24th Annual Report on Government of Canada Public Opinion Research Activities
2024 to 2025 Fiscal Year
This report provides information on public opinion research activities contracted by the government between April 1, 2024 and March 31, 2025.
It informs Canadians about public opinion research projects executed by departments and the roles of key stakeholders involved.
The annual report is prepared by the Public Opinion Research Directorate within the Receiver General and Pension Branch of Public Services and Procurement Canada on behalf of the Government of Canada.
To access previous annual reports, please visit the Government of Canada Publications website.
On this page
The year at a glance
In the 2024 to 2025 fiscal year, Public Services and Procurement Canada (PSPC) coordinated 118 public opinion research projects on behalf of 36 departments to 20 suppliers, totaling $14.9 million.
This includes subscriptions to syndicated studies that are shared among federal departments.
Overview of public opinion research activities in the fiscal year 2024 to 2025
Understanding Canadians
In this section
Taking public perspectives into account
In an era of rapid change and diverse viewpoints, public opinion research continues to serve as a vital bridge between Canadians and their government. Using rigorous methodologies, it helps translate citizen experiences, needs and expectations into actionable insights that shape policies and services.
This year, the government continued its dedicated efforts to understand public perspectives on the economy, health and safety and environmental concerns, focusing on key issues affecting all Canadians including:
- affordable living
- climate change and environmental protection
- health behaviours and trends
- national security
- the state of the economy
- trust, digital privacy and consumer protection
Through this research, the government remains committed to ensuring that the voices of individuals are heard and valued.
What is public opinion research?
It 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 help us understand diverse:
- attitudes
- perceptions
- judgements
- reactions
- views
The process used for gathering information usually assumes an expectation and guarantee of anonymity for respondents. To learn more, consult the Standards for conducting public opinion research.
Who we engage with
Our research projects involve the general population while also regularly including diverse demographic groups. In 2024 to 2025 these groups included:
- benefit recipients
- business owners and representatives
- ethnocultural communities
- Indigenous peoples
- low income families
- mortgage holders and other financial consumers
- newcomers and immigrants
- Official Language Minority Communities
- parents and caregivers
- park and historic sites visitors
- people living in urban, rural, northern or remote communities
- people with disabilities
- public servants
- seniors
- supporters of climate action
- tax professionals
- users of government services
- youth and young adults
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.
Breakdown of research methods in 2024 to 2025
Image description
Three circles display research method breakdowns:
- quantitative research projects: 60%
- qualitative research projects: 17%
- combined qualitative and quantitative research projects: 23%
The year through numbers
In this section
- Custom research
- Syndicated studies
- Procurement methods
- Volume of research studies over the last 5 years
Custom research
- Table 1: Volume of custom research projects by department in 2024 to 2025
- Table 2: Volume of custom research projects by supplier in 2024 to 2025
- Table 3: List of custom research projects by department in 2024 to 2025
Departments undertake custom research projects to collect specific information. In order to do so, they must develop a detailed statement of work that describes the project’s scope, objectives and requirements.
Pre-qualified suppliers that perform custom research projects deliver various services, from research design to data collection, data analysis and reporting.
In 2024 to 2025, the government awarded or amended 111 contracts for custom public opinion research services to 19 suppliers at a total value of $14.2 million.
| Department | Volume of projects | Contract valuetable 1 note 1 |
|---|---|---|
| Canada Energy Regulator | 1 | $36,725.00 |
| Canada Revenue Agency | 6 | $715,986.84 |
| Canadian Food Inspection Agency | 3 | $351,656.23 |
| Canadian Heritage | 2 | $194,337.36 |
| Canadian Nuclear Safety Commission | 1 | $64,946.75 |
| Canadian Radio-television and Telecommunications Commission | 4 | $587,034.77 |
| Canadian Security Intelligence Service | 1 | $73,691.82 |
| Department of Finance Canada | 1 | $282,861.60 |
| Department of Justice Canada | 1 | $120,646.64 |
| Elections Canada | 2 | $405,973.97 |
| Employment and Social Development Canada | 5 | $960,289.82 |
| Environment and Climate Change Canada | 5 | $336,828.40 |
| Financial Consumer Agency of Canada | 6 | $856,621.15 |
| Fisheries and Oceans Canada | 1 | -$19,547.66 |
| Global Affairs Canada | 6 | $748,664.55 |
| Health Canada | 11 | $1,253,778.84 |
| Housing, Infrastructure and Communities Canada | 1 | $174,391.77 |
| Immigration, Refugees and Citizenship Canada | 6 | $548,922.37 |
| Indigenous Services Canada | 1 | $142,475.55 |
| Innovation, Science and Economic Development Canada | 2 | $166,681.78 |
| Library and Archives Canada | 1 | $93,247.60 |
| National Defence | 5 | $330,070.69 |
| Natural Resources Canada | 3 | $197,655.08 |
| Office of the Commissioner of Official Languages | 1 | $68,660.77 |
| Office of the Privacy Commissioner of Canada | 1 | $99,934.94 |
| Office of the Superintendent of Financial Institutions Canada | 3 | $142,142.14 |
| Parks Canada | 3 | $158,825.97 |
| Privy Council Office | 6 | $2,527,633.84 |
| Public Health Agency of Canada | 6 | $882,669.92 |
| Public Safety Canada | 5 | $686,237.93 |
| Public Service Commission of Canada | 2 | $319,829.65 |
| Public Services and Procurement Canada | 2 | $219,177.06 |
| Statistics Canada | 1 | $54,838.90 |
| Transport Canada | 1 | $110,672.20 |
| Treasury Board of Canada Secretariat | 1 | $99,937.20 |
| Veterans Affairs Canada | 4 | $178,865.98 |
| Total | 111 | $14,173,367.42 |
Table 1 Note
|
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| Supplier | Volume of projects | Contract valuetable 2 note 1 |
|---|---|---|
| Abacus Data Inc. | 1 | $106,881.05 |
| Advanis Inc. | 12 | $1,475,292.48 |
| Angus Reid Strategies | 1 | $40,000.00 |
| Earnscliffe Strategy Group GP | 6 | $802,526.23 |
| Ekos Research Associates Inc. | 11 | $1,386,143.90 |
| Elemental Data Collection Inc. | 3 | $1,230,863.80 |
| Environics Research Group Limited | 9 | $1,121,946.49 |
| Forum Research Inc. | 2 | $186,747.87 |
| Gregg, Kelly, Sullivan & Woolstencroft: The Strategic Counsel | 5 | $1,337,617.50 |
| Ipsos Limited Partnership | 13 | $1,755,934.40 |
| Léger Marketing | 12 | $1,373,140.50 |
| Nanos Research Corporation | 6 | $595,608.54 |
| Narrative Research Inc. | 4 | $357,342.73 |
| Phoenix SPI | 14 | $1,374,603.44 |
| Pollara | 1 | $45,075.70 |
| Quorus Consulting Group Inc. | 7 | $840,966.28 |
| sept24 | 1 | $19,994.15 |
| The Logit Group Incorporated | 2 | $82,683.24 |
| Vox Pop Labs | 1 | $39,999.12 |
| Total | 111 | $14,173,367.42 |
Table 2 Note
|
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| Department | Custom project | Registration numbertable 3 note 1 | Supplier | Contract valuetable 3 note 2 |
|---|---|---|---|---|
| Canada Energy Regulator | 2024 to 2025 Trust and Confidence of Key Audiences | POR 096-24 | Environics Research Group Limited | $36,725.00 |
| Canada Revenue Agency | 2023 to 2024 Annual Corporate Research (Qualitative) | POR 134-23 | Phoenix SPI | -$610.01 |
| Canada Revenue Agency | 2024 to 2025 Annual Corporate Research (Qualitative) | POR 108-24 | Phoenix SPI | $152,889.00 |
| Canada Revenue Agency | 2024 to 2025 Annual Corporate Research (Quantitative) | POR 067-24 | Quorus Consulting Group Inc. | $179,527.62 |
| Canada Revenue Agency | 2024 to 2025 Benefits Programs Annual Client Satisfaction Survey | POR 082-24 | Gregg, Kelly, Sullivan & Woolstencroft: The Strategic Counsel | $124,986.48 |
| Canada Revenue Agency | Identity Recovery Qualitative Research Project | POR 101-24 | Narrative Research Inc. | $56,251.40 |
| Canada Revenue Agency | SimpleFile services, Phase 1 and Phase 2 | POR 070-24 | Gregg, Kelly, Sullivan & Woolstencroft: The Strategic Counsel | $202,942.35 |
| Canadian Food Inspection Agency | Public Opinion Research for the Food Business Line 2024 to 2025 | POR 033-24 | Quorus Consulting Group Inc. | $126,115.91 |
| Canadian Food Inspection Agency | Public Opinion Research on African Swine Fever | POR 034-24 | Environics Research Group Limited | $112,696.03 |
| Canadian Food Inspection Agency | Public Opinion Research With Consumers 2024 to 2025 | POR 050-24 | Nanos Research Corporation | $112,844.29 |
| Canadian Heritage | Study on Disability Inclusion in Sport | POR 078-24 | Ekos Research Associates Inc. | $154,338.24 |
| Canadian Heritage | Study on the Sport Experiences of Official Language Minority Communities (OLMCs) | POR 077-24 | Vox Pop Labs | $39,999.12 |
| Canadian Nuclear Safety Commission | Awareness and Perceptions of Trust in Canada’s Nuclear Regulator 2024 to 2025 | POR 003-24 | Environics Research Group Limited | $64,946.75 |
| Canadian Radio-television and Telecommunications Commission | Public Opinion Research Tracker Study, Wave 3 and 4 | POR 022-24 | Ipsos Limited Partnership | $248,987.64 |
| Canadian Radio-television and Telecommunications Commission | Perceptions of Canadian Programming and News | POR 038-24 | Phoenix SPI | $128,735.25 |
| Canadian Radio-television and Telecommunications Commission | Public Opinion Research on the Canadian Radio-television and Telecommunications Commission's Consumer Protection Codes 2025 | POR 047-24 | Phoenix SPI | $96,368.38 |
| Canadian Radio-television and Telecommunications Commission | Understanding Consumer Awareness and Satisfaction With the Commission for Complaints for Telecom-television Services | POR 039-24 | Nanos Research Corporation | $112,943.50 |
| Canadian Security Intelligence Service | Attitudes Towards the Canadian Security Intelligence Service | POR 090-24 | Ekos Research Associates Inc. | $73,691.82 |
| Department of Finance Canada | 2024 to 2026 Pre- and Post-Budget Focus Groups | POR 020-24 | Environics Research Group Limited | $282,861.60 |
| Department of Justice Canada | National Justice Survey 2025 | POR 095-24 | Advanis Inc. | $120,646.64 |
| Elections Canada | General Election 45 Qualitative Study of Electors | POR 002-24 | Earnscliffe Strategy Group GP | $163,820.85 |
| Elections Canada | Surveys of Electors Following By-Elections Held in Fiscal Years 2024 to 2025 Through 2028 to 2029 | POR 011-24 | Phoenix SPI | $242,153.12 |
| Employment and Social Development Canada | 2024 to 2025 National Skilled Trades Advertising Campaign, Creative Testing and Evaluation | POR 048-24 | Earnscliffe Strategy Group GP | $199,970.45 |
| Employment and Social Development Canada | Grants and Contributions Applicants Client Experience Research, Year 4 | POR 053-24 | Ipsos Limited Partnership | $170,527.17 |
| Employment and Social Development Canada | Qualitative Research With Youth and Youth-serving Organizations, Canada Service Corps | POR 023-24 | Phoenix SPI | $148,905.75 |
| Employment and Social Development Canada | Service Canada Client Experience Survey 2023 to 2024 | POR 008-24 | Ipsos Limited Partnership | $299,924.60 |
| Employment and Social Development Canada | Services for Seniors Advertising Campaign, Creative Testing and Advertising Campaign Evaluation Tool (ACET) | POR 032-24 | Ekos Research Associates Inc. | $140,961.85 |
| Environment and Climate Change Canada | Climate Advertising Awareness Campaign Public Opinion Research, Concept Testing and Advertising Campaign Evaluation Tool (ACET) | POR 006-24 | Narrative Research Inc. | $118,774.30 |
| Environment and Climate Change Canada | Environment and Climate Change Canada Omnibus Public Opinion Research Survey | POR 030-24 | Angus Reid Strategies | $40,000.00 |
| Environment and Climate Change Canada | National Adaptation Strategy: Climate Change Adaptation Awareness, Perceptions, and Understanding Follow‑up Survey | POR 024-24 | Léger Marketing | $54,070.50 |
| Environment and Climate Change Canada | Public Opinion Research on Plastic Waste and Pollution in Canada | POR 085-24 | Pollara | $45,075.70 |
| Environment and Climate Change Canada | Public Opinion Research on Weather Services and Weather Alerting | POR 051-24 | Quorus Consulting Group Inc. | $78,907.90 |
| Financial Consumer Agency of Canada | 2024 Canadian Financial Capability Survey | POR 125-23 | Advanis Inc. | $40,160.20 |
| Financial Consumer Agency of Canada | Evaluation of the “Make Change That Counts: Housing Costs on Your Mind”, Ad Campaign: ACET Methodological Report | POR 025-24 | Léger Marketing | $27,877.10 |
| Financial Consumer Agency of Canada | Experiences of Canadian Mortgage Holders in the Mortgage Lifecycle | POR 083-24 | Ekos Research Associates Inc. | $207,501.90 |
| Financial Consumer Agency of Canada | Focus Testing of Visual Identifiers for Consumer-Driven Banking in Canada | POR 092-24 | Léger Marketing | $76,828.70 |
| Financial Consumer Agency of Canada | Monthly Financial Well-Being Monitor | POR 014-24 | Ekos Research Associates Inc. | $255,387.63 |
| Financial Consumer Agency of Canada | The Modular Financial Consumer Survey | POR 110-24 | Advanis Inc. | $248,865.62 |
| Fisheries and Oceans Canada | Survey of British Columbia Coastal Residents and Their Values of Ocean Resources | POR 133-23 | Ekos Research Associates Inc. | -$19,547.66 |
| Global Affairs Canada | 2024 Trade Commissioner Service Client Satisfaction Research | POR 049-24 | Abacus Data Inc. | $106,881.05 |
| Global Affairs Canada | Assessing the Effectiveness of the Canada-America Trade Advertising Campaign, Creative Concept Testing and Advertising Campaign Evaluation Tool (ACET) | POR 109-24 | Léger Marketing | $68,283.64 |
| Global Affairs Canada | Evaluation of Canada's Participation at Expo 2025 Osaka, Japan | POR 100-24 | Léger Marketing | $165,279.45 |
| Global Affairs Canada | Foreign Service Directives Administration Surveys | POR 097-24 | Environics Research Group Limited | $45,524.31 |
| Global Affairs Canada | Indo-Pacific Insights: Regional Expert Perspectives on Canada’s 2022 Indo-Pacific Strategy | POR 106-24 | Ipsos Limited Partnership | $199,976.10 |
| Global Affairs Canada | Understanding Canadians’ and Americans’ Views on Key Issues of Interest to Canada | POR 105-24 | Nanos Research Corporation | $162,720.00 |
| Health Canada | Canadian Dental Care Plan, Advertising Campaign Evaluation Tool (ACET) | POR 001-24 | Léger Marketing | $163,505.35 |
| Health Canada | Canadians’ Use of Personal Care Products in Children 0 to 36 Months | POR 075-24 | Ipsos Limited Partnership | $81,604.08 |
| Health Canada | Cannabis Health Warning Messages: Feedback From Canadians on Improving Message Impact | POR 046-24 | Quorus Consulting Group Inc. | $169,110.15 |
| Health Canada | Evaluating Various Components of Employee Assistance Services Client Feedback Survey 2024 to 2025 | POR 037-24 | Elemental Data Collection Inc. | $38,849.40 |
| Health Canada | Focus Testing Cannabis Consumer Information Sheets for Medical and Non-medical Purposes | POR 045-24 | Quorus Consulting Group Inc. | $164,872.65 |
| Health Canada | Healthy Home Environmental Health Survey, 2025 | POR 060-24 | Gregg, Kelly, Sullivan & Woolstencroft: The Strategic Counsel | $124,977.77 |
| Health Canada | Pharmacare, Focus Testing of Creatives | POR 072-24 | Earnscliffe Strategy Group GP | $105,328.43 |
| Health Canada | Post-Evaluation of Men in Trades Advertising Campaign, Advertising Campaign Evaluation Tool (ACET) 2024 to 2025 | POR 064-24 | Ipsos Limited Partnership | $43,403.30 |
| Health Canada | Post-Evaluation of Mental Health, Substance Use, and 9-8-8: Suicide Crisis Helpline Advertising Campaign “Out of Frame” 2024 to 2025, Advertising Campaign Evaluation Tool (ACET) | POR 084-24 | Ipsos Limited Partnership | $49,930.18 |
| Health Canada | Pre- and Post-Campaign Evaluation of Pharmacare Campaign , Advertising Campaign Evaluation Tool (ACET) | POR 098-24 | Elemental Data Collection Inc. | $62,466.40 |
| Health Canada | Youth and Young Adults Marketing Product Validation 2024 | POR 035-24 | Léger Marketing | $249,731.13 |
| Housing, Infrastructure and Communities Canada | 2024 to 2025 Housing Advertising Campaign, Advertising Campaign Evaluation Tool (ACET) | POR 054-24 | Ipsos Limited Partnership | $174,391.77 |
| Immigration, Refugees and Citizenship Canada | 2024 to 2025 Immigration, Refugees and Citizenship Canada Annual Tracking Survey | POR 043-24 | Phoenix SPI | $74,955.73 |
| Immigration, Refugees and Citizenship Canada | 2024 to 2025 Immigration, Refugees and Citizenship Canada Annual Tracking Qualitative Research Study | POR 016-24 | Ipsos Limited Partnership | $162,466.88 |
| Immigration, Refugees and Citizenship Canada | 2024 to 2025 Immigration, Refugees and Citizenship Canada Online Tracking Survey | POR 044-24 | Léger Marketing | $24,880.91 |
| Immigration, Refugees and Citizenship Canada | 2024 to 2025 International Experience Canada (IEC) Youth Study | POR 074-24 | Earnscliffe Strategy Group GP | $174,082.15 |
| Immigration, Refugees and Citizenship Canada | 2024 to 2025 Newcomer Services Campaign, Advertising
Campaign Evaluation Tool (ACET) |
POR 073-24 | Ipsos Limited Partnership | $65,234.90 |
| Immigration, Refugees and Citizenship Canada | 2024 to 2025 Telephone-to-Online Tracking Surveys | POR 058-24 | Nanos Research Corporation | $47,301.80 |
| Indigenous Services Canada | Perceptions of Drinking Water Quality in First Nations Communities and General Population 2024 to 2025 | POR 017-24 | Ekos Research Associates Inc. | $142,475.55 |
| Innovation, Science and Economic Development Canada | Consumer Protection Advertising Campaign Evaluation Research | POR 063-24 | Léger Marketing | $132,312.83 |
| Innovation, Science and Economic Development Canada | Sky Canada: A Nationwide Survey for the
Office of the Chief Science Advisor of Canada (OCSA) |
POR 018-24 | Earnscliffe Strategy Group GP | $34,368.95 |
| Library and Archives Canada | Library and Archives Canada’s Service Improvement Survey 2024 | POR 057-24 | Phoenix SPI | $93,247.60 |
| National Defence | 2024 to 2025 Views of the Canadian Armed Forces, Recruitment Study | POR 012-24 | Earnscliffe Strategy Group GP | $124,955.40 |
| National Defence | Testing Recall of Recruitment Advertising: 2024 to 2025 Canadian Armed Forces "This is For You" Awareness Campaign | POR 021-24 | The Logit Group Incorporated | $41,341.62 |
| National Defence | Testing Recall of Recruitment Advertising: 2024 to 2025 Canadian Armed Forces Priority Occupation Campaign, Advertising Campaign Evaluation Tool (ACET) | POR 031-24 | The Logit Group Incorporated | $41,341.62 |
| National Defence | Views of the Canadian Armed Forces, 2023 to 2024 Tracking Study | POR 146-22 | Quorus Consulting Group Inc. | -$1,625.00 |
| National Defence | Views of the Canadian Armed Forces, 2024 to 2025 Tracking Study | POR 004-24 | Quorus Consulting Group Inc. | $124,057.05 |
| Natural Resources Canada | Canadians’ Awareness, Knowledge and Attitudes Related to Clean Fuels 2024 | POR 062-24 | Forum Research Inc. | $54,759.80 |
| Natural Resources Canada | ENERGY STAR® and EnerGuide Labelling Awareness Survey 2024 | POR 040-24 | Ipsos Limited Partnership | $67,494.90 |
| Natural Resources Canada | Greening Freight Programs Industry Survey | POR 065-24 | Phoenix SPI | $75,400.38 |
| Office of the Commissioner of Official Languages | Survey of Managers and Supervisors in the Federal Public Service on Their “Knowledge of” or “Familiarity With” the Official Languages Act, Part V: Language of Work, as Well as on Their Experiences and Needs in Terms of Training, Support and Tools. | POR 076-24 | Advanis Inc. | $68,660.77 |
| Office of the Privacy Commissioner of Canada | 2024 to 2025 Survey of Canadians on Privacy-Related Issues | POR 093-24 | Phoenix SPI | $99,934.94 |
| Office of the Superintendent of Financial Institutions Canada | 2023 to 2024 Employee Experience Survey | POR 035-23 | Ekos Research Associates Inc. | -$17,193.51 |
| Office of the Superintendent of Financial Institutions Canada | Office of the Superintendent of Financial Institutions, Biennial Employee Survey 2024 to 2025 | POR 027-24 | Environics Research Group Limited | $84,947.75 |
| Office of the Superintendent of Financial Institutions Canada | Property and Casualty Sector Consultation 2024 to 2025 | POR 036-24 | Phoenix SPI | $74,387.90 |
| Parks Canada | Parks Canada National Advertising Campaign Evaluation 2025, Advertising Campaign Evaluation Tool (ACET) | POR 041-24 | Advanis Inc. | $49,561.80 |
| Parks Canada | Recreation Study 2024 | POR 029-24 | Advanis Inc. | $66,573.95 |
| Parks Canada | Visitor Satisfaction Survey 2024 | POR 013-24 | Advanis Inc. | $42,690.22 |
| Privy Council Office | Continuous Qualitative Data Collection of Canadians’ Views | POR 053-22 | Gregg, Kelly, Sullivan & Woolstencroft: The Strategic Counsel | $814,741.30 |
| Privy Council Office | Continuous Tracking of Canadians' Views, Quantitative Survey | POR 003-22 | Elemental Data Collection Inc. | $1,129,548.00 |
| Privy Council Office | Health, Attitudes, and Behavioural Insights Tracker Survey | POR 015-24 | Léger Marketing | $74,572.09 |
| Privy Council Office | Program of Applied Research on Climate Action and the Environment: Ongoing Surveying of Canadians’ Climate Change Beliefs, Attitudes, and Behaviours Over Time | POR 059-24 | Forum Research Inc. | $131,988.07 |
| Privy Council Office | Trust, Information, and Digital Ecosystems Study, Phase 2: Continuing to Understand the Impact of Public Trust and Related Stressors Across Policy Areas and our Democratic Society | POR 009-24 | Ekos Research Associates Inc. | $276,807.63 |
| Privy Council Office | Understanding Firearm Owners | POR 071-24 | Ekos Research Associates Inc. | $99,976.75 |
| Public Health Agency of Canada | Barriers to Breast Cancer Screening Access | POR 094-24 | Gregg, Kelly, Sullivan & Woolstencroft: The Strategic Counsel | $69,969.60 |
| Public Health Agency of Canada | Dementia-Inclusive Communities: Status and Readiness Assessment | POR 086-24 | Narrative Research Inc. | $127,478.13 |
| Public Health Agency of Canada | Immunization Coverage Survey in Key Adult Populations 2025 | POR 099-24 | Advanis Inc. | $296,072.43 |
| Public Health Agency of Canada | Mpox Immunization Coverage Survey Among 2SLGBTQI+ and Men Who Have Sex With Men, 2025 | POR 080-24 | Advanis Inc. | $124,263.84 |
| Public Health Agency of Canada | Seasonal Influenza Vaccination Coverage Survey 2024 to 2025 | POR 069-24 | Léger Marketing | $294,357.77 |
| Public Health Agency of Canada | Survey on Vaccination During Pregnancy 2024 | POR 140-23 | Advanis Inc. | -$29,471.85 |
| Public Safety Canada | Assault-Style Firearms Compensation Program (ASFCP) Public Awareness Campaign, Phase 2, Individuals | POR 066-24 | Environics Research Group Limited | $240,927.30 |
| Public Safety Canada | Cyberbullying Public Awareness Research 2024 | POR 028-24 | Environics Research Group Limited | $90,371.75 |
| Public Safety Canada | Emergency Preparedness, Advertising
Campaign Evaluation Tool (ACET) |
POR 079-24 | Ipsos Limited Partnership | $90,398.87 |
| Public Safety Canada | Flood Risk Resilience and Seismic Awareness and Mitigation Baseline Study | POR 081-24 | Ipsos Limited Partnership | $101,594.01 |
| Public Safety Canada | Creative Testing with Indigenous Youth and Parents for the Human Trafficking Awareness Campaign | POR 026-24 | Environics Research Group Limited | $162,946.00 |
| Public Service Commission of Canada | Administration of the 2025 Staffing and Non-Partisanship Survey | POR 091-24 | Advanis Inc. | $299,835.50 |
| Public Service Commission of Canada | Canadian Job Seekers’ Views on the Government of Canada as an Employer | POR 052-24 | sept24 | $19,994.15 |
| Public Services and Procurement Canada | Judicial and Parliamentary Precinct Master Plans | POR 007-24 | Ekos Research Associates Inc. | $71,743.70 |
| Public Services and Procurement Canada | Pension Members Client Service Feedback Survey 2024 to 2025 | POR 005-24 | Advanis Inc. | $147,433.36 |
| Statistics Canada | 2026 Census Collection: Pre-Testing of Advertising Concepts | POR 102-24 | Narrative Research Inc. | $54,838.90 |
| Transport Canada | Canadians’ Awareness and Confidence in Canada’s Transportation System | POR 068-24 | Phoenix SPI | $110,672.20 |
| Treasury Board of Canada Secretariat | Action Plan for Black Public Servants: Understanding the Needs and Insights of Black Public Servants of the Government of Canada on Mental Health and Career and Leadership Development Programs in the Workplace | POR 107-24 | Nanos Research Corporation | $99,937.20 |
| Veterans Affairs Canada | 2024 to 2025 Remembrance and Recognition Ad Campaign, Advertising Campaign Evaluation Tool (ACET) | POR 056-24 | Léger Marketing | $41,441.03 |
| Veterans Affairs Canada | Attitudes Towards Remembrance and Veterans’ Week 2024: Survey of Canadians | POR 061-24 | Nanos Research Corporation | $59,861.75 |
| Veterans Affairs Canada | Exploring Perceptions, Behaviours, and Experiences in Relation to My VAC Account | POR 042-24 | Phoenix SPI | $64,969.35 |
| Veterans Affairs Canada | Veterans Affairs Canada 2024 National Client Survey | POR 129-23 | Phoenix SPI | $12,593.85 |
Table 3 Notes
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Syndicated studies
Separate to custom research projects, the government purchases subscriptions to syndicated studies to gain access to research reports from external suppliers. These studies cover a variety of broad issues, and are shared with all federal departments. The intellectual property rights remain with the supplier.
In 2024 to 2025, the government subscribed to 7 syndicated studies at a total value of $706,035.
| Syndicated study | Supplier | Contract value |
|---|---|---|
| Canadian Attitudes and Engagement With Global Poverty in 2025: Canada in Comparative Perspective | Development Engagement Lab | $62,500.00 |
| Exploring Western Canadian Identity, 2025 | Pollara | $68,930.00 |
| Indigenous Insights, 2024 to 2025, Volume 8 | Earnscliffe Strategy Group GP | $203,400.00 |
| Inflation Pressure Points (6 Waves, 2024 to 2025) | Pollara | $213,570.00 |
| Risk Monitor, Edition 16 (2 Waves, 2024) | Ekos Research Associates Inc. | $59,890.00 |
| Risk Monitor, Edition 17 (1 Wave, 2025) | Ekos Research Associates Inc. | $29,945.00 |
| Young Adults Report 2025 | Abacus Data Inc. | $67,800.00 |
| Total | 7 | $706,035.00 |
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 projects are carried out under 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 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
| Procurement methods | Volume of projects | Percentage of contract value | Contract valuetable 5 note 1 |
|---|---|---|---|
| Call-ups against the standing offers | 106 | 81.5% | $12,129,084.85 |
| Public tenders (CanadaBuys) | 2 | 13.1% | $1,944,289.30 |
| Subscriptions to syndicated studies | 7 | 4.7% | $706,035.00 |
| Sole-source contracts not exceeding $40,000 | 3 | 0.7% | $99,993.27 |
| Total | 118 | 100% | $14,879,402.42 |
Table 5 Note
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Volume of research over the last 5 years
The following table represents a summary of past research projects and contract values over the last 5 years. The volume fluctuates from year to year depending on the government’s needs and may be impacted by election cycles.
| Period | Volume of projects | Contract value (in millions of dollars) |
|---|---|---|
| April 1, 2024 to March 31, 2025 | 118 | $14.9 |
| April 1, 2023 to March 31, 2024 | 155 | $19.4 |
| April 1, 2022 to March 31, 2023 | 164 | $20.3 |
| April 1, 2021 to March 31, 2022 | 155 | $18.1 |
| April 1, 2020 to March 31, 2021 | 151 | $15.5 |
Appendices
In this section
- Stakeholders and their roles
- Standing offers for public opinion research
- Legislation, regulations and policies
Stakeholders and their roles
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 public opinion research 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
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 services were available in 2024 to 2025
Fieldwork and data tabulation for online surveys (series A)
Departments may use this standing offer for the following online survey services:
- programming
- pretesting
- collecting data
- tabulating data
- 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 the following telephone survey services:
- programming
- pretesting
- interviewing
- tabulating data
- 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 the following qualitative research 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.
- 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 the following quantitative research 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.
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 and Federal Identity provides rules for managing and coordinating communications, including procedures for advertising, public opinion research, social media, external-facing websites and mobile applications
- Appendix B: 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 outline the requirements that departments and suppliers must follow when gathering opinion-based information, ensuring public opinion research is reliable and meets the Government of Canada's expectations for quality and transparency
More information
This annual report provides an overview of the Government of Canada’s public opinion research activities from departments and other portions of the federal public administration listed in Schedule I, Schedule I.1 or Schedule II of the Financial Administration Act.
For more information on public opinion research activities, including laws and regulations, key stakeholders and contract methods please visit our pages on the Government of Canada website.
If you have any comments or questions, please contact:
Public Opinion Research Directorate
Receiver General and Pension Branch
Public Services and Procurement Canada
Email: dgsiopinionpublique.isbpublicopinion@tpsgc-pwgsc.gc.ca
Ownership and usage of content
Unless otherwise specified, you may not reproduce materials in this publication, in whole or in part, for the purposes of commercial redistribution without prior written permission from Public Services and Procurement Canada.
To obtain permission, please contact the Public Opinion Research Directorate at: dgsiopinionpublique.isbpublicopinion@tpsgc-pwgsc.gc.ca.
Catalogue Number: P100-3E-PDF
International Standard Serial Number (ISSN): 2560-855X
© His Majesty the King in Right of Canada, as represented by the Minister of Public Works and Government Services, 2025
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