Canadians recognize the importance of sharing their opinions at this crucial time, and largely feel now is an appropriate time to participate in research.

– Two thirds of Canadians find it appropriate to be asked to participate in research at this time, saying it offers the public an opportunity to share opinions and offer useful information to companies making important decisions

-While participation incentives motivate many, Canadians are also keen to be surveyed in order to share their opinions, and to ensure governments, companies and organizations have heard what people think when making decisions.

May 12, 2020

Across the country, results indicate that two thirds of Canadians feel it is appropriate to be asked to participate in research during the pandemic. Across each region, residents feel it is highly appropriate, though residents of Quebec are slightly less likely to feel that way. Fewer than ten percent of residents across Canada feel it is not appropriate for organizations to conduct research during the pandemic. Interestingly, two in ten feel that research at this time depends on the topic. Across ages, gender, income levels and education, Canadians are united in believing that it is appropriate to conduct research at this time

Canadians offered a variety of reasons for why research at this time is appropriate, including that there is no harm in asking (18%), it is a good opportunity for the public to share their opinions (16%), and research such as this is important (15%). In addition, residents believe that research helps organizations know what’s going on (11%),and that they currently have more time / it’s a good time to reach people(9%).Reasons offered are consistent across regions and demographics.


It is clear that while incentives play a key role in motivating Canadian residents to take part in research, they are also very interested in ensuring their voices are heard, and that decisions are made with input from them. Indeed, one-third of Canadians identify an incentive (37%)as a reason to take part in research, one-quarter said it was to share opinions (26%), while others stated tohelp society or the government (15%),and to learn new things (12%). Reasons are remarkably consistent across regions and demographics.

This is the first of four research summaries that will be provided within the next two weeks. Watch for further details on Canadians’ perceptions and behaviours related to the COVID-19 pandemic.

This survey was conducted from April 16 to April 19, 2020, with 1,231 Canadians 18 years of age or older, from the Logit Group’s COVID-19 Canadian Omnibus. Fielding every two weeks, the Logit Group’s COVID-19 Omnibus surveys sample Canadians to ask about their opinions and behaviours related to the pandemic. Results were analyzed by Narrative Research. Data was weighted based on the 2016 Census, by gender, age, and region to reflect these population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied. 

Narrative Research, (, is one of Canada’s leading public opinion and market research companies. As a non-partisan, 100% Canadian-owned, research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.  

The Logit Group ( is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.

Follow us on Twitter at @EveryNarrative and @LogitGroup


For more information, please contact:

Margaret Brigley, CEO, Narrative Research – 902.222.7066 (M),,


Margaret Chapman, COO, Narrative Research – 902.222.4048 (M),


Sam Pisani, Managing Partner, Logit Group – 416-629-4116 (M),

To read as a pdf, click here.