23rd Annual Report on Government of Canada Public Opinion Research Activities

The year at a glance

In the 2023 to 2024 fiscal year, Public Services and Procurement Canada (PSPC) awarded 155 public opinion research contracts on behalf of 36 departments to 23 suppliers at a total value of $19.4 million. This includes subscriptions to syndicated research studies shared among federal departments.

Overview of public opinion research activities in the fiscal year 2023 to 2024

• 155 public opinion research studies
• 36 departments
• 23 suppliers
• $19.4 million in contract value

Understanding Canadians

In this section

• Taking public perspectives into account
• Breakdown of research methods
• Target audiences

Taking public perspectives into account

In a time defined by constant change and differing views, understanding public opinion is important for effective delivery of our services to Canadians. Public opinion research is an essential tool to gain insights on a range of subjects that impact Canadians. For the government, it helps to shape initiatives and address the needs of the population.

Through this research, the government was committed to ensuring that the voices of individuals were heard and valued.

The following report provides information on public opinion research projects that were contracted by the government between April 1, 2023, and March 31, 2024.

Breakdown of research methods

Research methods

Public opinion research relies on various data collection techniques to obtain information from a wide variety of audiences. The research methods used to reach these audiences are qualitative, quantitative or a combination of both.

Qualitative research is widely used to gain understanding of people’s behaviours and perceptions. With this research, exploratory questions, such as how or why, are often used. The most commonly used techniques are focus group discussions and individual interviews. Qualitative methods do not yield numeric data and the findings cannot be projected to the broader population.

Quantitative research uses structured methods to obtain precise, objective and measurable data that can be analyzed using statistical procedures. Quantitative methods aim to be conclusive, answering questions such as what, when, and where. These methods use techniques such as telephone and online surveys to collect data with the goal of obtaining results that reflect the broader population.

Target audiences

The audiences included the general population and the following groups in 2023 to 2024:

• 2SLGBTQI+
• benefit recipients
• business owners and representatives
• food and beverage exporters and importers
• grocery buyers
• homeowners and renters
• Indigenous peoples
• international travellers
• job seekers
• low income families
• medical and health professionals
• newcomers and immigrants
• parents, guardians, caregivers and pregnant women
• park visitors
• people living with chronic diseases and life-limiting illnesses
• people living in the North
• people with disabilities
• public servants, Canadian Armed Forces members and veterans
• seniors
• smokers, vapers and cannabis users
• supporters of climate action
• taxpayers
• telecommunication plan subscribers
• veterinarians
• youth
• zero-emission vehicle owners and intended buyers

The year through numbers

In this section

• Custom studies
• Syndicated studies
• Procurement methods
• Volume of research studies over the last 5 years

Custom studies

• Table 1: Volume of custom studies by department in 2023 to 2024
• Table 2: Volume of custom studies by supplier in 2023 to 2024
• Table 3: List of custom studies by department in 2023 to 2024

Departments contract custom research studies to collect specific information. To conduct these studies, they must develop a detailed statement of work that describes the project’s scope, objectives and requirements.

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

In 2023 to 2024, the government awarded and/or issued amendments to 147 contracts for custom public opinion research services to 21 suppliers at a total value of $18.5 million.

Table 1: Volume of custom studies by department in 2023 to 2024^{table 1 note *}

Department	Number of custom studies	Contract value
Table 1 Notes Table 1 Note * The volumes reported in the “Contract value” column represent the total value of all contracts issued in the 2023 to 2024 fiscal year, which includes any amendments that would have increased or decreased the contract values within the same period. Return to table 1 note * referrer

Table 2: Volume of custom studies by supplier in 2023 to 2024^{table 2 note *}

Supplier	Number of custom studies	Contract value
Table 2 Notes Table 2 Note * The volumes reported in the “Contract value” column represent the total value of all contracts issued in the 2023 to 2024 fiscal year, which includes any amendments that would have increased or decreased the contract values within the same period. Return to table 2 note * referrer

Table 3: List of custom studies by department in 2023 to 2024^{table 3 note *}

Department	Custom study title	Registration Number	Supplier	Contract Value
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 the Library and Archives Canada (LAC) website. Some of these studies are not available at the time of publishing this report, given that departments have a period of 6 months after the completion of data collection to submit their reports to LAC. The volumes reported in the “Contract value” column represent the total value of all contracts issued in the 2023 to 2024 fiscal year, which includes any amendments that would have increased or decreased the contract values 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

Separate to custom studies, the government purchases subscriptions to syndicated studies to gain access to findings from independent research. These studies cover a variety of broad issues, and are shared with all federal departments. The intellectual property rights remain with the research firm.

In 2023 to 2024, the government subscribed to 8 syndicated public opinion research studies at a total value of $917,006.00.

Table 4: Volume of syndicated research studies in 2023 to 2024

Syndicated study title	Supplier	Contract value

Procurement methods

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 type of contract does not require a competitive process due to a lower 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 pre-qualified suppliers. This procurement method gives departments timely access to suppliers with demonstrated research expertise and pre-determined pricing for projects up to a contract value of $300,000.

For public opinion research requirements falling outside the scope of the standing offer or for which the estimated contract value exceeds $300,000, departments can use an open process called public tender. For this type of contract, the government posts a request for proposals on CanadaBuys to allow interested suppliers to bid for the research project. After a thorough evaluation, the supplier with the best proposal wins the contract.

To learn more on how the Government of Canada manages its contracted public opinion research and its procurement methods, see:

• the stakeholders and their roles section
• our Web page Contracting public opinion research

Table 5: Procurement methods for public opinion research in 2023 to 2024

Procurement methods	Number of research studies	% Contract value	Contract value

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 custom and syndicated 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

In this section

• Stakeholders and their roles in research
• Standing offers for public opinion research services
• Public opinion research-related laws, regulations and policies

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 contracted 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.

Four series of public opinion research services were available in 2023 to 2024:

• Fieldwork and data tabulation for online surveys (series A)
• Fieldwork and data tabulation for telephone surveys (series B)
• Qualitative research (series C)
• Quantitative research (series D)

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:

• Advanis Inc.
• Ekos Research Associates Inc.
• Elemental Data Collection Inc.
• Forum Research Inc.
• Ipsos Limited Partnership
• Léger Marketing
• Maru/Blue Canada Inc.
• Nanos Research Corporation
• 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:

• Advanis Inc.
• Ekos Research Associates Inc.
• Elemental Data Collection Inc.
• Ipsos Limited Partnership
• Léger Marketing
• Maru/Blue Canada Inc.
• Nanos Research Corporation
• The Logit Group Incorporated

Qualitative research (series C)

Departments may use this standing offer for qualitative research for the following services: developing the research design, conducting the research, 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:

• Abacus Data Inc.
• Advanis Inc.
• Earnscliffe Strategy Group GP
• Ekos Research Associates Inc.
• Entegrité Consulting
• Environics Research Group Limited
• Forum Research Inc.
• Gregg, Kelly, Sullivan & Woolstencroft: The Strategic Counsel
• Ipsos Limited Partnership
• Léger Marketing
• Maru/Blue Canada Inc.
• Nanos Research Corporation
• Narrative Research Inc.
• Patterson, Langlois Consultants with Element54 Inc, in joint venture
• Phoenix SPI
• Pollara
• PRA Inc.
• Probe Research Inc.
• Quorus Consulting Group Inc.
• Sage Research Corporation
• Synopsis Recherche Marketing Inc.

Quantitative research (series D)

Departments may use this standing offer for quantitative research for the following services: developing the research design, conducting the research, 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:

• Abacus Data Inc.
• Advanis Inc.
• Earnscliffe Strategy Group GP
• Ekos Research Associates Inc.
• Environics Research Group Limited
• Forum Research Inc.
• Gregg, Kelly, Sullivan & Woolstencroft: The Strategic Counsel
• Ipsos Limited Partnership
• Léger Marketing
• Nanos Research Corporation
• Phoenix SPI
• Pollara
• Probe Research Inc.
• Quorus Consulting Group Inc.

Public opinion research-related legislation, regulations and policies

Legislation and regulations

• Financial Administration Act requires a written report for contracted public opinion research
• Library and Archives of Canada Act requires departments to provide written reports of custom contracted public opinion research to Library and Archives Canada within 6 months of completion of data collection
• Public Opinion Research Contract Regulations standardize the form and content of contracted public opinion research reports

Policy instruments

• Policy on Communications and Federal Identity gives context and rules for how the Government of Canada enables communication with the public about policies, programs, services and initiatives
• Directive on the Management of Communications provides rules for managing and coordinating communications, including procedures for advertising, public opinion research, social media and web Communications
  • Appendix C: Mandatory Procedures for Public Opinion Research details requirements that federal departments must follow when public opinion research activities are being considered

Research standards

• Standards for Conducting Public Opinion Research provide departments and suppliers with requirements to follow for collecting information when conducting public opinion research to ensure that their studies meet high quality criteria.

More information

This annual report provides an overview of the Government of Canada’s public opinion research activities coordinated and contracted by Public Services and Procurement Canada on behalf of federal departments listed in Schedule I, Schedule I.1 or 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