In a recent Insightrix article on neuroscience, we discussed the trend of neuromarketing, or as preferred for our purposes, using neuroscience tools and methodologies in the field of market research. Aside from leaving many wracked with existential dread, the article on neuroscience raises a few questions about how the processes described in the post actually work and how they are useful in the field of market research. If you haven’t yet, you may want to give it...

Trying to figure out millennials and how to market to them effectively has been quite the topic of discussion of late. Actually, every time we are on the cusp of a new generation set to become the primary purchasers in Canada, we flock to their archetype and often attempt to exploit it. But it seems nobody can get a handle on who these millennials are and what they are all about. What a typical millennial problem… According to...

 A person is able to articulate their wants and desires through conscious, reflective deliberation, through weighing facts and arguments and through making rational decisions, right?   Right? Actually - probably not. While most of us think we are consciously creating all of our thoughts and decisions through rational processes, research in the field of neuroscience has actually told us something else might be going on. Making decisions or forming opinions like this may not actually be the reality when it...

Recently, Insightrix Research® conducted a quantitative study with Saskatchewan residents about their habits on social media usage. Measuring social media usage was the main topic of the research, including determining the ways people in Saskatchewan connect and their preference of social media platforms like Facebook, Snapchat, Twitter or Instagram. This study is the latest installment in our continuing Social Media Habits Syndicated Report series, a series reporting on Saskatchewan social media usage and habits exclusively. We employed the...

Saskatchewan residents are more likely to support the legalization of marijuana than oppose it. INFORMATION RELEASE: May 26, 2017 In a recent independent poll conducted by Insightrix Research, 58.6% of Saskatchewan residents express support (either strongly or somewhat) for the legalization of cannabis while 39.7% oppose (either somewhat or strongly) it. The remaining 1.7% prefer not to say. Overall, 27.1% strongly support cannabis legalization. This support is strongest among younger residents and tends to decline with age. Specifically, 37.7%...

As part of its Data Insider series, Insightrix Research recently conducted an independent survey, using its SaskWatch® Research online panel, to learn Saskatchewan residents’ opinions and thoughts on the question of illegal migration between the U.S. and Canada. In the survey, respondents were asked their opinions regarding the measures put in place to stop asylum seekers crossing the border. Survey respondents were also asked their opinions regarding the allocation of further support resources to aid asylum seekers...

We recently used our online community software to complete a small-scale, three-day Bulletin Board online discussion with 20 participants we recruited from our 15,000-member online panel, SaskWatch®. The purpose of the online discussion board was to look at how effective a three-day online research project could be. In the first two days, we asked participants about their favourite sports teams and their preferred way of watching television and movies while on the third day, we...

PRESS RELEASE: April 20, 2017 Voter intent shows, if an election were held today, SaskParty is at the lowest approval level since Insightrix began tracking in 2009. For the first time since being tracked, support for the SaskParty has fallen below 50% in Saskatchewan. Presently, 44% of decided Saskatchewan voters’* state they would cast their ballot for the SaskParty while 40% would vote for the provincial NDP, and 5% for the Liberals if a provincial election were held today....

Market research is imperative in advertising messaging. In a recent article on marketingweek.com the author Thomas Hobbs looks at Pepsi’s recent blunder with a Kendall Jenner advertisement and discusses market research in ad messaging. The author writes, that it all began last year at the Cannes film festival when PepsiCo’s president Brad Jakeman criticized the outdated state of ad agencies. His criticism was based on the idea that a company like Pepsi needs to be producing...