Marketing Research

In the wake of Bill C-18, Kaiser & Partners’ 2023 data reveals both consumption and trust in news sources varies among generations TORONTO, ON–In its third annual survey on trust and credibility in news sources, Kaiser & Partners, Inc. (K&P) found that Canadians across generations agree that news delivered by …

Most (58 percent) Canadians have personally encountered misleading or false online/social media AI info generated over past six months; Majority (71 percent) say governments won’t be able to regulate companies that generate AI content for online/social media use TORONTO, ON—A study released by the Canadian Journalism Foundation (CJF) finds that …

By Christina Summers The TV streaming landscape is evolving rapidly each day. From the rise in ad-supported TV (AVOD), and the growth in free-ad-supported TV (FAST), to name a few, advertisers and marketers have an opportunity to reach their customers in new and innovative ways. Especially considering that the majority …

Technology is poised to reshape the business world by 2024 despite near-term recessionary concerns and a global talent crisis TORONTO,  ON–Most of Canada’s biggest organizations are turning to major emerging technologies to enhance their products and services, drive operational agility and efficiency, defend market share, and win new business, according …

Diversity, equity and inclusion (DEI) initiatives provide clear benefits, but marketing profession still lacks representation at the senior leadership level TORONTO, ON–New research by the Canadian Marketing Association (CMA) shows that marketing organizations and departments with well-diversified senior leadership teams, are less likely to see their employees join the mass …

A new poll reveals Canadians are eager to travel but rising costs will cause many to change their plans TORONTO, ON–After years of staycationing, Canadians are ready to pack their bags and take off to destinations at home and abroad. Many will be surprised to learn travel funds won’t go …

First post-pandemic analysis of loyalty for consumers and brands reveals opportunities for growth, risks for marketers who don’t create connected experiences Knowing customers = respecting time, sharing values, positive representative experience TORONTO –The Loyalty Report™ 2022 reveals shifting consumer priorities and risks for brands and marketers who don’t stay connected …

TORONTO, ON–New research from York University’s Schulich School of Business shows that consumers tend to prefer less expensive options when they seek to find meaning through the marketplace. The findings are contained in the forthcoming paper, “The Pursuit of Meaning and the Preference for Less Expensive Options”, which will be …

Nielsen’s Annual Marketing Report Uncovers Only 26 percent of Global Marketers Are Confident Global survey among marketers finds that brands’ top priorities for 2022 are increasing brand awareness, un-siloing measurement, developing personalized strategies, and becoming more purpose-driven TORONTO, ON–Nielsen released its 2022 Annual Marketing Report, and for the first time …

Lack of Trust = Lack of Action; Launch of Trust in Advertising Study 2021 TORONTO, ON–Nielsen has launched the results of a global study into trust in advertising, designed to uncover consumer opinions on advertising globally. The study found that trust differs by age, who is in the adverts—with sports personalities …