21st Annual Report on Government of Canada Public Opinion Research Activities

2021 to 2022 Fiscal Year

This report informs Canadians on public opinion research activities contracted by the government between April 1, 2021 and March 31, 2022.

It provides information on the volume of research studies, a list of projects undertaken by departments and a description of the roles of key stakeholders involved in public opinion research.

Previous annual reports on public opinion research (POR) activities can be viewed on the Government of Canada Publications website.

Highlights

The year at a glance

In the 2021 to 2022 fiscal year, 155 public opinion research (POR) projects were contracted at a total value of $18.1 million. This includes subscriptions to syndicated research studies shared among federal departments.

Overview of public opinion research activities in the fiscal year ending March 31, 2022

Overview of public opinion research activities in the fiscal year ending March 31, 2022 - Description below.

Image description

Four maple leaves to the right of the image representing a component of public opinion research specifically for this general overview:

  • 155 public opinion research studies
  • 38 departments
  • 22 suppliers
  • $18.1 million in contract value

Understanding the public

In this section

Taking public perspectives into account

The Government of Canada takes public perspectives into account to develop and implement policies, programs and communication campaigns effectively. One of the ways that it gathers information on public views is by conducting public opinion research. It collects information from the various regions of the country and segments of the population to help inform decision-makers as they manage their activities.

Over the 2021 to 2022 fiscal year, considerable research was conducted on the COVID-19 pandemic and the government’s response. At the same time, the government undertook research to support its continued work on other health and safety issues such as opioid awareness, dementia, food safety and human trafficking.

It also gathered information concerning environmental issues such as zero-emission vehicles and fresh water, economic issues including innovative agricultural technologies and consumer protection, and issues affecting Indigenous peoples.

This annual report provides information on contracted public opinion research activities, and the money invested in them. The following sections provide information on all the public opinion research projects that were contracted between April 1, 2021 and March 31, 2022, and about how the projects are contracted and managed.

Public opinion research is the collection of opinion-based information from the public or any target audience.

We use quantitative and qualitative methods such as surveys and focus groups to gather:

  • attitudes
  • feelings
  • ideas
  • opinions
  • perceptions
  • views

Research is conducted in a manner that respects and protects participants' rights. To learn more, consult the Standards for the Conduct of Government of Canada Public Opinion Research.

Breakdown of research methods and target audiences

Breakdown of research methods and target audiences - Description below.

Image description

Breakdown of research methods by number of projects:

  • quantitative research projects: 60%
  • qualitative research projects: 19%
  • combined qualitative and quantitative research projects: 21%
Research approaches

Public opinion research relies on various data collection techniques to obtain information from a wide variety of audiences. The research approaches used to reach these audiences include qualitative methodologies, quantitative methodologies or a combination of both, referred to as a mixed-mode approach.

Qualitative research is widely used to gain insights into people’s behaviours and perceptions and explore their opinions on a particular topic. The most commonly used qualitative techniques are focus group discussions, group interviews and personal interviews. Qualitative methodologies do not yield numeric data and the findings cannot be statistically projected to the broader population.

Quantitative research uses a more structured approach to collect and analyze information from a target population, using techniques such as surveys, with the aim of obtaining results that reflect the broader population. A quantitative approach is used when numerical results or statistics are required.

Target audiences in 2021 to 2022

The audiences included the general population and the following groups:

  • boat owners and users
  • business owners and representatives
  • firearm owners
  • first time home buyers and owners
  • food and beverage processors
  • grocery buyers
  • Indigenous peoples
  • job seekers
  • low income families
  • medical and health professionals
  • newcomers and immigrants
  • parents and pregnant women
  • park visitors
  • people living with chronic diseases
  • people living with dementia and their caregivers
  • people with disabilities
  • public servants, Canadian Armed Forces members and veterans
  • seniors
  • smokers, vapers and cannabis users
  • students and teachers
  • taxpayers and tax professionals
  • telecommunication plan subscribers
  • travellers returning to Canada
  • youth and adults who participate in sports
  • visible minorities
  • zero-emission vehicle owners and intended buyers

The year through tables

Custom studies
In this section

Departments contract custom research studies when there is a need to collect specific information. The custom research studies must meet a project’s scope, objectives and requirements as defined by the government through a detailed statement of work.

Suppliers that were awarded contracts for custom public opinion research delivered various services, ranging from research design to data collection, data analysis and reporting.

In 2021 to 2022, the government awarded 144 contracts for custom public opinion research services to 16 suppliers at a total value of .

Table 1: Volume of custom studies by department in 2021 to 2022table 1 note *
Department Number of custom studies Contract value
Total
Table 1 Notes
Table 1 Note *

The volumes reported in the third column represent the total value of all contracts issued in 2021 to 2022 fiscal year, which includes any amendments that would have increased or decreased, the contract value within the same period.

Return to table 1 note * referrer
Table 2: Volume of custom studies by supplier in 2021 to 2022table 2 note *
Supplier Number of custom studies Contract value
Total
Table 2 Notes
Table 2 Note *

The volumes reported in the third column represent the total value of all contracts issued in 2021 to 2022 fiscal year, which includes any amendments that would have increased or decreased, the contract value within the same period.

Return to table 2 note * referrer
Table 3: List of custom public opinion research studies by department in 2021 to 2022table 3 note * table 3 note **
Department Custom study title Registration number Supplier Contract value
Total
Table 3 Notes
Table 3 Note *

A registration number is assigned to each study. This number can then be used to find the report on Library and Archives Canada’s website.

Some of these studies may have not been completed at the time of publishing this report, but will be posted within 6 months after the completion of data collection.

Return to table 3 note * referrer

Table 3 Note **

The volumes represented in the fourth column represent the sum total of the final value of each contract issued in 2021 to 2022 fiscal year, which includes any amendments that would have increased or decreased the contract value within the same period.

The negative amounts represent amendments to reduce the value of a contract that was awarded in a previous fiscal year.

Return to table 3 note ** referrer

Syndicated studies

A syndicated study is not for the exclusive use of the Government of Canada. The contract is similar to a subscription. It gives the government the access to the findings from an independent research study, which are then shared with all federal departments. Because the costs are shared among subscribers, syndicated studies are an economical way of obtaining valuable insights on issues important to Canadians.

In 2021 to 2022, the government subscribed to  syndicated public opinion research studies at a total value of .

Table 4: Volume of syndicated research studies in 2021 to 2022
Syndicated study title Supplier Contract value
Total

Procurement methods used

There are different contracting methods for public opinion research.

A contract valued up to $40,000 can be awarded through a process called sole sourcing. This simplified approach does not require a competitive process due to the project’s low monetary value.

The vast majority of public opinion research contracts are issued against a standing offer. Public Services and Procurement Canada periodically conducts a rigorous and open competitive process to establish standing offers with an inventory of suppliers. For their individual projects, federal departments can obtain a contract with one of the pre-qualified suppliers on standing offer. Standing offers give departments timely access to suppliers with demonstrated research expertise and pre-determined pricing for projects up to a contract value of $250,000.

For public opinion research requirements falling outside the scope of the standing offer or for which the estimated contract value exceeds $250,000, an open process called public tender can be used. This means that the government posts a request for proposals on buyandsell.gc.ca to allow interested suppliers to bid for the research project. After a thorough evaluation, the supplier with the best proposal wins the contract.

Solely Public Services and Procurement Canada (PSPC) is allowed to issue contracts for public opinion research services on behalf of federal departments. For more information, please visit our web page on contracting public opinion research.

Note

These values include applicable taxes. The maximum contract value for a call-up against a standing offer was $250,000 in 2021 to 2022.

Table 5: Procurement methods for public opinion research in 2021 to 2022
Procurement methods Number of research studies % Contract value Contract value
Total

Volume of research studies over the last 5 years

The volume of research fluctuates from year to year depending on the government’s needs. The following table represents a summary of past research studies and contract values over the last 5 years.

Table 6: Volume of custom and syndicated research studies over the last 5 years
Period Number of research studies Contract value (in millions of dollars)

Appendices

Stakeholders and their roles in research

The following stakeholders play pivotal roles in public opinion research activities.

  • Treasury Board of Canada Secretariat sets policies, directives and procedures for the management of public opinion research conducted by or for the Government of Canada.
  • Privy Council Office performs a central leadership role in the planning of public opinion research projects across the government.
  • Public Services and Procurement Canada plays a dual role by providing research advice and overall coordination through its Public Opinion Research Directorate, and by issuing the contracts to the selected suppliers through its Communication and Advertising Procurement Directorate.
  • Departments define the research projects, select the suppliers, manage the issued contracts and ensure the overall quality of the research produced.
  • Suppliers conduct the public opinion research studies according to the departments’ requirements and the Government of Canada research standards, and provide written reports as per regulations.
  • Library and Archives Canada makes public opinion research reports available to Canadians in both official languages.

Standing offers for public opinion research services

The standing offers enable departments to obtain public opinion research services in an efficient and effective manner with qualified research firms, at predetermined prices, terms and conditions.

Five series of public opinion research services were available in 2021 to 2022:

Fieldwork and data tabulation for online surveys (series A)

Departments may use this standing offer for online surveys for the following services: programming, pretesting, collecting data, tabulating data and providing pretest and end results.

Standing offer holders for series A:

  • AC Nielsen Company of Canada
  • Advanis Inc.
  • Ekos Research Associates Inc.
  • IE Market Research Corp.
  • Ipsos-Reid Corporation
  • Kantar TNS Inc.
  • Léger Marketing
  • Narrative Research Inc.
  • The Logit Group Incorporated
Fieldwork and data tabulation for telephone surveys (series B)

Departments may use this standing offer for telephone surveys for the following services: programming, pretesting, interviewing, tabulating data and providing pretest and end results.

Standing offer holders for series B:

  • AC Nielsen Company of Canada
  • Advanis Inc.
  • Ekos Research Associates Inc.
  • Elemental Data Collection Inc.
  • Ipsos-Reid Corporation
  • Kantar TNS Inc.
  • Léger Marketing
  • Narrative Research Inc.
Qualitative research (series C)

Departments may use this standing offer for qualitative research for the following services: developing the research design, data collection, analyzing, presenting and reporting the results.

Qualitative methodologies such as dyads, triads or one-on-one interviews, focus groups and bulletin board groups may be used to meet the research objectives of specific projects

Standing offer holders for series C:

  • AC Nielsen Company of Canada
  • Ekos Research Associates Inc.
  • Léger Marketing
  • Narrative Research Inc.
  • Phoenix SPI
  • Pollara
  • Quorus Consulting Group Inc.
  • Sage Research Corporation
  • The Earnscliffe Strategy Group Inc.
Quantitative research (series D)

Departments may use this standing offer for quantitative research for the following services: developing the research design, data collection, analyzing, presenting and reporting the results.

Quantitative methodologies such as telephone or online surveys or any other methods, such as mail and in-person surveys, may be used to meet the research objectives of specific projects.

Standing offer holders for series D:

  • Ekos Research Associates Inc.
  • Environics Research Group Limited
  • Forum Research Inc.
  • Gregg, Kelly, Sullivan & Woolstencroft: The Strategic Counsel
  • Kantar TNS Inc.
  • Léger Marketing
  • Patterson, Langlois Consultants, with Ad Hoc Recherche Inc., Amanda Parriag, Sylvain Laroche, Consultant Inc., in joint venture
  • Phoenix SPI
  • Quorus Consulting Group Inc.
  • The Earnscliffe Strategy Group Inc.
Qualitative and quantitative research (series E)

Departments may use this standing offer for a combination of qualitative and quantitative methods for the following services: developing the research design, data collection, analyzing, presenting and reporting the results.

Both qualitative and quantitative methodologies may be used to meet the research objectives of specific projects.

Standing offer holders for series E:

  • AC Nielsen Company of Canada
  • Ekos Research Associates Inc.
  • Environics Research Group Limited
  • Gregg, Kelly, Sullivan & Woolstencroft: The Strategic Counsel
  • Ipsos-Reid Corporation
  • Léger Marketing
  • Patterson, Langlois Consultants, with Ad Hoc Recherche Inc., Amanda Parriag, Sylvain Laroche, Consultant Inc., in joint venture
  • Phoenix SPI
  • Quorus Consulting Group Inc.
  • The Earnscliffe Strategy Group Inc.

Public opinion research-related laws, regulations and policies
Laws and regulations
Treasury Board Policy Instruments
Research Standards

Standards for Conducting Public Opinion Research requires departments and suppliers to follow specific research standards when collecting information through public opinion research in order to produce high quality studies

More information

This annual report provides an overview of the Government of Canada’s public opinion research activities from federal departments listed in Schedule I, Schedule I.1 and Schedule II of the Financial Administration Act.

For more information on public opinion research activities, please visit our pages on the Government of Canada website.

If you have any comments or questions, please contact:

Public Opinion Research Directorate
Public Services and Procurement Canada

Email:
dgsiopinionpublique.isbpublicopinion@tpsgc-pwgsc.gc.ca

This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from Public Services and Procurement Canada for all other uses. For more information, please email the Public Opinion Research Directorate at: dgsiopinionpublique.isbpublicopinion@tpsgc-pwgsc.gc.ca.

© Her Majesty the Queen in Right of Canada, as represented by the Minister of Public Works and Government Services, 2022

Catalogue Number:
P100-3E-PDF

International Standard Serial Number (ISSN):
2560-855X

Date modified: