Vancouver, BC —  On the eve of the prestigious BCAMA Vision Conference, the BCAMA and Silver Sponsor Insights West has teamed up to release findings from our Brand Digital Insights tool that shows that consumers who are digitally engaged with brands via Facebook, Twitter and mobile devices provide significantly higher scores on corporate reputation than those who are not according to a six month study conducted with over 15,700 consumers aged 18+ across BC and Alberta.

Insights West is a Silver Sponsor of the BCAMA Vision Conference tomorrow at the Fairmont Hotel Vancouver, which features globally renowned keynote speakers from companies like Cirque Du Soleil, American Apparel, TELUS and IBM, a dynamic debate-style panel presentation, and the chance to get up close and personal with experts during the Executive Spotlight Series. This conference typically attracts 300-400 of Vancouver’s top marketers and is Western Canada’s largest and longest standing conference of its kind.

Following in the BCAMA Vision Conference theme of “What makes people love or hate a brand,” Insights West found that the impact of digital engagement on a brand is significant—company rating scores are two or three times as high among those engaged relative to those who are not engaged. The very top brand reputation scores (the 9’s and 10’s on a 10 point “poor” to “excellent” scale) among those who are highly engaged with a brand on a digital level score 27% vs. 14% for those who have “medium” levels of digital interactions vs. 7% for those who have low or no digital interactions with a brand.

Equally impactful is the finding that conversely, negative scores are higher among those who are digitally engaged.  Among brand “haters” — those who rate a brand either a 1 or a 2 on the brand scores — the digitally engaged are also more than twice as likely to rate a brand poorly than those not engaged (5% vs. 2%).

Steve Mossop, President of Insights West in Vancouver, says “Digitally engaged consumers seem to either love you or hate you. And they are vocal. What surprised us about the findings is the dramatic difference in lift with your brand from those who have had an interaction with your brand via Facebook, Twitter, or a mobile device. Results show that digital strategies provide payback in significant ways that are measurable.”

Despite all the hype associated with social media — the level of digital engagement with brands is surprisingly low. Out of 15,700 interviews done for 72 brands covered, an average of only 2% of consumers have tweeted about an individual brand in that list, 4% have interacted with that brand on Facebook, and 4% have interacted with a brand via a mobile device.

About Brand Digital Insights:

This cool new research tool, launched last fall by Insights West, combines corporate brand reputation, advertising recall and consumer digital interactions with a brand into a single research product. Until now, market research companies’ approaches in these areas have been isolated. For decades, researchers have been tracking traditional media campaigns (i.e., TV spots) independently, usually via traditional methods of aided recall of the 30-second spot. Brand equity and image or corporate reputation tracking metrics are also well-established, but often have poor linkages to ad tracking. On the social media side, very few marketing research companies have even studied the impact or launched media tools that evaluate the influence of Facebook, Twitter, and mobile interactions on brand. Yet with digital, mobile, and social media now forming an integral part of any marketing mix, it has become all the more critical to link the three disciplines to understand how they all work together. Marketers need to see the whole picture. Norms developed from our results offer any organization the chance to track digital engagement, brand profile, and campaign results as well as compare their success to others in the marketplace. Learn more details about Brand Digital Insights.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on an online study conducted October 2012 – May 2013, among over 15,700 residents of BC and Alberta aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC and Alberta for age, gender, and region of BC or Alberta. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/-0 .8 percentage points, nineteen times out of twenty.

For further information, please contact:

Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com

Vancouver, BC  –  Election night is usually the night pollsters get their 5 minutes of fame, and get to showcase why polling works so well. Not this time. Why did pollsters get the results so wrong? What happened? Our two pre-election polls that Insights West conducted followed by a recent post-election poll point to a number of reasons why the polling didn’t properly predict the outcome, and why the final outcome changed the way it did.

Reason #1: A large undecided group of voters leaned Liberal.

Our two election polls completed over the course of the campaign showed that there was a large number of undecided voters at the start of the campaign (20%), which narrowed to 15% in our second poll conducted after the leader’s debate. Insights West was the only research firm that showed that the undecided vote leaned towards the Liberals in the two polls that we had released, and cautioned that this could narrow the gap considerably.

Reason #2: Christy Clark made a huge impact on debate night…

…that started the turnaround. Industry polls prior to the debate night showed a 15-20 point gap in support between the NDP and Liberals. Our post-debate poll showed a statistical tie in terms of who won the debate, while other polls showed that Christy had the edge. This was the pivotal point of the campaign that helped to sway voters that Christy Clark was a viable option, and started the narrowing of the gap.

Reason #3: A significant number of voters decided who to vote for in the final days of the campaign.

Our most recent poll shows that 11% of BC voters decided who to vote for on voting day, and another 10% decided on the day or two prior. This number jumps to 22% for Liberal voters, compared to 15% of NDP voters, who decided only a day or two prior to the election. Other than with an exit poll, it was impossible for previous polls to pick up on this late-stage opinion change.

Reason #4: Liberal voters who were considering voting NDP switched last minute.

Our overnight poll shows 17% of Liberal voters had considered voting for the NDP at some point during the election campaign. There was a large range of reasons why Liberal voters ultimately decided not to vote NDP (we tested 8 reasons). Number one was the Liberals were ultimately seen to be better for the economy (40%), followed by the Liberals ran a stronger campaign (38%), and a lack of policy statements from Adrian Dix (33%). Voters also felt they couldn’t trust Adrian Dix (33%), Christy Clark would make a better Premier (31%), and were unimpressed by Dix’s flip-flop on the oil pipelines (17%).

Reason #5: The low voter turnout.

Elections BC published that only 52% of eligible voters turned out to cast their ballot. Our two pre-election polls showed that 75% to 80% indicated they were ‘very likely’ to cast their ballot. Our poll of the BC adults who didn’t cast their vote shows that 26% would likely have voted NDP, and 32% Liberal. While this alone was not enough to change the outcome, ultimately, getting Liberal voters out to the polls was a key factor in their win. Our survey found that a shocking 37% of those who didn’t show up to the polling booth regret not casting their vote.

Final commentary & Observations:

Insight’s West view on election polling is that there are a number of factors that led up to the discrepancy between the polls and the final ballot-box tally, but the story is pretty clear: Undecided voters and Liberal voters who were considering voting NDP ultimately came out in droves to support the Liberals—whereas there simply weren’t enough NDP voters who showed up at the polling stations to counter the wave. A combination of Adrian Dix missteps and Christy Clark’s dual message ‘economy’ and ‘don’t trust Adrian Dix’ combined with her engaging, personal style ultimately swayed voters in a late wave of support.

And finally, market research and polling does a good job taking a snapshot at a point in time. In a volatile election race, voters can change their minds last minute, and this election proved the point. Standing back a bit, ultimately, Insights West believes that too much emphasis had been placed on horse-race polls. My goodness, there were overnight polls every day in the final 10 days of the campaign. Ultimately, there is a reason for the ballot box. This provincial election will go down in Canadian history as one of the most shocking meltdowns and conversely, comebacks of any provincial political party, and a reason to be skeptical of polling as a predictor in election outcomes no matter how well the polls are designed.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on an online study conducted May 15 -17, 2013, among 839 residents of BC aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC for age, gender, and region of BC. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.38 percentage points, nineteen times out of twenty. Follow the link to our detailed data tabulations.

Calgary, AB – To assess public opinion on a major industry in Alberta, Insights West measured Albertans’ familiarity and perceptions of 21 different energy companies using Insights West’s Brand Digital Insights model. Overall, Suncor and ATCO emerge as the top rated energy brands, while Direct Energy and Enbridge are the lowest rated brands in the model.

Energy companies are not brands consumers typically spend a lot of time thinking about, so it is not surprising that Albertans are less familiar with energy companies than other organizations. Half (49%) of Alberta adults are familiar with energy brands (16% very familiar) compared to 61% who are familiar with the 70+ brands in Insights West’s normative database (29% very familiar).

Albertans are most familiar with Shell Canada (89% familiar, 36% very familiar) and ATCO (82%; 32%). Roughly three-quarters are familiar with Suncor Energy (76%; 26%), Imperial Oil (74%; 29%), Husky Energy (73%; 23%) and ENMAX (72%; 36%). Albertans are least familiar with Spot Power (0% familiar), Bullfrog Power (5% familiar) and Kinder Morgan (8% familiar).

Energy companies are sometimes portrayed in a negative light in the media, but Insights West’s study shows Alberta energy companies are just as well respected as non-energy brands in the Western marketplace. The average corporate reputation score among all energy brands stands at 6.6 on the 10-point scale compared to 6.7 among all 70+ brands in the Brand Digital Insights normative database. The top rated energy brands are Suncor and ATCO, with average ratings of 6.9 on the 10-point scale. Husky Energy, Encana and Imperial Oil follow, each with average scores of 6.8. The lowest rated energy brands are Direct Energy (5.7) and Enbridge (6.1). Other Alberta brands that generate higher corporate reputation scores include WestJet (8.3), University of Calgary (7.5), Calgary Co-op (7.3) and ATB Financial (6.8).

In addition to overall corporate reputation, the Brand Digital Insights model measures 11 different corporate reputation metrics. Syncrude leads for being a good employer, being innovative, supporting the community and being well managed. EPCOR receives the highest scores for providing good quality customer service, while Husky Energy receives top marks for being trustworthy. Albertans award ENMAX with the highest ratings for being friendly and supporting Canadian values.

Brand Digital Insights also measures respondents’ digital interactions with a brand. Overall, consumers are not highly engaged digitally with energy companies, and they are far less engaged with energy brands than they are with other brands in the normative database. One-in-five (19%) have talked about the brand with friends/family in a social setting (compared to 32% for all brands), while 12% have been to a corporate website for energy brands (vs. 20% for all brands). Only 2% have interacted with energy brands on a mobile device (vs. 5%), 1% have shared an article/website link on Facebook or Twitter (vs. 4%), and 1% have tweeted or posted on a blog (vs. 2%). Three-quarters (75%) have not done any of these activities (compared to 60% among all brands).

Brand Digital Insights consistently shows that the more digitally engaged respondents are with the brand, the higher the brand is rated. Those who are highly engaged (have interacted with the brand via Facebook Twitter or mobile) award significantly higher brand reputation ratings (7.2) than those who have only been to the website (6.9), have only talked about the brand with friends/family (6.8), or have not had any interaction with the brand (6.5).

“Our survey results demonstrate the importance of digital interactions on brand reputation, even for energy companies. Currently, most energy companies are not engaging consumers at a digital level,” comments Jane Ha-Trapp, Vice President at Insights West. “When looking for ways to improve brand image, energy companies should consider increasing their presence in the digital space.”

About Brand Digital Insights:

In October 2012, Insights West launched a brand new research tool that combines brand reputation, advertising recall and consumer interactions with a brand into a single model. Norms developed from Brand Digital Insights allow clients to measure digital interactions, brand profile and campaign results, and at the same time, compare its success to others in the marketplace.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on a series of online studies conducted between October 12, 2012 – April 1, 2013, among 6,575 residents of AB aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for AB for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 1.2 percentage points, nineteen times out of twenty. For each individual brand, the sample size is approximately 200 respondents, with a margin of error is +/- 6.9 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.

For further information, please contact:

Jane Ha-Trapp
Vice President, Insights West
403-860-5277
janehatrapp@insightswest.com

Here are some images that came across our screens over the past few weeks:

Here is one of Steve in the early 1990′s, contributed by Moira Silcox, his first boss. Steve already shows signs of being a fan of Apple products.

Lunch in Gastown: a sunny day, delicious food, friends & colleagues.

Who wouldn’t be super-excited, with a birthday cake like that!

Kristi has a beer while waiting for her review to get underway.

Vancouver, BC – A recent Insights West online poll surveyed 402 BC adults regarding automated calls (or “robocalls” as they are sometimes referred to) and found that they are a very common occurrence in households across our province.

Nearly all BC adults (84%) have experienced a robocall at some point in the past and 42% receive one or more calls a week, with two-thirds (67%) receiving one or more calls on a monthly basis. All households are susceptible, as the receipt of calls does not vary by gender or age.

Of the eight different types of robocalls tested, those informing recipients about a prize (68%) is most often experienced, followed by telemarketing calls for a business (48%) and what consumers believe to be legitimate marketing research surveys (45%). Political messages (42%) and telemarketing disguised as a survey (42%) are also common.

But are these robocalls effective for the organizations that author them? It seems the level of success varies highly by the type of call, but that overall, they are reaching a large number of British Columbians. Our poll found that fully half (51%) have picked up at least one call and complied with instructions. Participation is just slightly stronger among females (54% versus 47% of males) and older British Columbians (55% among those 55 years + versus 49% of those under that age).

Participation in what British Columbians believe to be a “legitimate” market research survey is the most widespread action taken by call recipients (46%), virtually at the same rate as the proportion who have ever received this kind of call. This means that at one point or another, pretty close to all British Columbians who have been asked to take a survey via an automated call have at one time or another complied and completed such a survey. Further, most participants (31% of British Columbians, or two-thirds of those who have taken one) report having taken a survey this way more than once, suggesting a repeated willingness to participate.

Insights West does not use automated research surveys or endorse their use. We believe that this methodology is intrusive and unfriendly for respondents and generally does not produce good research results. The method offers no ability to qualify who is participating in the survey in the household, and generally suffers from very poor response rates. Instead, the vast majority of our research (including this poll) relies on the use of a randomly recruited, online panel of consumers who have agreed to participate in surveys and are paid incentives for each survey they complete. Our panel of nearly 10,000 British Columbia and Alberta adults allows us to ensure that our sample of respondents is balanced and representative of the general population to known population parameters.

The other concern robocalls raise is that they can tarnish the reputation of legitimate marketing research, as evidenced by our poll’s findings that participation in telemarketing disguised by a survey was also very high, with nearly one-third (31%) having done so in the past. Compared to what they consider “legitimate” market research surveys, only about half (15%) participated more than once, apparently learning by their experiences in the past. Participation in the remaining activities tested is lower with little repeated participation. For example, while 9% have tried to redeem a prize, only 1% has done so more than once.

“Results provide compelling evidence why companies use robocalls since a large number of British Columbians are willing to participate,” comments Catherine Dawson, Senior Vice President, Insights West. “Given the low relative cost of each call made, if even a small proportion of us comply, it is to these companies’ advantage to use this tool in the future.”

When asked their overall support or opposition to robocalls/automated telemarketing calls, opposition entirely dominates, with 91% opposed, 74% strongly opposed (only 2% are somewhat in favour and 7% are neutral). Opinions are fairly universal, with opposition crossing age and gender lines.

And who do British Columbians feel should be responsible for governing the rules around robocalls/automated telemarketing calls? While there isn’t a consensus, the Canadian Radio-television and Telecommunications Commission (CRTC) gets the most votes (40%) followed by the federal (27%) and provincial governments (14%). (A small minority (7%) believes telephone companies should be responsible, 6% individual consumers, 3% other and 2% that no one needs to be responsible).

“In keeping with the CRTC’s current responsibility for the do-not-contact list in Canada, it seems that British Columbians see that organization as being best poised to take on governing robocalls in general,” says Dawson.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on an online study conducted from April 29 – May 2, 2013, among 402 residents of BC aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 4.9 percentage points, nineteen times out of twenty. See the detailed data tabulations.

For further information, please contact:

Catherine Dawson
Senior Vice President, Insights West
604-620-7101
catherinedawson@insightswest.com

The remaining undecided voters continue to lean towards Liberals slightly (29%) over the NDP (24%), suggesting that the gap could continue to erode.

Our earlier poll released this week showed 68% watched at least some of the televised leader’s debate, and a statistical tie; 31% felt Adrian Dix won, and a nearly equal number felt Christy Clark won (28%).

Vancouver, BC – A recent Insights West online poll surveyed 822 BC adults immediately following the leadership debate through this morning, and found the NDP lead has narrowed considerably from our last poll, dropping from a 12 point gap to a 6 point lead. If the election were held tomorrow, 33% of adults say they would vote NDP, the Liberals would garnish 27% of the votes—while the number of undecided voters has dropped from 20% to 15%. The BC Green Party continues to capture more voters (11%) than the BC Conservative Party (9%); 1% would vote for other parties/independents and 5% said they would not vote.

The undecided vote has dropped from 20% to 15% and, like the last Insights West election poll, voters in this camp are leaning more towards the BC Liberals (29%) than the NDP (24%), while the BC Green Party holds at 15% followed by the BC Conservatives (7%). A solid 26% still insist they are truly unsure/undecided.

Among decided voters only, the NDP continues to maintain a strong lead (41%) over the BC Liberals (33%). Our poll indicates that the Green Party (14%) enjoys slightly greater support than The BC Conservative Party (11%).

Regionally, the NDP holds a lead across all of BC among decided voters, and on Vancouver Island enjoys a 15-point lead over the Liberal party (43% NDP, 28% Liberal). Strong Green support continues on the Island (20%), but numbers have dropped slightly (-4 points) from our last poll.

The gap is even narrower among the key demographic of 35-54 year-olds, where 38% of decided voters would vote Liberal, and 40% would vote NDP. The NDP holds a more considerable lead among 18-34 year-old’s (36% vs 28% of decided voters) and among the 55+ age group (44% NDP – 32% Liberal).

Voter intentions appear to be solidifying as well, as 62% of decided voters say they are ‘certain’ about who they will vote for come election day, 32% are ‘fairly certain’, and only 7% are ‘not very’ or ‘not at all’ certain. Slightly more NDP supporters appear to be certain about their vote (68%) compared to Liberal voters (64%).

“Clearly the ‘tie’ during the BC Election Leaders debate ended up being a ‘win’ for Christy Clark,” comments Steve Mossop, President of Insights West. “The Liberals now appear to have momentum, the gap has narrowed, and suddenly we have a more interesting election race here in British Columbia.”

In the Insights West poll released the morning after the BC Leader’s debate showed that voters felt Christy Clark and Adrian Dix delivered a tie performance in the debate. Leaving our survey open for several more days (until 10AM this morning) confirms the same findings. Click here to refer to this earlier press release.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on an online study conducted from April 29th to Thursday the 2nd, at 11AM 2013, among 855 residents of BC aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC for age, gender, and region of BC. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.4 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.

For further information, please contact:

Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com

Vancouver, BC – With the 2013 NHL regular season having come to a close, a recent Insights West survey of 389 BC adults shows that 68% are very or somewhat excited about the Vancouver Canucks making the playoffs, while excitement about the other Canadian teams is moderate.  However, nearly half of BC adults (47%) still hold resentment towards the NHL for the early season lockout.

The NHL and the Vancouver Canucks have made some progress in winning back fans, as 17% of BC adults call themselves “fanatical” or “huge” fans, compared to 12% who said this in a previous Insights West study conducted immediately after the collective bargaining agreement was finalized.  However, there is work to be done to recover to the 25% who described themselves this way prior to the NHL lockout.  Perhaps of greater concern are those who say they are “not at all” fans, as this has actually increased from the beginning of the season from 14% to 24%, whereas only 1% said they were “not at all” a fan before the lockout.  The decline is consistent across age and gender, indicating that it’s not just one particular demographic accounting for the decline.

“This is a true indication that the NHL has done damage to its fan-base in British Columbia,” comments Allan Dawe, Senior Research Manager at Insights West. “While the biggest fans are starting to come back, the losses appear to be among those who were regular, or occasional fans,” he continues.

When asked what effect the NHL lockout had on their attitude towards the NHL, 47% of BC adults say they still hold resentment towards the NHL. However, among the biggest hockey fans, lingering resentment is at 57%, indicating that the league still has work to do to rejuvenate its fan base.  The appeal of NHL hockey over the past three months has done little to make fans forgive and forget, as back in January an Insight West poll found that 57% of BC adults said they would still harbor resentment in three months.

“Fans have not flocked back to the NHL as they would have hoped, and it appears the Canucks and the NHL needs a long-term strategy to win back those who they’ve lost as a result of the lockout,” according to Dawe.  “This explains why we’re still seeing tickets available for Canucks’ playoff games, whereas in the past these would have been scarce commodities to buy.”

Enthusiasm for Canadian Teams

With Toronto Maple Leafs ending a seven-year playoff drought, and three other Canadian hockey teams making the NHL playoffs, Insights West looked to see how the level of excitement about the playoff berth compares to that of the Canucks. The findings show that the Canucks reign supreme in BC, with 68% of adults excited (‘very’ 39%, ‘somewhat’ 29%), while among ‘huge’ and ‘fanatical’ hockey fans excitement about the Canucks is nearly universal at 94% (‘very’ 82%, ‘somewhat’ 12%).

But in addition to supporting the Canucks, people in BC also follow other Canadian teams with strong interest. Of the other Canadian NHL teams in the playoffs, BC adults are most excited about the Montreal Canadians (35% total excited, 11% “very”, 24% “somewhat”).  They are followed by the Toronto Maple Leafs (33% total excited, 8% “very”, 25% “somewhat”), and the Ottawa Senators (28% total, 6% “very”, 22% “somewhat”).

“Although the Canucks capture the hearts and minds of those in BC, there is still a level of excitement about Canadian teams being in the playoffs. The chance to bring the Stanley Cup back to Canada is something that most people would embrace, and the further a Canadian team makes it into the playoffs, the more people will stand behind them as Canada’s team.  However, the hope is still that the Canucks are the ones planning the parade route,” adds Dawe.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company that exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary, and has five full-time, and six part-time employees.

Results are based on an online study conducted in April 29-30, 2013 among 389 British Columbians aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for British Columbia for age, gender, and region. Results have a margin of error of +/-5.0 percentage points, 19 times out of 20. To view the detailed data tabulations, click here.

For further information, please contact:

Allan Dawe

Senior Research Manger, Insights West

604-787-0143

allandawe@insightswest.com

Vancouver, BC – A jointly conducted News1130/Insights West Poll overnight poll of 385 British Columbia residents shows that a significant number of BC adults (68%) actually watched or listened to at least part of the BC Election leader’s debate, and results suggest a near tie between Christy Clark and Adrian Dix. Of those who did watch, the vast majority says it served to confirm existing choices for who they are going to vote for. Only a very small number say that it made them more likely to consider another political party, and even fewer indicated that it changed how they plan to vote.

The majority of BC residents watched at least some of the debate (68%), but only a minority watched or listened the entire thing (26%) while 21% watched most of it, and 15% watched some of it. A slightly larger number (39%) hardly followed any of it, or did not watch it at all.

Overall, it looks as though Christy Clark gained the most from the debate, as despite her trailing in the polls, a near equal number of voters chose Clark as the debate winner (28%), as chose Adrian Dix (31%). A negligible number felt that Jane Sterk (13%) was the winner, while John Cummins really fell short, with only 3% feeling he succeeded as the winner. Nearly a third (26%) felt there was no clear winner.

When asked why they felt a particular candidate had won, the answers vary significantly, depending on who was chosen. Those who said Christy Clark won felt she did so because she appeared the most confident (69%), was the best speaker (69%), provided the clearest vision for BC (60%), was the most articulate (57%), came across the best as a leader (53%), demonstrated her experience (42%), and was the most energetic (38%). Dix was chosen because he answered the questions the best (60%), defended his ideas the best (58%), did not make any major mistakes (52%), was not too confrontational (50%), and was the most authentic (45%).

Among NDP voters, 56% felt Dix won the debate, and among Liberal voters, 58% were solidly behind Premier Christy Clark. Only 5% of either party supporters felt the opposite leader had won.

As expected, the vast majority of BC voters say the leader’s debate did not change their opinion about who they will vote for; 18% say it had no effect in changing their undecided vote, while the largest proportion (48%) say it confirmed their existing choice. Another 22% say it solidified who they were leaning towards. More importantly, 11% say that it changed their opinion of who they are going to vote for, but these numbers are equal among Liberal and NDP supporters.

Results of the leader’s debate confirm that many British Columbian residents are particularly engaged in this election campaign. A significant number say they are following the election either “very closely” (30%) or “somewhat closely” (46%), while 20% are saying “not very closely” or “not at all” (4%). In fact, 52% of BC residents say they are following this election either “much more closely” (21%) or “a little more closely” (30%) than the last election, and only 12% are following it “a little less” or “a lot less closely” than last time around in 2009.

According to our early numbers, the debate appears to have sparked some momentum for the Liberal vote. Although the NDP (37%) continues to have a double-digit lead over the BC Liberals (27%) the numbers have shifted slightly upwards for the BC Liberals, and downwards for the NDP—and the number of undecided voters has dropped from 20% to 13%. The BC Green Party holds the same voter share as last time around (12%) and the BC Conservative Party has dropped slightly from 8% to 7%; 1% would vote for other parties/independents and 3% said they would not vote. A cautionary note: these are early release numbers, and the final election numbers from this poll will be refreshed 3 days from now when we close our poll.

“Usually underdogs have the most to gain in leader’s debates, and in this sense, Christy Clark delivered,” comments Steve Mossop, President of Insights West. “With the NDP having led the election race from the beginning and results showing a dead-heat tie between the leaders of the two prominent parties in terms of who won the debate, Christy now has a bit of extra momentum heading into the final couple weeks of the campaign. Sterk did as well as expected —which doesn’t impact voter outcomes, while Cummins completely flopped, which could help the right-of-centre vote if a few points get delivered to the Liberals as an outcome.”

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on an online study launched at 7:30 pm on the BC Leader’s Debate night, April 29th, 2013, among 385 residents of BC aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC for age, gender, and region of BC. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 5.0 percentage points, nineteen times out of twenty. Detailed Tabulations will be available at this site after May 3, 2013.

For further information, please contact:

Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com

Calgary, AB – A recent Insights West online poll surveyed 620 Alberta adults gauging their opinions about the US retailer Target’s entry into Canada. This poll was conducted around the same time as the first Canadian stores opened in Toronto. It is rumoured the first Target stores will open their doors in Alberta in mid-May. Nearly all Albertan adults have heard the news about Target’s Canadian debut (95% aware) and are excited about the upcoming store openings.

Attitudes towards the US retailer are generally positive – more than three-in-five (62%) are happy the retailer is coming to Canada, with 18% choosing “awesome, I can’t wait” and 44% choosing “pretty good, it’s another retailer to add to the mix.” Just 9% are unhappy Target is opening its doors here (“upset – I wish US retailers would stay south of the border”), whereas one-in-three (29%) are indifferent (“eh, doesn’t matter to me”).

Close to nine-in-ten (87%) Albertans are likely to visit a Target store if one is conveniently located for them (45% very likely; 42% somewhat likely). Younger Albertans aged 18-34 and 35-54 are more likely to visit a Target store (92% and 88%, respectively) compared to their older counterparts (82% among those aged 55+). Interestingly, men and women are similarly enthused by Target’s entry into Canada, with both being equally likely to shop at the new Target stores (85% and 88%, respectively).

Part of Albertans’ excitement about Target’s upcoming arrival is based on their past experience with the US retailer. Close to half (49%) of Albertans have ever been to a Target store (17% in the past year) and 43% are familiar with the US retailer (12% very familiar).

And what are Albertans most likely to purchase from the new US retailer? Among the list of 10 items we tested, items for the home (87%), home care, paper and cleaning supplies (85%) and clothing, shoes or accessories (84%) came out on top.

Results suggest that once Target comes to Alberta, another US-based retailer – Walmart – is the most likely to be negatively impacted by its entry. One-third (34%) indicate they will shop at Walmart less often. Next on the list are The Bay (17% will shop there less often), Winners (15%), London Drugs (14%) and Shoppers Drug Mart (13%). However, one quarter (26%) of Albertans claim they won’t shop anywhere less often once Target opens in Canada.

Albertans may be looking forward to welcoming the potential pricing challenge that Target could present Walmart with. More than eight-in-ten (85%) agree (30% strongly agree) that “US retailers coming into Canada will force the other chains like Walmart and Costco to be as competitive as possible”. However, Albertans are skeptical that prices in Canada will reflect the same deals as in the US with 91% agreeing that “US retailers may come to Canada, but they won’t offer prices as low as they do in the US”.

Albertans also recognize the negative impacts Target’s entry could have on some smaller Canadian retailers. While 69% agree that US retailers are good for the Canadian economy and provide more jobs for Canadians, 61% also agree “US retailers coming into Canada are going to hurt our home grown Canadian businesses”.

“Overall, our survey results show great promise for Target stores in Alberta,” comments Jane Ha-Trapp, Vice President at Insights West. “However, Albertans are also torn about Target’s arrival in the province. While they will certainly shop at Target stores and hope the move positively impacts our economy, they worry about the potential harm to smaller Canadian businesses.”

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on an online study conducted from March 26 – 31, 2013, among 620 residents of AB aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for AB for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.9 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.

For further information, please contact:

Jane Ha-Trapp
Vice President, Insights West
403-860-5277
janehatrapp@insightswest.com

Vancouver, BC – A recent Insights West online poll surveyed 867 BC adults regarding their opinions about the US retailer Target’s planned entry into Canada. This poll was conducted shortly after the first Canadian stores opened in the Toronto area. While British Columbians will have to wait till later in 2013 to experience Target in BC, we have nearly all heard the news about Target’s Canadian debut (96% aware) and it seems that consumers are for the most part pretty excited about Target coming to Canada.

When asked their overall reaction, over half (55%) are positive, with 18% choosing “awesome, I can’t wait” and 37% choosing “pretty good, it’s another retailer to add to the mix.” Of the remainder, just 14% disapprove (“upset – I wish US retailers would stay south of the border”), whereas one-in-three (31%) are indifferent (“eh, doesn’t matter to me”). Further, nearly all (82%) British Columbians are likely to visit a Target store if one is conveniently located for them (39% very likely; 43% somewhat likely).

Gender stereotypes about shopping appear to be largely dispelled here, as males and females have fairly equivalent views of Target’s entry in terms of their excitement level and even their likelihood to shop (females 82% males 82%). Still, females express a little more certainty when it comes to their shopping intentions (43% of females very likely to shop at Target versus 36% of males).

This enthusiasm for Target is based on past experiences with the retailer for many British Columbians – 69% have visited a Target store at some point in the past (35% within the past year) and 62% consider themselves familiar with the retailer (27% very familiar). This level of direct experience with Target outstrips that of the other US retailers that either have not yet, or have only recently, entered Canada that we included in the poll. Just 19% have visited a JC Penney in the past year (61% ever) and 49% are familiar; 16% have visited a Nordstrom in the past year (48% ever) and 35% familiar; 11% have shopped at Nordstrom Rack in the past year (32% ever) and 21% are familiar; and 10% have shopped at Marshalls in the past year (30% ever) and 21% are familiar.

“In all, our results suggest that Target is well positioned with British Columbians even before market entry,” comments Catherine Dawson, Senior Vice President at Insights West.

So among all the offerings that Target will bring to its Canadian neighbours, which are we most likely to indulge in purchasing? Fashion for self and home are tops among the 10 different items tested. Among those who buy each item, 84% are likely to buy each from Target Canada.

Once Target comes to the province, it appears that another US-based retailer – Walmart – is the store most likely to be hurt by its entry. While 32% of British Columbians claim they won’t shop anywhere less often once Target opens in Canada, 28% indicate they will cut back on their visits to Walmart. Other multi-category/department retailers The Bay (16% will shop less there), Winners (14%), London Drugs (14%) and Best Buy (14%) are next on the hit list.

It may be that British Columbians are welcoming the pricing challenge that Target could present Walmart with. Eight-in-ten (82%) agree (33% strongly agree) that “US retailers coming into Canada will force the other chains like Walmart and Costco to be as competitive as possible”. Perhaps we relish the idea of two US retailers battling for our loonies. BCers are, however, pretty skeptical about how good the prices will be in Canada: 87% agree that “US retailers may come to Canada, but they won’t offer prices as low as they do in the US”.

British Columbians do recognize, however, that Target’s entry will present some challenges to smaller Canadian retailers. While 62% agree that US retailers are good for the Canadian economy and provide more jobs for Canadians, an equal number (61%) also agree “US retailers coming into Canada are going to hurt our home grown Canadian businesses”. British Columbians are split as to whether they think Canadian retailers’ lack of competitiveness is at fault (48% agree and 46% disagree “if Canadian retailers were doing as good a job as they should, there wouldn’t be the opportunity for US retailers to open stores in Canada”).

“As we often see with Canadian consumers, we get a sense here that British Columbians are torn about what will happen when Target comes to Canada,” says Dawson. “While they will certainly shop these big US retailers and hope for a positive impact on our economy, they worry about it hurting Canadian businesses,” she continues.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on an online study conducted from March 26 – 31, 2013, among 867 residents of BC aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.3 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.

For further information, please contact:

Catherine Dawson
Senior Vice President, Insights West
604-620-7101
catherinedawson@insightswest.com

Vancouver, BC — A recent Insights West and 6S Marketing online poll surveyed 838 BC adults regarding their social media use and found that Facebook still leads the social media landscape by a significant margin. Two-thirds of British Columbians (67%) use Facebook at least once per week, and half (50%) use it daily compared to only a fraction of that who use Twitter (13%), Instragram (5%), Pinterest (4%) or LinkedIn (3%) on a daily basis.

However, despite Facebook’s dominance, other social networking sites are increasing in popularity. Nearly everyone has heard of Facebook (98%) and Twitter (91%), three-quarters have heard of LinkedIn (73%) and over three-in-five are aware of Pinterest (64%) and Instagram (61%). Awareness of photo sharing sites, Pinterest and Instagram, is significantly higher among younger British Columbians aged 18 to 40 – over three-quarters of this group have heard of Pinterest (77%) and Instagram (77%), compared to only about half of those aged 40 and older (54% Pinterest and 48% Instagram). Women (70%) are also significantly more likely to have heard of Pinterest than men are (59%).

When it comes to social networking sites other than Facebook, Twitter is British Columbia’s second most-used social network. Fresh from celebrating its seven-year anniversary, Twitter receives weekly visits from one-fifth (21%) of British Columbians, and daily visits from 13%. Half as many visit Pinterest (11%), LinkedIn (9%) and Instagram (9%) at least weekly and fewer than 5% use each of these daily.

With the exception of LinkedIn, use of all social networking sites is higher among the younger generation (18 to 29 year olds). While Facebook is still the most popular social networking site among those aged 18 to 29 (88% at least weekly, 76% daily), this group is also experimenting with other social networks. The majority (60%) have used Twitter, and over one-third (36%) use it at least weekly. Two-in-five have used Pinterest (41%) and Instagram (37%), with one-in-five using these sites at least weekly (17% Pinterest and 22% Instagram). Three-in-ten (30%) have used Tumblr, with 10% using it at least weekly.

“Facebook’s dominance continues unabated among British Columbians — especially those under the age of 30” says Steve Mossop, President of Insights West. “Although other social networking sites are gaining in popularity, they have a long way to go to compete with the Facebook powerhouse”.

Some reports have suggested that Facebook has peaked, or is in decline—but these results suggest otherwise. While the majority spend the same amount of time using Facebook as they did six months ago (54%), a larger number are spending more time (24%) compared to those spending less time (21%). Even among the younger generation (18-39 years of age), the same applies — only slightly fewer are using Facebook more (25%) than are using Facebook less (28%).

In fact, Facebook is the only social media platform where British Columbians are reporting positive momentum. More people report spending less time (18%) on Twitter in the past six months than those who report more time (13%). The same applies for Pinterest (20% less versus 9% more), Instagram (18% less versus 5% more), LinkedIn (21% less versus 10% more), Tumbler (20% less versus 2% more) or Snapchat (18% less versus 1% more).

“While people once thought social media was a trend, these statistics confirm it’s here to stay,” says Chris Breikss, President and Co-Founder of 6S Marketing. “Based on these responses, social media is becoming BC’s number-one way to connect and build relationships. I don’t believe Facebook’s position as most popular platform will fall anytime soon, but it will be interesting to see if any smaller platforms, like Instagram or Tumblr, will attain the longevity Facebook’s had.”

Attitudes towards all social networking sites confirm usage trends—there is still a ton of positive sentiment around all social networking activities. About half (53%) agree that “Facebook is the best way to communicate with others online”, and that “I wouldn’t keep up with many of my acquaintances if it wasn’t for social networking sites” (57%) and that they would feel “out of touch if they didn’t use social networking sites regularly” (43%). These attitudes are most prevalent among those under the age of 30, with agreement levels consistently 20 points higher or so among this demographic for each statement.

While some of those polled agree that Facebook has lost its edge among younger people, the vast majority disagree. although most disagree that “Facebook is not cool anymore”, there is a large minority who agree with this (32%); yet this number is consistent among those who are under the age of 30 (32%). Conversely, most disagree that “Facebook is for older people now” (67% disagree, only 19% agree), and this number does not vary by age.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

About 6S Marketing:

Founded in 2000, 6S Marketing expertly amplifies businesses through the use of digital marketing. Their passion for online activation and engagement leads their clients to maximum results — and makes them one of the leading digital marketing agencies in North America. Clients have included top Canadian brands like Mountain Equipment Co-op, Vancity and Topshop Canada. Having originated in Vancouver, 6S Marketing soon extended their services to Toronto and is currently expanding to Alberta.

Results are based on an online study conducted from March 2nd – 13th, 2013, among 838 residents of BC aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.4 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.

For further information, please contact:

Steve Mossop
President, Insights West
778-891-4762

stevemossop@insightswest.com

Calgary, Alberta – A recent Insights West and 6S Marketing online poll surveyed 831 Albertan adults regarding their social media use and found that Facebook still dominates the social media landscape, with other sites such as LinkedIn, Twitter and Pinterest becoming increasingly popular – particularly among the younger generation.

While nearly all Albertans have heard of Facebook (97%) and Twitter (90%), smaller majorities have heard of LinkedIn (61%), and Pinterest (54%). Albertans report lower awareness of Instagram (45%) and Tumblr (28%) and only 3% have heard of Snapchat. Although both genders are equally aware of Facebook and Twitter, there is a strong gender divide when it comes to awareness of other sites. Women are significantly more likely to have heard of Pinterest (64%, compared to 41% among men) and Instagram (49%, compared to 39% among men). Men, on the other hand, indicate significantly higher awareness of LinkedIn (67%, compared to 56% of women) and Tumblr (35%, compared to 22% of women).

When it comes to usage, Facebook leads the pack. Three-quarters (75%) of Alberta residents have used Facebook, with 56% visiting Facebook on at least a weekly basis and 39% using it daily. Usage of other social media sites is less prevalent: LinkedIn (29% ever used, 9% at least weekly, 1% daily), Twitter (26% ever used, 11% at least weekly, 6% daily) and Pinterest (23% ever used, 7% at least weekly, 3% daily).

Consistent with high usage of Facebook, more than three-in-five (63%) disagree that “Facebook is for older people now, not for young people who are up with the latest” and more than half (53%) disagree that “Facebook is not cool anymore.”

“Facebook continues to be the most popular social networking website used by Albertans. Although there have been suggestions that use of Facebook is declining, it’s still holding strong among Alberta adults,” says Jane Ha-Trapp, Vice President of Insights West. “It will be important to continue to monitor usage of other social media sites, such as LinkedIn, Twitter, Pinterest and Instagram, which are becoming increasingly popular.”

Despite recent reports suggesting that use of Facebook has peaked, or is in decline, these results suggest otherwise. While the majority spend the same amount of time using Facebook as they did six months ago (60%), a larger number are spending more time (24%) compared to those now spending less time (15%). Even among the younger generation (18-29 years of age), twice as many are using Facebook more (31%) compared to six months ago than are using Facebook less (14%).

In fact, Facebook is the only social media platform where Albertans are reporting positive momentum. More people report spending less time (20%) on Twitter in the past six months than those who report more time (7%). The same applies for Snapchat (18% less versus 0% more), Tumbler (18% less versus 1% more), Instagram (18% less versus 3% more), LinkedIn (19% less versus 6% more), and Pinterest (19% less versus 7% more).

With the exception of LinkedIn, use of social networking sites is higher among younger Albertans. While Facebook is still the most popular social networking site among those aged 18 to 29 (78% at least weekly, 64% daily), this younger age group is also using other social networking sites. Just under half have used Pinterest (48%) and Twitter (47%) and roughly one-in-five use these sites weekly (17% Pinterest and 20% Twitter). Three-in-ten (30%) Albertans aged 18 to 29 have used Instagram and 17% use it at least weekly, while 14% have used Tumblr, with 8% using it at least weekly.

Despite younger Albertans’ use of other social networking sites, they still haven’t given up on Facebook. The majority (65%) of those aged 18 to 39 agree that “Facebook is the best way to communicate online” (compared to 46% 40 and older). The impact of social networking on social relationships is also the strongest among those aged 18 to 39. This group is almost twice as likely to agree that “they wouldn’t keep up with many of their acquaintances if it wasn’t for social networking sites” (70%, compared to 37% 40 and older) and that “they would feel out of touch if they didn’t use social networking sites or apps regularly” (57%, compared to 29% 40 and older).

“Facebook has become a communication staple,” Chris Breikss, President and Co-Founder of 6S Marketing, explains. “The likelihood of Facebook usage declining becomes slim when we see how frequently people of all age groups use it to keep up with friends, family, favourite brands and events. Businesses also effectively utilize it for real-time interaction with clients and their community. When it comes to immediate connection, Facebook’s become more efficient than the telephone.”

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

About 6S Marketing:

Founded in 2000, 6S Marketing expertly amplifies businesses through digital marketing. In particular, the company provides highly-specialized social media marketing services to a wide array of industries. Cutting-edge Facebook marketing tactics like pay-per-click ad campaigns, unique promoted stories and detailed reporting are designed to gain maximum exposure for clients. With offices in Vancouver and Toronto, the company is now expanding its services to Alberta, having led clients like Calgary-based Avi Urban to online success.

Results are based on an online study conducted from March 2nd – 13th, 2013, among 831 residents of Alberta aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for Alberta for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.4 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.

For further information, please contact:

Jane Ha-Trapp
Vice President, Insights West
403-860-5277

janehatrapp@insightswest.com

Maybe you missed the BC AIM Hearts and Smarts Luncheon on April 4, 2013 …

… or maybe you wish you’d taken more detailed notes? Either way, we’re pleased to offer you the opportunity to catch up.

Click here for a video of the entire luncheon presentation, courtesy of Marketing Manoeuvres. Steve Mossop introduces and moderates the event, which focuses on the efforts of local non-profit organizations to meet the challenges of a competitive marketing environment.  You will hear from panelists Ruby Ng of Alzheimer’s Society of BC, Sharon Dhillon of the Canadian Red Cross, and Jen Schaeffers of the CKNW Orphans Fund.

And, for a pdf of the Charitable Giving Insights Summary Report, click here.

At Insights West, we are passionate about research and enjoy coming

up with new and creative approaches to getting our clients the information they need. Trinity Western University came to Insights West with a marketing challenge. As Canada’s largest privately-funded Christian university, on the verge of opening a new campus in Richmond, BC, TWU needed a better understanding of how the North American faith-based post-secondary market viewed the school, and what key motivators would make TWU the university of choice among those interested in attending a faith-based post-secondary institution.

TWU knew the post-secondary education market was changing and was comprised of unique segments with different priorities when selecting a school. While recent high-school graduates still comprise the bulk of the student body, adult education is more and more seen as a part of life-long learning, and there is an increased demand for online courses. TWU also knew the important role parents play in helping their teens to select the right post-secondary school.

To help TWU gain a better understanding of the North American market

for faith-based post-secondary education, Insights West designed a multi-phase research program:

Phase 1: Secondary research into post-secondary market size in select regions

Phase 2: Qualitative focus groups with teens and parents of teens

Phase 3: Online surveys with different groups of prospective students and stakeholders:

• Teens and parents of teens
• Adults interested in continuing education
• TWU alumni
• Prior TWU students who did not complete their program

In total, this research program involved Insights West talking to almost 6,700 respondents on TWU’s behalf. The greatest challenge was recruiting this large number of participants from within the niche post-secondary market of potential students who would consider attending a faith-based school. Insights West used a variety of innovative approaches to find participants including:

• In-person intercepts at strategic locations;
• Online and social media advertising; and,
• Regionally targeted postcard drops.

The findings and insights gained from this comprehensive research program will assist TWU with its strategic planning and with customizing the ideal communications strategy for their different market segments.

Using a Discrete Choice exercise as part of the online survey with prospective teens and parents of teens, Insights West was also able to build TWU a market simulator that will forecast post-secondary market share for different demographic and regional market segments. With this tool, TWU can measure how changes in tuition and scholarships or grants will impact market share and use these results to identify the pricing combination that will maximize revenue while appealing to the widest audience.

Insights West is committed to finding the best way to get our clients the knowledge they need to inform their strategies and decisions.  It often requires flexible thinking and creative approaches: no challenge is unsolvable.  Get in touch with us to talk about how we can assist your organization in addressing its research and marketing challenges.

For more information, contact:

Steve Mossop
President, Insights West
778.891.4762

stevemossop@insightswest.com

The ethnic vote scandal was particularly damaging for the Liberals, with 47% feeling Christy Clark handled it poorly, and 30% believing she should have resigned over the issue.

Vancouver, BC – A recent Insights West online poll surveyed 855 BC adults regarding their voting intentions in the upcoming provincial election and related issues and found the NDP (33% of BC adults) continues to have a double-digit lead over the BC Liberals (21%)—but there are still a large number of undecided voters (20%) that will ultimately help decide the outcome of the upcoming election. Surprisingly, the BC Green Party captures more voters (11%) than the BC Conservative Party (8%); 1% would vote for other parties/independents and 6% said they would not vote.

The current large number of undecided voters will be a critical force in the upcoming election if they do turn out to vote and end up voting differently from those who are decided. Specifically, the leanings of undecided voters are currently slightly in favour of the BC Liberals (25%) over the NDP (20%). The BC Green Party (14%) continues to be slightly ahead of the BC Conservatives (8%) among leaners, as they were among those who are firmly decided. A solid 31% insist they are truly unsure/undecided (1% of those undecided lean towards another party, 2% indicate they would not vote).

Looking at the party support numbers among decided voters only, the NDP continues to maintain a strong lead (45%) over the BC Liberals (28%). Our poll indicates that the Green Party (15%) enjoys slightly greater support than The BC Conservative Party (10%).

Regionally, the NDP has its most commanding lead in Metro Vancouver/ Fraser Valley (49%) and on Vancouver Island (43%). In contrast, the vote is more evenly split in other parts of the province (37% for the NDP and 33% for the BC Liberals in the rest of the province outside of Metro Vancouver/ Fraser Valley and Vancouver Island).

The surging BC Green Party enjoys its greatest support on Vancouver Island (22%), edging ahead of Liberals (19%) to second place behind the NDP (43%) in this region. While the NDP is still number one among younger (18-34) voters (42%), The Green Party does very well among this demographic, capturing 25% of the decided vote.

“There is still a lot that can happen in the next month of election campaigning” comments Steve Mossop, President of Insights West. “Currently, the Liberals hold an edge among undecided voters, but the NDP numbers are slightly higher among voters who are most likely to make it to the polling station. There is plenty of time in this campaign to see more movement in voter intentions.”

An issue that has attracted significant negative attention to Christy Clark and the BC Liberals in recent weeks is the information that came to light regarding the government’s “ethnic voting strategy”. When questioned in our poll, BC adults give the provincial leader a thumbs down for her job in dealing with this issue, with just under half (47%) believing she did a poor (23%) or very poor (24%) job. Only 3% give her excellent marks and 12% good (24% fair and 13% are unsure). Going further, a sizable minority (30%) of British Columbians believe the premier should have resigned over her party’s handling of the issue (47% do not think she should have resigned and 23% are unsure).

Decided Liberal voters were also critical of Christy Clark’s stumbling over the ethnic voting scandal, with 33% saying she did a fair job, and 16% saying she did a poor job. In fact, 11% of decided Liberal voters felt she should have resigned over the issue.

“An issue like the ethnic voting strategy scandal can have a momentary, yet dramatic effect on support levels for either party.” Steve continued. “If a negative issue like this comes to light in the next few weeks for either the NDP or Liberals, leanings of those undecided suggest could change dramatically in the next few weeks.”

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on an online study conducted from March 26 – 31, 2013, among 855 residents of BC aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC for age, gender, and region of BC. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.4 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.

For further information, please contact:

Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com

On April 1st,  we moved into our new office space in Gastown! It’s funky and bright, with south-facing windows from which you can actually see the sky without straining your neck.

You may be surprised to learn that the Insights West team members know how to do much more than just craft the perfect survey. Look at how handy we are at basic renos:

Allan taking a turn on the sander

How did Steve end up with the stinky job?

Early weekday calm in Gastown, viewed from our windows

Ricardo and Allan take a beer break

Who says there is no work in Paradise? Laura is prepped for the meeting here in the Garden of Eden

Steve sends his paper plane tip to the buskers below

Vancouver, BC – A recent Insights West online poll surveyed 867 BC adults regarding their opinions on the end of the HST shortly before the tax was extinguished. Overall support versus opposition results echo those of the referendum itself, with a slim majority of British Columbians supporting (52% total support, 28% strongly support) the scrapping of the HST. But even though the change back to the PST/GST system is a done deal as of today, there is still a large minority who oppose the change, and many of those in opposition are strongly opposed (37% in total oppose; 25% strongly). (The remaining 11% were unsure).

Results from the poll indicate that BC adults are not entirely certain that the change back to the PST/GST will necessarily benefit the BC economy in general, and there is only slightly greater optimism about the impact on their personal finances.

There are significantly fewer British Columbians who believe the end of the HST will benefit the BC economy (28% total; 8% a lot) compared to the number who believe it will harm the BC economy (39%; 11% a lot). (21% anticipate that there will be no impact on the BC economy and 13% are unsure). In contrast, while still not a majority, a larger percentage think it will help their own personal finances – 38% anticipate their personal financial situation will benefit from the scrapping of the HST (7% a lot) compared to just 15% who feel it will hurt their personal finances. (35% anticipated it would have no effect and 12% were unsure).

“It appears that more British Columbians are confident that the change back to the PST/GST will result in consumers paying less for goods and services than there are British Columbians who are confident that the change will actually be good for the broader economy,” comments Catherine Dawson, Senior Vice President, Insights West.

As could be expected, those who oppose the end of the HST are naturally far more negative about its possible consequences (both on the economy in general and their own finances) than those who support it. A large majority of those who oppose the HST being scrapped think it will hurt the BC economy (80%) while one-in-three (32%) believe it will hurt their own personal finances. This compares to just 13% of supporters who believe it will hurt the BC economy and 3% that it will have a negative impact on their own personal finances.

To understand how the change in sales tax in BC might affect different areas of spending, the poll asked if British Columbians plan to buy/spend more or less on 20 different products and services after the demise of the HST, or if there would be no impact on their spending. The 20 items were a mix of those that would be taxed at a lower rate post-HST and those that would not be.

Generally, British Columbians anticipate that their buying behaviour will not be affected that much, with a large majority (between 55% and 80% depending on the item) indicating that the change in sales tax situation would have no impact. Of the 20 items, increased spending seems most likely to happen for restaurant meals (31% will increase their spending, 55% no impact, 7% will spend less and 7% don’t know) and tickets for entertainment events (20% will increase their spending, 66% no impact, 5% spend less and 10% don’t know).

“Most British Columbians are apparently not willing to commit to the idea of spending more, which may reflect a ‘wait-and-see’ attitude towards how the change will ultimately impact the price of various goods and services,” comments Dawson. “Results may also suggest some confusion about how the tax rates on particular items will change. Greater willingness to spend on restaurant meals versus the other items we tested may be due to higher general awareness that the tax rate will decrease when they dine out, perhaps due to more media coverage on the topic,” she continues.

Naturally, those who support the HST being extinguished tend to be more likely to predict an increase in their spending on all 20 items versus those who oppose it. Among supporters, a large minority will spend more on restaurant meals (44%) and entertainment events (29%) in particular (compared to just 18% and 10%, respectively, of those who oppose the change).

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on an online study conducted from March 26 – 31, 2013, among 867 residents of BC aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.3 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.

For further information, please contact:

Catherine Dawson
Senior Vice President, Insights West
604-620-7101
catherinedawson@insightswest.com

Vancouver, BC – A recent Insights West online poll surveying 867 British Columbians found that there are pranksters living among us, but not everyone is a fan of the day.

A large majority (71%) of British Columbians admit that they have been fooled in the past, most commonly by a friend (51% of those fooled), or co-worker (33%). A smaller majority (56%) of British Columbians have also participated in the annual event by fooling someone else, the likely victims again being a friend of the prankster’s (63%) followed again by a co-worker (43%). However, only 35% of British Columbians are a fan of the day (8% big fan, 27% somewhat of a fan, 41% not much of a fan, 25% not a fan at all) – clearly not everyone likes to be fooled or to fool!

Aside from the innocent fibs and pranks pulled on April Fools’ Day, results revealed a shocking number of British Columbians believe in some fairly outrageous conspiracy theories that Insights West put to the test. Among the eleven tested, over one-quarter of British Columbians believe in half of the popular theories.

The existence of UFO’s came out on top as the most believable conspiracy – half (52%) of British Columbians claim they “believe” UFO’s exist (19% believe completely and 32% believe somewhat). Amazingly, more than one-third (38%) believe scientists have found a cure for cancer, but the government and/or pharmaceutical companies are withholding it (16% believe completely and 22% believe somewhat). There is also a large minority of British Columbians who are skeptical about the death of John F. Kennedy, with 34% believing, for example, that the Mafia, the Israelis, the KGB, or the Illuminati were involved in his assassination (10% believe completely, 24% believe somewhat).

Surprisingly large numbers (29%) also believe the conspiracy theory that human beings have already been cloned—the same number (29%) who believe that the death of Princess Diana was an assassination. Just slightly fewer (25%) believe that 9/11 was part of a US government conspiracy.

Among the theories tested, those that proved to be the least believable are the denial that dinosaurs ever existed (4% believe), that Elvis is still alive (5% believe) and that the lunar landings were a hoax (10% believe).

“I nearly fell off my chair when we looked at the first numbers coming in from our poll on the number of British Columbians who believe in some pretty outrageous conspiracy theories that are out there” says Steve Mossop, President of Insights West. “It’s amazing the level of skepticism that exists around certain things that most would regard as scientific truths or historical events.”

Click here to view a chart showing the percentages for those who “believe” (either completely or somewhat) in the popular conspiracy theories tested.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on an online study conducted from March 26th–31th, 2013, among 867 British Columbians aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.3 percentage points, 19 times out of 20. To view the detailed data tabulations, click here.

For further information, please contact:

Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com

Calgary, AB – A recent Insights West online poll surveying 667 Albertans found there are numerous tricksters living in our province who enjoy a good practical joke on April Fools’. The majority of Albertans participate in the annual holiday and are known to pull a prank or two.

Three-quarters (75%) of Albertans have been fooled in the past, most commonly by a friend (59%), co-worker (35%) or sibling (31%). Despite the fact that only 35% of Albertans are fans of April Fools’ Day, close three in five (58%) have fooled someone else on April Fools’ Day, with the likely victims being a friend (58%), sibling (44%), co-worker (38%) or a spouse (36%).

Aside from the innocent fibs told on April Fools’ Day, results revealed a surprising number of Albertans believe in some fairly outrageous conspiracy theories that Insights West put to the test. Among the eleven tested, over one quarter of Albertans believe in half of the popular theories.

The existence of UFO’s emerged as the most believable conspiracy – 45% of Albertans claim they“believe” UFO’s exist (16% believe completely and 29% believe somewhat). Shockingly, 36% “believe” that scientists have found a cure for cancer, but the government and/or pharmaceutical companies are withholding it (14% believe completely and 22% believe somewhat). There is also a notable number of Albertans who are skeptical about the death of Princess Diana, with 30% “believing” the tragic car crash that resulted in her death was in fact an assassination plot rather than an accident (7% believe completely, 23% believe somewhat).

Surprisingly, more than a quarter (26%) also believe the conspiracy theory that human beings have already been cloned—the same number that believes that, for example, the Mafia, the Israelis, the KGB, or the Illuminati, were involved in John F. Kennedy’s assassination. One in five (19%) believe that 9/11 was part of a US government conspiracy.

Among the theories tested, those that were the least believable are that Elvis is still alive (2% believe), that dinosaurs never existed (5% believe), and that Osama Bin Laden is still alive (7% believe).

“It’s astonishing the number of Albertans who believe in some of the pretty radical conspiracy theories,” says Jane Ha-Trapp, Vice President of Insights West. “Albertans have a lot of skepticism around events that most would regard as scientific truths or historical events.”

Click here to see a chart showing the percentages for those who “believe” (either completely or somewhat) in the popular conspiracy theories tested.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on an online study conducted from March 26th – 31st, 2013, among 667 Albertans aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for AB age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.8 percentage points, 19 times out of 20. To view the detailed data tabulations, click here.

For further information, please contact:

Jane Ha-Trapp
Vice President, Insights West
403-860-5277
janehatrapp@insightswest.com

Vancouver, BC – A recent Insights West online poll surveyed 441 Metro Vancouver and Fraser Valley adults regarding TransLink’s budgetary issues and found that only two-thirds of residents (66%) are aware of the projected budget shortfall in 2013 and 2014, even when prompted with a short description of the issue in the survey. Even among weekly transit riders, only 69% claim awareness.

Further, among those aware, familiarity with the details of the issue appears to be weak; only 21% of those aware are very familiar, 62% are somewhat familiar and the remaining 18% report only having heard about the issue and are not familiar with it at all. This translates into just 54% of all Metro Vancouver/Fraser Valley adult residents being aware of and familiar (very or somewhat) with the issue and just 14% being aware and very familiar.

Concern about the issue is present, if somewhat muted; while nearly eight-in-ten (79%) indicate they are concerned, only 33% are very concerned (11% are not very concerned, 5% are not at all concerned and 5% are unsure). Concern is only slightly more heightened among weekly TransLink users (84% concerned, 37% very concerned).

When given a choice if TransLink should reduce services or acquire new funding in order to prevent the shortfall, a surprisingly strong level of support exists for new funding sources. Only 12% vote for reducing services in isolation, whereas 72% agree with TransLink acquiring new funding; this group is split between those who favour only acquiring new funding (39%) and those would like to see a balance between reducing some services and acquiring some new funding (33%). The remaining 16% were unsure.

Not surprisingly, weekly transit riders are less likely to be in favour of services being reduced (6%); 84% believe new funding should be acquired, with the bulk of these supporters (58%) voting for new funding only and a minority (26%) for a balance of service cuts and new funding. The remaining 11% were unsure.

But where will this new funding come from? Insights West’s survey sought to understand which sources would be most favoured by BC residents and found that none of the eight possible sources tested achieved majority support.

“Our results suggest that while residents support the idea of added funding for TransLink, they don’t really like any of the specific alternatives for acquiring that funding that have been put forward,” comments Steve Mossop, President of Insights West. “Metro Vancouver Mayors and TransLink have struggled with the funding options for quite some time now, and the public is divided on which funding source is the best option. However, some alternatives are clearly more disliked than others.”

Of the eight, an increase in transit fares (37% support, 15% strongly) and new road or bridge tolls (36% support, 10% strongly), received the highest level of support followed by a new vehicle levy (33% support; 7% strongly). There is relatively less support among residents for a new carbon tax (26% support; 19% strongly), new taxation of vehicles based on distance travelled (26% support; 6% strongly), a new fuel tax (22% support, 5% strongly), and an increase in property taxes (20% support, 4% strongly). An increase in sales tax (17% support; 3% strongly) is the least favoured.

Weekly transit riders are naturally less likely to support the increase in transit fares (19% support; 4% strongly) whereas they are more likely to support all other sources of funding. In particular, support is higher among weekly transit riders for sources that specifically target vehicle owners such as a new vehicle levy (60% support, 17% strongly), new road or bridge tolls (45% support, 15% strongly), a new regional carbon tax (45% support; 11% strongly), a new fuel tax (44% support, 13% strongly) and new taxation of vehicles based on distance travelled (37% support, 11% strongly).

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has eight full-time and five part-time employees.

Results are based on an online study conducted from March 2nd – 13th, 2013, among 441 residents of Metro Vancouver/Fraser Valley aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for Metro Vancouver/Fraser Valley for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 4.7 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.

For further information, please contact:

Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com

Vancouver, BC – In a follow-up to our February poll on cross-border shopping, a recent Insights West online poll surveyed 450 Metro Vancouver and Fraser Valley adults regarding cross-border driving trips to the US to take flights. We found that not only is cross-border shopping a common behaviour among local residents, many are also taking the drive in order to catch a flight from the US.

Among the 77% of local residents who have taken a flight of any kind in the past 2 years, fully half of them (51%) have driven to the US at least once to take that flight. This translates into more than four-in-ten (44%) Metro Vancouver/Fraser Valley adults who drive to the US in order to take a flight in the past 2 years.

Most of the time, Metro Vancouver/Fraser Valley residents are taking flights to US destinations (68% took short flights to US destinations; 33% longer flights to US destinations), followed by international destinations (19%). Still, some Canadians are actually crossing the border in order to take a flight to a Canadian destination! (7% took a flight of short duration to a Canadian destination and 6% took a flight of longer duration to a Canadian destination.) (Short flights were defined as 3 hours or less and long flights as more than 3 hours.)

Similar to an apparent increase in cross-border shopping, there is also evidence that crossing the border into the US in order to catch a flight is becomingly increasingly common. While 69% of past two-year air travelers report their behaviour to be unchanged compared to 3 years ago, one-in-five (23%) tell us they are driving more often now whereas only 6% are driving less (the remaining 2% were unsure).

And again in keeping with our February 2013 findings on cross-border shopping, it appears that this behaviour is largely financially motivated. Of the seven different possible reasons presented as part of the survey, lower prices on the same/similar flight is by far the motivator for the largest majority; an overwhelming 97% tell us this is an important reason for travel, and 86% indicate it is very important. In contrast, taking flights not available in Canada (60% important; 33% very), and the ability to fly with “better” airlines that don’t fly from Canada (53% important, 22% very) are less critical. A personal US connection does not generally appear to be a factor (only 23% have family/friends in the US they can stay with/leave their car with and 16% have family/friends in the US that they travel with).

Blame for the higher pricing structure in Canada is placed nearly equally on the airlines themselves and the Canadian government, whereas residents are less likely to take a part of the blame on themselves. Nearly all Metro Vancouver/Fraser Valley residents agree (97%; 72% strongly) “Canadian airlines need to improve their pricing if they want to prevent Canadians from driving across the border to fly from US airports”. And a large majority agree (78%; 51% strongly) the government is at fault: “the Canadian airline industry can’t compete effectively on prices because Canadian governments are charging Canadians too much in taxes and duties”. In contrast, there is weaker agreement that those taking the flights share part of the blame; 64% agree (just 16% strongly) “the Canadian airline industry is suffering because too many Canadians fly from the US”.

“Metro Vancouver and Fraser Valley travellers are willing to make the drive to the US to get a good deal, and they are looking to the airline industry and the Canadian government – rather than their behaviour – to right this perceived inequality,” comments Catherine Dawson, Senior Vice President with Insights West.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has seven full-time and five part-time employees.

Results are based on an online study conducted from March 2 – 13, 2013, among 450 residents of Metro Vancouver and the Fraser Valley aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 4.6 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.

For further information, please contact:

Catherine Dawson
Senior Vice President, Insights West
604-620-7101
catherinedawson@insightswest.com

Click here for a pdf of the presentation.

Vancouver, BC – A recent Insights West online poll of 1,077 Metro Vancouver and Fraser Valley adults found that a majority (55%) of those in municipalities with existing casinos support their presence (55% support, 16% strongly; 32% oppose, 13% strongly; the remaining 13% were unsure). The two camps of support and opposition are a little more equal, however, in communities where there is not currently a casino (42% support the possible future addition of a casino, 13% strongly versus 45% oppose, 26% strongly; 14% are unsure).

As might be expected, casino users are far more likely to support casinos than are non-users; among those who visit casinos once every few months or more, 84% support casinos in communities with existing casinos and 66% support casinos in communities that do not currently have a casino compared to just 36% and 29%, respectively, among those who do not visit casinos at all.

“After the Surrey casino debacle, there has been a lot of public debate about the level of public support for or against the construction of new casinos. Our poll shows that generally speaking, the public is in favour of casinos — just not new ones,” comments Steve Mossop, Insights West President.

While this poll shows that widespread concern exists over a variety of possible negative outcomes of casinos, local residents – even those in opposition to casinos overall – can definitely see the benefits that they can bring.

Of the list of benefits presented, contributions to the local tax base is mostly often perceived (84% agree, 37% strongly), followed by bringing jobs to the local community (82% agree, 25% strongly) and attracting tourists (77% agree, 23% strongly). Even among those who strongly oppose casinos overall, a majority agree with all three statements (68% agree that casinos contribute to the local tax base, 54% that casinos bring jobs to the local community, and 51% that casinos attract tourists).

The possible negative outcome that generates concern among the greatest proportion of Metro Vancouver and Fraser Valley adults centres on problem gambling (72% agree, 30% strongly that casinos increase the amount of problem gambling). In contrast, just fewer than half agree that casinos are harmful to society (48% agree, 16% strongly), that they bring crime and gang activity to the communities they are in (48% agree, 15% strongly) and that they bring traffic and parking problems to those same communities (47% agree, 14% strongly).

While more of those who strongly oppose casinos in their community naturally agree with all of the negative issue statements tested compared with those who strongly support casinos, the extent to which this pattern holds true provides an interesting insight.

The biggest difference between those who strongly oppose casinos in their community and those who strongly support them is on the arguably most generic issue – casinos being harmful to society. Only 10% of supporters agree with this statement compared to 88% of those who oppose casinos (a 78-percentage point gap). In contrast, the two groups are less diametrically opposed on increases to problem gambling (39% of supporters versus 94% of those who oppose, gap of 54 percentage points), traffic and parking problems (21% supporters agree compared to 79% of those who oppose, gap of 58 percentage points) and crime and gang activity (17% of supporters versus 86% of those who oppose, gap of 69 percentage points).

“These findings suggest that the greatest barrier for support of casinos is not a simple NIMBY [not in my back yard] syndrome, but instead the broader concern about societal problems that a greater access to casino gambling can create,” adds Mossop.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary, and has seven full-time, and five part-time employees.

Results are based on an online study conducted January 30th – February 3rd, 2013, among 1,077 residents of Metro Vancouver and the Fraser Valley aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.0 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.

For further information, please contact:

Steve Mossop
President, Insights West
778-891 4762

stevemossop@insightswest.com

Yes, Most of Us Are Cross-Border Shoppers

As we expected, we found that many Metro Vancouver/ Fraser Valley residents are cross-border shoppers (74% have made the drive this past year; about half made three or more trips and a sizeable minority (15%) an incredible 13 or more times!)

[Click here to view all the data slides for this article]

There is also evidence that these cross-border shopping trips are becoming more common as the one-in-five (21%) are driving more often now compared to just 12% who are driving less.

Once in the US, spending crosses many categories, including the expected (about 9 in 10 buy each of gas, groceries and clothing/ shoes/ accessories), as well as commonplace dining out (93%), accommodation (85%), and entertainment (75%). Fewer travel to buy computers/ electronics (60%), and furniture (22%). A healthy minority (41%) also indulge in casino gambling. Covered in more detail in our recent press release, the data depicts diverse trip styles and shopping “missions”.

 Are Shoppers Putting Pocketbooks Before Patriotism?

It seems fairly self-evident – and most economists would likely agree – that these cross-border shopping habits harm the BC economy, taking spending away from Canadian retailers, restaurants, bars, casinos and other local businesses, and ultimately costing Canadians jobs. And while most of our respondents agree with this basic premise, interpreting the findings uncovers the reasons why shoppers nonetheless continue to make the trip.

Largely, it seems that Metro Vancouver and Fraser Valley consumers see a big personal benefit (lower prices) that outweighs a smaller, shared, economic cost for their actions. The data suggests they feel that by staying home and paying a higher price for the same goods, they shoulder an unfair personal burden. And perhaps they justify this stance by taking a macro-economic view, questioning why they should pay a higher price in Canada to a multinational corporation, for a product that (often) is made overseas.

This hypothesis can be supported by the following findings from our study:

• Among those making these trips, the single most important reason is cost: “Prices for the same or similar products are lower in the US.” From a list of 13, this motivation was foremost, rated important by 85%, very important by 61%.
• Along the same vein of thinking, the second-most common motivator is the strong Canadian dollar (important to 84%, very important to 49%). Shoppers may emphasize this reason simply because their Canadian dollars go further in the US than they did a decade ago. But it also points to another rationale: when the Canadian dollar was weaker, global chains could make a claim for higher prices here versus the US; now with the dollar at parity, it appears more and more Canadians don’t see why they should continue to pay the difference, which brings us to the next point.
• As a corollary, there is virtually universal agreement (91% agree, 60% strongly) that “Canadian retailers need to improve their pricing if they want to prevent shoppers going to the US.”
• In contrast, views on the negative impacts on our local economy are a bit half-hearted: while 70% of our respondents agree with the statement “Canadians shopping in the US regularly are really hurting our local economy”, only 25% agree strongly and 25% actually disagree with this idea.
• Related to this, only half (51% total; 15% strongly) agree that that this behaviour might result in job losses: “Canadians are losing jobs because too many Canadians shop in the US instead of locally.”

In summary, it seems that we are looking out for our own personal economic good before considering the broader context.

Insights West will continue to study cross-border shopping habits, and examine how consumers perceive its impact on their community.

(Appearing in the April 2013 edition of VUE, the MRIA magazine)

In the process of forming Insights West, following an 18-year career managing the Western Region at Ipsos, I determined that one of the core values of our new company would be giving back to the community in which we live. As one initiative to live up to this value, we developed our BC Charitable Giving Insights study, which was based on 919 interviews with BC adults in July, October and December 2012 covering 68 brands in the charitable space. The goals of the research were to provide non-profit/charitable organizations with insights into awareness and propensity to give to certain charitable brands, analyze giving behavior and understand the motivators and barriers to giving.

Some context first. In many respects, charities operate with the same business ground rules as the for-profit sector. As marketers, we understand what it takes to communicate with our customers, build relationships with them and keep them coming back. Regardless of whether you are a multi-national corporation or one of the brands we covered in this study, all operate with a common underlying goal: customer acquisition and retention.

Another thing people sometimes don’t realize is that charitable organizations and not-for-profits are marketers too. They have the same goals, operate under the same constraints and tackle the same issues as traditional for-profit companies. Much like for-profit companies battle for their share of consumers’ disposable income, charitable organizations must compete against one another in hopes of standing out and giving the most compelling reason for their customers to choose them over the competitor. Just as there is a limit on consumers’ willingness to purchase goods and services, there is also a limit on consumer’s willingness to give. The world of charitable organizations is a crowded place, and to some extent, it’s all about trying to get the greatest share possible of a finite set of “giving” dollars.

Given the relatively under-funded marketing budgets and scarce resources at their disposal, charitable organizations must carefully consider every marketing campaign in the context of its potential return on investment. In addition, they must be mindful of the public scrutiny that also comes with having marketing lumped together with other administrative costs, which form the dreaded”‘admin divided by dollars raised” ratio. For every campaign, charitable organizations must measure the level effectiveness in encouraging existing customers to donate further, as well as attracting new customers. They must find ways to build meaningful connections with their customers and develop a strong affinity towards the brand.

As a result of these similarities with for-profit industries, charitable organizations have one of the greatest needs for marketing research. However, though they share the same challenges as traditional marketers, for the most part these organizations don’t have the budgets to spend on sophisticated marketing research programs. To help fill this information gap, Insights West provided the BC Charitable Giving Insights report free of charge to organizations that requested a copy. [To view a pdf of the presentation, click here.]

One of the outcomes of the study was to create a brand health index score that we plotted on a three dimensional chart comprised of three variables: awareness of the charity, past donation behavior to that charity and propensity to give in the future. This brand health index was useful in showing charities where they scored in the consumer consciousness and which other charities were in their space. The top charitable brands in BC include the BC Cancer Foundation – with 95% aware of the brand, 52% who have given a donation to this brand in the past and 52% would donate to it in the future – BC Children’s Hospital (96% aware, 51% past donations, 46% future donations) and the Canadian Cancer Society (93%, 46%, 40%, respectively).

Charities that seemed to have significant potential were those who scored the highest on the gap between the people who were willing to make donations in the future vs. those who had made a donation in the past. Charitable organizations like the BC Firefighters Burn Fund, the Union Gospel Mission, Canuck Place, the Alzheimer Society of BC, Habitat for Humanity and the Make a Wish Foundation all scored highly among potential donors, with 10-15% more donors indicating a willingness to donate in the future relative to those who had donated in the past.

Established brands such as the United Way, Unicef, the Salvation Army and local churches faced the opposite challenge. Many more indicated they donated in the past relative to the number who said they would be willing to donate in the future, suggesting that their pool of future donations could be shrinking and that these brands were potentially “tired” in the marketplace and were suffering from some brand fatigue.

Other organizations such as SUCCESS BC, Kidsafe, Arts Umbrella, the Vancouver Foundation, the Western Canadian Wilderness Committee and about a dozen others suffer from a more traditional marketing challenge: awareness levels are low—less than a third of the population has heard of one of these charities.

Understanding motivators and barriers to giving was one of the key objectives of the study—so we asked donors to rate the importance of 11 different reasons for giving to charitable causes, and asked agreement or disagreement with 14 different barriers to giving.

Personal belief in the cause (80% very important), transparency in how funds are used (76%) and demonstrated positive outcomes from funding dollars (73%) are the most important factors when deciding whether to support a charity. Other factors rating highly include having low administration costs (60%) and the power of the brand (being well-known, well-established) by 51%.

On the flip-side, the list of 14 barriers was longer, with a significant number of donors agreeing to a large number of reasons for not donating. Number one on the list was administration costs of charities being too high, with 43% agreeing strongly that this is a barrier to donating to charities. Competition (too many charitable or non-profit organizations asking for money) was also a large barrier (38%) and a lack of transparency (knowledge on what the money donated is being used for) was also high on the list (32%). The full list of reasons outlines the significant marketing challenges charitable organizations face when asking for money.

Organizations who received this report were grateful for the contribution that Insights West made to the charitable giving community. We were happy to have been a part of it and pleased that our research expertise could be used in an area where it is so valued and needed. I’d like to encourage other marketing research companies to make use of their significant resources in contributing back to the communities in which they live and work by utilizing their knowledge and skills to give back.

Vancouver, BC / Calgary, AB  – A recent Insights West online poll surveyed 512 British Columbians and 562 Albertans and found that awareness of the Trans Mountain Pipeline expansion project is significantly lower than the awareness of the Northern Gateway Pipeline project. Compared to Albertans, BC adults report higher awareness levels and are more likely to oppose both pipeline projects.

Three-in-five (60%) BC adults are aware of the proposed plans to expand the Trans Mountain system by laying a twin pipe along much of the Trans Mountain route from Edmonton, Alberta to a dock in Burnaby, BC.  This compares to the almost universal 96% awareness of the Northern Gateway project.  For both projects, Albertans report lower awareness than BC residents.  Awareness of the Trans Mountain Pipeline expansion stands at just 28% among Albertans compared to 87% awareness of the Northern Gateway project.

While overall familiarity with the Northern Gateway pipeline (among those aware) is higher among British Columbians (87%) than Albertans (77%), familiarity with the Trans Mountain Pipeline is similar between the two provinces (78% in BC; 73% in Alberta).  In both provinces, older residents aged 55+ are more likely to be aware of the proposed Trans Mountain Pipeline expansion compared to their younger counterparts.

Levels of support and opposition for the twinning of the Trans Mountain Pipeline vary significantly between AB and BC residents.  Among those who are familiar with the project, Albertans are twice as likely as British Columbians to support the Trans Mountain Pipeline expansion.  Three quarters (75%) of Albertans support the initiative (35% strongly support) compared to only 38% of British Columbians (12% strongly support).  This is almost identical to differences between AB and BC adults’ support of the Enbridge Northern Gateway Pipeline (75% support in AB; 35% support in BC).

Among BC adults, 57% oppose the Trans Mountain Pipeline expansion (31% strongly oppose) compared to 23% of Albertans who oppose the expansion (13% strongly oppose).  Only 4% of British Columbians and 1% of Albertans who are familiar with the proposed expansion are unsure if they support or oppose it.

“Despite the overall significance of the Kinder Morgan Trans Mountain pipeline expansion, this project has flown under the radar of most British Columbia residents in comparison to the Enbridge Northern Gateway project ,” says Jane Ha-Trapp, Vice President of Insights West.  “That being said, it seems that BC residents for the most part simply oppose pipeline projects period – whether it be in their own backyard, or in a more remote region of the Province.”

Interestingly, in Alberta both genders are equally as likely to support the Trans Mountain Pipeline expansion, while support among British Columbians is significantly higher among men (51%) than women (22%).  Among Albertans, support for the pipeline expansion project is significantly higher among those aged 55+ (87% support).

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary, and has seven full-time, and five part-time employees.

Results are based on an online study conducted January 14-20, 2013, among 512 British Columbians and 562 Albertans aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC and Alberta for age, gender and region. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 4.3 percentage points for BC and +/- 4.1 percentage points for Alberta, 19 times out of 20.
To view the detailed data tabulations, click here.

For further information, please contact:

Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com

Jane Ha-Trapp
Vice-President, Insights West
403-860-5277
janehatrapp@insightswest.com

Vancouver, BC – A recent Insights West online poll surveyed 1,077 Metro Vancouver and Fraser Valley adults regarding cross-border trips and shopping in the US and found that not only are a large majority of local residents making the drive (74% took one or more trips in the past 12 months), many are making trips on a frequent basis. On average, 5.2 trips were taken in the past 12 months (with 3.0 being the median, or most usual number). Approximately half of adult residents (49%) crossed the border three or more times with a sizeable minority (15%) making the drive an incredible 13 or more times!

There is also evidence that crossing the border into the US is becomingly increasingly common. While 66% report their behaviour to be unchanged compared to 12 months ago, one-in-five (21%) tell us they are driving more often now whereas only 12% are driving less often (the remaining 1% are unsure).

Once in the US, purchasing habits are fairly diverse. Among the 772 respondents who drive to the US in a typical year, we find that purchase of gas (95% buy, 69% regularly), groceries (91%, 49% regularly) and clothing/ shoes/ accessories (94% buy, 35% regularly) are almost universal. Purchases of larger ticket items are less common, but still bought by a fair number; 60% buy electronics/ computers and 22% furniture.

But many travellers are also going to the US and spending money on leisure activities – not just dining out (93%, 42% regularly) and accommodation (85%, 19% regularly), but also entertainment in general (75%, 11% regularly) and casino gambling in particular (41%, 7% regularly).

So what motivates so many of us travelling to the US to spend our hard earned dollars instead of keeping our money in the BC economy? Of the 13 different reasons presented as part of the survey, the one that received the most resounding level of agreement is related to prices! Nine-in-ten (85%) who drive to the US in a typical year indicate that lower prices for the same or similar products in the US is a reason for travel, with 61% indicating it is a very important reason. The strong Canadian dollar provides an added incentive (84% tell us it is an important reason, 49% very important) as does the recently (June 2012) relaxed duty free rules (69% important, 35% very important).

“Metro Vancouver and Fraser Valley shoppers are very conscious that retail prices in the US are often better than in Canada,” comments Catherine Dawson, Senior Vice President with Insights West. In support of this, an overwhelming majority agrees (91%, with 60% strongly and 31% somewhat) that Canadian retail prices need to improve if this cross-border shopping behaviour is to change.

And it seems that online purchases from US sites aren’t going to replace all of Metro Vancouver/ Fraser Valley shoppers’ driving trips. Many who travel in an average year believe it is cheaper to drive to the US than it is to pay shipping for the products online from US websites (55% site it as an important reason they make the trip, 27% very important). Additionally, only a minority of residents agree with the statement “With everything available online, I don’t know why Canadians bother to travel to the US to shop” (37% agree, 9% strongly).

But what about the impact on the Canadian economy and jobs? While this is relevant to local residents, the same degree of concern is not seen here as with inequity on pricing. While a large majority agree that cross-border shopping is hurting our economy (70%), only one-in-four hold this opinion strongly (25% agree strongly whereas 45% agree somewhat). Further, only about half agree that the behaviour is costing Canadians jobs (51% agree, 15% strongly).

“These opinions suggest that local residents are a more concerned with their own finances and getting a good deal when they shop than they are with how their behaviour might be impacting the broader Canadian economy and population,” Dawson notes.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary, and has seven full-time, and five part-time employees.

Results are based on an online study conducted January 30th – February 3rd, 2013, among 1,077 residents of Metro Vancouver and the Fraser Valley aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.0 percentage points, nineteen times out of twenty.  To view the detailed data tabulations, click here.

For further information, please contact

Catherine Dawson
Senior Vice President, Insights West
604-620-7101
catherinedawson@insightswest.com

Vancouver, BC / Calgary, AB – A recent Insights West online poll surveyed 512 British Columbians and 562 Albertans on Enbridge’s proposed Northern Gateway pipeline and found that Alberta residents are more than twice as likely (75%) to support the project than their West Coast neighbours are (35%).

Residents in both provinces are nearly universally aware of the proposed pipeline, which is set to run from Northern Alberta to the coast of BC. Awareness is slightly higher in BC (96%) than in Alberta (87%). Among those who are aware, familiarity with the pipeline is also higher among British Columbians – 87% of BC adults are very or somewhat familiar with the pipeline compared to 77% of Albertan adults. In fact, twice as many British Columbians say they are “very familiar” with the pipeline (20% vs. 10% among Albertans). BC residents’ awareness and familiarity with the issue remains unchanged from July 2012 when Insights West conducted a similar survey with 406 BC adults. In both provinces, awareness and familiarity with the Northern Gateway pipeline is higher among men than women. In Alberta, older residents aged 55+ are more likely to be aware and familiar with the pipeline compared to their younger counterparts.

BC and Alberta residents not only differ in their awareness and familiarity with the issue; they vary significantly in their level of support and opposition. Albertans are significantly more likely to be in favour of the proposed pipeline than British Columbians. Three quarters (75%) of Albertans support the initiative (30% strongly support, 45% somewhat support) compared to only 35% of British Columbians (11% strongly support, 24% somewhat support). Support among BC residents is only marginally higher than in July 2012, when 31% of BC adults said they strongly or somewhat supported the initiative.

More than three-in-five (61%) BC adults oppose the pipeline (38% strongly oppose, 23% somewhat oppose). This contrasts with just 18% of Albertans who oppose the pipeline (9% strongly oppose, 9% somewhat oppose). Only 4% of British Columbians and 7% of Albertans are unsure if they support or oppose the project.

While there is no significant difference in support between Albertans who are familiar with the pipeline and those who are not, British Columbians who are very or somewhat familiar with the pipeline are more likely to oppose the pipeline – 63% vs. 44% among those who are not very or not at all familiar.

Interestingly, males in both BC and Alberta are more likely to support the pipeline than females. In Alberta, support is also higher among those aged 55+ compared to 18-34 and 35-54 year olds.

“The Northern Gateway pipeline is a controversial issue that divides Western Canadians,” says Jane Ha-Trapp, Vice President of Insights West. “Given the expected economic benefits for Alberta, it is not surprising that Albertans are more likely to support the Northern Gateway pipeline than British Columbians. It will be interesting to see if Enbridge will be able to move those who somewhat oppose the pipeline to the support side, and convince them that the proposed benefits outweigh the potential concerns.”

Respondents were asked a series of agree/disagree statements to determine the perceived benefits and concerns for the Northern Gateway pipeline. Given that support for the pipeline is significantly higher in Alberta, it is not surprising that Albertans are more likely to see the benefits of the pipeline than British Columbians. Despite the significantly higher levels of agreement among Albertans, both Alberta and BC residents are most likely to agree the Northern Gateway pipeline will create new jobs (94% in AB vs. 85% in BC), supports economic growth (92% vs. 78%) and will create new capital investment (93% vs. 77%). Alberta and BC residents are least likely to agree that the pipeline will benefit First Nations communities along the pipeline (72% vs. 40%).

Interestingly, those who are opposed to the pipeline still recognize many of the pipeline’s proposed benefits. The 18% of Albertans who oppose the project are most likely to agree that the pipeline will support economic growth (78%) while British Columbians who oppose the pipeline (61% of respondents) are most likely to see the creation of new jobs as a benefit (76%).

The biggest concerns British Columbians and Albertans have about the pipeline are generally consistent, although BC residents are more likely to agree with potential concerns. The greatest concerns relate to expected risk of oil spill (93% in BC vs. 74% in AB), expected increase in oil tanker traffic at Kitimat and through the passage (91% vs. 85%), impact of pipeline construction on the environment (88% vs. 72%) and Enbridge has a history of incidents including oil spills and poor pipeline assembly (87% vs. 65%).

In Alberta, even those who support the pipeline, (75% of respondents) have strong concerns about the expected increase in oil tanker traffic at Kitimat and through the passage (83%). In BC, the 35% who support the project have the greatest concern for risk of oil spill (84%) and expected increase in oil tanker traffic at Kitimat and through the passage (79%).

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary, and has seven full-time, and five part-time employees.

Results are based on an online study conducted January 14-20, 2013, among 512 British Columbians and 562 Albertans aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for BC and Alberta for age, gender and region. Results have a margin of error of +/-4.3 percentage points for BC and +/- 4.1 percentage points for Alberta, 19 times out of 20. To view the detailed data tabulations, click here.

For further information, please contact:

Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com

Jane Ha-Trapp
Vice-President, Insights West
403-860-5277
janehatrapp@insightswest.com

Calgary, AB — A new Insights West online survey of 526 Alberta adults conducted following the announcement of the NHL’s new collective bargaining agreement finds that, with the lockout now ended, fan support has fallen by close to half (46% vs. 24% post-lockout).

The NHL and its returning teams face potentially significant erosion in fan support as the season resumes. Prior to the lockout, 46% of Albertans considered themselves to be “fanatical”, “huge” or “regular fans”, but this proportion has fallen to 24% post-lockout. The percentage of Alberta adults who do not consider themselves to be fans at all grew from just 1% to 16% post-lockout.

Along with decreased fan enthusiasm, the Alberta public is less likely to watch NHL games, with 52% saying they will watch games less often than before the lockout (34% “significantly less often”) and 41% planning to watch about the same number of games. Of the 70% of Albertans who attended NHL games before the lockout, 62% report they will be attending games less often (53% “significantly less often”), while 31% say their game attendance will stay “about the same.”

Many have speculated whether or not fan resentment will linger throughout this shortened season. When asked to think ahead to when the season is in full swing 3 months down the road, two-thirds of Albertans (68%) feel they personally will still hold some resentment toward the NHL over this dispute, while 21% believe they will go back to being the regular fans they were before the lockout; a further 10% are uncertain how they will feel. Interestingly, men are more likely to say they will personally harbour some resentment (76%) than women (60%).

“The NHL hockey season has traditionally been something that hockey fans look forward to each year,” says Jane Ha-Trapp, Vice President of Insights West. “Our survey results show that although the lockout has ended, Albertans hold significant resentment towards the NHL and it will be interesting to see if fans continue to be bitter about the lockout as the season progresses, or if the thrill of the game will bring them back.”

Most Albertans are not sure who got the better end of the NHL agreement, with 58% saying they don’t know which party fared best, the players or the owners; meanwhile 20% feel that both parties fared equally. Albertans are slightly more likely to think the owners fared better compared to the players (12% vs. 9%, respectively).

A series of agree/disagree statements shows that Albertans are angry about the way fans have been treated and want the NHL to suffer as a result. More than four-in-five (81%) Albertan adults agree they are “upset about the lockout and how the fans have been treated” (53% strongly agree). In fact, close to half (48%) agree that they “will boycott the NHL in one way, shape, or form,” with men being more likely to agree (59%) than women (37%). Over half of Albertans (53%) also agree that the lockout has resulted in their “watching other sports more often.” However, there’s still a substantial proportion of Albertans (42%) who “plan to support their favourite team the same as always.”

As the season resumes, the NHL will have to deal with the lingering impact of the lockout on other parts of the organization and the businesses surrounding the game. Among the most likely to suffer are NHL merchandise retailers – 45% of Albertans say they will buy NHL merchandise less often, while 18% plan to purchase at the same level as pre-lockout. Albertans are also likely to scale back other activities, such as watching games in bars or pubs (34% less often, 26% same), participating in NHL hockey pools (28% less often, 17% same), donating to an NHL-related charity (25% less often, 13% same) or betting on NHL game outcomes (22% less often, 10% same). Overall, men are more likely to intend to reduce their frequency of most activities compared to women.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company that exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary, and has five full-time, and six part-time employees.

Results are based on an online study conducted in January 8-13, 2013 among 526 Albertans aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for Alberta for age, gender, and region. Results have a margin of error of +/-4.3 percentage points, 19 times out of 20. To view the detailed data tabulations, click here.

For further information, please contact

Jane Ha-Trapp
President, Insights West
403-860-5277
janehatrapp@insightswest.com

Vancouver, BC — An online survey conducted by Insights West of 513 British Columbians, released to coincide with Alzheimer Awareness Month in January, finds the majority of adults (61%) are concerned about being diagnosed with Alzheimer’s disease, even though only 39% have been directly impacted by the disease. But there is also optimism, as the majority (52%) believe there will be a cure found in the next ten years.

Alzheimer’s disease is the third most-feared disease among British Columbians. Cancer concerns are the highest, with 74% of British Columbians concerned about contracting cancer (39% are very concerned). Slightly fewer are concerned about being diagnosed with heart disease (69% concerned, 31% very concerned), and a small majority are concerned about diabetes (57%, 25% very concerned). Concerns over contracting Alzheimer’s disease rank just below cancer and heart disease, with 61% who are concerned, including 27% who are very concerned. Concern is high, despite the fact that prevalence of Alzheimer’s is much lower than cancer, heart disease, or diabetes. Concerns about all four diseases are high across all age categories, including younger British Columbians.

Seventy thousand British Columbians are currently living with Alzheimer’s disease or another form of dementia and 15,000 more are diagnosed with the disease each year. While a good portion (39%) of British Columbians know family or friends who have been diagnosed with Alzheimer’s, they are significantly more likely to know someone diagnosed with cancer (85%), diabetes (70%) or heart disease (64%) – each disease affecting the lives of a majority of British Columbians.

Interestingly, women are significantly more likely to be aware of friends or family who have suffered or are currently suffering from one of these diseases, possibly because they are more likely to share concerns or information about health issues (cancer: 88% of women know someone, compared to 81% of men; diabetes: 75%/63%; heart disease: 69%/58%; and Alzheimer’s: 45%/31%). While all ages are equally likely to have a family or friend suffering from cancer or diabetes, the likelihood of knowing someone with Alzheimer’s disease or heart disease significantly increases with age (76% of those 55 years or older know someone with heart disease, and 48% know someone with Alzheimer’s, compared to 63%/37% of 35 to 54 year olds, and 44%/24% of 18 to 34 year olds).

Given the widespread effect of the disease among British Columbians, it is not surprising that a high 83% are aware of the Alzheimer Society of BC. Insights West tracked awareness and donation behaviour towards 59 branded charities in BC in their Charitable Giving Insights study, and found that awareness of the Alzheimer Society of B.C. ranked in the top 30% of brands in terms of brand awareness. Even though brand awareness is significant, only about 14% of BC adults have made a donation to the Society in the past. Very encouraging to the society is the fact that nearly double (27%) the number of adults who have heard of the organization express a willingness to donate to them in the future.

Steve Mossop, President of Insights West, says “The Alzheimer Society of B.C. was unique in our study of 59 charities in BC in that they were one of the top in terms of the percentage of BC adults who said they would be willing to donate in the future relative to the percentage who have given in the past. This suggests the public is very open to hearing more about the Alzheimer Society of B.C., and are willing to open their wallets when they are asked.”

Jean Black, CEO at Alzheimer Society of B.C. says “Being educated about the disease can lead to earlier diagnosis, earlier intervention to manage the challenges on the dementia journey and to plan in advance with quality of life as a priority.” She adds, “We have more work to do to educate the public and fund research to find causes and the cure; it’s our mission and our aim is to deliver on that promise of providing help for today and hope for tomorrow.”

Despite high levels of concern about contracting Alzheimer’s disease, many British Columbians are cautiously optimistic about finding a cure for the disease. Half (52%) believe it is likely that a cure for Alzheimer’s will be developed in the next ten years, while only one in ten (12%) believe it is not at all likely.

Results are based on an online study conducted in October 2012 among 513 British Columbians aged 18+ who are Your Insights panel members. Yourinsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to British Columbia Census figures for age, gender and region. Results have a +/- 4.33% margin of error. To view the detailed data tabulations, click here.

For more information on this study or any other inquiries on our Your Insights panel, contact:

Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com

Vancouver, BC — A new Insights West online survey of 608 BC adults conducted last week following the announcement of the NHL’s new collective bargaining agreement finds that fan support has dwindled by almost half over the course of the lockout (from 60% to 33%), and a significant proportion are planning to watch (48%) or attend (64%) games less often than prior to the lockout.

The NHL and the Vancouver Canucks face a potentially significant erosion in fan support following the return of the NHL next week. The proportion of British Columbians who call themselves “fanatical” or “huge” fans has moved from 25% to 12%, while the number who call themselves “regular,” “huge,” or “fanatical” has gone from 60% to 33%. Conversely, the number who report themselves as “not much of a fan,” or “not a fan at all” has more than doubled from 14% before the lockout to 40%. Only 1% of the BC public say that they were not a fan at all of NHL hockey before the lockout, whereas now 14% are in this category.

It’s not surprising then, that British Columbians’ intentions to watch and attend hockey games has also dropped considerably compared to before the lockout. Almost half (48%) of British Columbians say they will watch NHL games less often than before the lockout, (with 27% saying significantly less often, and 21% saying somewhat less often). About 45% say they intend to watch the same amount of games that they always have.

Plans to attend NHL games have also diminished in the wake of the lockout: of 69% of British Columbians who have attended games before the lockout, just under two thirds (64%) say they will be attending games less often (46% significantly less often; 19% somewhat less often). Fewer than one in three (28%) say they will attend about as often as before, once the season resumes.

“Negative sentiments among fans throughout the lockout process have been evident via twitter, and other social media and general commentary throughout the lockout,” says Steve Mossop, President of Insights West. “Our survey suggests that the sentiment is even more negative than we initially thought to be the case. The big question is whether fans will hold true to their intentions, or whether the excitement of the return of the game will be enough to bring them back into the fold.”

Currently public perceptions of the final agreement are a bit murky, as about half (48%) say they don’t know which party fared best out of the agreement, NHL players or owners; a further 21% say both parties fared equally. About double the number of people feel the owners (21%) did better than the players (8%) in the negotiated settlement.

There has been a lot of speculation as to whether the fan resentment will continue throughout this shortened season. When asked to think ahead to when the season is in full swing 3 months down the road, a majority (57%) feel they personally will still harbour some resentment toward the NHL over this dispute, while a mere 31% believe they will go back to being the regular fans they were before the lockout (and a further 10% are uncertain how they will feel). Similar numbers believe that NHL fans in general will feel the same way.

A series of agree/disagree statements reveals that British Columbians are upset about the lockout and how fans have been treated (or mistreated), and suggests that on some level there exists a desire to “punish” the NHL as a result. One-half (51%) of BC adults strongly agree that they are “upset about the lockout and how the fans have been treated”, and almost as many (43%) disagree, either strongly or somewhat, with the plan to “support their favourite NHL team the same as always”. In fact a significant number (39%) agree that they “will boycott the NHL in one way, shape or form.” The majority of BC adults also agreed that the lockout resulted in their “watching other sports more often” (53%).

The return of the NHL after the lockout will encounter lingering effects on other parts of the organization and the businesses surrounding the game. Many British Columbians are more reluctant to purchase NHL merchandise (44% will do so less often, 21% the same) or watch the games at bars or pubs (35% less often, 32% same). Even things like sports betting will be affected, such as participation in an NHL pool (26% less often, 22% same) or betting on NHL game outcomes (17% less often, 15% same), or donations to an NHL-related charity (17% less often, 25% same).

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company that exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary, and has five full-time, and six part-time employees.

Results are based on an online study conducted in January 8-13, 2013 among 608 British Columbians aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for British Columbia for age, gender, and region. Results have a margin of error of +/-4 percentage points, 19 times out of 20. To view the detailed data tabulations, click here.

For further information, please contact:

Steve Mossop
President, Insights West

778-891-4762

stevemossop@insightswest.com

Apple products continue to dominate choice share (59% pick the brand as a first choice among 13 items)

Vancouver, BC —  According to a recent Insights West – 6S Marketing survey of 858 adults in British Columbia on Christmas gift preferences, more adults choose technology gifts than any other of 13 different gift categories presented, and that number increases to 59% of first choice mentions for teens.

When presented with 13 categories of gifts, and asked to rank-order their top three categories, 20% of BC adults pick technology gifts as their first choice, edging out clothing and accessories (17%).  Ranking lower on the list are items such as gift certificates (11%), books/ music/ movies (10%), cash (10%), and household items (8%).  Among parents with teens, when asked to rank their teen’s top preferences, technology becomes the overwhelming favourite and is ranked number one by 59% of parents.  Way lower down the list are cash (11%), clothes/ accessories (8%), books/ music/ movies (8%), and toys (7%).  Among parents with kids under 12, toys rank number one among 60%, followed by technology items (21%), but nothing else comes close.

“It is surprising how dominant technology gifts are at Christmastime,” says Steve Mossop, President of Insights West. “Among teens, the preferences are through the roof, overshadowing any other category by a 5-to-1 margin.”  Chris Breikss, President of 6S Marketing, says “It’s unbelievable how many people want a tech toy for the holidays.  In my family it’s no different – from my 5-year-old nephew, to my father, who is in his seventies.”

A full 23% of adults in BC expect to receive at least one technology gift this year for Christmas.  This number is significantly higher among men (27%) than women (19%), and is also higher for those aged 18 to 34 years (31%) and 35 to 44 years (25%) than those aged 55+ (12%).

Insights West also asked British Columbians to select their number-one and number-two choices from a shortlist of 13 top-selling and most popular tech toys this Christmas.  Apple dominance is quite astounding, capturing 59% of first-choice mentions.  When asked to rank-order their gift preferences, a full 34% pick an iPad as their first choice, followed by 14% who choose the iPhone5 and 11% who choose the iPad mini.  The Samsung Galaxy smartphone ranks fourth, capturing 10% of first-choice mentions, followed by the Nintendo WiiU (7%) and a Kindle Fire (7%).  Seven other items each capture less than 4% of top-choice mentions (Beats by Dre, Nexus tablet, Parrot Drone 2.0, Roku Streaming TV and a few others).

Consumer preference for store shopping has Best Buy (32%) number one by a large margin in terms of where consumers think of going first when buying a technology gift, followed by Future Shop (23%) and Costco (12%).  Other retailers capture less than 10% of consumer preferences, including London Drugs (9%), Amazon.ca (7%), Wal-Mart (6%) eBay (2%) and The Source (2%).

About Insights West:
Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations.  Insights West is based in Vancouver and Calgary, and has six full-time, and five part-time employees.

About 6S Marketing:
Founded in 2000, 6S Marketing expertly amplifies businesses through the use of digital marketing.  Their passion for online activation and engagement leads their clients to maximum results – and makes them one of the leading digital marketing agencies in North America.

Results reported here are based on an online study conducted December 1 to December 5, 2012, among 858 British Columbians aged 18+ who are Your Insights panel members. Your Insights is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations.  The data has been statistically weighted according to Canadian census figures for British Columbia for age, gender, and region.  Results have a +/-3.4 percentage point margin of error, 19 times out of 20. To view the detailed data tabulations, click here.

For further information, please contact:

Steve Mossop, President, Insights West
778-891-4762
stevemossop@insightswest.com
www.yourinsights.ca

Vancouver, BC – A fresh Insights West online survey of 583 Metro Vancouver residents conducted the week following the opening of the new Port Mann Bridge shows that although residents are quite satisfied with the new bridge, they are still divided on bridge tolls (51% are in favour, and 45% are opposed), and a significant number plan to either seek out new routes (26%) or drive over the bridge less often (33%).

Support and Opposition to the Toll

While a very slight majority of Metro Vancouver residents are in favour of the toll (51%), opposition is significant south of the Fraser among bridge users. Among residents who use the bridge once a week or more often, opposition to the tolls runs at 60%, and only 40% are in favour. Occasional users and those who never use the bridge are supportive of the toll (52% – 54%) overall, but more occasional users are opposed (44%) compared to those who never use the bridge (26%), with the balance being undecided. TReO decal users are reluctant supporters, with 55% supportive and 45% opposed.

Drivers plan to make significant changes to their driving patterns now that the toll is in place. Among drivers who cross the bridge monthly or more often, a significant number (27%) say they will actively seek out new routes in order to avoid the toll (especially weekly users – 34%), and 33% say they plan to drive over the bridge less often. Just over half (52%) say that they will use the bridge as usual and just pay the toll. When the toll increases to $3.50 on March 1st (except TReO decal users, who pay $1.50 until the end of 2013) the numbers are even more dramatic – with 46% saying they will seek out new routes and 33% saying they will drive over the bridge less often.

“The issue of tolling seems to have divided Metro Vancouver into two camps – those who are in favour since they don’t drive over the bridge, with the opposition camp being firmly entrenched among drivers who are impacted,” says Steve Mossop, President of Insights West. “Residents south of the Fraser remain bitterly opposed to the toll, despite being satisfied with the new bridge overall. It will be interesting to see whether drivers follow through with their bridge avoidance plans and we end up with an under-utilized bridge like the Golden Ears while congestions move to the free routes.”

Satisfaction with the Bridge Is High

Despite opposition to the tolls, the vast majority of Metro Vancouver residents are satisfied with the bridge and expect it to save them driving time. Nearly two-thirds (65%) say they are very (25%) or somewhat (40%) satisfied with the new bridge now that it has been completed. Very few are either not very (5%) or not at all satisfied (5%) – and there’s a good percentage who are taking a “wait and see” attitude, saying they “don’t know”. Even weekly users – who are opposed to the toll and say they will seek alternate routes – are for the most part satisfied (65%), although this group has the largest proportion who are dissatisfied as well (24%).

Among those who use the bridge monthly or more, the majority (58%) feel it will save them either a significant amount (20%) or a little (38%) time in crossing.

TReO has been very successful in its communications with drivers, as 70% of those who use the Port Mann monthly or more have registered to get a TReO decal, and this rises to 76% of those who cross the bridge weekly or more often.

About Insights West

Insights West is a progressive, Western-based, full-service marketing research company that exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations.

Results are based on an online study conducted between December 1st and December 5th, 2012, among 583 British Columbians aged 18+ who are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been satistically weighted according to British Columbia census figures for age, gender and region. Results have a =/- 4.06% margin of error. To view the detailed data tabulations, click here.

For more information on this study or any other inquiries on our Your Insights panel, contact:

Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com

Personal belief in the cause (80% very important) and the charity’s transparency in how funds are used (76% very important) are top motivators to donating.

Vancouver, BC – A new Insights West online survey of 919 British Columbians on charitable giving attitudes and behaviours shows that BC Cancer Foundation, BC Children’s Hospital Foundation and the Canadian Cancer Society are the top charitable brands in BC based on a brand health index comprised of awareness, past donation behaviour, and propensity to give.

Awareness Of Charitable Organizations

Insights West evaluated 59 different individual branded charities that operate in BC (and three unbranded—churches, food banks, and the homeless), evaluating each of the brands on overall awareness, past donation behaviour, and willingness to give in the future.  On that basis, the top brands in BC include the BC Cancer Foundation—with 95% awareness, 52% who have given in the past, and 52% who would give in the future to this organization.  Following closely was BC Children’s Hospital (96% awareness, 51% past donations, 46% in the future, and Canadian Cancer Society (93%, 46%, 40% respectively).  A further 9 additional brands (from Big Brothers and Sisters to United Way) achieve overall awareness levels of 90%+, but past donation and future donation ranges from 20-30%.  A large number (25) of other brands generate overall awareness levels of 75%+ among the general adult population.  The majority of British Columbians also express a willingness to donate to local food banks (52%), double the number of other unbranded causes such as the homeless (24%), or churches and other religious institutions (24%).

“Charities face the same branding issues that commercial enterprises face when ‘marketing’ their brand to consumers in this category—a crowded marketplace with many brands willing to accept their dollar, the challenge in breaking through awareness levels and short attention spans of consumers, and ultimately providing potential donors with a compelling reason to choose them over their ‘competitor’” says Steve Mossop, President of Insights West in Vancouver.  “Many charitable organizations face declining donation behaviour, and must find creative ways to get their message out to the donating public.  Insights West’s first ever study of this magnitude allows charities to gauge how well they are doing in this increasingly competitive marketplace.”

Amount Donated

British Columbians actively open their wallets to donate to charities, non-profit organizations and charitable causes.   In 2011, nearly all (95%) BC adults made a donation of some kind, whether they were small donations totalling less than $100 (31%) or larger donations totalling $500 or more (22%).

On average, British Columbians donated an average of $732 to charitable organizations in 2011, with a median of $200. The average of $732 was driven high above the median by a small proportion of very large donators (4% of total) who contributed at total $5000 or more throughout the year. Excluding this group of very large donators, average annual donations drop to $445.

Donation size tends to increase with age.  One-in-five (19%) of those aged 55+ donated more than $1000 in 2011, compared to 12% of 35 to 54 years and 3% of 18 to 34 years.

Motivators and Barriers to Donating

British Columbians consider their personal belief in the cause (80% very important), transparency in how funds are used (76% very important), and demonstrated positive outcomes from funding dollars (73% very important) the most important factors when deciding whether to support a charity.

Despite British Columbians’ active giving habits, charitable fatigue and concern about how charities use funds prevent many from donating.  One-third or more strongly agree that the administration costs of charities are too high (43%), that there are too many charitable or non-profit organizations asking for money (38%), and that they don’t know what the money they donate is being used for (32%).

To link to media coverage of this release in the Vancouver Sun, click here.

About Insights West

Insights West is a progressive, Western-based, full-service marketing research company that exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior level expertise across a broad range of public and private sector organizations.

Results are based on an online study conducted between July and October 2012 among 919 British Columbians aged 18+ who are Your Insights panel members. Your Insights is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to British Columbia Census figures for age, gender, and region. Results have a +/-3.16% margin of error.  To view the detailed data tabulations, click here.

For more information on this study or any other inquiries on our Your Insights panel, contact:
Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com

Amanda Todd’s suicide and the online harassment that led up to it shone a spotlight on the issue of cyber-bullying, not because it is a new problem, but because it is becoming more and more widespread.

In the two rounds of polling Insights West and 6S Marketing have done on the topic, it emerges that, in both BC and Alberta, almost a quarter (23%) of parents with teens report their teen has been cyber-bullied. And those are only the cases that parents know about: research done directly with teens could very well reveal even higher incidence figures.

At the same time, over half of parents with teens report their teen has experienced “traditional” bullying.

Cyber-Bullying and Traditional Bullying Make a Devastating Combination.

There are several striking aspects to cyber-bullying that have emerged in the many discussions it has prompted.  Consider the facts that:

• teens tend to be technologically adept at using social media, and yet are arguably the least-equipped to make sensible decisions about using technology prudently;
• often the harassment that teens experience and/or inflict on each other seems to be of a sexual nature, making it psychologically harder for teens to get their parents involved even if things spiral out of control;
• the two different types of bullying reinforce each other.  Technology makes it easier for people to bully others in person, and in-person bullying adds a new layer of pain, threat, and humiliation to the already-potent “anytime, anywhere” cyber-bullying.

Our study clearly shows that Western Canadians (whether they are parents of teens or not) believe the solution lies with parents and teens. When asked which groups should play primary roles in addressing cyber-bullying, between 6 and 7 out of 10 said that parents should take a primary role, and about 6 out of 10 said teens should do so, with supporting roles generally seen as appropriate for police, schools, and government.

But what exactly should be done?  In the past several years, parents and schools have taken steps to prevent bullying in general, with awareness-raising and declarations of “zero tolerance”—and this is good.  Cyber-bullying raises the stakes, however.  And the research we have done so far raises even more questions.

Research Can Help Illumine the Way Ahead

Issues such as parental control and monitoring of teens’ online activities; awareness (and possibly development) of safeguards or tools that might help do this; or assisting in the development of resources to support victims—these are all areas of great interest to Insights West in future research.

Insights West will continue to monitor the issues that are important to our society, focusing particularly on how our culture is evolving as it weaves technology more tightly into its fabric.

Vancouver, BC — According to a recent Insights West-6S Marketing study on social media behaviors and attitudes of 504 online BC adults, 48% are ”very concerned” about cyber-bullying in society overall, and a further 41% are “somewhat concerned.”  Of the 18% of adults in BC with teens in the home, an alarming 23% of parents say their teens have been victims of cyber-bullying.

“The issue of cyber-bullying has risen to the top of the public agenda in the eyes of BC residents— and for the first time ever, we have a read on its prevalence in society — the results show that it is a significant concern in this province,” said Steve Mossop, President of Insights West.  “The number of teens who have been cyber-bullied has reached a frightening level.  It should serve as a collective wake-up call for parents and teens alike, to step up action to counter this problem.”

Cyber-bullying is not a problem exclusive to the teen world, however, as 8% of adults themselves claim to have experienced it— and incidence increases to 12% among those whom we have classified as “heavy” social media users (those who use Facebook or Twitter at least once a day).  Those in the 18-34 year old category are also substantially more likely to report being cyber-bullied (15%) than those in other age groups (7% for 35-54 year olds, and 4% among 55+).

“Cyber-bullying has been around in chat rooms for a long time.  But with the mainstream adoption of social media, it’s not just an underground thing anymore,” said Chris Breikss, President and Co-Founder of 6S Marketing.  “Considering the speed of social media and its availability—through smartphones, tablets—harassment has become inescapable.  It turns into a round-the-clock nightmare.  The internet’s immediacy gives bullies a perception of power, and the sheer volume of these unmoderated interactions can have devastating consequences.  We need to develop new coping tactics to deal with this issue—whether it be educating parents on controlling their kids’ online activities, or educating individuals on the potential dangers of online social activity.”

Although the incidence of cyber-bullying has hit alarming numbers of 23%, it still pales in comparison to the fact that the majority (58%) of parents say their teens have been victims of “traditional” bullying.

Results of the poll show that BC residents believe a collective effort from individuals, educators, law enforcement and government should play a role in countering cyber-bullying.  The vast majority of adults believe that it is parents who should be taking a primary role in countering cyber-bullying, and 60% of adults believe teens should take on a primary role— an attitude that is shared among both parents of teens and non-parents.  Nearly half of BC residents (48%) feel that individuals should take the primary role.  A smaller number of adults feel that the public school system (40%), police (32%), and media (30%) should take a primary role, but a large minority believe these organizations should play secondary roles (35%, 35%, and 27%, respectively).

The relatively new social phenomenon of cyber-bullying is driven by the relatively large number of  British Columbians engaged in social media activities.  Currently, 46% of adults use Facebook on a daily basis, a figure that increases to 64% among 18-34 year olds, and 50% of 35-54 year olds (daily Facebook use is reported by 29% of the 55+ age group).  Daily Facebook use is also disproportionately higher among BC adults with teens living in the household (58%) vs. those without teens (43%).  On average, 11% of British Columbians use Facebook weekly, 11% monthly, and 27% use it less often than that (about 5% don’t know).  Women continue to dominate the Facebook space, with 53% being daily users, vs. 38% of men.

Daily usage of Twitter is currently 16% on average — but dramatically higher among the 18-34 year old group (37%), dropping off to 15% among 35-54′s, and only 4% among 55+.  Other social media platforms (such as Instagram, LinkedIn, Flickr, etc.) have increased to the point where 10% of the current population report daily usage.

To link to media coverage in the Vancouver Sun, click here.

To link to media coverage by Global, click here.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company that exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations.  Insights West is based in Vancouver and Calgary, and has five full-time, and four part-time employees.

About 6S Marketing:

Founded in 2000, 6S Marketing expertly amplifies businesses through the use of digital marketing.  Their passion for online activation and engagement leads their clients to maximum results — and makes them one of the leading digital marketing agencies in North America.

Results are based on an online study conducted in October 2012 among 504 British Columbians aged 18+ who are YourInsights.ca panel members.  YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations.  The data has been statistically weighted according to Canadian census figures for British Columbia for age, gender, and region.  Results have a +/- 4.4 percentage point margin of error, 19 times out of 20.  To view the detailed data tabulations, click here.

For further information, please contact

Steve Mossop
President, Insights West
778-891-4762

stevemossop@insightswest.com

www.insightswest.com

www.yourinsights.ca

“The issue of liquor distribution privatization has divided BC residents — and there is no consensus on whether it is a good thing or a bad thing for BC,” says Steve Mossop, President of Insights West.  “This controversial public policy decision is certain not to help the Liberals’ chances of moving up in the polls in the next few months as the election draws closer.”

Opposition increases with age, as BC residents 55+ are the most likely to oppose this initiative (48% oppose) compared to those in the middle age bracket (36% of 35-54 year olds oppose it) or those in the youngest group (30% opposition).  Support for this initiative only exists in the middle age bracket (40% support vs. 36% oppose), while the younger group is more likely to have no opinion (37%).

There does not seem to be any relationship between the stance taken on the privatization question, and either frequency or type of alcohol consumption (both support and opposition remain near the 4 in 10 level all around).  About one third (33%) of British Columbians consume alcoholic beverages regularly– either daily (8%) or several times a week (25%).  A further 28% consume alcoholic beverages several times a month, and the remainder are infrequent drinkers:  either several times a year (18%), once or twice a year (8%), less than once a year (4%) or never (9%).  More than half of British Columbians have consumed beer (56%) or wine (56%) in the past month. Fewer than one third have consumed either spirits (27%) ciders or coolers (26%) or liqueur (15%) in the past month.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company that exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations.  Insights West is based in Vancouver and Calgary, and has five full-time, and four part-time employees.

Results are based on an online study conducted in September 2012 among 749 British Columbians aged 18 + who are YourInsights.ca panel members.  YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations.  The data has been statistically weighted according to British Columbia Census figures for age and gender.  Results have a +/- 3.51 percentage point margin of error, 19 times out of 20.  To view the detailed data tabulations, click here.

For further information, please contact

Steve Mossop
President
Insights West
778-891-4762

stevemossop@insightswest.com
www.insightswest.com
www.yourinsights.ca

After leading Angus Reid’s and then Ipsos Reid’s Western practice for the past 18 years, solidifying its reputation and corporate recognition as the foremost research brand in Western Canada, Mr. Mossop left the organization at the end of January, 2012 and incorporated Insights West on March 1st, 2012.

“I’m very excited about opening a brand new company in Western Canada based on a set of values inspired by its people, and about developing a toolbox of capabilities that is second to none,” Mr. Mossop commented. “There is plenty of talent in this market, but no single research company that pulls everything together for the benefit of the Western Canadian business community. Our aim is to build a company based on entrepreneurial spirit, passion for marketing research, integrity, community giving, and fun while providing best-in-class research to clients in BC and Alberta, and beyond.”

Mr. Mossop explained, “a major vehicle for delivering on this promise is the launch of our consumer panel YourInsights.ca, which is on track to become the biggest, most technologically advanced and most demographically balanced research panel in this market.” The panel will be developed and managed using Toluna’s PanelPortal™ custom panel and community software platform, and is on target to recruit 10,000 Western Canadian panelists by the end of September, 2012, and 30,000 by the end of the year.

Insights West differentiates its panel by focusing on mobile and social media integration of its members, as well as by its relative size, its demographic composition, and fine-tuned recruiting and maintenance methods. “We also go further than competitors to keep panelists feeling involved and engaged by offering a more lucrative incentive program and by sharing more of our results with panelists,” Mr. Mossop noted.

Insights West is joined by Don Miller, CFO, (a well-known leader of the marketing, communications and research community), Jane Ha-Trapp, Vice President, (formerly at Ipsos and Vision Critical), and Raquel Henry as a strategic consultant for our Insights West Panel (also formerly at Ipsos and Vision Critical). “We have three full-time employees and four contract employees, and plan to double our size by the end of the year,” said Mr. Mossop. “We plan to open an office downtown Vancouver in the fall, and an office in Calgary in early 2013.”

For more information, contact:

Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com
Or visit www.insightswest.com

To assist The Alzheimer Society of B.C. with its strategic marketing and communications planning, Insights West has designed an innovative research program with three phases:

• Phase 1: Qualitative focus groups with charitable organization donors in Vancouver and Kelowna.
• Phase 2: Online survey with The Alzheimer Society of B.C donors
• Phase 3: Online survey with charitable organization donors in B.C.

The main objectives of the study are to better understand the behaviour, motivations and attitudes of charitable donors and assess donors’ awareness and perceptions of The Alzheimer Society of B.C.

Focus groups were held with charitable organization donors in Vancouver and Kelowna to provide a deep dive into the motivations and attitudes towards charitable giving and perceptions of charitable organizations.

Phase 2 launched online to the Society’s donors with the intent to better understand the needs and preferences of its most supportive base. The final phase will consist of a broader B.C.-wide online survey to gauge the public perception and awareness about Alzheimer’s disease and other dementias.

Results from the study will provide The Alzheimer Society of B.C. with valuable information on motivations and barriers to donating, competitive donor behaviour and public perceptions.

Recognizing the financial constraints that too often prevent non-profit organizations from gathering much-needed market information, Insights West proposed an innovative approach. Online survey participants were invited to join the new “Your Insights.ca” panel, expected to be the largest research panel in Western Canada by 2013. For each participant who joins the panel Insights West makes a donation to the Society for future research. Per the Society’s privacy policy, no contact information for online survey participants were provided to Insights West. Acceptance of the panel invitation is on a voluntary basis.

At Insights West, we believe we are fortunate in our lives to be able to experience everything that we do. That’s why 5% of our profits are designated to the charities we support and why we dedicate time to supporting local causes.

Please contact us for more information on how we can assist your organization in addressing its marketing challenges.

For more information, contact:
Jane Ha-Trapp
Vice President, Insights West
403-860-5277
janehatrapp@insightswest.com

In 2012, it’s different—I believe that this is truly the year of the Mobile breakthrough. Why? The primary reason is simply the dramatic increase in ownership and usage of mobile devices, and the corresponding increase in marketing-friendly consumer activities on those devices. According to ComScore, the percentage of Canadians who own a Smartphone has doubled in the past year to 45%, and is even higher in BC (51%) and the Prairies (46%). Consumers are visiting websites, interacting with brands via their mobile devices, taking and sending pictures, and interacting with social media on a frequent basis. Insights West recently conducted a survey for Iamota and Telus that showed the average smartphone owner used their mobile device six times at the most recent sporting event they attended, doing things like sending photos (25% always/often), updating Facebook (21%), tweeting (13%) and emailing/texting friends (38%). I recently came across a study that showed consumers were spending more time with their mobile devices on these activities than on talking!

In terms of marketing via mobile devices, we have a long way to go. According to the Interactive Advertising Bureau of Canada, less than one-half of one percent of all marketing expenditures was on mobile devices last year, and even though expenditures are expected to double, it will still be insignificant. Think of the early days of online advertising expenditures—which lagged behind TV disproportionately to consumer screen time spent —mobile is in the same category. Mobile weekly hourly usage among smartphone owners is approaching time spent on the Internet or watching TV, yet expenditures will lag behind for probably the better part of the next decade. Mobile marketing will catch up, but even with exponential increases in expenditures, it’s going to take time.

Market research companies have been brutally slow to adapt to this new phenomenon. Even in big research companies, the number of studies where the primary mechanism for collecting data is on mobile devices is less than 1%. Other research has shown that online panel survey participation via a mobile device is approaching 6-8%—but most research companies don’t even know if their surveys are being conducted on a mobile platform!

Of course, there are significant barriers to consumer participation in mobile research: data plan costs, small screens, inability to hold consumers’ attention for longer surveys, technology limitations, and a lack of know how. But that’s no excuse; the research industry needs to do a better job of integrating mobile into its offer.

At Insights West, we have incorporated mobile into every facet of what we do. First of all, we have captured mobile numbers of all our panelists in BC and Alberta. From here, we can SMS or text our panelists to remind them that a survey is ready. Our usage of the Toluna platform ensures that all surveys we conduct are mobile-optimized so they can be completed on any device. Finally, we incent our panelists to use their mobile device to capture pictures and video, which supplements our insights and our story for our clients. This level of mobile integration helps our response rates, and engages our panelists in ways that no other panel does. Please don’t hesitate to contact us for more information on how we can optimize your mobile surveys.

For more information, contact:
Steve Mossop
President, Insights West
778-891-4762
stevemossop@insightswest.com