Political Family Values

Toronto, ON - Canada's political parties have all claimed to espouse family values in their party platforms but according to a new poll by Ipsos Reid conducted on behalf of Postmedia News, when Canadians were asked to determine which of the main federal political parties is most in tune with the needs and values of modern-day families, one in three (35%) Canadians believe that the Conservative Party led by Prime Minister Stephen Harper fits that bill.

Nearly three in ten (27%) believe that the NDP (27%) led by Jack Layton is most in tune with the modern family. Just two in ten (19%) think that Ignatieff's Liberal Party is most in tune with Canadian families, compared to 12% who believe that the Green Party (12%) under Elizabeth May has this distinction. One in ten (7%) overall, or 30% of Quebecers, believe that the Bloc under Gilles Duceppe is most in tune with the needs and values of modern-day families.

There is a great divide in preferences, however, based on whether one has children or not. Four in ten (41%) parents say that the Conservative Party is most in tune with Canadian families, compared to 24% of those without kids. Conversely, one in three (34%) Canadians without children believe that the NDP is most in tune with the modern-day family, compared to just 23% of parents who think the Conservatives fit the bill.

The Conservative Party is believed to be the political party to be most in tune with the needs and values of modern day families in most provinces, starting with the highest support in Alberta (58%), followed by Saskatchewan and Manitoba (48%), British Columbia (43%) and Ontario (34%). The New Democratic Party was the most popular choice in the Atlantic provinces (35%) while the Bloc Quebecois (30%) were the first choice for those in Quebec.

These are some of the findings of an Ipsos Reid poll conducted between September 17 and 22, 2010, on behalf of Postmedia News. For this survey, a sample of 2,039 adults 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 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 +/-2.2 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in 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:
John Wright
Senior Vice President
Ipsos Reid Public Affairs
(416) 324-2002
[email protected]

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.

About Ipsos

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 2009, Ipsos generated global revenues of e943.7 million ($1.33 billion U.S.).

Visit www.ipsos-na.com to learn more about Ipsos offerings and capabilities.

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