What’s up Canadian researchers! In recent weeks…
- CRIC set out a statement of purpose and polices to help market research companies in Canada.
- ESOMAR announced a partnership with CRIC to help individual researchers whose company’s are members of CRIC.
But what about students, academics, government employees, freelancers like me, and all the individual researchers from Canadian companies that aren’t members of CRIC? Where do these people turn?
Fortunately, I’ve helped provide a Canadian perspective to a lot of really great organizations over the years including:
- ISO: I’ve been the Canadian Chair of the International Standards Association, TC 225: Market, Opinion, and Social Research committee since 2014
- Insights Association: I was part of the MRA Research Advisory Board (2016), and worked on the MRA/IMRO Guide to the Top 16 Social Media Research Questions (2010)
- ESOMAR: I helped with the ESOMAR/GRBN Guideline on Social Media Research (2017), ESOMAR 24 Questions for Social Media Research (2010), ESOMAR Guide to Market Research (2016)
- AAPOR: I helped AAPOR with the planning group for council on diversity (2016), national conference planning (2018), board nominations (2015), conference code of conduct (2017)
In other words, I’ve seen first hand that these associations have decades of experience in promoting high quality standards and ethics in our industry and have been longtime supporters of the Canadian industry as well.
You will be extremely well served as an individual member of one of these four associations.
- AAPOR: If you’re an academic, polling geek, or into social and political research, this is a great association for you. Even better, their annual conference will be in Toronto this May. I’m helping them organize the chapter event!
- ESOMAR: If you conduct research around the world or want to stay in touch with what’s new and amazing in countries beyond our borders, look no further. Esomar is a great choice for you even if your company is not a member of CRIC.
- Insights Association: If much of your work is conducted in North America, why not say a howdy hello to our neighbours to the south sharing the same time zone as us!
- QRCA: Oh quallies, you’ve built something amazing here. If you’re a quallie and not already a member, correct that mistake post haste!
There are, of course, other options. But before jumping into one, do your homework. Make sure the association and association leaders you choose have a solid foundation and proven track record of promoting high standards and ethical behaviours, and are viewed as gold-standard providers by our industry leaders.
If you aren’t sure which association is right for you, talk to several of your clients or research providers. Find out which associations they know and trust. And if you’re still stuck, I’d be happy to help you out. Send me a quick message.
[Side note: MRIA-TT progress is slow. We don’t yet have an option to add to the above list.]
Panel Discussion on Political Polling & Media in Canada: “Election Polling in the West – Has it Changed The Research Industry For the Better?” #MRIA14 #MRX
Live blogging from the #MRIA national conference in Saskatoon, Saskatchewan. Any errors or bad jokes are my own.
Moderator: Steve Mossop, President, Insights West; Panelists: Éric Grenier, polling analyst and the author of ThreeHundredEight.com; Tim Olafson, Co-founder, Stone-Olafson; Scott MacKay, President – Probe Research Inc.; Lang McGilp, Senior Research Executive, Insightrix Research
- [note – there is lots of debate and differences of opinions among the speakers, i have not indicated who said what]
- many voters change their minds at the very last minute, political polling is not broken in canada
- 22% of voters changed their mind in the last few days of the election
- we always ask “how would you vote today.” We need to ask the right questions
- there is still a role for public election polling, parties have the information so the public should have it as well
- campaigns will be dominated by internal polls because they will put out poll results themselves
- no more trust between public and pollsters and we need to rebuild that trust; better polling costs money, money that we don’t have, need more cooperation between pollsters and journalists is reported the right way
- pollster in-fighting looks terrible, media sees the fights and focus on the people who got it wrong
- tired of giving away free polling to build up brand recognition
- pollsters doing a crappy job of setting the context, they focus on a time frame or election, they don’t look back at the last election at society at the bigger picture
- we need to get rid of the ban on polling publication
- industry needs to be less competitive and more open with best practices
- we have civic reasons to do the polling, good for democracy
- there are many people who want us to get polling wrong
- there are too many free polls, angus reid in the west complains the most
- some people think more pollsters is better – 280 pollsters were doing it in the US, Canada probably only needs around 12. comparatively, not as many in Canada
- do engineers or lawyers offer free engineering and free lawyering? Free undervalues our work
- some firms refuse to release any public that is not paid for
- paid for polls are more accurate because you ask more questions
- we trivialize elections with so many polls based on insufficient survey questions; will the media cover costs of a 60 question survey
- polls these days are just horse race measures
- how can we prove that polling works – we’ve called elections accurately for the last 50 years, except when it’s wrong [margin of error people]
- polling used to be much more accurate, record was unblemished. what happened? we started using online panels. some panels aren’t good for this kind of research. telephone method is not dead. it works well. panels won’t work in smaller regions. Do not write off the phone at this point.
- there are region specific panels that were built carefully, based on telephone recruit. These panels are extremely accurate.
- method doesn’t matter. society has changed. it used to be the newspaper in the evening and news on TV at night. Now news is instant all day long.
- not a lot of telephone any more in ontario but any methodology can get it right
- turnout determines accuracy of polls, it’s luck
- voter turnout is declining especially among younger people which means we will need to build likely voter models, this is new for many people
- some region have publicly available voter lists, can be purchased, can determine who has and hasn’t voted
- is it intention, past behaviour that predicts best?
- we don’t ask the right questions, need to probe the undecided better, shouldn’t focus solely on undecided voters and they could be leaning heavily into one camp
- maybe we don’t know what’s going on
- how can we do a better job of predicting elections? voter models which we really haven’t been using [seriously? you aren’t using models? i’m seriously shocked.]
- a publication ban is not a polling ban, we should keep polling until the end so we get a better sense of what’s going on
- perhaps publish your numbers as an exit poll
- people dislike polling because ‘we’re wrecking democracy,’ we’re telling people ahead of time what will happen
- need more transparency, show the numbers, show the questions, show the weighting – this helps to avoid in-fighting
- prediction markets – one happened in BC and followed the polls exactly but it was wrong at the outcome like all of the polls
Live blogging from the #MRIA national conference in Saskatoon, Saskatchewan. Any errors or bad jokes are my own.
Opening Keynote Presentation
Darrell Bricker – The Big Shift
- What region is less likely to believe it is disrespectful to put the Canadian flag on their underwear – BC
- What province is more religious – Atlantic
- What region has most fire detectors, fire protection – Atlantic
- What region is less likely to believe Canada would be better off immigrants when back to where they came from – Alberta
- What region cares most about environment – Atlantic
- What region believes Anne Murray should be put on Canadian money – Manitoba, Saskatchewan
- What region believes they belong to the country first, province second – Ontario
- What is Canada’s favourite doughnut? – Boston Cream
- You THOUGHT you knew Canada but it’s not what you thought
- We used to be English and french and very white, more rural and focused on natrual resources, driven by Montreal and Ottawa, trusting of authorities, fearful, paternalistic, conservative, judgmental, anti-american, used to be equal male female across the ages
- The age pyramid we used to know is gone. Fewer kids being born, average Canadian lives a lot longer.
- You need 2.1 kids per couple to grow but we are only producing 1.7 kids per. Japan is worse at only 1.4 per. Is this why japan is obsessed with creating robots? Germany’s population is shrinking.
- Population of prairies is actually growing more now than in 1961, BC is growing much more than it did in 1961. This changes the balance of power.
- Calgary is the fastest growing city in Canada. Montreal has the oldest population, isn’t growing, high debt.
- Why the surge? It’s immigration. Three times as many immigrants 1986 vs 2010. We accept more immigrants than any other country in the world.
- Far more immigrants coming under economic class, family class is now far behind, and refugees is even further behind. New software engineers, new pipeline workers, service jobs – these people are coming with skills.
- They are coming from Philippines, india, china, UK, US, France, Iran, UAE, Morocco, South Korea. In 1970 it was pretty much UK, US, West Indies, Italy, Portugal. Very very different. Settling around Toronto, and suburbs of western Canada. They aren’t going to Quebec or Atlantic Canada. We are becoming a pacific population and a brown population. Families are all moving west as well because that’s where the opportunities are.
- Toronto is 49% foreign born, Vancouver is 39% foreign born. Miami is 37%, LA is 35%, Montreal 20%, Halifax 5%.
Why are immigrants coming here? We need them. By 2020, we’ll be one million skilled jobs short.
- Canada is third in the percentage of people assessing the current economic situation in their country, western Europe is a disaster. Canada feels twice as good as they US 60% positive vs 30% positive.
- Immigrants feel we are polite, beautiful country, friendly, good health care, care about the environment, educated, different from Americans, well off, welcoming, tolerant of different people
- Canada third on list of “country you’d move to that is at least five hours away and you’d live there for at least two years”
- The NEW Canadian mindset
- more urban, multi-cultural, world traders, older, more female, tolerant, opinionated, demanding, more ideological divided, less engaged with traditional institutions, aggressively Canadian
- We’ve had to learn how to join a french community and an english community live together, we are doing it without guns and fighting, we don’t have massive civil disruption
- Maybe you should market to single, older, women – their housing, travel, personal needs
- respect for every institution has declined, people are demanding more choice and more voice
- new Canadian pride – less apologetic and more in your face
- the emerging Canadian political landscape – consolidating right
- old way to win elections was about Ontario and Quebec, keeping Quebec happy
- in 2011, new coalition emerged with the west, rural areas, and Toronto suburbs, Quebec population has decline and had less impact on elections; government is part of the problem now, new Canadians support the monarchy not the ‘older’ Canadians
- NDP is now about to get over 25% which means Liberals can’t win.
Understanding the differences in consumer attitudes between the United States and Canada…and Quebec #Qual360 #QRCA
Live blogging from the Qual360 conference in Toronto, Canada. Any errors or bad jokes are my own.
Panelists:Catherine Yuile, Senior Vice President, Ipsos, Neil Rennert, Director Qualitative Services Canada, GfK, Jeff Doucette, General Manager Canada, Fieldagent
- Canadians are more skeptical than Americans and Quebecers are more skeptical than the average Canadian
- Frame of reference from three areas differs – designs on packages have imagery, what worked in US for one product didn’t work in Quebec because frame of reference was different, the symbols represented death and funerals
- Our industry is Toronto centric, it’s hard and expensive to fragment research beyond english/quebec even though there are very big differences among our big cities, need to go to the middle to develop a market that is profitable
- How many markets are there? It’s easy to say quebec is one market but that’s not really how it works, quebec is changing, it’s more of a melting pot, more immigration, 10% of home language in question isn’t french or english
- Quebec is a multi-market territory, quebecers distrust outsiders, need to understand implications
- It’s not only will the brand work in another area but will the same research method work in another area
- will elements of an ad be relevant across the boarder
- successful big ideas transcend time and culture, speak to basic human emotions, e.g., Nike’s “just do it”
- influence can be european as well, if creative is developed in Paris, it may not work her, how do you please 100 countries with one creative
- Many large retailers have moved into Canada, eg Target hasn’t delivered the experience that Canadians expect, Canadians didn’t want the US Walmart to come, some were careful to use Canadian music in their ads
- Just because we don’t like a retailer doesn’t mean we won’t shop there
- Many Canadian companies have tried to make a go in the US but it didn’t work. TD bank has been successful but many americans don’t realize it’s a canadian bank
- In some cases, we WANT the US experience in canada. we don’t want another place to buy tide. we want to be able to buy that thing we can buy only on our holidays.
- Canadians grew up with Target as a destination that they could only go to rarely and so they spent a lot of time there when they were there
- Do the people doing the market research understand the local markets? you can’t just take the “canadian data” back to your country and understand it properly
- I know the US from my vacation in one city, i don’t know all the culture and politics and local markets
- Much of Canada has a subtle distrust of Toronto
- There are regional gaps important ones being Quebec and the west, need more emphasis on local relevance of brands
- Sometimes budget dictates you have only money for Toronto and if you’re lucky, Montreal
- We know we aren’t going to change the product launch in a big way but we can make it more relevant to various communities
- Race and religion are a bigger issue in US, more culture
- Canadians can be more open-minded, like to see different pics of families in advertising but this doesn’t work everywhere in the US, US has stronger beliefs that women do the laundry (think of that in terms of making a commercial about laundry detergent)
- More than half of US ads do not work in Canada
- Manhattan is very different than Kansas just as Canada is different from the US, how/when do you change the ad
- How do I define myself as Canadian? “I’m not american” That’s not very clear
- American women want to look as young as possible, Canadian women want to look good at the age they are so there is less radical surgery in Canada – now design US/Canadian ads around that, which celebrities do you choose to reflect that
- Maybe advertising can stay the same but the model/celebrity changes by region and country
- Peanut Labs Ask-Me-Anything with special guest Tom Ewing
- Peanut Labs Ask-Me-Anything with special guest Kristin Luck
- What is Vue magazine?
- The Lysol Bathroom Workout by Terri Bressi and David Najgoldberg #GreatTalk #Qual360 #QRCA
- Qualitative research goes online – a journey into qualitative online research by Susan Abbott #Qual360
- Innovation for insights into the Millennial Moms’ Online Shopping by Annie Iverson and John Williamson #Qual360
- Designing with packaging usability in mind by Claudia Del Lucchese #Qual360
- The power of cognitive interviewing and what qualitative research can learn from Behavioral Economics by Gina Henderson #Qual360 #QRCA
- Defining the future of market research – moving from reporting to consulting by John McGarr, Kathie Miller, Kristian Gravelle #Qual360 #QRCA