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The Science and Art of Insights

This blog post originally ran in QCRA Views. You can read the unabridged version, with...

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SID LEE: The Belong Effect

Tapping into Gen-Z and Millennials to Understand the Impact of Community


Our research in the news


Canadians are working past retirement, but not because they want to

A recent online survey by the Angus Reid Group on behalf of H&R Block, among a nationally representative sample of Canadians who are members of the Angus Reid Forum, found many younger Canadians don't expect to fully retire, and plan on having a side gig once they do to keep up with the cost of living.

June 8, 2023


New king? Canadians don’t care

More than 50 percent of Canadians told the Angus Reid Institute last month that they believe King Charles will fall short. “He has big brooches to fill,” the pollster quipped.

May 5, 2023

The Globe and Mail

Strong public support for Canada’s farmers

These were the key findings of the 2022 Perceptions of Canadian Agriculture Survey conducted among members of the online Angus Reid Forum for Climate FieldView, a global, industry-leading digital platform providing farmers with a suite of easy-to-use data visualization and analysis tools to unite data from each piece of their precision equipment on a single platform and access those insights from anywhere with a smartphone, tablet device or computer.

April 4, 2023

National Post

FIRST READING: Canadians love nuclear power, even though greens still hate it

Although nuclear power continues to be resolutely opposed by much of the mainstream Canadian green movement, a series of illuminating new polls by the Angus Reid Institute show that Canadians are increasingly comfortable with an atomic future. Fifty-seven per cent of Canadians now support “further development” of nuclear power plants, and a not-insubstantial number are even fine with that nuclear plant being built in their own city.

January 13, 2023

Toronto Star

Here’s the data on quiet quitting

With the help of the research firm Angus Reid Group, I surveyed a national sample of Canadian workers about the quality of work and economic life in September 2019, establishing pre-pandemic data points. Then, I repeated similar surveys during the pandemic in September 2020, 2021, and 2022 to track trends — roughly 13,500 study participants in total.

October 29, 2022


56% of Canadians say they can’t keep pace with high cost of living, according to survey

Over half of Canadians say they can't keep pace with the current cost of living, according to a survey released Monday by the Angus Reid Institute. The polling firm surveyed 2,279 Canadian adults who are members of the Angus Reid Forum from Aug. 8-10 and found that 56 per cent of them are struggling to keep up as high inflation and interest rates force them to tighten their belts.

August 23, 2022


338Canada: Is Canada’s Conservative race a given?

A poll by the Angus Reid Institute tested hypothetical nationwide voting intentions. The results show the CPC would lead national voting intentions at 34 percent with either Poilievre or Charest at the helm (similar to last election’s CPC result). However, the poll’s regional breakdown suggests entirely different scenarios.

August 2, 2022


Returning to work and worried about catching COVID? You’re not alone

As provinces move to drop most COVID-19 restrictions and mask mandates, many employees are returning to the workplace — whether they like it or not. And an Angus Reid/CBC poll conducted in March suggests many do not. More than half of respondents (56 per cent) said they would look for another job if asked to return to the office, with almost a quarter (23 per cent) saying they'd quit immediately.

June 21, 2022


Most British Columbians oppose $789M museum upgrade, poll shows

A new poll by the Angus Reid Institute has found that 69 per cent of British Columbians oppose the $789-million plan to rebuild the Royal B.C. Museum, and while support for the B.C. NDP government appears to be waning, the party continues to hold a strong lead over the opposition B.C. Liberals.

June 16, 2022

The New York Times

Most Canadians Don’t Want Charles as King, but Changing Royal Rule Isn’t Easy

Prince Charles will make a three day tour of the country, where polls suggest there’s little support for the monarchy — but amending Canada’s Constitution is difficult... Late last month, a poll released by the Angus Reid Institute, a nonprofit public opinion research group, indicated that 55 percent of Canadians found the monarchy irrelevant and another 24 percent said it was becoming less relevant. A resounding 67 percent of Canadians who were questioned said they opposed the idea of Charles succeeding his mother.

May 17, 2022

The New York Times

Defiant Ottawa Protesters Brace for a Clampdown

The response of law enforcement in the nation’s capital has been painfully sluggish for many residents. But police signaled they may finally be ready to move in. “If the goal of the Freedom Convoy was to capture the attention of millions of people in Canada and around the globe — mission accomplished,” Angus Reid said. “If, however, the goal was to build support for their demands to end pandemic-related restrictions — it has backfired utterly.”

February 17, 2022

The Toronto Star

Is the Big Quit Driven by Burnout, Boredom or Both?

In September 2019, before the pandemic, I asked 2,500 workers: On a scale that ranges from “not at all satisfied” to “extremely satisfied,” how satisfied are you with your job? A majority (61 per cent) reported high satisfaction and only a minority (15 per cent) voiced low satisfaction.

November 29, 2021

BNN Bloomberg

Less than half of Ontario, Michigan residents support Line 5 as Enbridge awaits court decision: Poll

Less than half of decided residents in Ontario (49 per cent) and Michigan (48 per cent) want the pipeline to stay open, according to a new poll from the Angus Reid Institute. Respondents in Quebec were evenly split between supporting it and shutting it down (36 per cent). More than 20 per cent of respondents in all three regions said they either aren't sure about Line 5's future or can't say.

July 28, 2021

BNN Bloomberg

Video: Canadians see no rush to open U.S. border

In a recent poll by the Angus Reid Institute nearly half of Canadians said they think that Canada should keep the U.S. border closed until September and when travel resumes proof of vaccination should be required. Bloomberg News' Shelly Hagan has the details.

May 26, 2021


The Five Best Ads In Super Bowl LV

Data from a consumer study by the Angus Reid Group conducted after the game shows that the ads were generally well received, and that no individual commercial was listed as the most disliked by more than 5% of survey respondents.

February 8, 2021

Partner Releases

Financial Cost of Cancer in Canada

The survey, which was conducted in partnership with the Angus Reid Group, found that a staggering 90% of people in Canada feel a sudden cancer diagnosis would impact their household finances.

Palo Alto Networks: Canada Ransomware Whitepaper 2023

Palo Alto Networks the global cybersecurity leader, today announced the results of the second edition of its Canadian Ransomware Barometer study conducted by the Angus Reid Group (Canada's leading market research firm), which found that the average ransom paid by Canadian organizations has more than doubled since the first report: C$1.130 million in 2023 compared to C$458,247 in 2021 — an increase of almost 150%.

Toronto Life: The Toronto Booze Poll

"How realistic are Canada’s new alcohol guidelines, which recommend no more than two drinks a week? We partnered with the Angus Reid Group to find out what Torontonians consume, our favourite ways to imbibe, who’s going dry, and other surprising habits of a tipsy city"

HOOP: 2022 Canadian Employer Pension Survey

In August of 2022, the Healthcare of Ontario Pension Plan (HOOPP) commissioned Angus Reid Group to conduct its Canadian Employer Pension Survey. This annual public opinion survey captures the perspectives of Canadian employers on the current economic climate’s impact on business, the state of retirement security in Canada, and the positive impact of offering retirement benefits on employee retention, recruitment and overall well-being.

Staples Professional: The Future of Work | Trend Report 2022

The pandemic has completely upended the way Canadians approach work – where it takes place, how we meet, when we log on, and off – and much more.In partnership with Angus Reid Group, Staples Professional surveyed office employees and senior decision-makers at businesses of all sizes across Canada to better understand the current and future landscape of work.

WomanACT Transit Safety Study

A new poll from WomanACT in partnership with Angus Reid Group shows that experiences of harassment are common on public transit in Toronto. While 86% of transit riders have experienced some form of harassment, it was more common among women, especially experiences of sexual harassment. Women (59%) were more likely than men (22%) to have experienced unwanted sexual looks or gestures, as well as sexual comments (experienced by 50% of women and 19% of men).

BDO Affordability Index 2021

The fourth-annual BDO Affordability Index from BDO Debt Solutions, which examines how affordable life is in Canada, shows that the COVID-19 pandemic is eroding the standard of living for many Canadians, while the rising cost of living has only added to their burden. To make matters worse, many don’t know how they are going to improve their situation.

The Belong Project

How do millennials and Generation Z connect to digital communities? And why? Are different types of communities better than others to participate in? How do you participate? Sid Lee along with Angus Reid, conducted a global research study on Gen Z and millennials and their relationship with communities to answer these questions.

2021 Palo Alto Networks Canada Ransomware Barometer

Average Ransom Payment for Canadian Organizations More Than C$450,000, According to New Palo Alto Networks Survey Palo Alto Networks commissioned Canada’s leading market research firm (Angus Reid) to poll 1,000 IT decision-makers at Canadian organizations with 100-1,000 employees to evaluate the current state of the ransomware threat landscape in Canada.


A survey of Canadian software developers reveals that salary savvy engineers also look at the ability to work remotely, the types of problems they’re solving, and team leadership and culture when making career decisions.

SAGE: Building a Resilient Future.

Sage (FTSE: SGE), the market leader in cloud business management solutions, partnered with Angus Reid for a newly commissioned report, Forward Together: Building a Resilient Future. The report uncovers new insights into the current hiring challenges among Canadian businesses, and how they are moving forward in 2022.

SAGE: 2021 Forward Together Report

Sage (FTSE: SGE), the market leader in cloud business management solutions, uncovered the impact of burnout on Canadian businesses in a new commissioned report – 2021 Forward Together.

DUCA 2021: The State of Fair Banking in Canada

The DUCA Impact Lab, is announcing the release of its annual study into the State of Fair Banking in Canada. This year the study looked specifically at how banking relationships have impacted the pandemic recovery and the impacts of fair banking perceptions on financial decision making by race, gender, credit profile and socio-economic factors.

BDO 2019: Affordability Index

Affordability is a timely issue. Rising costs of living, stagnate incomes and growing debt loads have left Canadians feeling financially stuck, focused on making ends meet and unable to save for days ahead. The BDO Canada Affordability Index shows that over half (53%) of Canadians continue to live paycheque-to-paycheque and debt remains overwhelming for 25%. Over a quarter (27%) still don’t have enough for their needs and less than half (42%) have enough money to spend on their wants.

PROVIDENT: Less than half of Canadian businesses are equipped to recover their reputation in a crisis

The majority of Canadian companies say they aren't adequately prepared to recover their reputation in the aftermath of a crisis, a volatile and complex situation that interferes with an organization's ability to carry on normal business. This gap is one of the findings of a new 2019 crisis readiness survey of 625 business decision-makers commissioned by Provident Communications Inc. in partnership with Angus Reid Global.