The large majority of Canadians (92%) are happy with the range and quality of dairy products available in Canada, and two thirds are satisfied with prices. This view that the market is working reasonably well today creates an important context in which the recent statements by President Trump will be received by Canadian voters.
When informed that the US/President Trump has been critical of Canada for not allowing easier access to US dairy products and would like to see Canadian markets open to more imports, Canadians were mostly are unmoved.
By a broad margin (77%) Canadians were inclined to feel that “like the US and other countries, Canada has policies that are designed to support a healthy Canadian dairy farm sector and they work well enough to meet the needs of consumers too”. Only 23% chose the alternative argument that “Canada should change our rules and allow more foreign dairy products to compete in our market because it would mean more products would be available and possibly lower prices for consumers.”
Note – We asked half our sample mentioning President Trump specifically and the other half without attributing the criticism to him specifically. The results were only marginally different – those told that the criticism was leveled by Mr. Trump were four points more likely to say Canada’s policies were fine the way they are.
We then asked people what they felt Canada should do if the US Administration presses Canada on this issue. Almost no one (7%) felt that Canada should simply agree to the changes the US was asking for. Opinion is somewhat divided between those who feel Canada should “stand firm and refuse to make any changes” (43%) and those who say Canada should “negotiate a solution that gets Canada something we would like in exchange for giving the Americans some of what they want in the dairy sector.” (50%)
Respondents who had been informed that it was President Trump who was making the case for opening up our markets were 8 points more likely that other respondents to say that Canada should “stand firm” and 9 points less likely to say we should give something to get something.
In considering the political context for this issue in Canada, it’s important to look at how responses differ by region, political leaning and whether people live in rural or more urban/suburban settings.
• In every region of the country, and across rural and urban and all major party lines, a majority is satisfied with the range, quality and price of Canadian dairy products.
• More than 70% in every region, among both genders, all age groups, among all major party supporters and across rural and urban Canada believe Canada’s policies are working well enough. Only 23% of Conservative voters believe Canada should open up markets; 24% among Liberal supporters, and 9% among NDP voters.
• On the question of what Canada should do if the US presses the matter, no subgroup shows more than 11% interest in simply going along with the US demands. Conservative voters were a bit more inclined to prefer to see a negotiated solution over standing firm (52% to 39%) while Liberals were more drawn to the stand firm (55%) versus a negotiated settlement (38%). NDP voters were evenly split. In Quebec, 55% prefer a “stand firm” position, compared to 37% who favoured negotiation.
THE UPSHOT
According to Abacus Chairman Bruce Anderson:
“The Trudeau government is not alone in facing important challenges in our trading relationship with the US. These results show that most Canadians want Ottawa to show a combination of firmness and pragmatism in dealing with trade irritants, an instinct that probably would extend to other trade challenges beyond dairy as well.
For Canada’s dairy producers the results show that Canadian opinion is more instinctively aligned with them than not – but in a qualified manner. Canadians will consider the overall shape of the relationship with the US and expect their government to mount a strategic defense of Canada’s interests.
That means defending dairy policy if necessary, but not necessarily protecting dairy rules if other strategic interests outweigh that consideration.”
Listen to an audio briefing from David Coletto:
METHODOLOGY
Our survey was conducted online with 1,500 Canadians aged 18 and over from April 21 to 24, 2017. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys. The margin of error for a comparable probability-based random sample of 1,500 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.
ABACUS DATA INC.
We offer global research capacity with a strong focus on customer service, attention to detail and value-added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, Ph.D.
In partnership with Equal Voice and in recognition of International Women’s Day and Equal Voice’s Daughters of the Vote initiative, we conducted a national survey of over 2,100 Canadian adults and asked them a range of questions about their views and perceptions about women in politics.
Here are the top 5 findings from the study:
1. We still have some work to do raising the issue of underrepresentation of women in Parliament. 58% of Canadians think there are too many or the right number of women in Canadian politics, even though, on average, Canadians estimate that women occupy 31% of the seats in the House of Commons.
2. Most don’t believe gender parity will be achieved any time soon. Almost a majority of Canadians believe that it will take 18 years or longer for there to be gender parity in the House of Commons. Troubling, 25% think it will never happen. Equal Voice estimates that at the current rate, it will take 90 years before we achieve gender parity in the House of Commons.
3. Canadians have mixed views on what the biggest obstacle to electing more women to public office is. 30% think it’s fewer women run for office because of the negative, conflictual nature of politics; 28% say it’s because political parties don’t recruit enough women, while 26% point to the family obligations of women. However, we found some fascinating differences across gender and generations.
4. Few would recommend a woman they know well to run for public office and 22% would definitely not recommend a career in elected politics.
5. Women and men would focus on different issues if they ran for Parliament. When asked to identify 3 priorities their campaign would focus on if they ran for office, we found substantial differences between men and women. Women were more likely to say they would campaign on making housing more affordable, improving public healthcare, and taking action to address climate change. Men were more likely to focus on reducing public debt, cutting taxes for corporations, and spending more on public infrastructure.
THE POLITICAL GENDER GAP IN CANADA
Most Canadians do not perceive a problem when it comes to the number of women elected to public office in Canada. Overall, 54% say the right number are elected, compared with 42% who feel there are too few. 4% feel there are too many women elected to public office.
However, we found sharp differences of opinion between men and women. 51% of Canadian women feel there are too few women in politics compared with 33% of men. In particular, young women (those aged 18 to 36) believe there is a problem, as 59% feel there are not enough women elected to public office.
For the most part, Canadians have a good sense of female representation in the House of Commons, but most Canadians overestimated the percentage of female representation there. Only 13% of respondents correctly identified the percentage within 3-percentage points of the actual number (26%), while 26% underestimated the number, and 60% overestimated female representation in the house. In fact, 11% of respondents thought 50% or more of the seats in the House of Commons were represented by female MPs. Overall, the average estimate was 31% and we found no gender, age, or regional difference in the estimates.
However, when we compare estimates about the percentage of women in the House of Commons with views on whether there are too many or too few women in politics, we find a strong relationship. Those who underestimate or correctly estimate the number of women in the House are more likely to feel there are too few women in politics than those who overestimate the number of women in the House. This demonstrates the importance of raising awareness of the gender gap in Canadian politics.
Canadians also have mixed views about when or if Canada will achieve gender parity in its elected national legislature. While 20% feel gender parity will be achieved by the 2023 federal election (6 years from now), almost a majority (46%) believe it will take at least 14 years to achieve parity, while 25% think it will never happen.
Equal Voice estimates that if current trends hold, it will take about 90 years before gender parity is reached in the House of Commons. Only 32% of Canadians recognize the challenge at hand and feel that gender parity in the House will take longer than 22 years or may never happen at all.
Interestingly, women are more likely to think it will take longer to achieve parity. In fact, Millennial men (those aged 18 to 36) are the most “optimistic” thinking it parity will be achieved much sooner than any other age/gender group.
WHAT PREVENTS MORE WOMEN FROM BEING ELECTED?
There is no consensus about why women aren’t being elected to public office in Canada. When we asked what the biggest obstacle facing women entering politics was, 30% felt it was the negative nature of politics making it undesirable for women to run. 28% felt it was due to political parties failing to recruit women to run in winnable districts, while 26% felt it was because family obligations prevent women from considering a run for office. Only 12% said that voters themselves don’t support female candidates, while 5% said it was a fundraising disadvantage.
When we compare responses by women and men, women are more likely to say political parties are to blame (32%) and were less likely to mention family obligations getting in the way. Moreover, 17% of women felt that Canadians don’t want to vote for female candidates, 11-points more than male respondents.
Men, on the other hand, were more likely to say that the nature of politics and family obligations are the most significant obstacles, and were less likely to blame political parties.
There was also a substantial difference amongst women of different generations. Millennial women were much less likely to cite family obligations as an obstacle, and more likely to reference political parties not recruiting women in winnable ridings and the nature of politics.
The same was true of men across generations. Millennial men were less likely to say that family obligations represented a hurdle for women otherwise eager to enter politics.
Despite the fact that many Canadians recognize that there aren’t enough women in politics, few would likely recommend a woman they know well to run for public office. Only 18% say they are very likely to recommend running for office, while another 22% say they are likely to recommend it. We find no real difference of opinion between men and women and among younger women.
We also find a relationship between what people perceive to be the biggest obstacle preventing women from running for office, and their likelihood to recommend running for public office to a woman they know well.
Those who say the biggest obstacles are Canadians not wanting to vote for women candidates, fundraising challenges, or political parties not recruiting enough women in winnable districts are more likely to recommend running for public office than those who think family obligations or the negativity of politics are the biggest barriers. This suggests that perceptions about the obstacles to women being elected are related to willingness to encourage women to enter politics. If you think that politics is nasty and full of conflict, you are much less likely to recommend a woman you know run for public office versus if you think the lack of parity is caused by Canadians not voting for women, women facing fundraising challenges, or political parties not doing their part to recruit women in winnable districts.
WHO ARE ROLE MODELS FOR YOUNG WOMEN TODAY?
Respondents were asked to name a female role model in politics for young women to aspire to unprompted. The word clouds below report the most commonly mentioned individuals. Those mentioned most often were Conservative Party Leader Rona Ambrose, Green Party Leader Elizabeth May, former UK PM Margaret Thatcher, former US Secretary of State Hillary Clinton, former First Lady Michelle Obama, German Chancellor Angela Merkel, and Premiers Christy Clark and Rachel Notley.
ALL RESPONDENTS
Among female respondents, Michelle Obama, Elizabeth May, Hillary Clinton, Foreign Affairs Minister Chrystia Freeland, and Rona Ambrose were mentioned more frequently.
FEMALE RESPONDENTS
WOULD ELECTING MORE WOMEN IN PARLIAMENT CHANGE ANYTHING?
Academic research has shown that having more women in a legislature does change the focus and priorities of the legislative agenda. In our survey, we tried to assess that ourselves by asking all respondents to cho0se which three issues they would make central to their campaign if they ran for Parliament.
Overall, the top three issues selected by all respondents were improving Canada’s public healthcare system (42%), cutting taxes for middle-class Canadians (36%), and reducing public debt and the budget deficit (29%). Other highly ranked issues including increasing the number of reasonably paying jobs (22%), finding ways to make housing more affordable (22%), and reducing income inequality in Canada (21%).
But we did find substantive differences between the issues women and men selected. Women were 9-points more likely to say they would campaign on making housing more affordable, 8-points more likely on improving the quality of healthcare, 6-points more likely on taking action to address climate change, and 5-points more likely on making childcare more affordable for parents.
In contrast, men were more likely to say their campaign would focus on reducing public debt and the budget deficit reducing public debt and the budget deficit (+9) and cutting taxes for corporations (+7).
There was no real gender difference on fighting crime, making education the best in the world, or creating new job opportunities for young people.
METHODOLOGY
Our survey was conducted online with 2,125 Canadians aged 18 and over from February 10 to 16, 2017. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys. The margin of error for a comparable probability-based random sample of 2,150 is +/- 2.2%, 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.
EQUAL VOICE
Equal Voice is a national, bilingual, multi-partisan organization dedicated to electing more women to all levels of political office in Canada.
Equal Voice regards the equal representation of women in Canada’s Parliament, in our provincial/territorial legislatures, and on municipal and band councils, as a fundamental question of fairness for women in terms of their access to Canada’s democratic institutions.
Founded in 2001, Equal Voice brings women and men together from across the political spectrum in its nine chapters across the country. They include chapters in: British Columbia, Alberta (south and north), Ontario (Toronto and Ottawa), Saskatchewan, three of the four Atlantic provinces (Nova Scotia, Newfoundland and Labrador, and New Brunswick), as well as a dynamic national youth chapter.
We offer global research capacity with a strong focus on customer service, attention to detail and value-added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, Ph.D.
Recently, a CBC opinion journalist asserted that Millennials had “finally fallen out of love” with Justin Trudeau because of his decision not to pursue electoral reform. The argument was that electoral reform was so important to Millennials that this breach of faith was a final straw in the relationship.
Millennials are those born between 1980 and 2000. They are the largest generation in Canada and will make up the largest portion of the electorate in 2019 which will mark the end of Baby Boomer dominance in deciding elections. Millennial views matter more than ever. And the CBC column was correct in making the point that Millenials were drawn to the idea of electoral reform but in a recent CP article, I question whether it was a primary reason for their strong support for the Liberals in 2015.
However, there’s a problem with the CBC “fallen out of love” assertion. It doesn’t square with the evidence.
We conducted a large survey of over 4,000 Canadian adults in mid-February including 783 voting age Millennials (18 to 36). We compared this data with our post-election data from October 2015. (Note, this is a different survey than the data we released yesterday. I’m using this data because of the much larger sample size, even though it’s a week older).
A quick look at the data finds:
• The Liberals would do about as well today with Millennials (42%) as they did in October 2015 (44%).
• Compared with our post-election survey in October 2015, the Liberals are down 2, the Tories are up 3, and the NDP is down 5. The Greens are up 5.
• The Liberals hold a wide lead among Millennial men and women and across all age groups.
• The Liberals have a substantial lead among Millennials in BC (15 points), in Ontario (24), and in Quebec (28). The Liberals trail the Conservatives in Prairies, which is true among older age groups as well.
• In mid-February, 53% of Millennials say they approve of the job the federal government and Prime Minister Justin Trudeau is doing while 29% disapprove. Millennials are 9-points more likely to approve than older generations.
The Liberals may or may not keep Millennials in their corner when the next election rolls around. But the evidence simply does not support the argument that Millennials have “fallen out of love” with the Liberals so far. While our surveys show that the Liberals are seeing a tighter competition with the Conservatives, this has more to do with narrowing among older voters. Millennials continue to be a core support group for the federal Liberal coalition at least for the time being.
Naturally, there’s a difference between news coverage and opinion pieces, but I still feel it’s reasonable to expect some evidence to back up an inaccurate observation that is presented as a fact, as was the case in the CBC piece.
Methodology
Our survey was conducted online with 4,173 Canadians aged 18 and over from February 10 to 16, 2017. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys. The margin of error for a comparable probability-based random sample of 4,173 is +/- 1.6%, 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.
Abacus Data
We offer global research capacity with a strong focus on customer service, attention to detail and value-added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, Ph.D.
We also operate Canadian Millennials, one of the most comprehensive resource websites for all things Millennials in Canada. Contact David today to learn more.
The Canadian political dynamic is more competitive, largely because of shifting results in Ontario: where the Liberal brand has lost a bit of appeal and we see strengthening interest in the Conservatives. In BC, the Liberals remain well ahead, but the NDP have picked up some ground in the last couple of months.
Nationally, 40% would vote Liberal today, the same number as supported the party in last October’s federal election. 32% would vote Conservative, also equal to the result they achieved last election. Just 16% would vote NDP, which is four points lower than the party’s 2015 election result.
The gap between the two largest parties has narrowed from 21 points in November to 8 points today. This gap remains wide in Atlantic Canada, Quebec, and fairly wide in BC, but is now virtually non-existent in Ontario.
Much of the loss in support for the Liberals has come from those who self-identify as left or centre-left on the political spectrum. In December, 56% of those on the left supported the Liberal. Today, it’s 47%, a decline of 9 points. There has not been any change in support for the Liberals among those in the centre (unchanged from December) or on the right (down 1).
GOVERNMENT APPROVAL
Today, 49% approve of the performance of the government, while 33% disapprove.
Approval levels have dropped 8 points from their peak last August, and disapproval rose by 9 points. During these months, the Trudeau government made several choices that likely disappointed some on the right, as well as some on the left, of the spectrum. Major announcements included high profile policy choices to tax carbon, approve pipelines, and shelve plans to reform the electoral system.
Ottawa’s approval rating is highest in Atlantic Canada (60%), BC (58%), and Quebec (54%) while lowest in Alberta (30%). While our ballot preference question shows a dead heat in Ontario, the Trudeau government approval rating in the province actually improved slightly from December 2016.
(This finding suggests that the appearance of a tighter federal contest may have at least something to do with the downward pressure on the Liberal brand for the provincial Liberal Party. The Ontario Liberal Party is trailing the Conservatives by 14 points in the average of recent provincial polls, and Premier Wynne is struggling with a 70% unfavourable rating.)
The toughest market for the Trudeau government remains Alberta where net approval has continued to decline.
80% of those who said they voted Liberal in 2015 say they approve of the job performance of the federal government. Only 9% disapprove. Almost half of NDP voters approve (46%) while fewer than one in five Conservative voters (17%) feel positive about the federal government’s performance. Looking back to January 2016, the most notable movement has been a shift downward among NDP voters.
ASSESSING PM TRUDEAU’S VISIT TO WASHINGTON
Public reactions to the visit by Prime Minister Trudeau to Washington to meet President Trump have generally been quite positive reactions:
• Most (67%) said they thought the PM did a good job representing Canadian interests, another 35% said he did an acceptable job. Only 8% felt he did a bad job. These views were unusually similar across partisan and ideological groups.
• Most Canadians (72%) think Mr. Trudeau will be able to have as good a relationship with the US president as is possible, while 28% believe another Canadian leader would do better. 92% of Liberal voters and 78% of NDP voters feel Trudeau will be able to have a good relationship with President Trump as possible, as do 41% of Conservative voters.
• When asked if Stephen Harper or Justin Trudeau would do better in managing Canada’s relationship with President Trump, 60% said Trudeau would. Liberal and NDP voters broadly preferred Mr. Trudeau while 84% of Conservatives preferred Mr. Harper.
• A substantial majority (68%) said that Mr. Trudeau struck the right balance in how he approached the US President, while 32% said they thought the Canadian PM should have been more forceful in making the point that many Canadians do not agree with some of Mr. Trump’s policies. Notably, partisan differences on this question were quite mild.
“Having made a series of policy choices that were bound to disappoint or frustrate some voters in recent months, it’s not surprising that our polling is showing some softening and a more competitive dynamic.
At the same time, it’s important to distinguish the driving forces behind the shifting landscape. Alberta Conservatives are more unhappy than they were. In BC, the Liberals have seen some ground gained by the NDP, which likely has had to do with decisions on electoral reform and pipelines. In Ontario, the prudent analysis is to disentangle whether voters are softening on the federal Liberals as opposed to expressing frustrations with their Liberal Premier. We’ll return to that in our next survey.
Reactions to Mr. Trudeau’s visit with President Trump signal ongoing confidence in how Mr. Trudeau is representing Canada’s values and interests in his international affairs work. Many Canadians have discomfort with some of the approaches taken by the US President, but it’s clear that they see the Prime Minister as having a responsibility to build a constructive dialog, given the importance of the economic relationship, and the strong links that exist between our countries, separate and apart from politics.”
“The political landscape in Canada is far more competitive today than only a few months ago. The post-election boost in Liberal support has subsided and we have reverted to vote intentions that closely mirror the results of the last federal election.
Government approval is down below 50% for the first time since the election but apart from those in Alberta, Canadians in others regions of the country continue to show substantial support for the government’s performance. 35% or less disapprove of the Trudeau’s government’s performance in Atlantic Canada, Quebec, Ontario, and British Columbia.
We suspect that the unpopularity of the Wynne government in Ontario is putting pressure on the Liberal brand in the province which may help explains the gap between approval ratings and vote intentions.”
Our survey was conducted online with 1,500 Canadians aged 18 and over from February 17 to 19, 2017. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys. The margin of error for a comparable probability-based random sample of 1,500 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.
ABACUS DATA INC.
We offer global research capacity with a strong focus on customer service, attention to detail and value-added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, Ph.D.
Last week, we surveyed several thousand Canadians and asked them questions about some of the prominent names in the Conservative leadership race (O’Leary, Bernier, Raitt, Leitch, and Scheer). We also explored for perceptions of some of the names that come up most often in discussions about the NDP leadership.
Here’s what we found:
CONSERVATIVE PERSONALITIES
• Among the Conservative candidates we tested, O’Leary has the largest number of positive impressions at 18%, ahead of Bernier (12%), Raitt (10%) Leitch (6%) and Scheer (5%).
• However, O’Leary also has, by a wide margin, the highest negatives at 41%. Leitch has the second highest negatives (21%), followed by Bernier (14%), Raitt (10%) and Scheer (5%)
• Perhaps the most important thing in this wave of data is the shift in views of O’Leary. Since our survey in December, his negatives jumped by a remarkable 19 points. Leitch’s negatives rose by 4 points during the same period. The other three saw their negatives drop a bit or hold steady.
Among Conservative voters, here’s what the numbers show:
• O’Leary’s positives rose by 5 points but his negatives rose by 12. Today 40% of Conservatives like him and 26% don’t.
• Leitch trails Bernier and Raitt in terms of positive opinions, although her positives rose by 4 points since December. Her negatives also rose by 4 points. Today 14% of Conservative voters have a positive view of her, and 19% have a negative view.
• Lisa Raitt has the best ratio of positive to negative opinions, with 3 positive views for every negative one.
• Andrew Scheer struggles with the lowest profile of the candidates we tested in this round of surveying. Two-thirds of Canadians and even two-thirds of Conservative voters don’t know who he is, and most of those who do say their view of him is “neutral’.
NDP PERSONALITIES
• The names we tested were Jagmeet Singh, Peter Julian, Nathan Cullen, Guy Caron, and Charlie Angus.
• The majority of those surveyed did not have an opinion of any of these individuals. Two-thirds of NDP voters said they didn’t have a view.
• Jagmeet Singh has slightly higher positives (10%) and negatives (9%) compared to the other names tested. The differences among the others tested were all within the margin of error of the survey.
• Among NDP voters, the range of positive opinion is 4% for Peter Julian and 11% for Jagmeet Singh. The range of negatives is even narrower, between 3% and 6%.
UPSHOT
According to Bruce Anderson:
“The Conservative race is heading into a critical period of reflection for party members.
While Kevin O’Leary clearly offers the advantage of a high-profile, with only 18% positive opinion (Rona Ambrose is at 23%) and a striking 41% negative opinion among the public, if Conservative Party members were to choose him they would be betting that he would become a lot better at making a case for himself as a future Prime Minister.
Along the same lines, it may be the case that Kellie Leitch has found resonance with a subset of Conservative voters, but she is gaining no ground among Canadians in general – losing it in fact. Among Conservative voters, she’s hardly surging in popularity, per our numbers.
Given the way that Conservatives will choose leaders, it’s impossible to say how reflective Conservative voters are of those party members who will ultimately cast a ballot. But if those who cast a ballot are listening to their friends and neighbors, what they are hearing about Leitch and O’Leary may give them pause about supporting those two high-profile candidates.
In our next survey on this subject, we will explore for second choice support, which may become the most important way to evaluate this race in its final couple of months.
For the NDP, the numbers show that the race is wide open – none of the names we tested have a deep well of positive feelings to draw upon, but neither do they start with any notable level of resistance.”
According to David Coletto:
“As the Conservative leadership race enters the final month to sign up new members, Kevin O’Leary is clearly the most well known of the major candidates. His formal entry into the race has not endeared him to Canadians. In fact, negative impressions of Mr. O’Leary have almost doubled with the general public and among those who voted Conservative in the last federal election. While the other candidates remain largely unknown to most Canadians, Mr. O’Leary is known and most of those who know of him have a negative impression of him.
For the NDP, the party’s leadership race is only now beginning with the entry of BC MP Peter Julian. Our data finds that none of the possible leadership candidates have much profile, even among those who voted NDP. We will continue to track these numbers as the election gears up.”
METHODOLOGY
Our survey was conducted online with 4,173 Canadians aged 18 and over from February 10 to 16, 2017. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys. The margin of error for a comparable probability-based random sample of 4,173 is +/- 1.6%, 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.
ABACUS DATA INC.
We offer global research capacity with a strong focus on customer service, attention to detail and value-added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, Ph.D.
In August 2016, we explored how Canadians use the internet to discuss and debate politics, get their news, and what role Facebook plays in our news habits, opinions, and participation in public affairs and public policy. We collected 60 pages of data and learned a lot about these topics and how they breakdown by age groups, gender, political ideology, education, and communities. In this document, we share our TOP 8 TAKEAWAYS from the survey data.
Given what has happened in the recent months – Brexit, Trump, debates about the role of government intervention in the news business, the rise of fake news and the emergence of alternative facts – we believe public affairs professionals, those looking to influence public opinion or public policy, and those just interested in politics will find these takeaways valuable and actionable.
If you’re interested in learning more about the data we’ve collected and our thoughts on how it applies to your work, please get in touch with us.
TAKEAWAY #5: CANADIANS ARE OPEN TO PERSUASION AND 4 IN 10 DESCRIBE THEMSELVES AS INFLUENCERS
TAKEAWAY #6: TWITTER IS AS RELEVANT AS WORD-OF-MOUTH
TAKEAWAY #7: WE ARE A MOBILE SOCIETY
TAKEAWAY #8: THE MOST-ENGAGED CAN EFFECT CHANGE
TAKEAWAY #1: WE LIVE IN A DIGITAL WORLD
OBSERVATION: Social media’s status as a primary source of news and information for Canadians has more than doubled in two years. In fact, Facebook is closing in on television as the breaking news source for Canadians and is already the leading source among those under 45 years of age. Twitter remains an important source for a small yet influential group of Canadians who regularly serve as credible sources of information and opinions for journalists and media organizations.
Digital news consumers (those who get their breaking news from online sources) tend to be younger (62% are under 45 years old) and are much more likely to check social media sites like Facebook, Twitter, and Instagram. 17% do not have a cable or satellite TV subscription at home and they have, on average, 5.8 devices connected to the internet.
Offline news consumers are generally older (69% are aged 45 and older) and are less likely to check social media sites. However, half still check Facebook at least once per day. They are more likely to have a paid TV service and they connect fewer devices to the internet.
Although generation is the primary driver for different news consumption behaviour, the relationship is not perfect. 38% of digital news consumers are 45 years old and older while 31% of offline news consumers are younger than 45 years old. Of greater significance is the shifting behaviour we have captured in the years we have been measuring news consumption since 2014.
UPSHOT: News almost always breaks on Twitter before fanning out to Facebook, online news sites, and the broadcast media. Breaking news and commentary are energized by a hyper-connected, hyper-aware cohort in every imaginable interest. Tweets typically have a short shelf-life before the story lands on Facebook where a newsfeed algorithm is designed to keep users on Facebook, interacting with the stories that most interest them. It’s a hamster wheel of interaction that keeps stories relevant for longer periods of time.
More interestingly, we are moving toward a world of passive news reception where the news and information we consume is determined more by what others in our networks share and the decisions we have made to curate our own newsfeeds than by editorial decisions in newspaper or broadcast TV newsrooms.
Offline breaking news sources are being eclipsed by digital news sources as generational disruption and widespread use of social media and mobile technology radically alters the news and information landscape. The change we are witnessing is moving so quickly that we anticipate within another five years, how Canadians consume news and information will look nothing like it did two decades before.
A quick look at historical data shows that it took more than 30 years for 50% of the population to adopt radio as a primary source for news and information. Mobile phones took only 15 years to reach the same level, and social media, a mere 3.5 years.
TAKEAWAY #2: WE ARE ADDICTED TO FACEBOOK
OBSERVATION: More than half of Canadians (61%) check Facebook at least once a day. An additional 13% check at least once a week. 49% of those 60 and older check Facebook daily. That share increases for younger generations with 75% of 18 to 29-year-olds checking Facebook daily.
In contrast, 56% watch news on TV daily, 44% visit a news website daily, and 21% read a printed newspaper daily. 14% of Canadians check Twitter at least once a day.
While 40% of those aged 60 and over read a printed newspaper each day, that number falls to just 10% of those aged 18 to 29.
The story about Facebook is not just about how often Canadians use the platform but how they use it. Every day, at least one in three Canadian Facebook users watch videos, read news stories or share other people’s content on the platform. A majority report doing those things at least weekly.
Facebook is not just about posting pictures, it’s a dynamic platform that many Canadians use to consume content, share their thoughts and comment on other people’s posts. It’s an interactive ecosystem ripe for political discussion and persuasion. A place where public affairs professionals can speak to a broad group of citizens or to a very specific segment. It’s this multi-functionality that makes Facebook so addictive for users and so appealing for marketing ideas, services, and products.
UPSHOT: Facebook continues to increase its share of market and it’s not just younger Canadians who are using the social media network. The ability to target advertising and messaging continues to improve and with a so many Canadians actively using the platform, any organization—large and small—can take advantage of its incredible reach. If you want to get a story or opinion in front of a Canadian audience, you need to make sure you’re making it available to consumers in an attention-getting and engaging way on Facebook.
If we had told you in 2005 (the year Facebook was launched in Canada) that about six in ten would check the site at least once every day only a decade later, you wouldn’t have believed us.
Facebook should be a major part of every public affairs professional’s toolkit.
TAKEAWAY #3: MILLENNIALS ARE NOT APATHETIC
OBSERVATION: Despite popular belief, young Canadians are more likely to participate in discussions about Canadian politics and current events than any other age group. Most of those aged 18 to 29 regularly engage in discussions about Canadian politics and current events. That’s 11-points more than those aged 60 and over, the group that’s least likely to engage in those conversations.
UPSHOT: Millennials are engaged and regularly discuss politics and current events. The increase in youth voter turnout in the 2015 Canadian Federal Election is proof that Millennials are a powerful political force. They can be mobilized and can impact the outcome of elections. Organizations that can speak in a way that resonates with specific age and interest groups will benefit from this desire to discuss and understand the issues and act. All public affairs strategists should now ask, “what do the Millennials think about this issue?”
TAKEAWAY #4: FACEBOOK FACILITATES MYOPIA
OBSERVATION: Canada’s most active Facebook users tend to feast on a diet of news and information that is catered specifically to their interests, values, and ideologies. The more active Canadians are on Facebook, the more limited their world view.
While Facebook is the primary breaking news source for 75% of younger Canadians, only 28% of that group report following a broad range of topics while 51% pursue only what interests them. Older age groups are more likely to keep up with a variety of topics including 40% of 30-44-year-olds and 62% of those 60 and over.
UPSHOT: Facebook’s algorithms are designed to cater news and information to each user’s unique interests to increase the likelihood of keeping the user engaged on the site for longer periods of time. The resulting reliance on Facebook as a primary source means users are getting a limited world view and a limited set of opinions that most closely match their own (confirmation bias). To get messages and stories to reach a wider untapped audience, organizations need to be creative with organic online activities and clever with paid online activities.
TAKEAWAY #5: CANADIANS ARE OPEN TO PERSUASION AND 4 IN 10 DESCRIBE THEMSELVES AS INFLUENCERS
OBSERVATIONS: Over four in 10 Canadians maintain that they are willing to change their mind if someone they trust uses persuasive arguments. Moreover, the data indicates that four in 10 are potential influencers – those who describe themselves as people who like to share their opinions about politics.
Most of us are open to persuasion even though we may hold specific views and opinions. While those who voted Conservative are somewhat less likely to be persuaded, a majority still say their opinions can change if arguments are persuasive and come from trusted sources.
Young people are more likely to admit regularly discussing politics, though they are less likely to see themselves as someone who likes to share their views–those who could be valuable influencers.
Influencers tend to be older and are almost evenly split between men and women. Most regularly check Facebook, discuss politics often, and like to keep up with a broad range of issues. They also consume far more news content than the non-influencers. They watch more TV news, listen to more all-news radio, and are more likely to read print newspapers.
UPSHOT: Organizations can no longer boil the ocean with their outreach and advocacy efforts. They must be smart, creative and efficient. Being part of the considered opinion means funneling messages through trust networks based on personal and professional interests. They must tap into affinities and values rather than specific opinions.
Public affairs strategists must also find, engage, and activate the influencers who are older and less engaged online. This suggests that a hybrid online/offline strategy is still essential to move opinion and shape policy choices in Ottawa, provincial capitals, and municipal councils.
Critically, organizations cannot dismiss the role of websites and blogs in the digital ecosystem. As fake news and alternative facts give rise to disinformation, compelling and credible articles with verifiable facts, written to grab and keep attention and constructed with effective Search Engine Optimization (SEO), are necessary to ensure those who follow-up on stories they find on social media also find meaningful content. These are the hunters and gatherers of information who work hard to keep the record straight and will consider multiple sources in doing so.
TAKEAWAY #6: TWITTER IS AS RELEVANT AS WORD-OF-MOUTH
OBSERVATION: Canadians are just as likely to get breaking news and information via Twitter (5%) as they are from word of mouth (6%). Furthermore, 19% of Canadians check Twitter at least once per day. These Twitter users are evenly split between men and women, 67% are under the age of 45, and 76% voted in the last federal election.
Given the nature of Twitter, it’s no surprise that these Canadians are twice as likely to use the internet to “tell people what they think” often and are twice as likely to get in “a squabble” with someone on the internet.
UPSHOT: Canadians are just as likely to tweet news and information as they are to talk about it in person with others. Twitter is a much more powerful amplifier and tweets are much more likely to appear on the radar of journalists which will help messages navigate their way to print and broadcast media. If organizations aren’t sharing their information and point of view on Twitter, they’d better hope somebody else is doing it for them.
TAKEAWAY #7: WE ARE A MOBILE SOCIETY
OBSERVATION: Canadians are using their smartphones and tablets a lot more, and desktops and laptops a lot less. Four in five Canadians own a smartphone, and nearly three in five owns a tablet device.
Moreover, 43% of Canadians say that they rely most on their mobile devices such as smart phones or tablets to access the internet and one in three Facebook users with a mobile device have the app on their permanent app bar.
UPSHOT: Portability and convergence mean Canadians are increasingly carrying their smartphones wherever they go – work, home, errands, social events, vacations, concerts, rallies, etc. The result is they’re always a few “clicks” away from news and information as they engage in other activities. Organizations hoping to make an impact or harness support have no choice but to be accessible wherever, whenever and in a format and user experience that works well on a mobile screen.
And our mobile connectedness means that organizations can reach consumers and citizens wherever they are. Facebook allows advertisers to target users as they enter specific geographic regions meaning you can target messages to those working around Parliament, provincial legislatures, and city halls. It has never been easier to deliver tailored messages to specific audiences on specific platforms.
Furthermore, Canadians who receive information that concerns and/or inspires them want to act immediately in the most convenient way possible. Once you have their attention, organizations have only a few seconds to galvanize Canadians and get them to take action.
TAKEAWAY #8: THE MOST-ENGAGED CAN EFFECT CHANGE
OBSERVATION: A small group of hyper-connected, hyper-engaged Canadians can be instrumental in breaking the myopia-barrier. One-quarter of Canadian Facebook users follow interest and advocacy groups on the platform, 40% follow business and brands and 12% follow political leaders and organizations. Interestingly, one in five Canadian Facebook users report following Prime Minister Trudeau – nine points higher than their Mayor and 10-points higher than their MP.
UPSHOT: Coupled with the sharing culture and the willingness of Canadians to change their minds based on good arguments from trusted people, it’s possible to tip the scales of public interest, opinion, and action. Organizations can harness those immediately connected to and interested in their activities to help reach a wider audience. Messages can be tailored to help them move through networks of networks based on common interests.
METHODOLOGY
Our survey was conducted online with 2,010 Canadians aged 18 and over from August 22 to 25, 2016. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys. The margin of error for a comparable probability-based random sample of 2,010 is +/- 2.2%, 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.
ABACUS DATA INC.
We offer global research capacity with a strong focus on customer service, attention to detail and value-added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, Ph.D.
Full Duplex specializes in reputation and issues management, online advocacy, and analytics. Our ongoing research on the impact of digital and social media on Canadian public affairs and politics helps our clients achieve their goals with efficiency.
Location: Ottawa, ON Description: Full-time, 4-month contract (May 2017 thru August 2017) Compensation: $20.00/hour – 37.5 hours per week
Role: Abacus Data is looking for an energetic, self-starting university student who is looking for a summer placement or internship based in Ottawa to support the senior research team. As a member of our growing and evolving team, you will report directly to the CEO and work closely on a range of client projects and marketing efforts.
Based in Ottawa, you will be responsible for contributing to all aspects of qualitative and quantitative research projects as well as managing content development on the AbacusData.ca and CanadianMillennials.ca websites. We are looking for someone with an entrepreneurial spirit who enjoys to write, communicate, and learn about new topics. A passion for research, politics, and public affairs is definitely an asset.
During the 4-month placement, you will be asked to support our team on a range of projects and work with the team to develop content for public consumption.
Responsibilities: • Support senior research team in all aspects of the research process including: o Questionnaire and discussion guide development o Survey programming and project management o Data analysis o Reporting – PowerPoint or written reports. • Coordinate marketing and content publishing with team. • Develop comment for the CanadianMillennials.ca website.
Requirements: • Internet savvy and fluent in MS-Office suite of products. • Strong interpersonal, writing, organizational, problem solving, and communication skills. • Ability to create content quickly. • Ability to work with minimal supervision. • Currently enrolled in an undergraduate or graduate program • Being able to create stunning PowerPoint presentations, infographics etc is a definite asset. • Previous research experience and fluency in French is an asset.
Desired Skills and Experience: • Driven to succeed – self-starter, with a successful record of sales growth and business development • Innovative – you think of interesting and alternative ways to get new business • Collaborative – you can work closely with the Abacus Data team to leverage expertise to develop content for the Abacus Insider and Canadian Millennials websites • 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.
About Abacus Data Inc. Abacus Data is a leading public opinion and marketing research firm, bringing together the latest technology and industry expertise to help organizations effectively understand and connect with those they serve.
Having conducted research for some of North America’s leading corporations and advocacy groups, we deliver global research capacities with the attention to detail and focus of a boutique firm.
We are at the forefront of the research sector and deliver revolutionary insights and strategy to our clients. Our team brings together a rare combination of experience and energy in a team of professional researchers. We all value integrity, hard work, and creativity believing good research insights come from an intense focus on our clients, rigorous methods, and occasionally challenging convention. The bottom line is we get things right.
Timeline Initial applications are due February 28 by 5pm ET Shortlisted candidates will be contacted on March 10 with the assignment to complete Assignments are due on March 22, 2017 by 5pm ET Interviews will be conducted after March 31
In our final survey of the year, and as the country prepares to celebrate its 150th birthday, we decided to explore what makes Canadians proud of their country.
In our final survey of the year, and as the country prepares to celebrate its 150th birthday, we decided to explore what makes Canadians proud of their country.
To do this, we came up with a wide-ranging list of 78 different items, realizing that we could have had an almost infinite list of ideas to probe for. So, with the caveat that this is by no means the definitive list of items that could stir passion for Canada, this third release will focus on the places, values and brands we included in our survey.
Here’s what we found:
VALUES & TRAITS
• Perhaps the most compelling findings of any in this survey are those that show how strongly Canadians associate pride with the idea of individual freedom, open-mindedness towards people who are different and politeness. Of the 78 items tested, these were 3 of the top 4 rated items. Multiculturalism was 9th and bilingualism was 45th.
• Our sense of caring for the world around us also ranked high, 10th on this list. So too is the idea of Canada as a country that can be counted on to be steady and consistent (11th)
• How we provide health care ranked 12th among the things that give us a great deal of pride and how we treat the disadvantaged ranked 51st.
• Our elections are, while never pleasing everyone, a source of pride for a considerable number of people, ranking 39th overall.
BRANDS AND FRANCHISES
• Tim Horton’s and the Montreal Canadiens top the list of pride building brand names, ranking 26th and 27th of the 78 items tested.
• The Toronto Maple Leafs ranked 54th, well behind the Blue Jays (38th) and not too far ahead of the Toronto Raptors (65th), and the Toronto FC (#75)
• Labatt (#56) and Molson (#64) were pretty closely matched.
• As a group, Canada’s railways ranked 43rd in terms of the amount of pride they stir.
• The Bombardier family invention Ski-Doo ranked 57th.
• Roots (#69) ranked ahead of Lululemon (#76)
PLACES
• From the Rocky Mountains (#5) to the Cabot Trail (#42) our iconic places stir pride in a great many Canadians. The Bay of Fundy ranked 20th overall and the Prairies were close behind at #30.
• Of Canada’s largest cities, Montreal ranked 25th, Vancouver 35th and Toronto 45th.
FOODS
While we could have easily added everything from lobster to Nanaimo Bars, Rye Whiskey, tourtiere, and Canadian bacon, our short list of food products tested showed strong pride in our maple syrup (#6), Canadian Wheat (17th), Alberta Beef (22nd), and Poutine (49th).
UPSHOT
According to Bruce Anderson:
This survey was by no means meant to be a definitive test of the structure and nature of national pride, but more a scan of many of the iconic names, popular figures, ideals and features of the country – to get a sense of the resonance and the degree of consistency.
The things which impressed me?
The power of the ideals that unite Canadians, in particular, the idea of mutual respect and responsibility to others and the world we inhabit.
The lasting, pride building power of our national sport and its greatest heroes.
The love of our artists and appreciation for those who succeed on the global stage as well.
Deep pride in our physical space, from rural landscapes to the vibrant big cities that are the envy of many in the world
METHODOLOGY
Our survey was conducted online with 1,848 Canadians aged 18 and over from December 12 to 14, 2016. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys. The margin of error for a comparable probability-based random sample of 1,848 is +/- 2.3%, 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.
ABACUS DATA INC.
We offer global research capacity with a strong focus on customer service, attention to detail and value-added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, Ph.D.
In our final survey of the year, and as the country prepares to celebrate its 150th birthday, we decided to explore what makes Canadians proud of their country.
To do this, we came up with a wide-ranging list of 78 different items, realizing that we could have had an almost infinite list of ideas to probe for. So, with the caveat that this is by no means the definitive list of items that could stir passion for Canada, this second release will focus on the 36 individuals whose names we included in our survey. Yesterday, we shared the top 20 list of things we are proud of.
Here’s what we found:
The top 10 names most likely to make Canadians really proud were:
Terry Fox (#2 on our overall list of 78 people, places, and things) Wayne Gretzky (#14) Celine Dion (#15) David Suzuki (#16) Sidney Crosby (#19) Leonard Cohen (#20) Gordie Howe (#21) Queen Elizabeth II (#23) Gord Downie (#31)
• While hockey heroes play a big role in our list of pride makers, tennis players Eugenie Bouchard (#52) and Milos Raonic (#53) both stirred a great deal of pride among 12% or 3.5 million Canadian adults. Sprinter Andre DeGrasse was 44th on the list, while retired basketball star Steve Nash was 55th.
• Gilles Vigneault ranked 48th across the country but was much higher (EG 6=7thth) on the list for Quebecers.
• Canada has produced some amazing female singers and songwriters. In addition to Celine Dion (#15), Shania Twain (#36), Sarah MacLauchlan (#46), and Anne Murray (#47) and Diana Krall all (#60) stir a great deal of pride in millions of Canadians.
• The late Stompin Tom Connors was 62nd on our overall list, but Justin Bieber who has sold far more records, was well below that level, at 78th. Among male singers, Leonard Cohen (20th), Gord Downie (31st), and Michael Buble (#32nd) all showed well.
• Actors Mike Myers (#34th) was the top actor among those we tested. William Shatner of Star Trek fame was 63rd on our list, with a result similar to that of Donald Sutherland (#61), who edged out his son Keifer Sutherland (#66) (but within the margin of error). Ryan Gosling at (#59) is ahead of Ryan Reynolds (#70)
• Author Margaret Atwood was 40th on our list, while author Conrad Black (former proprietor of the National Post and other newspapers) was 77th on our list.
Once again, there are some important differences by generation. Compared to older Canadians, those under 45 were MORE likely to say they derive a great deal of pride from:
• Mike Myers (14-points more likely) • Ryan Gosling (11-points more likely) • Sidney Crosby (7-points more likely) • Drake (5-points more likely)
Those under 45 were LESS likely to say they derive a great deal of pride from:
• Anne Murray (15-points less likely) • Gordie Howe (14-points less likely) • Leonard Cohen (14-points less likely) • Jean Beliveau (11-points less likely) • Milos Raonic (11-points less likely) • Wayne Gretzky (10-points less likely)
Feelings about Gord Downie, Eugenie Bouchard, William Shatner, or Celine Dion cross generational divides with about equal numbers saying the individuals make them feel really proud of Canada.
Our survey also found some noticeable gender differences. Women were MORE likely to say they derive a great deal of pride from:
• Actor Ryan Gosling (13-points more likely) • Musician Sarah MacLauchlan (7-points more likely) • Musician Leonard Cohen (6-points more likely)
Women were LESS likely to say they derive a great deal of pride from:
• Jean Beliveau (15-points less likely) • Milos Raonic (15-points less likely) • Sidney Crosby (15-points less likely) • Retired NBA star Steve Nash (10-points less likely) • Queen Elizabeth II (7-points less likely)
In Atlantic Canada, Terry Fox, Leonard Cohen, and Sidney Crosby top the list, with honourable mentions going to Gord Downie, David Suzuki, and Gordie Howe.
In Quebec, the top three people that respondents were most proud of were Celine Dion, Terry Fox, and Sidney Crosby with Leonard Cohen, David Suzuki, Mike Myers, and Gilles Vigneault getting honourable mention.
In Ontario, Terry Fox, Wayne Gretzky, and David Suzuki top the list with Celine Dion, Queen Elizabeth, Michael Buble, and Gordie Howe getting honourable mention.
In Western Canada, Terry Fox, Wayne Gretzky, and Gordie Howe top the list, with honourable mentions to Leonard Cohen, Celine Dion, and Queen Elizabeth. UPSHOT
According to Bruce Anderson:
“The list of names we tested was by no means exhaustive and even as we looked at the results could come up with other names that likely would have scored well. Nonetheless, some points emerge from looking at these results.
First, it’s a pretty wide-ranging list. Our pride makers include writers, musicians, athletes, and actors. The list includes some who stand out for the ideals they represent as well as some who have great musical, artistic or athletic achievements and some who combine both.
There are regional, gender and generational differences, but they tend to be modest – suggesting that pride in the accomplishment of an individual Canadian can often transcend our personal tastes in music, or our interest in sport, or the era in which an individual enjoyed the peak of their prominence.”
METHODOLOGY
Our survey was conducted online with 1,848 Canadians aged 18 and over from December 12 to 14, 2016. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys. The margin of error for a comparable probability-based random sample of 1,848 is +/- 2.3%, 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.
ABACUS DATA INC.
We offer global research capacity with a strong focus on customer service, attention to detail and value-added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, Ph.D.
