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Archive: November 27, 2020

Canada has seen a significant increase in pet owners since the start of the COVID-19 pandemic.

November 27, 2020: Since the COVID-19 pandemic there has been an increase in pet ownership, with adoption rates rising as people stay home. Results from our research confirm that of current pet owners, a significant portion have obtained a pet since the pandemic started (18%).

Overall, over one-half of Canadians currently have a pet in their household, while just under one-half do not. Perhaps unsurprisingly, cats and dogs are by far the most commonly-owned pets and are essentially tied in popularity. Interestingly, residents living in Quebec and Nova Scotia are less likely to own a dog and more likely to own a cat. Those in BC and the Prairies are more likely to own a dog compared to any other region.

Among Canadian pet owners, 18% report obtaining they obtained a new pet since the start of the pandemic.

When looking across the population, those 18-24 are the most likely to have purchased a pet since the start of the pandemic (38%), with Boomers being the least likely to (9%). Otherwise, results are consistent across demographics.

Results shown are from a survey conducted online November 11 – 13, 2020, with 1,231 Canadians 18 years of age or older from the Logit Group’s Canadian Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Canadians to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2016 Census, by gender, age, and region to reflect these population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.   

For more information, please contact:

Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca

OR

Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services. 

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented. 

Follow us on Twitter at @EveryNarrative and @LogitGroup

Storyteller Series: Oscar Fernandes shares his insights on international Voice-of-Customer/CSAT projects

We’re highlighting the expertise of Oscar Fernandes, VP of Sales & Client Services at Logit. Oscar has been with us for six years and carries over 25 years of experience in Market Research.

Here are his insights on international Voice-of-Customer/CSAT projects:

Depending on the project requirements, while utilizing various methodologies (online, phone, on-site) we are limited to logistical issues, cultural influences and customer databases. Consider regional dialects and languages when using face-to-face in particular.

Overall data collection budget may be an issue when using phone or on-site. Transitioning to online is more cost efficient, assuming a customer list exists with sufficient sample ratio.

Identify restrictions based on region. As with most countries, data privacy is extremely important and compliance protocol must be adhered to. In some cases, data must remain local.

Recognize that not all methodologies or solutions are a good fit. As some clients look to transition from phone to online, it is necessary to fully understand the project scope and cultural nuances, as participation rates vary by country; some are much less likely to respond to an email invitation.

Research execution is critical. Using our global network, Oscar has conducted multiple international projects for financial and wealth management firms in several Asian and African countries.

“Understanding the necessity of meeting the diverse needs of our clients, our team of experts specializes in combining multiple innovative methodologies in order to better add value and insights to our studies.”

Canadians express mixed support towards the decriminalization of hard drugs in the Country.

November 26 2020: In light of changes recently made to certain American states’ rules around the criminality of possession of certain hard drugs, we asked Canadians in our recent survey whether they would support or oppose such a change to decriminalize hard drugs north of the border. Support is mixed, with just over four in ten Canadians indicating they would be onboard with decriminalization of these substances.

More specifically, two in ten are in complete support of the idea, while one-quarter mostly support such a change.  Across the country, support is highest in British Columbia (with more than one-half indicating their support), while it is lowest in Quebec (as only one-third are in support).

When looking across the population, support for this change decreases with age, that is, those under the age of 35 express the highest levels of support.  Otherwise, results are fairly consistent across other demographics such as education, income, gender, and employment status.

As background, earlier this month, Oregon voters approved Measure 110 (with a 55.8% vote) that decriminalized hard drugs (like heroin, cocaine, and methamphetamine), meaning that those found in possession of a small amount of these drugs are no longer facing potential jail time, and instead are offered aid for addiction assistance and other health services.

Results shown are from a survey conducted online November 11 – 13, 2020, with 1,231 Canadians 18 years of age or older from the Logit Group’s Canadian Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Canadians to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2016 Census, by gender, age, and region to reflect these population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.   

For more information, please contact:

Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca

OR

Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services. 

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented. 

Follow us on Twitter at @EveryNarrative and @LogitGroup

Canadians are highly supportive of making Daylight Savings Time permanent.

November 24, 2020: There has been ongoing discussion across the country regarding the possible elimination of the bi-annual time changes that are observed in nearly all provinces, and results from our most recent survey show that there would be wide support for making such a change.

Across the country, the vast majority would support making Daylight Savings Time permanent, which would result in an elimination of time changes in the spring and fall, with time staying the same all year round.

One-half or more residents are completely supportive of the idea, while one-third mostly support such a concept.  The exception is in Newfoundland and Labrador, where just 38% completely support such a move.

There is very little opposition to such a change, with only 5% overall completely opposing the notion, and a further 10% mostly opposing the elimination of the bi-annual changes.

By age, complete support for the elimination of the changes increases as Canadians get older, with Boomers being the most highly supportive. Otherwise, results are consistent across demographics.

Results shown are from a survey conducted online November 11 – 13, 2020, with 1,231 Canadians 18 years of age or older from the Logit Group’s Canadian Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Canadians to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2016 Census, by gender, age, and region to reflect these population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.   

For more information, please contact:

Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca

OR

Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services. 

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented. 

Follow us on Twitter at @EveryNarrative and @LogitGroup

The COVID-19 pandemic has negatively impacted both the mental health and financial situations of a large minority of Canadians.

HALIFAX, November 5, 2020: In an ongoing effort to understand the impact of the global pandemic, Narrative Research has been asking Canadians about the impact they have experienced. The information in this release comes from two sources – the East Coast Voice online panel (including over 1,900 responses from Atlantic Canadians), and the Logit Group’s Omnibus panel (over 1,200 Canadians).

ECONOMIC IMPACTS

One-third of Canadians indicate that the COVID-19 pandemic has created economic or financial hardship for their household, with those in the Prairie Provinces and Ontario feeling the worst of it, compared with just two in ten in Quebec. The financial hit has been more acute for GenXers, Millennials and Gen Z, compared with Boomers, and not surprisingly, those with lower incomes are more likely to have been hit with financial hardship compared with those earning more.

Turning to Atlantic Canada in particular, one-third of residents indicate that they or someone in their household has applied for financial assistance programs such as Employment Insurance or emergency funding programs since the onset of COVID-19, marking an increase of 4 points since we last polled on this issue in April. Likelihood of having applied for assistance is lower in PEI compared with the other three provinces (26%, compared with 35% NL, 33% NS and 32% NB). Younger residents are by far more likely to have applied for assistance compared with older residents (49% aged 18 – 34, compared with 36% of those 35 – 54 and 23% of those 55+).

EMOTIONAL IMPACTS

Aside from the large financial impacts, the pandemic is clearly having an effect on Canadians’ mental health. Four-in-ten indicate they have experienced a major emotional or mental health hardship. Again, this sentiment is most acute in the Prairie Provinces and Ontario. By age, half of Millennials have experienced this type of hardship, compared with just three-in-ten Boomers. Those unemployed are most likely to have suffered emotionally during the pandemic.

Results shown are from a survey conducted online October 7-9, 2020, with 1,230 Canadians 18 years of age or older (972 decided adults), from the Logit Group’s Canadian Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Canadians to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2016 Census, by gender, age, and region to reflect these population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.   

Additional Atlantic Canadian results are derived from an online survey conducted from September 24-29, 2020, with 1,911 Atlantic Canadians, 18 years of age or older, from Narrative Research’s online panel, East Coast Voice. This sample included responses from each Atlantic province (NB: 571; NS: 914; NL: 288; PE: 138). Using data from the 2016 Census, the results were weighted by gender, age, and region to reflect these population characteristics in each province.

For more information, please contact:

Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca

OR

Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services. 

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented. 

Follow us on Twitter at @EveryNarrative and @LogitGroup

Extending Your CATI Reach

In the vast and varied world of market research data collection, one of the most time tested methods of administering surveys is with live agents over the phone, also known by the acronym CATI (Computer Aided Telephone Interviewing). Before the rise of the smart phone, targeting and interviewing random representative samples of respondents in the geography of your choice was relatively easy to do.

As we all know, the only thing that remains the same is the consistency of change.  As Americans transitioned to cell phones, and later, internet connected smart phones, the CATI playing field experienced significant changes. Things became a bit more complicated for researchers. Unscrupulous telemarketers inundated consumers and businesses alike with irritating calls day and night resulting in declining response rates. New laws were passed to regulate the use of automated dialers to contact cell phones.  With phone number portability, easy geographic targeting of phone lists via the North American Numbering Plan, was no longer dependable. The task of accurate sampling grew more complicated and costs were on the rise.

Fortunately, internet based respondent panels arrived to help fill the void, providing an inexpensive alternative to telephone survey research. Although cost effective, online panel had limitations too, particularly when targeting a tight geography, a low incidence audience, or an under-represented population. Often in such circumstances, feasibility became an issue.

New technology may provide the answer to this dilemma. New to the scene, platforms such as Logit’s Mobile360 allow SMS-to-web interviewing as an alternative, providing cost effective access to respondents via phone contact lists. Using this approach, cell phone respondents are invited to an online survey via TCPA compliant SMS invitations. This novel approach offers the comparative benefits and flexibility of sampling via random or listed contact numbers.

As an example of the powerful new options an SMS approach brings to the table, Logit’s Mobile360 platform allows for surveys to be deployed in a multimodal context with SMS-to-web fielding in conjunction with live agent CATI and/or internet panel. Quotas can be set and managed by contact method and invitations can be customized according to list information. If panel is being utilized, IP controls will screen out duplicate respondents before they enter the survey.

For B2B projects requiring a high degree of respondent verification, live dialing can be used for prescreening and validation, with a survey link then being delivered real-time. Such an approach can also be used as a method of screening for more involved respondent exercises such as MaxDiff, Conjoint, or Online Bulletin Boards.

As we see, when paired with new interviewing options available via SMS-to-web, CATI interviewing is often the most viable approach to solving your data collection challenges. If you have not yet explored hybrid contact strategies, perhaps it is time to take a deeper look.

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Chris is persistently focused on providing superior value and experience for each client relationship. With over 20 years of industry experience serving in leadership roles for both technical groups and project management teams, he has a proven track record of success.