Canadian Perceptions saskatchewan market research

STUDY: Canadian Perceptions of Saskatchewan

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.

saskatchewan word cloud perceptions

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%).

saskatchewan word cloud perceptions

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