Toronto, ON -- As Canada celebrates its 142nd birthday on July 1st, a new Ipsos Reid poll conducted on behalf of the Dominion Institute has revealed that many Canadians cannot identify the names of ten iconic Canadians, both past and present, from a picture provided to them.
The Canada Day Survey was conducted online, allowing over 1,000 Canadians to view pictures of ten famous Canadians and to write (unaided) that person's name in a blank box below. The results show that in only four instances were a majority of respondents able to identify the famous Canadian in the picture.
In fact, only four in ten (41%) Canadians could identify Sir John A. Macdonald, Canada's first Prime Minister, from his picture. Moreover, just one half (49%) correctly named Canada's Governor General Michaлlle Jean from her picture.
Less than one in ten Canadians (8%) could identify Sir Frederick Banting, who won the Nobel Prize for the discovery of insulin. Only 19% of Canadians recognized Tommy Douglas, the Father of Medicare who was voted the Greatest Canadian in the 2004 CBC competition. Only one in four (27%) of respondents identified Mйtis Leader, Louis Riel.
In some cases Canadians performed better: nine in ten (89%) could identify a picture of Terry Fox, whose Marathon of Hope tragically ended as a result of his fight with cancer. Most Canadians (88%) could also identify Cйline Dion, the internationally-acclaimed pop star.
From best to worst, the following represents the proportion of Canadians who could identify these Canadians from their pictures:
- Terry Fox (89%)
- Cйline Dion (88%)
- Wayne Gretzky (77%)
- Pierre Elliott Trudeau (73%)
- Michaлlle Jean (49%)
- Renй Lйvesque (46%; 87% of Quebecers)
- John A. Macdonald (41%)
- Louis Riel (27%)
- Tommy Douglas (19%)
- Frederick Banting (8%)
These are some of the findings of an Ipsos Reid poll conducted June 18-22, 2009, on behalf of the Dominion Institute. For this survey, a national sample of 1,013 adults aged 18 and older from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the Canadian adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points 19 times out of 20 of what the results would have been had the entire adult population of Canada been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.
For more information on this news release, please contact:
Senior Vice President
The Dominion Institute
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.
To learn more, please visit www.ipsos.ca.
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.
Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.
In 2008, Ipsos generated global revenues of e979.3 million ($1.34 billion U.S.).
Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.
Ipsos, listed on the Eurolist of Euronext - Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP
Survey of Six "Western Front" Nations Shows Canadians Most Likely to Have Attended War Remembrance Ceremony in Past Year
But Canadians are Among the Least Likely to Remember Learning about
First World War in School; All Countries, including Canada, Over-Estimate Canadian Soldier
Deaths in First World War