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Shopping Local Top of Mind For Saskatchewan Residents This Year The 2022 Saskatchewan Holiday Outlook Report has all the up-to-date facts about the holiday retail experience in Saskatchewan. What’s more, it is deep in context, containing Saskatchewan holiday shopping intelligence important for local Saskatchewan businesses. Learn how much each demographic will spend during the 2022 holiday shopping season and how many Saskatchewan residents expect to buy gifts.  Learn which proportions of residents expect to do their holiday shopping online in 2022. More than that, you can discover how much residents expect to spend this year, what means of payment they will be using and how that compares to their holiday spending in previous years. Understand how discounts affect expected holiday shopping behaviour… and much more! Read on!   *** Research Details A total of 802 randomly selected SaskWatch Research® panel members participated in the online research study between November 8 and 13, 2022. Quotas were set by age, gender and region to match the general population of the province and as such the data did not need to be weighted. Since the research is conducted online, it is considered to be a non-probability proportion sample; therefore, margins of error are not applicable.  However, the margin of error can be estimated to be ±3.5 percentage points, 19 times out of 20 for questions answered by all respondents. About SaskWatch Research® Insightrix began developing its SaskWatch Research online market research panel in 2007, using high quality techniques, including telephone recruitment and referrals from existing panel members. Presently, there are over 20,000 active panel members representing all regions of the province and distributions of the general population. For more information, please visit http://saskwatch.ca.   About Insightrix Insightrix is a dynamic, Saskatchewan-based, full-service market research company. It serves businesses and government entities with insights-driven research solutions and interpretive analysis through leading-edge tools and senior-level expertise across a broad range of industries. Insightrix is based in Saskatoon, Saskatchewan, Canada. For complete details, visit:  https://insightrix.com/market-research-industry-blog/.   For more information, please contact: Lang McGilp Research Director Insightrix Research Inc. Tel: 306-657-5640 ext. 229 Email: lang.mcgilp@insightrix.com Web: www.insightrix.com Insightrix Research Inc. (Insightrix) is a member of the Canadian Research Insights Council (CRIC) and confirms that this research fully complies with all CRIC Standards, including the CRIC Public Opinion Research Standards and Disclosure Requirements (https://www.canadianresearchinsightscouncil.ca/wp-content/uploads/2019/09/CRIC-Public-Opinion-Research-Standards-and-Disclosure-Requirements-1.pdf) For more information on survey questions and basic disclosure, click here. ...
 

The Saskatchewan Social Media Usage and Local Business Report continues to provide trended data and actionable insights that help brands interested in the Saskatchewan marketplace make better-informed decisions with their paid, earned, and owned media strategy. To give some insight into what you can expect in the report, we compiled a list of five critical statistics to help you better understand the Saskatchewan consumer in 2023. If you like these, don't forget to get the full report today.   The 2022 Saskatchewan Social Media and Local Business Report  To understand online consumer behaviours in Saskatchewan, Insightrix Research® conducted its annual Saskatchewan Social Media Usage Study. The study was conducted with Saskatchewan residents to understand their online behaviours, focusing on their social media habits, preferred communication channels, and shopping trends. More than 1,200 Saskatchewan residents participated in the study (August 2022) using SaskWatch Research®, our proprietary online market research panel. Comprehensive results from this syndicated report are available in the 2022 Saskatchewan Social Media & Local Business Report. 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 Facebook is no longer the most popular social media channel in Saskatchewan but is still the most frequently used on a daily basis. Facebook has primarily saturated itself with users pre-pandemic and has since become a social media monopoly. With the purchase of Instagram and WhatsApp in recent years, Facebook remains competitive even with new social media platforms emerging. According to the 2022 Saskatchewan Social Media Usage report, Facebook has been dethroned as the most popular social media platform but still ranks the highest in daily use among Saskatchewan Millennials, Gen Xers, and Baby Boomers. While Facebook continues to plateau, its sheer dominance on the social media landscape is hard to ignore. Why is this important for Saskatchewan marketers to know? Though audience saturation is happening in Saskatchewan among those who use Facebook, it's essential to understand that Meta is still an effective platform for marketers trying to reach target audiences online. While the frequency of using Facebook is shifting toward the older generations, the platform is still the most consumed daily, meaning your digital advertising budget should continue leveraging Facebook. Since 2020, more trended daily users have been logging on to TikTok (in Saskatchewan) than ever before. It's no question that TikTok has become a worldwide phenomenon in the last few years, and in Saskatchewan, it's no different. Between the rich lifehacks and endless viral TikTok dances, the uber-visual platform has risen in popularity, quickly becoming one of the most frequently utilized in Saskatchewan. Our survey data shows that 1 in 5 social media users in Saskatchewan uses TikTok daily (21%) 😱. That is a continuous rise from 2020, when roughly 1 in 10 Saskatchewan social media users said they used the app daily (8%).* Why is this important for Saskatchewan marketers to know? The influence of TikTok is nothing to ignore! The utter virality of the platform, combined with the ability to collaborate with different people, breathes life into an application that prides itself on incredible brand engagement, especially in the B2C environment. TikTok is significantly changing how younger online consumers search for brands. As Gen Z continues to experience the internet through social or entertainment apps, the era of the consumer-driven search will shift from traditional search engines to in-app experiences, and Gen Z is leading the way. So, if your brand is B2C and is interested in engaging with a younger audience, it's time to consider learning a dance number or two 😉. Subscription services are becoming more popular in Saskatchewan, with 16% of the population saying it pays for a subscription to avoid advertisements. Everything from premium music to workout packages to add-on features of your favourite games – subscriptions boomed during the pandemic by offering shoppers ways to keep their cupboards stocked and their beer fridges full. In Saskatchewan, subscription services continue to climb, mainly when the value exchange includes no direct advertising to the consumer. Our survey data suggest that 16% of Saskatchewan residents pay for a monthly subscription to avoid advertisements. Even more interesting, 31% of Millennials are most likely to pay subscriptions to avoid advertisements. Why is this important for Saskatchewan marketers to know? Since video advertising has become an essential marketing tool, the ability to skip video advertising has become significantly more popular among consumers. And while Saskatchewan residents value their ability to control advertisements, it is essential to continue to provide equal (or even more) value to the consumer to keep them subscribed. Take into consideration what has happened recently with Netflix – they are in an ongoing dispute with their subscribers over the value of their services vs the service they provide. Netflix is now introducing a standard service, which includes advertisements, to keep the subscription affordable. This is a bold adjustment as Netflix built their entire empire from the ad-free experience. Quite the full circle, isn’t it?2 The customer experience and value of your offering will become more important as users become more fatigued with choice. Intentions to shop online more have drastically dropped in Saskatchewan residents since 2020. Online shopping intentions have seemingly plateaued as post-pandemic shopping trends emerge. According to our survey data, a growing proportion of Saskatchewan shoppers plan to 'do less online shopping this year (from 5% to 17% since 2020). Further, Saskatchewan consumers say their intention to shop 'more online this year has dropped since 2020. In 2020, consumers seemed much more optimistic about their newfound shopping habits. Now, the intention to shop 'more' slumped from 50% in 2020 to 15% in 2022, emphasizing that while Saskatchewan residents do not plan to spend more than they did in 2020, they do plan to spend the same. Why is this important for Saskatchewan marketers to know? A renewed focus on online shopping will continue to be in high demand in the province. Still, it is unclear how pre-pandemic levels affect the rebound as brands adjust to online and in-person consumer needs. Retail sales are starting to rebound globally, and consumers are now divided by how eager they are to shop in person. In addition, Gen Z will likely increase their purchasing habits as they become mainstream consumers in the upcoming years. While most Saskatchewan consumers prefer in-person communications with local businesses, 1 in 4 say social media is their preferred information source. Customer service today is no longer driven by a single traditional touchpoint. Quickly, social media has become important for organizations to be present and responsive to their customers. That is no different in Saskatchewan, as 1 in 4 residents surveyed say they prefer to communicate with local businesses using social media. Why is this important for Saskatchewan marketers to know? As customer expectations continue to shift with the presence of social media, businesses must leverage social media platforms for the purpose of consumer engagement, as consumer expectations will continue to increase. The need for fast response times, unpredictable expectations, and the shift towards a full-service consumer service channel will significantly impact brand perception moving forward. You Can't Dance Your Way Around This Report From the growth of new platforms to the ongoing rise of short-form video, a lot is happening in the ever-evolving world of social media in Saskatchewan. The report focuses on the following: Notable demographic differences in social media choices The rise and decline of dominant social media platforms Frequently used social media channels What social media users expect when following brands online Influencer marketing and its appeal to teens and beyond Subscription service consumer trends for ad-free viewing and why it matters Online shopping trends since 2020 Please do not hesitate to reply if you are interested – we can happily send you the report and invoice your business directly. 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 1 Media Usage in Western Canada 2020 Report, November 2020, Insightrix Research 2 5 Figures To Know About Netflix’s Newly Launched Ad-Supported Tier ...
 

We are so excited to introduce the Insightrix 10 SPCA Cat Adoption Drive again for 2022! There are things in life you must experience to understand. Your first love. A first child. Your once-in-a-lifetime pet. How does a pet get this title? It's not just their unique personalities that set these guys apart. It's also the fact that they accompany us through periods in our lives that are also "once in a lifetime," like childhood, young and single, a pandemic, just getting married, etc. These times can be heavily laden with emotions, ranging from exhilarating happiness to debilitating sadness, stress and worry. But, for better or worse, our constant companion is there with us and for us. The Insightrix 10 A few years ago, Insightrix donated money to cover the costs for the adoption of 10 cats at the Saskatoon SPCA. These ten cats were unique in that they were the hardest to find a home for, and as a result, many had been at the shelter for an extended period of time. The paid adoption fees were hopefully an extra incentive to get them adopted and find their forever home. We called these kitties "The Insightrix Ten." Insightrix kept in close contact with the SPCA on their adoption status throughout the promotion. The last kitty, who was facing some health issues at the time, was Darlene. But then, on Tuesday, January 30, 2018, we got the most delightful news! Darlene was headed to her new happy home that afternoon with a lovely couple who promised to give her the life she deserves. Little did we know at the time, or did Leigha, the adopter of Darlene, that a true love story was blossoming.   Darlene Now Darlene was special! She was a quirky cat with lots of love and drooled when she was content. Leigha and her family gave her the full name of Darlene "Sweetie" Buscemi since she was a sweetheart and because of her wonky eyes. Leigha adopted Darlene, who had no teeth and digestive and gluten issues and had already been returned twice to the SPCA, perhaps heading to the "unsuitable for adoption" list. Toothless, Darlene loved to smile when she was happy. Leigha loved to see her funny gummy smile. Darlene was a cuddle bug who constantly snuggled on Leigha's chest daily. Sure, Darlene would throw up daily after eating, but that didn't bother Leigha and her family. She was simply the sweetest, gentlest, and cuddliest cat their family had ever known. Recently, Insightrix was notified by the owner of Darlene that she had passed away in her sleep on July 13, 2022. Even though it didn't seem like a long time for Leigha, it was longer than their family, and their veterinarian thought, and they cherished every moment they had with Darlene. Has Darlene earned the title of the once-in-lifetime cat? It sure sounds like it! This once hard-to-place cat became a great love for one family – showing that love can come from the most unsuspecting places. Leigha and her family are now celebrating the life of Darlene, reflecting on the unconditional love she provided the family. A family that can open their arms to Darlene and care for her these past few years is bound to be deemed by the Cat Gods as worthy of another once in lifetime cat – and that will be one lucky kitty! In appreciation for Leigha sharing the story of Darlene with Insightrix and in memory of Darlene, Insightrix is proud to start another "Insightrix Ten" pet adoption drive to match kitties needing a bit of help with families looking to care for them. Meet the New Insightrix 10! Look at these handsome bois and girls. You have Veronica, Strawberry, Steve-O, Oslo, Suri, Tinky, Elvis, Tyrek, Holland and Morris! All looking for their forever home!  Update: September 1, 2022 - all kitties have been adopted! ...
 

A new independent poll conducted by Insightrix Research, Inc. shows a sizeable majority of Saskatchewan residents (77%) oppose the United States Supreme Court decision to overturn Roe v. Wade and no longer provide a federal constitutional right to an abortion....
 

April 19, 2022 - A recent survey was done with 802 Saskatchewan residents that touched on top-of-mind key issues and hopes for 2022. The survey was conducted by Insightrix Research in April 2022 using SaskWatch Research, its online research panel. The following are six key takeaways from the survey:   Additionally, we asked residents to look back to March 2020 and share perspectives on how things have changed since the beginning of the pandemic.    As a province, top-of-mind key issues include: Are more selfish and concerned about our individual needs (56%) Are more aware of others' needs or those less fortunate around us (40%) Haven't learned anything from the pandemic (39%) Have come together for the greater good (30%) State of Saskatchewan: Saskatchewan residents' Top-of-Mind Key Issues To get a qualitative sense of what Saskatchewan residents' top-of-mind key issues are, Insightrix hit the streets of Saskatoon about critical issues and their hope for the province for 2022. Want to learn more about critical issues in Saskatchewan?  For more information on our recent April OnTopic release, email info@insightrix.com. Want to learn more about our omnibus service? Visit: https://insightrix.com/omnibus-surveys/  We regularly post new data and analyses on Saskatchewan's perceptions. Visit our website for more information.  ...
 

At Insightrix Research, we believe it is vital to support our local business and not-for-profit organizations during these times. But all of us play a unique role in ensuring independent organizations remain at the heart of Saskatchewan. As an effort to highlight some of our local community champions, Insightrix, in partnership with our online research panel, SaskWatch, produced a short multimedia video to highlight why it is vital to support our neighbours. It takes communities of all shapes and sizes to support local, independent Saskatchewan businesses.  With local, independent organizations as the fabric of our community - we all play a role in ensuring they remain a part of our neighbourhoods for years to come. A recent Saskatchewan COVID-19 Business Impact Survey (September 2020) revealed more than 3 in 4 Saskatchewan businesses said they were stressed due to the pandemic. And it was discovered that those businesses most vulnerable to COVID-19 impacts are essential to our community's culture. As Saskatchewan businesses continue to navigate the impacts of COVID-19, it's important for us to support one another. The spirit of entrepreneurship in Saskatchewan should be rewarded, as our business community plays an essential part in recovering economically. A Saskatchewan Business For 20 Years    Insightrix is a proud Saskatchewan business for more than 20 years. We have had the pleasure of supporting local Saskatchewan businesses and non-profits through our research activities. SaskWatch Research, an online market research community, powered by Insightrix, comprises more than 18,000 Saskatchewan residents who offer their opinions and feedback to help local businesses and non-profits! Many donate their earnings to local charities or spend it at local businesses in their region. We believe that a healthy presence of local, independent businesses is the very fabric of our community – where enterprises, associations, non-profits, and local governments work collectively to foster proactive communities - both big and small, urban or rural. *** To learn more about the Saskatchewan Business Impact Survey, visit https://insightrix.com/saskatchewan-covid-19-research-resource-centre/. For more information about Insightrix Research or SaskWatch Research and its Corporate Responsibility efforts in Saskatchewan, please visit https://insightrix.com/giving-back/. For more information about SaskWatch Research®, visit https://info.saskwatch.ca. A special thanks to Golden Media House, Little Manitou Art Gallery, Escape Sports, Adoption Support Centre of Saskatchewan, and SCAT Street Cat Rescue - Saskatoon for their contributions.    ...
 

In late December, Insightrix conducted an independent poll with Saskatchewan residents to understand how 2020 has impacted our lives. We asked residents how their work-life balance has changed, how productive they feel working from home, how 2020 has affected their overall health and the lasting perceived effect of 2020 on us. Insightrix surveyed 801 Saskatchewan residents on our consumer panel, SaskWatch Research®. Quotas were set by age, gender and region to match the general population. Data were collected from November 16 to 20, 2020. The Good. The Bad. The Ugly.  Just over half (51%) of Saskatchewan residents say that 2020 was a bad year. No surprises there. Those who say that COVID-19 contributed to their year badly, nearly all (95%) say it has contributed "a little/a lot". While a majority of residents say 2020 was not the best year, some residents shared why they believe the year was either good or bad for them. Is working from home here to stay? When asked if Saskatchewan residents had to move to a remote working arrangement, more than half (58%) say yes, while 38% say they did not. Many Saskatchewan residents say they worked from home. And while many adjusted to their "new normal," others explain why the adjustment has been difficult. When asked about working from home, Saskatchewan residents are split on how productive they say they are. A similar portion of people (37%) says they are a lot less/little less productive than those (35%) who say they are a lot more/a bit more productive. How is the Overall Perception of our Health in Saskatchewan?  Since the beginning of 2020, Saskatchewan residents report that their health broadly (62%) remains the same. 24% say that their health is a lot/a little worse. Another 11% say that their health is a little bit better. While most residents report that their health stayed relatively the same, some commented on how COVID-19 changed their lifestyle, whether focusing on more exercise or spending more time outdoors. Has Our Outlook Changed on Society? When asked if attitudes have changed about society and how it functions since the beginning of 2020, a significant portion agreed that it has, with 37% agreeing that their attitudes have changed a lot. Similarly, 46% say their attitude has changed a little about society and the way it functions. Looking at the events of 2020 – Insightrix surveyed residents to see they believe the events of 2020 will have a positive or negative lasting impact on the world. 63% reported that they think there will be a lasting negative impact, while another 21% say that it could have a positive lasting impact. All Doom and Gloom? Further, 42% of residents believe that the events of 2020 will leave a lasting negative impact on society. How optimistic are Saskatchewan residents for 2021? As the year unfolds, 6 in 10 residents say they are optimistic about the year! Research Details A total of 801 randomly selected SaskWatch Research® panel members participated in the online research study between November 16-20, 2020. Quotas were set by age, gender and region to match the general population. Since the research is conducted online, it is considered a non-probability proportion sample; therefore, margins of error are not applicable. However, the margin of error can be estimated to be ±3.5 percentage points, 19 times out of 20 for questions answered by all respondents.   About SaskWatch Research® Insightrix began developing its SaskWatch Research online market research panel in 2007 using high-quality techniques, including telephone recruitment and referrals from existing panel members. Presently, more than 18,500 active panel members represent all regions of the province and distributions of the general population. Panel membership closely matches the 2016 Census, based on age, gender, household composition, household income and education. For more information, please visit https://info.saskwatch.ca.   About Insightrix Insightrix is a dynamic, Saskatchewan-based, full-service market research company. It serves businesses and government entities with insights-driven research solutions and interpretive analysis through leading-edge tools and senior-level expertise across various industries. Insightrix is based in Saskatoon, Saskatchewan, Canada. For complete details, visit https://insightrix.com/market-research-industry-blog/. ...
 

Living in the shoes of your research participants is a good way to learn about them. At least, that is the general thinking around the research methodology of ethnography. In its roots in the social sciences, this was very much how ethnographic research was performed – by living with and observing a person or a group to get a deeper qualitative understanding of who they are and what they are all about. Ethnography is performed a little differently in a market research context – though it can still involve a great deal of direct observation, as well as interviews and discussions, often through one-on-one interviews, video or written diaries and other forms of qualitative research. What makes this type of research ethnographic is that the research takes place in context with the research problem – such as where the participant buys or tries a product, or where an issue may arise for example. Ethnographic research, in most cases, will produce research findings that cut to the core of the “why” or “how” of a thing, perception, process, etc. by providing deep and complex behavioral data based on participants’ actions and behaviours that can be used for all manner of applications in a business sense. Ultimately, there is a business case for ethnographic research any time an organization wants to know more about consumers in terms of lifestyle factors, attitudes, cultural trends and how context affects selection, usage, perceptions or attitudes. How Could an Organization Use Ethnographic Research Effectively? One case for ethnography is to learn how a person or group will respond to a new product or system and actually employ it in their real, daily lives. Let's say your organization is a large department store, for example, and you want to test a new system that would allow your customers to perform their own price checks without the assistance of store staff. You could ask a great number of existing customers what they would like to get out of your price-check system and how they would like to use it. However, since very few if any will have given the question a great deal of thought in their daily lives, the answers they provide may not result in the best system being prototyped and released for mass distribution to your stores. Rather, in this case, it may be better to develop a few prototypes and put them into your stores to observe how your customers are actually engaging with them. Combined with short intercept interviews about their experiences, ethnography research on how your customers negotiate your new system can answer some very important questions: Can your customers use the system without any training? Where were they showing signs of frustration? When were they succeeding? How did the system work best or worst from the customers’ perspective? Armed with this data, you can feel secure that the system your store ends up developing based on the behaviour of your actual customers will meet your customers’ needs best. This is just one example of where an ethnographic study could successfully produce actionable data. However, developing prototypes is only one application of ethnography in market research – it can also be used in almost any situation in which one wishes to know the “how” and “why” a person or a group of individuals does what they do. If you have a great qualitative understanding of these things, the business applications for that data are almost limitless. Ethnographic Research at Insightrix In the summer of 2020, Insightrix wanted to provide select members of our SaskWatch Research® online market research community the opportunity to engage on how they were adjusting to life during the COVID-19 pandemic. We recruited residents to participate in a two-week diary using the FocusVision Revelation platform that included discussion boards, posting videos and images and more, using an ethnography methodology. Participants were asked to engage in a number of activities relating to different subject areas of their daily lives in the study. These subjects included media consumption habits, adjusting to a new elements of daily life interaction like social distancing and experiences with homeschooling and more. The results of this study can be found in our report, Adjusting to the New Normal: A Two-Week Ethnography Study of Saskatchewan Residents. Would you like to know more? Adjusting to the New Normal: A Two-Week Ethnography Study of Saskatchewan Residents answers questions around how residents of Saskatchewan were coping during the early months of the pandemic. It explores their fears and their hopes for the future, how they have worked to adapt and change in their new environment, why they have made the changes they have made and more. Please contact us for more information if you would like to know more about this insightful ethnographic report. ...
 

In late January, Insightrix conducted an independent poll regarding Saskatchewan resident perceptions of Canada-U.S. relations, performance of Trump as president and opinions on other recent events. Here are the findings. We surveyed 801 Saskatchewan residents on our consumer panel, SaskWatch Research®. Quotas are set by age, gender and region to match the distribution of the adult population of the province. Data were collected between January 22-26, 2021. Seven in ten Saskatchewan residents disapprove of the way Donald Trump handled his job as president. Women and those living in Regina and Saskatoon are more likely to disapprove of his performance. q2: Do you approve or disapprove of the way Donald Trump handled his job as president? Base: All respondents, n=801 Similarly, only seven in ten Saskatchewan residents trust the results of the U.S. election. Women and those in Regina and Saskatoon are more likely to trust the outcome. q3: Do you trust that the results of the 2020 American federal election are accurate? Base: All respondents, n=801 A similar proportion feel Donald Trump bears a lot of responsibility for the violence and destruction committed in the U.S. Capitol on January 6, 2021. Fully 16% believe he does not bear any responsibility. Males and rural residents are more likely to hold this belief. q4: How much responsibility, if any, does Donald Trump bear for the violence and destruction committed by some of his supporters after they broke into the United States Capitol (January 6, 2021)? Base: All respondents, n=801 Despite President Biden’s executive order regarding Keystone XL, more than half of Saskatchewan residents believe Canada-U.S. relations will improve under a Biden-Harris administration. Those living in Regina and Saskatoon are more likely to believe it will get better. q1: Under Biden-Harris, do you expect Canada-U.S. relations to… Base: All respondents, n=801 Intent to be vaccinated On a different topic, seven in ten Saskatchewan residents say they will choose to be vaccinated when a vaccine becomes available to them.  q6: If a vaccine for the coronavirus is made available to you, will you choose to be vaccinated? Base: All respondents, n=801 *** Research Details A total of 801 randomly selected SaskWatch Research® panel members participated in the online research study between January 22 to 26, 2021. Quotas were set by age, gender and region to match the general population. Since the research is conducted online, it is considered to be a non-probability proportion sample; therefore, margins of error are not applicable. However, the margin of error can be estimated to be ±3.5 percentage points, 19 times out of 20 for questions answered by all respondents.  About SaskWatch Research® Insightrix began developing its SaskWatch Research online market research panel in 2007 using high-quality techniques, including telephone recruitment and referrals from existing panel members. Presently, there are more than 18,500 active panel members representing all regions of the province and distributions of the general population. Panel membership closely matches the 2016 Census, based on age, gender, household composition, household income and education. For more information, please visit http://info.saskwatch.ca/. About Insightrix Insightrix is a dynamic, Saskatchewan-based, full-service market research company. It serves businesses and government entities with insights-driven research solutions, and interpretive analysis through leading-edge tools and senior-level expertise across a broad range of industries. Insightrix is based in Saskatoon, Saskatchewan, Canada. For complete details visit:  https://insightrix.com/market-research-industry-blog/. *** For more information, please contact: Insightrix Research Inc.Tel: 306.657.5640Email: info@insightrix.com Web: insightrix.com ...
 

A new independent poll conducted by Insightrix Research, Inc., shows the SaskParty maintains a sizable lead in the upcoming election.  Among decided voters, 54% plan to cast their ballot for the incumbent while 35% plan to vote for the Saskatchewan NDP....