“In today’s era of misinformation, unethical data collection practices, and fake news, Canadians recognize that quality standards are more important than ever,” said Margaret Brigley, CEO of Narrative Research and Chair of the CRIC Standards Committee. “As a self-regulatory industry and professional association, CRIC has put in place some of the toughest professional standards for insights research in the world.”
To better equip Canadians with the ability to differentiate legitimate research projects from illegitimate ones, CRIC maintains the Research Verification Service that allows Canadians to verify the authenticity of research they are invited to participate in. CRIC also adopted the CRIC Pledge to Canadians that sets out 10 promises that CRIC members agree to uphold to protect the good relationship that exists between researchers and the general public.
Survey highlights (graphs) are provided below. The full report and detailed tables (Canadians and Business Executive) of the Value of Research Survey are available on the CRIC Website.
CRIC thanks Leger and Ekos Research for their contributions to this research. Ekos Research conducted the fieldwork and provided sample for the survey of Canadians. Leger conducted the fieldwork and supplied sample for the survey of Canadian Business Executives and Lisa Covens from Leger prepared the report. CRIC also thanks the following members of the CRIC Industry Survey Working Group for their joint efforts in developing the surveys: Anastasia Arabia (Trend Research); Rob Berger (Schlesinger Group); Frank Graves (Ekos); Jean-Marc Léger (Leger); and Diana Lucaci (True Impact).
Business Executives: 303 business leaders were interviewed between July 28 and August 4, 2021 from the Leger panel of over 40,000 executives from across Canada.
Canadians: A probability sample of 1,004 respondents from the Ekos Probit panel were interviewed between July 21 and August 4, 2021. The margin of error is ±3.1%, 19 times out of 20. All the data have been statistically weighted by age, gender, and region to ensure the sample’s composition reflects that of the actual population of Canada according to Census data.
The Canadian Research Insights Council (CRIC) is Canada’s voice of the research, analytics, and insights profession both domestically and globally. CRIC represents the highest standards, ethics, and best practices; provides effective promotion and advocacy of the industry; serves as a source of information and thought leadership; and is a forum for collective industry action. CRIC’s members include Canada’s leading research agencies as well as client organizations, academic institutions, and other industry partners.
For more information, visit www.canadianresearchinsightscouncil.ca or contact John Tabone at [email protected].
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