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A Majority of Canadians Say They Don't Use Products Made With Child Labour (54%), But 46% Think They Do
Most (87%) Agree Canadians can Reduce Child Labour in Other Countries by Changing their Buying Behaviour
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Path to Purchase
Understand the dynamics involved along people’s journey, in order to optimize brand’s touchpoints strategy: what media for what function and when.
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To Tell the Truth: Only Half (49%) of Canadians are Always Truthful About Their Financial Situation; Others Tell `White Lies' (45%), or Blatantly Lie (6%)
Protecting Loved Ones (36%) Biggest Reason for Withholding Financial Truth
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One in Ten (8%) Women in Canada Has Worked in a "Sexually Exploitative" Work Environment
3% Have Been Sexually Assaulted at Work or by a Colleague;
2% Physically Assaulted -
Marketers Take Note: Live TV the Main Course in Canadian Media Diet
Canadians Primarily Interact With Media by Watching, More than Reading, Listening, Gaming, Browsing or Social Networking
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Ethnography
Ethnography is a qualitative research technique, characterized by spending extended periods of time with people. We immerse ourselves in their world so we can observe and understand what they say, what they do and how they do it.