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.
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 initial release will focus on the top 20 and bottom 10 from our list of 78. We’ll release more of the results over the next couple of days, and the entire list at the end of that process.
Here’s what we found:
• All but 3 of the 78 items made a majority of Canadians feel at least some pride. Those that did not meet this threshold were Conrad Black, Justin Bieber, and Lululemon.
• At the very top of the list, and a source of a great deal of pride for 59% (17.1 million adults) is our “freedom to live our lives as we see fit”. Fully 98% said this aspect of Canada made them at least some pride.
• Second was Terry Fox, an individual whose spirit and commitment captured the nation, and who passed away 35 years ago. Every year, thousands of Canadians participate in a run to honour his effort and to raise money for cancer research. Fox makes 50% or 14.7 million adults feel really proud.
• Third was “open-mindedness towards others”, and fourth was “politeness”, two characteristics at the heart of what it means to be Canadian for a great many people.
• In fifth, and first among several places tested in this survey, was the Rocky Mountains.
• Sixth went to maple syrup, tops among several foods included in the survey.
• Seventh was “enjoyment of the outdoors” a recognition of the passion Canadians feel for nature and for experiencing it first-hand.
• Eighth was Canada’s “reputation around the world”. While Canadians embrace humility, it matters to us that the world sees us in a positive light.
• Ninth is multiculturalism – reinforcing that diversity in Canada is not seen as a source of tension but rather of strength or advantage.
• Rounding out the top ten is our “sense of caring for the world around us”, reinforcing that Canadians take seriously our responsibility to the world we live in and to the people who face challenges greater than ours.
• Eleventh is our “steadiness and consistency”.
• Twelfth is “how we provide health care”.
• Canadian food makes it to 13th on the list.
• Wayne Gretzky is 14th and the top of several hockey players tested.
• Celine Dion is 15th and the top entertainer on our list.
• David Suzuki is 16th.
• Canadian wheat is 17th and the second highest food product after maple syrup.
• Our cities made it to 18th on the list. No doubt many people feel proud of the fact that several Canadian cities regularly make global lists of great places to live.
• 19th is Pittsburgh Penguin hockey star and Cole Harbour, NS native Sidney Crosby.
• Leonard Cohen, who passed away earlier this year, rounds out the top 20.
Those that just barely missed making the top 20 include Gordie Howe, Alberta beef, and Queen Elizabeth II.
The bottom 10 in our list (which does not necessarily imply unpopularity but rather in some cases less familiarity or a meaningful, but smaller contribution to national pride, were: the Roots brand (18 million feel some pride) Ryan Reynolds, Drake (15 million feel some pride), Air Canada, Rachel McAdams, soccer player Christine Sinclair, the Toronto FC, Lululemon, Conrad Black and Justin Bieber.
For some of these, it’s especially important to note that there may be important regional or generational differences of opinion. In the case of Drake, for example, 14% of those aged 18 to 35 felt really proud of him compared with only 4% of those over 35.
Naturally, not everyone will agree about what contributes to their pride in the country or in being Canadian. Because of our desire to test a wide range of items, we had to split our sample and so our ability to examine subgroup differences is a bit limited.
Nevertheless, there are some important generational differences that bear noting in these results.
Compared to older Canadians, those under 45 were MORE likely to say they derive a great deal of pride from:
• Multiculturalism (23 points higher) • Open-mindedness (23 points higher) • How we provide health care (16 points higher) • Our winters (14 points higher) • Our politeness (7 points higher) • Sidney Crosby (7 points higher)
Those under 45 were LESS likely to say they derive a great deal of pride from:
• the Rocky Mountains (19 points lower) • Maple Syrup (18 points lower) • Leonard Cohen (14 points lower) • Wayne Gretzky (10 points lower) • Terry Fox (11 points lower) • Canadian wheat (12 points lower)
Differences by generation were small or non-existent on the following items:
• Our freedom to live our lives as we see fit • Our sense of caring for the world around us • Steadiness and consistency • Our cities • David Suzuki • Celine Dion • Justin Bieber • Conrad Black
UPSHOT
According to Bruce Anderson: this first pass at a what stirs our pride shows how important we consider our values to be. We define these as freedom to live our lives as we see fit, a polite, open-minded attitude towards other people, a commitment to helping others, including making sure everyone has health care, and our steadiness over time.
Our sense of space and nature is strongly linked to our pride. So too, is hockey, and in particular the two most famous players in the last 3 decades.
The place that Terry Fox holds is one of the most remarkable findings, in my view. His struggle with cancer is something so many can relate to, and his dogged effort to bring visibility and raise money for cancer research by launching a run along Canada’s national highway touch many different chords that illustrate what Canadians admire about the country and aspire to emulate.
The current debate about screening for Canadian values is topical for several reasons. These results confirm that a sense of shared values truly is important to a great many people. At the top of the list of values we share is the freedom to live our lives as we see fit.
However, some powerful generational differences then come into play. Young people are clearly more enthusiastic about cultural diversity and open-mindedness to people who are different. In contrast, the concept of individual freedom can include some qualifications among a higher proportion of older, compared to younger, Canadians.
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, we asked Canadians to tell us how much discrimination they see in our society, towards a variety of groups. To add context, we mimicked some questions that the Pew Research Center asked in the US recently. Here’s what we found:
• The large majority (79%) of Canadians say that there is “some” or “a lot” of discrimination towards Muslims in Canada, and two thirds (67%) say the same thing about discrimination towards Indigenous people.
• Almost one in two say there is a lot of discrimination against people of the Muslim faith, far more than towards any of the other groups we tested.
• Roughly equal sized majorities see (some or a lot of) discrimination towards black people and gays & lesbians.
• 1 in 2 (51%) say there is (some or a lot of) discrimination against women, and 45% say the same thing about people of the Jewish faith. 44% say people of Asian descent face discrimination.
• Fewer see discrimination against Evangelical Christians (29%) and white/Caucasian people (22%).
CANADA & US COMPARISONS
• Of 6 of 7 groups tested that compared directly to the results found in the US, Canadians were less likely to see discrimination in our society than Americans were in theirs. The only exception was discrimination against Jews, where results were about the same.
• The gaps between Canada and the US were particularly large in the case of perceived discrimination against gays and black people. Large proportions in both countries say there is “a lot” of discrimination against Muslims.
OBSERVATIONS WITHIN CANADA
• The view that there is significant discrimination against Muslims crosses all demographic groups and regions, although Quebecers are least likely to say it is widespread, compared to other regions.
• In Canada, women and young people were generally more likely than others to see discrimination, while men and older people were least likely to see it. The gap by age is especially noticeable where discrimination against Asian people is concerned: younger people are much more likely to say it exists. Younger people are also a lot more convinced discrimination against women is widespread.
• BC residents are far more likely than others to see discrimination against people of Asian descent. People in Atlantic Canada were more likely than others to say there is some or a lot of discrimination against black people.
• Women were 20 points more likely than men to say there is some/a lot of discrimination against women.
• Liberals, New Democrats, Green Party voters were all about equally to say that women face discrimination – Conservatives were 15 points less likely to say so.
• Compared to other voting groups, Conservatives were more likely to observe discrimination against white people and Evangelical Christians, and see about an equal amount of discrimination against women, people of Asian descent, Jews, and Evangelical Christians.
“Canadians see their country as a tolerant place, but far from perfect. Tensions have been rising in the US and other parts of the world towards people of the Muslim faith and we acknowledge that those same influences are pretty widespread here in Canada.
There’s been progress in reducing discrimination based on sexual orientation, but we recognize this type of discrimination still exists.
Most Canadians show continuing dismay at the way Indigenous people are viewed and treated by others – which underpins a constant desire to do better and build bridges.”
“Although we are less likely to perceive discrimination in our society than Americans, Canadians perceive that many groups face at least some discrimination. This is especially true of four groups: Muslims, Indigenous people, blacks, and gays and lesbians.
The generational and gender gaps in perceived discrimination are especially striking. In most cases, younger Canadians and women were more likely to say that groups faced a lot of discrimination in Canadian society.
While we are less likely to perceive discrimination in our society, than Americans feel about theirs, we are far from a world in which we don’t witness inequality and unfairness because of our race, sex, religion or sexual orientation. It may soon be 2017, but that doesn’t mean we live in a country without prejudice or discrimination.”
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.
DETAILED CHARTS
Below are charts reporting differences across regions, demographic groups, and political variables.
In our final survey of the year, we asked Canadians to give us their impressions of a wide range of people including 14 current federal Cabinet Ministers (we intend to gather impressions of other Ministers in an upcoming survey). Here are the highlights:
• As expected, many of the ministers are not household names for a significant proportion of voters. Between a third and a half of those surveyed were unable to offer an opinion about the job being done by the ministers tested.
• The amount of negative opinion about any of the ministers tested is quite limited, ranging from 11% to 21%. Given that most respondents didn’t vote Liberal, this suggests the Cabinet is generally not, at this point anyway, a focal point of partisan tension.
• Of the 14 tested, the ministers with the highest profile (fewest respondents unable to offer an opinion) included three rookies and two political veterans: Defense Minister Harjit Sajjan, Environment and Climate Change Minister Catherine McKenna, Health Minister Jane Philpott, Foreign Affairs Minister Stephane Dion, and Transport Minister Marc Garneau.
• For all ministers tested, more people offered good or acceptable ratings than offered negative assessments. The largest proportion of “good job” ratings went to Harjit Sajjan, Catherine McKenna, Marc Garneau, Stephane Dion, and Bill Morneau. The smallest positive ratings were for Maryam Monsef, who is also the least familiar to our sample.
• The ministers with the highest negatives were Bill Morneau, Jane Philpott, and Catherine McKenna. The ministers with the lowest negatives were Scott Brison, Navdeep Bains, Jody Wilson-Raybould, and Ralph Goodale.
• Few Liberal voters give poor assessments to any of the ministers. The performance of Ministers Sajan, Goodale, and Morneau are more likely to be rated positively. Only Ministers Philpott and Monsef get negative ratings in double digits.
• Among Conservative voters, Ministers Morneau and McKenna draw the largest number of negative assessments while Ministers Goodale, Bains, and Brison trigger few negative reactions.
• Among NDP voters, relatively few are unhappy with the Ministers tested. Ministers Philpott and Morneau draw the most criticism, disappointing 27% of NDP voters. Opinion about Minister McKenna is somewhat polarized – she tops the list in terms of positive ratings, but ranks third in terms of drawing criticism among NDP voters.
UPSHOT
According to Bruce Anderson:
“After just a year in office, it would be surprising if more of these ministers were better known, especially in an era when many people pay limited attention to national politics.
The results suggest that, consistent with the fact that the large majority give the PM good or acceptable marks for his cabinet selections (80%) most people are not finding much to fault in the performance of the cabinet.
Those handling some of the trickiest files (e.g. Finance, Health and Environment) are seeing slightly more polarized reactions, but this is, to this point anyway, a fairly mild version of polarization.
The fact that only half of Conservative voters give a bad rating to the Finance Minister illustrates this point.
As well, Resources Minister Jim Carr, who handled the pipeline file that could have sparked strong negative views on the left, finds only 23% of NDP voters giving him a negative rating.
The results for Democratic Reform Minister Monsef indicate some disappointment in her approach. But perhaps the more notable point is that while she has been the focus of a lot of Parliamentary and media criticism personally over the year (including about where she was born), half have not even been aware of Ms. Monsef so far.”
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, we asked Canadians to give us their impressions of a wide range of people who are or were involved in Canadian politics, from Prime Ministers, to Premiers and some of the leading names in the Conservative Party. Here are the highlights of what we found:
PRIME MINISTERS
• Of the five prime ministers (Mulroney, Chretien, Trudeau Sr., Harper, Trudeau Jr.) we polled on, Justin Trudeau enjoys, by a wide margin, the most positive set of impressions, followed by his father. Stephen Harper encounters the highest negatives.
• Mr. Harper’s image (28% positive, 52% negative) is virtually the mirror opposite of his successor, Justin Trudeau (52% positive, 29% negative).
• All five of the prime ministers we measured had very similar levels of negative opinion (24%-29%), with the exception of Mr. Harper (52%).
PROVINCIAL PREMIERS
• Of the five provincial premiers we polled on (Ontario, Quebec, BC, Alberta, Saskatchewan) Kathleen Wynne is the best known and has the highest negatives, on a national basis.
• Positive feeling about the premiers ranges from just 9% to 14%, and negative opinion ranges from 10% to 34%. Roughly half of those polled had no opinion about four of the five tested.
• Within their provinces, only Brad Wall enjoys more positive (57%-26%) than negative opinion. The worst results are for Premier Wynne (11% positive, 67% negative)
Because the premiers and the Prime Minister are meeting on different topics lately, it may be useful to look at the standing of the Prime Minister compared to a premier within each respective province.
In Ontario, Mr. Trudeau is 39-points more popular than Ms. Wynne. In BC, Mr. Trudeau is 32-points more popular than Ms. Clark. In Quebec, Mr. Trudeau is 23-points more popular than Mr. Couillard. In Alberta, Mr. Trudeau is 13-points more popular than Ms. Notley. In Saskatchewan, Mr. Wall is 21-points more popular than Mr. Trudeau.
CONSERVATIVE LEADERSHIP FIGURES
• Of the seven leading Conservatives that we polled on, Rona Ambrose and Kevin O’Leary top the list in terms of being known and well thought of. In terms of popularity, both trail Justin Trudeau by very wide margins.
• Andrew Scheer is the least well known, with 71% saying they have no opinion about him, and another 18% saying their opinion is neutral.
• Kevin O’Leary’s negatives are higher than those of Maxime Bernier, Kellie Leitch, Lisa Raitt, Michael Chong and Andrew Scheer.
• Across the country, 6% have a positive view of Kellie Leitch, while 17% have a negative opinion. This is the weakest positive/negative balance of any of the candidates we tested.
• Among Conservatives, 58% have a positive view of Rona Ambrose, followed by 35% for Kevin O’Leary, Lisa Raitt (19%), and Max Bernier (17%).
• Among Conservatives, only one of the names tested finds more negative than positive views: Kellie Leitch (10% positive, 15% negative).
• Among winnable Conservative voters (those who don’t currently support the CPC but are open to voting for them), Justin Trudeau is far more popular than any of the leading Conservative figures we tested. 55% of winnable Conservative voters have a positive impression of the Prime Minister compared to 21% who have a negative impression.
• Rona Ambrose and Kevin O’Leary are better known than the some of the current CPC leadership candidates we tested but O’Leary appears to have about as much potential to repel as attract support from this critical audience. Among winnable Conservative voters, only one of the names tested is clearly a net negative at this point: Kellie Leitch (7% positive, 12% negative).
Below are charts with all the political figures we tested in order from most positive and in order of most negative.
UPSHOT
According to Bruce Anderson:
“For years it’s been fashionable in the media to speculate that voters hate politicians – but the truth is less dramatic. Few politicians are loved, but few are truly disliked by large numbers of people. Within that general context, the current popularity of Justin Trudeau does stand out, as does the level of residual negative feeling towards Stephen Harper, and in Ontario towards Kathleen Wynne.
The current standing of Brian Mulroney proves that time erodes some of the antagonism that can build up towards incumbents – his numbers when he left office were quite a bit worse than they are today.
Among the Conservative names tested the two most disruptive voices Kevin O’Leary and Kellie Leitch land differently. O’Leary’s fame and blunt talk can pull some voters and repel others. So far, the numbers we see for Kellie Leitch suggest very limited pull – and considerably more potential to repel accessible Conservative voters.“
According to David Coletto:
“Justin Trudeau is the most popular politician in the country right now. Half of Canadians have a positive impression of him, almost double that of the next current political figure that we tested (Tom Mulcair at 28%). Nationally, he is well ahead of any provincial premier, party leader, or potential party leader.
Even at the provincial level, Mr. Trudeau is far more popular than all but one provincial premier we tested – Brad Wall in Saskatchewan. Most premiers are facing a First Minister across the table who is more popular than they are in their own province, a challenge in terms of negotiating leverage.
For the Conservative Party, the data indicates that all of the current leadership candidates are unknown to most Canadians. Expect for Maxime Bernie and Kellie Leitch, who are more defined to Canadians, others like Lisa Raitt, Michael Chong, and Andrew Scheer are very much blank slates. Even among those who have heard of them, there’s little definition either positive or negative.
Kevin O’Leary looms large as the one potential candidate who has high name recognition and relatively positive impressions. While more Canadians have a negative rather than positive impressions of Mr. O’Leary, he is particularly well known and liked among those who voted Conservative. Perhaps indicative of his potential appeal of Conservative members.
In the end, whoever ends up winning the Conservative leadership, they will be up against a very popular Prime Minister, who right now, is quite appealing to the very voters the Conservatives need to convert – those open to voting Conservative but who don’t support the party now.”
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.
