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Alain Giguère

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Controversy surrounding a CROP survey for AIMIA

Categories: CROP in the news

Posted on 04-03-18 at 2:41 p.m.

An unfortunate media and PR storm involving a CROP survey for AIMIA, Aeroplan's parent company, erupted last Thursday, forcing Aeroplan to apologize to its members.

As President of CROP, I feel it is my duty to respond to the misinformation surrounding this controversy.

The tempest began when an Aeroplan member took one of our surveys on the values of Canadian consumers and citizens and was "horrified" by a few of the questions we asked. She expressed her displeasure on Facebook and Twitter, and things quickly escalated from there.

A major part of our work is to understand the trends in the personal values of consumers and citizens. Experience has taught us that people's values are a much more reliable indicator of their choices of products, services and brands than their gender, age group or income, although we factor in these variables too. What upset this particular Aeroplan member were a few questions about personal values.

Even if the questions seem objectionable at first glance, they are used to measure fundamental societal issues that brands, institutions and society at large need to take into account when making important decisions. Furthermore, we do warn our survey respondents that they may find certain questions shocking and explain that their purpose is solely to help us understand people's personal values.

The first four statements in the table below are the specific questions that upset the complainant, along with the proportion of Canadians who agreed with these statements this year and a decade earlier. Balance is very important to us. That is why the last two statements in the table, also from the same survey, express the exact opposite sentiments and act as a counterbalance to the first four.

Our survey results indicate that Canadian society is in turmoil: neo-conservative values are on the rise while, at the same time, a push for self-expression running counter to traditional values is sharply rising too.

I believe that society needs to monitor these phenomena. Brands, companies and institutions have an obligation to understand where their stakeholders stand on such issues.

Our society seems to be in the process of fracturing. Some people feel that society is changing way too fast, prompting them to retrench, to seek comfort in traditional values. Others revel in the unprecedented possibilities for self-expression and fulfillment.

Brands, companies and institutions must keep up with these trends to ensure that their advertising, communications and social engagement policies are appropriate. Their future depends on their ability to engage their stakeholders in the best way possible, to share and express their values. To do so, they need to know them inside and out, warts and all!

CROP's goal is to understand how the values of Canadian consumers and citizens are evolving using the best means at our disposal. To do this, we have been asking probing and sometimes provocative questions for more than 50 years. Nevertheless, we are very sorry if our recent survey questions have offended some people. That was certainly not our intention.

Alain Giguère
President, CROP Inc.
April 3rd, 2018

Study on public services in Quebec

Categories: CROP in the news

Posted on 12-20-17 at 2:24 p.m.

Published on La Presse+, here’s a summary of a study on public services in Quebec conducted by CROP for GESTION, HEC Montréal’s magazine (French only).

http://plus.lapresse.ca/screens/553cc269-4db8-4c8f-a34e-ad3648c8f1bf__7C___0.html

13% of the Canadian population ostensibly belong to the LGBT communities

Categories: CROP in the news

Posted on 08-10-17 at 6:07 p.m.

Foundation Jasmin Roy released the results of our large pan-Canadian survey on LGBT communities. Read it in the media! Survey results can be accessed @ http://fondationjasminroy.org

Click on these links for more details:

Click here for the article in CBC.ca

Click here for the article in Toronto Star

Click here for the article in CTV

Click here for the article in INFO News

Quebecers and alcohol consumption

Categories: CROP in the news

Posted on 05-30-17 at 2:49 p.m.

A recent study conducted by CROP on behalf of Éduc’alcool revealed that Quebecers’ average alcohol consumption has declined over the past 5 years.

Click on these links for more details:

Click here for the article in La Presse

Click here for the article in Le Soleil

Click here for the article in Le journal de Montréal

Click here for the video excerpt from TVA Nouvelles

Click here for the article in Montreal Gazette

Legalization of marijuana – Opinion of Canadians and Quebecers

Categories: CROP in the news

Posted on 05-29-17 at 3:07 p.m.

Following the proposed bill to legalize marijuana in Canada, Radio-Canada wished to sound out Canadians and Quebecers regarding this subject. Our results reveal that while Canadians are divided on the matter, Quebecers oppose the legislation proposed by the Trudeau government.

For more details, please read our report and some of the articles written on the subject (French only):

Click here for the full report

Click here for the article published on Radio-Canada.ca

Click here for the video posted by Radio-Canada

Click here for the article published on Le Devoir

Click here for the article published on Radio-Canada.ca - Toronto: