts of the pandemic.

Today, more Canadians believe the worst is yet to come for the pandemic (52%) than at any point from May to mid-September.  Those in western Canada are more likely to be pessimistic about the future. Perceptions are still in elevated Quebec and Atlantic Canada, but are lower than the national average.

We also track whether Canadians feel they are becoming more or less worried over the past seven days. This week, 45% of Canadians say they have become more worried about the pandemic over the past week while 11% have become less worried. This is down from two weeks ago, but still higher than at any point since early April.

UPSHOT

According to Bruce Anderson: “Most of our public opinion tracking since the pandemic started reveals broad levels of concern, continued desire for governments to prescribe policies that limit the spread, and caution when it comes to resuming normal activities. Even given the months-long impacts and the inevitable fatigue with the pandemic, this stoic and steady mood continues to prevail. While people are worried about business failures, and uncomfortable with record levels of public debt, they continue to want governments to take the steps necessary to ensure public safety and to cushion economic shocks.”

According to David Coletto: “Over the past few weeks, public anxiety about the pandemic has risen to levels not seen since the early days of the outbreak of COVID-19. Our research finds that when these core fears and perceptions rise, other attitudes and behavioural change follows. The risk of panic buying essential products increases as more feel another lockdown might happen. The willingness to take risks decreases meaning fewer trips to shopping centres, grocery stores, or restaurants and a reduction in social interactions.”

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,500 Canadian adults from October 20 to 25, 2020. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.6%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

COVID-19MediaPolls

Food Fight: Hoarding, Stockpiling and Panic Buying

Remember just a few short months ago when the biggest news story of the pandemic was how much we were all hoarding toilet paper? Lots has changed since then, including countless news stories of much greater consequence, but have our hoarding behaviours changed? And what are the drivers behind them?

1.Generally, we are a bit less concerned about shortages in Wave 2. 

After living through a first wave of the coronavirus pandemic, it seems there is less uncertainty about the future, including feelings of uncertainly towards our food system. Our fears about shortages on the shelves have declined, but they haven’t gone away completely. While we may be less concerned, very few of us are confident this won’t be an issue at all. Only 13% have zero concerns about shortages of food or household products.

2. We are still stockpiling, but as as many of us as before. Yet. 

It turns out that toilet paper is still a hot commodity, but less so than in March. Many Canadians are still stocking up when we make a trip to the grocery store, but not as many as before. In particular, fewer Canadians are stocking up on canned good, fresh meats and dairy products.  Our behaviour may not be considered ‘hoarding’, but still into purchasing extra products ‘just in-case’.

3. But we still predict shortages to happen this wave too. 

Our predictions of shortages in certain product categories haven’t changed nearly as much as our tendencies towards stockpiling behaviour. but they aren’t all holding steady either. Two thirds of Canadians predict another shortage in household paper products (read: toilet paper). And we are less concerned about the supply of meat and dairy products, but having growing concerns about dried goods, cleaning supplies and alcoholic beverages. Perhaps we learned at thing or two from the rather unexpected yeast shortage a few short months ago.

4. Concerns about shortages vary across the country. 

Quebec aside, concerns about shortages are driven in part by how soon the next lockdown will be. While there is an uptick in concern about a lockdown in Quebec, they are not nearly as concerned about supply issues as other provinces facing lockdowns. Concerns about shortages are highest in Atlantic Canada, where the region has been on lockdown for months, and in Ontario (where 38% predict the province will be on lockdown within the next 14 days).

SO WHAT? 

Right now, it looks like our hoarding tendencies aren’t as strong as they were back in March. But there’s still time for that to change.

Our tendency to stock up is driven by what we see happening around us. The more likely we are to foresee an imminent lockdown, worry about an increase in cases, predict food shortages, and hear conversations about shortages, the more likely we are to go out and buy canned lentils and paper towels in bulk.

In other words, if we can justify stocking up for a second wave, we will be going out and doing just that. While predictions of shortages have decreased, our peripheral fears of increasing cases, and feeling like the worst is yet to come seem to be back on the rise. This creates a perfect climate for the kind of panic buying we saw earlier this year.

The worry curve, or those who say they are extremely/very worried about coronavirus is one of those measures. We are almost as worried about the pandemic, as we were in March.

Canadians sense this growing fear themselves too. Similar to what we saw in March, the number of Canadians that are increasingly worried about the pandemic, outpaces those who are becoming less worried.

If these fears start to spur concerns about the food system like they did in March, then we will likely be back to long lines at the supermarket, and finding shelves cleared out of flour and macaroni.

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

This release uses results from three separate surveys.

The first survey was conducted with 2,300 residents of Canada aged 18 and older from March 19 to 24, 2020.  The margin of error for a comparable probability-based random sample of the same size is +/- 2.0% 19 times out of 20.

The second survey was conducted with 3,000 residents of Canada aged 18 and older from April 2 to 7, 2020.  The margin of error for a comparable probability-based random sample of the same size is +/- 1.79% 19 times out of 20.

The third survey was conducted with 2,000 residents of Canada aged 18 and older from October 8 to 12, 2020.  The margin of error for a comparable probability-based random sample of the same size is +/- 2.17% 19 times out of 20.

All three surveys used a random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The data in each survey were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

COVID-19MediaPolls

Canadians are divided on whether MPs should vote for Conservative committee today and force an election

As Canadians may be asked to vote in a snap election resulting from an impasse between the government and opposition parties, we decided to get a quick reading directly from Canadians.

Between 5 pm and 9:30 pm ET last night, we surveyed 1,000 Canadian adults about the upcoming confidence vote, with the following preamble:

Tomorrow, MPs will vote on a motion to create a parliamentary committee that opposition parties want to probe the Liberal government’s pandemic response spending, such as the WE Charity controversy.

The Liberal government says they consider the vote a confidence vote, meaning if it passes, the government will have lost the confidence of the House of Commons and an election will be called.

About a third of those surveyed say they have been following this situation very or pretty closely. One in five Canadians (20%) hadn’t heard of it. The rest had only a vague recollection. Compared to our norms this indicates a relatively low level of public engagement so far.

Conservative supporters are slightly more likely to be following the events closely, but about a third of all four major party supporters say they are following the events at least pretty closely.

A majority (55%) of those surveyed would prefer to see the vote to create the committee passed and an election triggered. Just under half (45%) would prefer MPs act to prevent an election.

Conservative voters are broadly in favour (76%) of triggering the election, although 1 in 4 (24%) of them do not want this outcome.

Just over a third of Liberal supporters prefer to see an election, but 62% would prefer to avoid one at this time. For NDP leader Jagmeet Singh his voters are roughly evenly split with 55% preferring to avoid an election while 45% willing to go to the polls.

UPSHOT

According to Bruce Anderson: “If an election happens as a result of this vote, it likely won’t turn out to be an election about WE expenses or the establishment of a parliamentary committee – Canadians seem a lot more preoccupied with the pandemic, the economy, climate change or a host of other issues. If the opposition parties decide to force an election at this time, they can expect a public willing to go to the polls, but perhaps not sure why this was needed in the context of the pandemic.”

According to David Coletto: “Canadians don’t collectively have a clear view on what should happen today. Just over half want MPs to vote for the Conservative motion to create the parliamentary committee, even if it sparks an election, while the other half think MPs should act to prevent an election. Conservatives are on one side while Liberals are on the other. NDP supporters are split.”

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,000 Canadian adults on the evening of October 20, 2020. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 3.1%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

Canadian PoliticsMediaPolls

Join our team as a Sales & Marketing Consultant

Job Title: Sales & Marketing Consultant

Location: Ottawa, ON

Compensation:

  • Competitive compensation package commensurate with experience.
  • Generous commission structure for all new business development.
  • Competitive benefits package.

Expected start date: December 2020

The opportunity:

Here at Abacus Data, a premier Ottawa-based public opinion research & strategy agency, we are looking to capitalize on explosive growth by adding to our sales and marketing team.

If you are an energetic, self-starter with a passion for sales and experience with digital marketing, let’s talk. Your time will be divided between sales (75%) and digital/social marketing for the Abacus brand (25%).

As a member of our growing and evolving team, you will directly influence our future growth and success by identifying opportunities, cultivating relationships with potential clients, and generating new sales.

In this role, you will report to the Director of Business Development and Marketing and be responsible for executing digital and social media marketing tactics to build Abacus Data’s profile and brand recognition with prospective clients.

In this role, you will work directly with clients, often acting as the first point of contact with our growing public sector client group and consumer market research segment. Finally, you will regularly interact with other service lines to bring the best Abacus Data solutions to our clients.

You will be expected to identify new business opportunities, coordinate with the research team, and suggest marketing strategies and tactics to effectively target new sales prospects

In addition, you will be responsible for drafting the weekly Abacus Data newsletter and identifying themes that align with the firm’s broader growth objectives.

Responsibilities:

Sales (75%)

  • Lead Generation.You will be expected to identify and secure new clients and opportunities using cold and warm call efforts.
  • Inbound Support.You will occasionally handle inbound calls from interested leads and need to demonstrate how our services will address and support their current needs.
  • Responding to RFPs. You will be responsible for drafting responses to public and private sector RFPs with great attention to detail, ensuring all of the stated requirements have been met.
  • Data Maintenance. You will update and maintain our CRM, keeping a well-detailed record of all your contact with clients and leads while adhering to company protocols.

Marketing (25%)

  • Digital Marketing: Organize, draft and schedule the weekly newsletter. Organize, schedule, and target digital marketing campaigns (Google, Twitter, LinkedIn) – reporting out on the metrics every quarter.
  • Social Media Management: Oversee all social media accounts including Facebook, Twitter, and LinkedIn.

Requirements:

  • 1 to 3 years of sales experience including cold-calling and full sales cycle;
    • Prior experience/knowledge of the market industry is a definite asset, but not a requirement.
  • Experience proposal writing and responding to RFPs;
    • Understanding of the Canadian political and public affairs landscape is a definite asset, but not a requirement.
  • Capacity to execute effective digital and social media marketing campaigns to build brand awareness and support sales goals.
  • Working knowledge of Google Analytics, Tag Manager, and/or other relevant tools.
    • Experience running SEO and LinkedIn InMail campaigns is considered an asset.
  • Clear evidence of being detail-oriented with a focus on delivery and error-free work.
  • Strong interpersonal, writing, organizational, problem solving, and communication skills
  • Ability to work with minimal supervision and execute a strategy.
  • University or college degree/diploma in a related field.
  • Bilingualism in English and French is not a requirement, but an asset.

Desired Skills and Experience:

  • Driven to succeed – self-starter, with a record of identifying, pursuing, and closing leads.
  • Detail-oriented – you are someone who is picky, relenting, and focused on delivering error-free, high quality work.
  • Collaborative – you can work closely with the team to distinguish our proposals and pitches from those of our competitors.
  • Persistent – doing whatever it takes to get things done with integrity and without excuses.
  • Independent – you work well without constant supervision and cherish your freedom to achieve business and personal objectives.

Apply by November 10, 2020 at 5 pm ET

If you think you’re the right candidate for this task, please send a cover letter and CV to Yvonne Langen at yvonne@abacusdata.ca. Only those selected for the next round of the process will be contacted.

About Abacus Data Inc.

Founded in 2010, Abacus Data is an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We have offices in Ottawa and Toronto, but work with clients across North America such as Shaw Communications, the Canadian Bankers Association, the Mining Association of Canada, Food & Consumer Products of Canada, NAV Canada, the Wine Growers of Canada, Teck, Imperial Oil, Canadian Real Estate Association, Google, the Air Canada Pilots Association, NUPGE, HealthPartners, the Paramedic Association of Canada, the Canadian Pharmacists Association, and Music Canada.

Our vision is to be Canada’s premier data-based strategy firm with a reputation for outstanding customer service, creative thinking, and innovative methods.  We will do that by working harder, being more creative, delivering more value to our clients, while doing it all with a smile.

For more information about Abacus Data, visit our website at www.abacusdata.ca

Media

Ontario PCs lead by 7 even as Ford Government approval drops 8 points

As parts of Ontario re-enter a modified version of Phase 2 of COVID-19 protocols and restrictions, most Ontarians continue to approve of the job the Ford government is doing overall, although down from a high in May.

According to our new survey of 1,000 Ontario residents, 52% approve of the job of the provincial government led by Doug Ford while 24% disapprove. Since May, the Ford government’s approval is down 8-percentage points while disapproval is up 9-points.

The Ford Government’s approval is solid among PC voters (83%) and pretty good among Ontario Liberal voters (40% approve). NDP voters are the least likely to approve (28%) and most likely to disapprove.

Most Ontarians approve of the way the Ford Government has worked with the federal government (59%) and helped businesses during the pandemic (56%). The highest disapproval is for its handling of the long-term care system (34%) and reopening schools during the pandemic (41%). In fact, school reopening is the only item we tested where more disapproved than approved.

The Premier’s personal image is consistent with our last reading in May. 46% have a positive view of Mr. Ford compared while 28% have a negative view, mostly unchanged from our last survey.

Despite relatively a relatively positive approval rating, the Ontario PC vote share is below the share it received in the 2018 election, and substantially lower than its approval rating. 36% of decided voters would vote PC, followed by the NDP at 29% and the Liberals at 26%. Both the PCs and NDP are down from the 2018 election while the Liberals are up.

Regionally, there’s a three-way tie in Toronto, the PCs are slightly ahead of the Liberals in the GTHA, while the NDP and PCs are statistically tied in the southwest. The PCs have a healthy lead in eastern Ontario.

We find a substantial amount of variation by age. The PCs have a large lead among those aged 45 and over while the NDP and Liberals split the vote among those under 45. Among the youngest cohort (18 to 29), the PCs get 8% with the NDP and Liberals tied around 40%.

THE UPSHOT

Ontario Premier Doug Ford continues to find broad approval of his government’s overall performance, although softness is emerging in its handling of some aspects of the pandemic.

Most Ontarians approve of his government’s working relationship with the federal government and its support for businesses during the pandemic. However, the government is perceived to be handling the reopening of schools and the long-term system care poorly.

This survey did not explore other potential areas of weakness that could include the government’s handling of COVID-19 testing, its speed in reacting to a second wave, and whether people think it puts people’s health above concerns about the economy. These are all areas of potential vulnerability for the provincial government that we will explore in the future and could be contributing to the downward pressure on the government’s overall approval rating.

We see some growing unease about the government’s performance which we will continue to monitor and explore in more depth in the future.

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,000 adults living in Ontario from October 8 to 12, 2020. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 3.1%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Ontario’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

MediaPolls

Richard Jenkins joins Abacus Data as Director, Public Sector Research

Experienced researcher Richard Jenkins joins Abacus Data’s Ottawa-based team where he will help grow the firm’s public sector practice and help lead the research team in Ottawa.

Richard has extensive experience in public affairs, policy development, branding, customer experience, and employee experience research for some of Canada’s leading public and private sector organizations. In addition to leading his own boutique research firm for more than 10 years, Richard has worked with TNS Kantar, Nanos Research and EKOS Research. He completed his Ph.D. in Political Science from the University of British Columbia in 1999. “We are excited to be welcome Richard to our team,” said the Chief Executive David Coletto. “Richard brings his over 20 years of experience in public affairs and marketing research to our growing team of experts and consultants.”

Celebrating its 10th anniversary this year, Abacus Data quickly established itself as a leader in public opinion and market research. Working with some of North America’s leading brands, associations, and public sector organizations, Abacus Data helps clients make better decisions through high-quality data, insights, and strategic advice.

“Richard will build on an already roster of highly skilled and experienced researchers,” added Coletto. “I’m excited to have him join me in Ottawa and support our growing team now based in Toronto.”

Richard oversees Abacus Data’s growing public sector practice working with partners in all three levels of government as well as public sector organizations to deliver high-quality research services from custom surveys, to qualitative research, to innovative data tracking and social media listening exercises.

“Over the past few years, I’ve been impressed with the calibre of work the team at Abacus Data has produced,” said Dr. Jenkins. “Bruce and David have a strong reputation as being hardworking, smart, and forward-looking research professionals, I’m excited to join them and the entire team.”

Media

Some modestly good news for Liberals after the Throne Speech

After last week’s Speech from the Throne Liberal support is steady nationally at 35%, with the Conservatives five points back. NDP support is steady at 17%.

The regional breaks show the Liberals ahead in BC (by 4 points), Ontario (by 8 points), Quebec (by 7 points) and Atlantic Canada (by 17 points).

Overall assessments of the federal government have inched up in recent weeks: today 47% approve and 37% disapprove, that’s 3-points higher than earlier this month.

On a regional basis, the Liberals find 46% approval in Quebec, 48% in Ontario, 52% in BC and 57% in Atlantic Canada. Across the three Prairie provinces, more people disapprove than approve of the Trudeau government.

Views of the three main party leaders are fairly steady. Trudeau is at +3 (41% approve, 38 disapprove), O’Toole is -1 (23% approve, 24% disapprove) and Singh is +13 (37% approve, 24% disapprove).

The Prime Minister is liked by 85% of Liberal voters, 39% of Green Party voters, 34% of NDP voters. Most BQ voters (68%) dislike Mr. Trudeau, as is the case with Conservative voters (73%).

UPSHOT

According to Bruce Anderson: “Right now, Canadians are focused on the pandemic and the economy and trying to cope with uncertainty about both. The Liberals got little obvious lift from their Throne Speech but will be able to take some comfort in the fact that other than in Alberta and Saskatchewan there is a reasonably good level of support for the direction the government is taking.

The Prime Minister is often a focal point of Conservative criticism but our numbers continue to suggest that there are limitations to this approach – CPC voters who dislike the PM amount to 21% of the electorate – to build a winning coalition Erin O’Toole will need to craft a more compelling reason to replace the government than dislike of Mr. Trudeau.”

According to David Coletto: “We continue to see relatively stable opinions when it comes to politics in Canada. The Speech from the Throne does not appear to have fundamentally changed much yet with the Liberals having a clear advantage over the Conservatives who remain stuck in the low 30s.

I continue to monitor the government’s relatively high approval rating. The gap between those approving of the government and saying they would vote Liberal is near the highest it has been in our tracking and suggests if forced into an election, the Liberals may do considerably better than the vote intention numbers suggest.”

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 2,440 Canadian adults from 23 to 28, 2020. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.0%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

Canadian PoliticsCOVID-19MediaPolls