ARCHIVED Annual Report 2002-2003

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Overview of Public Opinion Research in 2002-2003 in the Government of Canada

Target Populations of Public Opinion Research

Nearly half of the public opinion research projects in 2002-2003 involved the general population, reflecting the constituencies of the largest POR users such as Health Canada. Other research became more focused as departments and agencies sought information and views from specific client groups of people ranging from seniors to immigrants to businesses. Public servants were also the subject of some research projects assessing issues such as organizational effectiveness, service delivery and use of official languages. Another group of interest to several departments is the country's "opinion leaders", known by the research industry as involved Canadians.

"Involved Canadians" is a proprietary segmentation developed by Earnscliffe Research and Communications designed to help its clients observe the formation of market, political and issue trends, and develop appropriate strategic responses. These Canadians are the country's opinion leaders. They read, listen, and talk about public affairs issues in a much greater frequency and intensity than the rest of the population. They tend to join community organizations and political parties and they express their views through radio phone in shows and letters to the editor.

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