Research

shutterstock_257025577

Gen Z, by the numbers

Sorry, millennials. Marketers are already looking to the next generation.

shutterstock_239440516

Exploring other cultures through food: Mintel report

Canadians are craving ethnic meals, but some are intimidated to make their own. Here’s how brands can help them.

0518shutterstock_189116057

Beware household gender conventions

Harbinger reports on how marketers must adapt to changing roles within the home.

fortmac

Not all disaster support efforts are created equal

IMI research looks at Fort McMurray relief efforts to see what makes a brand response feel authentic.

shutterstock_337763546

What are car buyers looking for?

A survey by J.D. Power reveals what shoppers want from an automaker’s online experience.

shutterstock_156983201

Women less confident with financial decisions

A Mintel study suggests that while their earning power increases, many fear their financial savvy isn’t keeping up.

shutterstock_294275510

Are Mad Men mad at women?

Sex can sell, but does it have to? Industry folk from agency and client-side talk sexism in ads.

shutterstock_77694724

Canadians don’t hate (all) ads

A new survey by the Ad Standards Council found that sexism is a big turn off for consumers.

shutterstock_334828277

Putting retail research to the test

Results from a Mediative experiment reveal how in-store and online research intersect during the path-to-purchase.

shutterstock_211235005

Is social stressing moms out?

Many millennial women are feeling pressure to be perfect, plus other insights from a new study.

shutterstock_250176199

Environics gives the skinny on consumer trust

Quebecers and immigrants are more likely than other Canadians to trust companies, but their confidence still isn’t very strong.

shutterstock_219834331

Canada’s banks still best in customer experience

Improved global scores for banks didn’t slow the gains from fintech firms.

shutterstock_163369238

The year in ad complaints

Ad Standards Canada reveals what kind of work prompted consumer complaints in 2015.

shutterstock_159310661

Multicultural marketing by the numbers

Check out some of the key figures on Canada’s growing Chinese and South Asian populations.

shutterstock_246998653

Who are Canada’s most trusted retailers?

From department stores to grocery, BrandSpark’s research reveals those that inspire trust.