Saskatoon, Sask. (July 08, 2015) – According to an independent poll conducted by Insightrix Research among 2,700 sports fans across Canada to determine Canada's top sports brands, the Habs top all other Canadian professional sports teams in regards to brand strength; the Leafs and Riders come second and third. For the second year in a row, Insightrix calculated a Sports Brand Equity Index based on five key metrics: first team that comes to mind, respect for the team, as well as perception of the most loyal fans, team popularity and stadium/arena atmosphere. Each of these attributes has an assigned weight based on their impact on the team’s brand equity. In addition this year a predictive element was added to the survey. Not only were fans asked about their personal opinion, but they were also asked to predict the outcome of the survey for each key metric. This gives a more accurate measurement of the brand’s strength. Despite a 48-year Cup drought and not winning any titles in 15 years, the Maple Leafs’ brand ranks second overall after the Habs, although they have lost a bit of ground compared to last year. “It’s amazing to see a team that has not won anything in such a long time come in second across Canada. Winning helps, but it’s not the only factor a team’s brand should focus on” commented Mario Caceres, Senior Research Executive with Insightrix. The Riders are a branding phenomenon worth noting. They are ranked number three across all of Canada despite Saskatchewan only accounting for 3% of the nation’s overall population. The study was conducted among 2,700 sports fans, 300 in each of the following cities: Calgary, Edmonton, Hamilton, Montreal, Ottawa, Regina, Toronto, Vancouver, and Winnipeg. Results were weighted to accurately represent the population in each metro area as a percentage of the national population. Teams from all five major leagues (CFL, MLB, MLS, NBA, and NHL) were included. The survey was fielded between April 21st and May 5th, 2015. Below is the list of the top sports brands with the strongest brand equity across the nation. The top of the list remains fairly consistent to last year, with changes occurring further down. 1. Montreal Canadiens 2. Toronto Maple Leafs 3. Saskatchewan Roughriders 4. Toronto Blue Jays 5. Toronto Raptors 6. Winnipeg Jets 7. Vancouver Canucks 8. Calgary Flames 9. Ottawa Senators 10. Montreal Alouettes Insightrix also tested 21 major consumer brands that sponsor Canadian sports teams to get a sense of how these brands are perceived by the fan base of the teams they sponsor. Fans were asked to link sponsors to the team. Tim Hortons, Canadian Tire, and TD Canada Trust are the top three sports sponsor brands in Canada among all tested. A detailed summary of the methodology and high level results of the survey can be viewed in the pdf report below. Customized results are available upon request for more details on the team metrics and consumer brands, such as cross-tabs by team, fan type, city, and region. Click here to download the detailed report. About Insightrix Research Insightrix Research Inc. (Insightrix.com), established in 2001 and based in Saskatoon, is a full-service market research firm that uses a range of qualitative and quantitative market research techniques to provide effective, innovative solutions. Insightrix is Gold Seal certified by the Marketing Research Intelligence Association (MRIA), Canada’s national market research association. For more information contact: Lang McGilp Senior Research Executive Insightrix Research Inc. +1.306.657.5640 Ext. 229 lang.mcgilp@insightrix.com...
 

A new independent Insightrix Research poll reveals what residents think about the size of The Battlefords Union Hospital parking lot, the development of a safe path between Battleford and North Battleford, and whether the River Valley should undergo recreational development. Too cramped? According to the Insightrix Research survey, 81% of residents would like to see the Battlefords Union Hospital parking lot expanded to accommodate more parking. Of those surveyed, women (86%) are more interested than men (74%) in expanding the lot at the hospital. The public and hospital staff currently share a single parking lot.  Insightrix asked residents if they would prefer to have a separate parking lot built for staff to make room for additional public parking spaces. Overall, 78% of residents were in favour of building a separate lot for staff, while 13% disagreed. The remaining 9% were not sure or had no opinion. A safer way Currently, there is no safe route for cyclists and pedestrians travelling between North Battleford and Battleford.  Residents were asked if a safe trail was established, would they use it.  Nearly two thirds (61%) indicate they would not use the trail, while 39% say they would. Younger respondents are more likely to say they would use the trail. Almost three quarters (74%) of those aged 18-34 indicate they would use the trail, compared to half (52%) of those aged 35-54, and 22% of those aged 55 and older saying they would use the trail. Insightrix also asked those who say they would use the trail, how often they would use it. Overall 5% say they would use the path every day, although almost half (46%) say they would use it between one and three times per week and another 45% say they would use the path once a month or less. The remaining 4% aren’t sure how often they would utilize it. Recreational development Insightrix asked residents if they believe more recreational development should be done in River Valley in order to boost the economy. Almost two-thirds (65%) of residents are in favour of increasing recreational development. Younger residents are more likely to believe recreation development should be done in River Valley with 83% of residents aged 18-34 and 80% of residents aged 35-54 indicating development should be done compared to 50% of residents aged 55 and older. Of those who support increased recreational development, 43% would like to see more hiking and cycling paths, 17% would like to see the construction of parks and playgrounds, and 15% would like to see additional sport facilities, such as basketball and tennis courts. Research Details A total of 352 randomly selected Battleford residents participated in the research study, which was conducted over the telephone (including both landlines and mobile phones) from May 19th to June 2nd, 2015. Quotas were set by age and gender to match the city’s population.  The results for this study are considered accurate within ± 5.18 percentage points 19 times out of 20. About Insightrix Founded in 2001, Insightrix Research Inc. is a full-service market research firm that helps clients develop, administer, and manage data collection and information strategies. From its office in Saskatoon, Insightrix offers a comprehensive range of research services.  Insightrix also owns and manages the largest Saskatchewan-based online research panel, SaskWatch Research™, which currently has over 15,000 Saskatchewan residents as members. For more information, please contact Mario Caceres, Senior Research Executive Insightrix Research Inc. Tel: 306.657.5640 ext. 258 Cell: 306.281.4434 Email: mario.caceres@insightrix.com Web: www.insightrix.com   ...
 

A new independent Insightrix Research poll reveals what Swift Current residents like most about their city, the most important issues facing their city, and resident shopping habits. Life in Swift Current According to the Insightrix Research survey, two out of five Swift Current residents rank the size of the city as the aspect they like most about living there. The proportion is highest among young adults between the ages of 18 and 34, with roughly half (49%) stating they like the size of their city the most. Following the size of the city, 23% like living in Swift Current because of the people and amenities (17%). Views on city issues Insightrix asked residents to state what they consider to be the most important issue facing Swift Current. Most commonly, 20% mentioned infrastructure issues, such as road conditions and repairs. Next to infrastructure, health care was mentioned by 6% of residents. Residents were then asked about their views on the municipal tax increase. Overall, 65% are at least somewhat concerned about the increase. Those with an annual income of less than $30,000 are the most concerned group, with 31% saying they are very concerned about the tax increase. Shopping within the city Insightrix also asked residents about their views on shopping in Swift Current. Overall, more than half (56%) agree that there is not enough quality shopping with women (62%) being more likely than men (47%) to agree. Out-of-town shopping Nearly two thirds (64%) go out-of-town for shopping and most purchase clothing (77%) followed by groceries (37%). The majority of women (80%) and men (67%) are looking to expand their wardrobe when they shop out-of-town. Research Details A total of 358 randomly selected Swift Current residents participated in the research study, which was conducted over the telephone (including both landlines and mobile phones) from April 20th to May 1st, 2015. Quotas were set by age and gender to match the city’s population.  The results for this study are considered accurate within ± 5.12 percentage points 19 times out of 20. About Insightrix Founded in 2001, Insightrix Research Inc. is a full-service market research firm that helps clients develop, administer, and manage data collection and information strategies. From its office in Saskatoon, Insightrix offers a comprehensive range of research services.  Insightrix also owns and manages the largest Saskatchewan-based online research panel, SaskWatch Research™, which currently has over 15,000 Saskatchewan residents as members.   For more information, please contact Mario Caceres, Senior Research Executive Insightrix Research Inc. Tel: 306.657.5640 ext. 258 Cell: 306.281.4434 Email: mario.caceres@insightrix.com Web: www.insightrix.com...
 

Insightrix Research ran an independent study using online panels to gather feedback from individuals in British Columbia, Alberta, Manitoba, Ontario, and the Maritimes regarding the perceptions of Saskatchewan. Top of Mind Impressions of Saskatchewan When asked what first comes to mind when thinking about Saskatchewan, those surveyed commonly cite the usual items we as Saskatchewan people have  come to hear others say about our province, including descriptors such as “farming”, “flat”, “agriculture”, “potash” and “oil”.  However, references to the economy are also noted. Perceived Strengths & Weaknesses When asked to identify Saskatchewan’s strengths and weaknesses, natural resources are universally seen as the greatest strength (45%) followed by quality of life factors (22%) such as recreation, landscapes, community-mindedness, and strong economic performance (17%). Weaknesses centre on physical attributes (32%) such as cold winters and sparse population, quality of life aspects (18%), and perceived poor economic performance (16%). Economic Perceptions Over one half (54%) of Canadians surveyed rate Saskatchewan’s economy as good, very good, or excellent.  Saskatchewan’s neighbouring provinces hold more positive perceptions of its economy (73% among Manitobans and 66% among Albertans). When respondents had to rate Saskatchewan’s economy against their own, results were more divided.  Few from British Columbia (16%), Alberta (17%), and Ontario (27%) believe Saskatchewan’s economy is stronger than their own province, while roughly one half of Manitobans, (47%) and six in ten Maritimers (63%) acknowledge that Saskatchewan’s economy is stronger than their own province. Recognition of strong economic growth in Saskatchewan over the past 10 years is apparent among those surveyed, specifically, 44% believe that Saskatchewan’s economy has improved over both the past 10 years and the past 5 years.  More than one third feel the same way about the past two years (35%). Other key indicators uncovered through the research include: 81% believe Saskatchewan’s contributions to the Canadian economy are very (38%) or somewhat (43%) important. Nearly six in ten (57%) believe Saskatchewan has a business-friendly environment. More than six in ten (63%) describe Saskatchewan’s quality of life as good (45%), very good (16%), or excellent (3%). More than one quarter (27%) of those surveyed indicate that they’d be very (7%) or somewhat (20%) likely to move to Saskatchewan if the right career opportunity came along, or if they wanted to retire to another province. Interest in moving to Saskatchewan is highest among those aged 18 – 34 years (40%) and interest declines with age. Research Details An online survey was administered to individuals 18 years of age and older, who currently reside in British Columbia, Alberta, Manitoba, Ontario, and the Maritimes. Data was collected between May 5th and May 11th, 2015.  A total of 852 respondents took part in this survey. Quotas were set by age, gender, and region with data being weighted by region to match the distribution of Canada. As the research is conducted online, it is considered to be a non-probability proportion sample and therefore, margins of error are not applicable. For full survey findings and detailed report, please visit the link below. About Insightrix Founded in 2001, Insightrix Research Inc. is a full-service market research firm that helps clients develop, administer, and manage data collection and information strategies. From its office in Saskatoon, Insightrix offers a comprehensive range of research services.  Insightrix also owns and manages the largest Saskatchewan-based online research panel, SaskWatch Research™, which currently has over 15,000 Saskatchewan residents as members. Release the full report here. For more information, please contact Lang McGilp, Senior Research Executive Insightrix Research Inc. Tel: 306.657.5640 ext. 229 Cell: 306.290.9599 Email: lang.mcgilp@insightrix.com Web: www.insightrix.com...
 

Insightrix Research Inc. President & CEO, Corrin Harper, has been recognized by the 17th annual W100 ranking of Canada’s Top Female Entrepreneurs produced by PROFIT and Chatelaine for the second year in a row. Now in its 17th year, the PROFIT/Chatelaine W100 ranking and awards program is Canada's largest celebration of entrepreneurial achievement by women. The PROFIT/ChatelaineW100 ranks female entrepreneurs by a composite score that considers the size, growth rate, and profitability of the companies they own and manage. "You need a bold vision, an innovative strategy and loads of tenacity to earn a spot on the W100,” says James Cowan, editor-in-chief of PROFIT and Canadian Business. “Every person on this list represents the pinnacle of business success in Canada. Their stories are inspiring and instructive for those seeking to excel as an entrepreneur." Founded in 2001, Insightrix Research Inc. is a full-service market research firm that consults with clients to meet their research needs. From its office in Saskatoon, SK, Canada and Horsham, VIC, Australia, Insightrix offers a comprehensive range of innovative research services. Entrepreneurs are honoured in the summer 2015 issues of Canadian Business and Chatelaine magazine (available now) and year-round online at PROFITguide.com and Chatelaine.com. “It is an honour to be recognized two years running,” says Corrin Harper, President & CEO. “The recognition has been overwhelmingly positive, and I look forward to attending the PROFIT/ Chatelaine W100 Idea Exchange to share in our successes of the past year.” For more information on the W100 ranking, visit: http://www.profitguide.com/microsite/profitw100/2015 ...
 

The Hermes Creative Awards announced the winners for the 2015 international awards competition for creative professionals involved in the concept, writing and design of traditional and emerging media. Hermes Creative Awards was introduced as a way to recognize outstanding work within the industry. This year, there were over 6,000 entries throughout 66 countries. Entries came from corporate marketing and communication departments, advertising agencies, PR firms, design shops, production companies, and freelancers. Hermes Creative Awards is administered and judged by the Association of Marketing and Communication Professionals (www.amcpros.com). The international organization consists of several thousand marketing, communication, advertising, public relations, media production and free-lance professionals. AMCP oversees awards and recognition programs, provides judges, and rewards outstanding achievement and service to the profession. AMCP judges are industry professionals who look for companies and individuals whose talent exceeds a high standard of excellence and whose work serves as a benchmark of the industry. Winners were selected from 195 categories grouped under advertising, publications, marketing/branding, integrated marketing, public relations/communications, electronic media, and pro bono. Approximately 22% of entrants won a Gold Award. Insightrix Research Inc. is proud to be named a Gold Award Winner in the category of Viral Marketing for its video, SaskatcheWHAT?! Insightrix was the only Gold Award Winner in its category. While creativity and ingenuity is extremely integrated into the culture at Insightrix, and something we continually strive for, we never dreamed that our fun, little video would turn out as successful as it did. Special thanks to Huw, Dylan, and Douglas Evans of Eye Catcher Video for producing a fun and quirky video that inspired nationwide discussions regarding the slang and uniqueness of Saskatchewan. If you still haven’t seen SaskatcheWHAT?! Watch it here!...
 

Ten years ago, the world was introduced to YouTube. Ever since, the media has been ripe with stories of viral videos. The videos are often seen as an overnight success, where uploaders will post something that they found funny, interesting, or absurd to show their friends.   At Insightrix Research, we set out to make a fun video that showed a little about who we are. Before we knew it, our “SaskatcheWHAT?!" slang-based video had a quarter of a million views and was featured in news outlets across the country including Huffington Post, CBC News and Global TV. The following white paper will highlight what makes a viral video, as well as the data, and feedback that we received from our video, which was entitled, SaskatcheWHAT?!    ...
 

“I love it when a plan comes together.” This oft quoted line made popular from the 80s television series, The A-Team, mirrors my thoughts exactly regarding Insightrix’s What’s New in Advertising Research Luncheon. When we first started developing the idea of having a luncheon to educate people in new methods of advertising research, it began with a question, “How do we get people to come?” It isn’t uncommon to plan a great and informative event and have little-to-no people actually show up! We certainly didn’t want to happen to our event, so we knew we had to work hard! Once the content of the presentation was finalized we made an attractive event poster to draw people in. We knew that with our speakers’ combined knowledge and experience it wouldn’t be an issue to get people to come if the invitation was presented properly. Once it was created and emailed out to our contact list, we hit the phones. In less than a week we had over 50 people RSVP, which exceeded our goal. From my perspective, it was exciting to actually witness the presentation. I enjoyed the summary of the new and innovative methods of advertising research, and how they differed. Lang and Majid are experts in their industry, but they also have a knack for explaining complex methods in a way that is easy for anybody to understand. As a whole, the luncheon was enlightening and a great overall experience. Aside from the educational presentation, it was great to reconnect with some familiar faces in the crowd and make new acquaintances — the delicious pizza didn’t hurt either! Insightrix wants to thank everyone who took the time out of their day to join us in learning about the newest trends in advertising research. We hope you enjoyed it as much as we enjoyed having you!   ...
 

A new independent Insightrix Research online poll finds voter intentions remain relatively consistent. Presently 58% of decided Saskatchewan voters state they would cast their ballot for the SaskParty, while 31% would vote for the provincial NDP if a provincial election were held today. Another 6% would vote for the provincial Liberals and 3% for the Green Party. The remaining 2% report they would vote for another party. Voter intentions have remained generally consistent with previous Insightrix polls. Leadership Approval Ratings In line with voting intentions, public approval ratings for Premier Brad Wall continue to remain strong. Presently, 33% of Saskatchewan residents strongly approve of his performance while another 30% somewhat approve, for a total approval rating of 63%. This is down slightly from one year ago (66%). Approval ratings for Cam Broten, leader of the Saskatchewan NDP, have risen slightly. Currently, 42% of Saskatchewan residents strongly or somewhat approve of his performance, up from 38% one year ago. Research Details A total of 807 randomly selected SaskWatch Research™ panel members participated in the online research study from April 7th to 9th, 2015. Quotas were set by age, gender, and region to match the general population of the province. Since the research is conducted online, it is considered to be a non-probability proportion sample and therefore, margins of error are not applicable. About SaskWatch Research™ Insightrix began developing its SaskWatch Research™ online market research panel in October 2007, using high-quality techniques including telephone recruitment and referrals from existing panel members. Presently, there are over 15,000 active panel members representing all regions of the province and distributions of the general population. The panel membership closely matches the 2011 Census based on age, gender, household composition, household income, and education. For more information, please visit http://saskwatch.ca. About Insightrix Founded in 2001, Insightrix Research Inc. is a full-service market research firm that helps clients develop, administer, and manage data collection and information strategies. From its office in Saskatoon, Insightrix offers a comprehensive range of research services. For more information, please contact Lang McGilp, Senior Research Executive Insightrix Research Inc. Tel: 306.657.5640 ext. 229 Cell: 306.290.9599 Email: lang.mcgilp@insightrix.com Web: www.insightrix.com...
 

A new independent Insightrix Research poll reveals that Yorkton residents enjoy a high quality of life, however the biggest issue the City faces is related to the city’s infrastructure (roads, parks, etc.). Biggest Issue facing the City of Yorkton An overwhelming majority of respondents (42%) believe that infrastructure (e.g. roads, parks, etc.) is the biggest issue facing the City of Yorkton.  The remaining responses vary significantly with the next most common responses being healthcare (5%), the economy (3%), and housing (3%). Satisfaction with the Performance of Yorkton City Council Overall, 77% of respondents are satisfied with the performance of Yorkton City Council (58% somewhat satisfied and 19% very satisfied).  Another 16% are dissatisfied and 7% are unsure. Rebuilding the Downtown Core A slim majority of respondents (51%) believe enough is being done to rebuild the downtown core.  Another 36% believe that not enough is being done and 13% are unsure. Quality of life Respondents were asked to rate the overall quality of life in Yorkton on a scale of 1-10, where 1 is very poor and 10 is very good. Three quarters of respondents (75%) rate the quality of life in Yorkton at least a 7 out of 10.  Only 7% of respondents indicate the overall quality of life in Yorkton is poor by giving a rating of 1 to 4. When asked how the quality of life in the City of Yorkton changed over the past 3 years, 30% of residents say it has improved, while 56% say it has stayed the same. Another 14% say the quality of life has worsened over the last 3 years. When asked what actions the City of Yorkton could take to continue to improve the quality of life for its residents, the top three most popular responses are building community centres and recreational facilities (13%), improvements to infrastructure (12%), and by encouraging business/shopping development (11%). Research Details A total of 350 randomly selected Yorkton residents participated in the research study, which was conducted over the telephone from March 16th to March 30th, 2015. Quotas were set by age and gender to match the city’s population.  The results for this study are accurate within ± 5.19 percentage points 19 times out of 20. About Insightrix Founded in 2001, Insightrix Research Inc. is a full-service market research firm that helps clients develop, administer, and manage data collection and information strategies. From its office in Saskatoon, Insightrix offers a comprehensive range of research services.  Insightrix also owns and manages the largest Saskatchewan-based online research panel, SaskWatch Research™, which currently has over 15,000 Saskatchewan residents as members. For more information, please contact Mario Caceres, Senior Research Executive Insightrix Research Inc. Tel: 306.657.5640 ext. 258 Cell: 306.281.4434 Email: mario.caceres@insightrix.com Web: www.insightrix.com...