Special Audiences

Subgroups of the General Public


This includes extensive research with youth in general and with many ‘types’ of youth, including:

  • Youth at risk
  • High school students
  • College/CEGEP students
  • University students
  • French immersion students
  • Students in regulated occupations
  • Student association representatives
  • Students living in on/off-campus housing
  • Students as loan applicants/holders/recipients
  • Youth interested in skilled trade
  • Unemployed youth

Vulnerable Populations

This includes studies with audiences that might be considered more vulnerable or “at risk” groups when it comes to financial exclusion:

  • Single mothers
  • Lower-income seniors
  • Social assistance beneficiaries
  • Persons with physical and cognitive disabilities
  • People with mental illnesses
  • New Canadians with limited French or English skills
  • High school drop-outs
  • Unemployed Canadians

Indigenous Canadians

This includes specific studies targeting:

  • Indigenous people living on reserves
  • Indigenous people living off reserves
  • Indigenous people living in northern communities
  • Indigenous business owners and managers
  • Members of patient groups
  • Members of Métis, First Nations, and Inuit
  • Indigenous health care service providers, including nutrition, oral hygiene, and physical activity
  • Indigenous participants of youth programs

Multicultural Groups

This includes specific studies targeting:

  • New Canadians
  • Visible minorities
  • People who recently arrived in Canada
  • Service providers (e.g. settlement agency staff)
  • Volunteer facilitators (people who have helped others immigrate to Canada, often previous immigrants).
In addition to research in Canada, we have conducted focus groups and in-depth interviews with prospective immigrants in Beijing, New Delhi, Paris, and Mexico City.

Persons with Disabilities

This includes people with:

  • Physical disabilities
  • Cognitive disabilities
  • Mental illnesses
  • Caregivers
  • Parents of children with disabilities

Parents & Children

This includes people with:

  • Parents of children of various ages
  • Parents of high school students
  • Parents of children enrolling in post-secondary education
  • Parents of children with respiratory illnesses
  • Parents of children in Cadet programs
  • Smoking parents with children in the home
  • Parents of French immersion students

Job Seekers/ Unemployed

This includes multiple studies with unemployed people, as well as specific groups, including:

  • Seasonal workers
  • Part-time workers
  • New-entrants and re-entrants to the labour force

Internet Users & Website Visitors

This includes studies with:

  • General Internet users
  • Users of new technologies and apps
  • Visitors to Government of Canada websites
  • Specific types of Internet users, including seniors, business persons, employees, Indigenous Canadians, and people living in rural or remote locations.


In addition to research with seniors in general, this includes separate studies with seniors who were:

  • Pensioners
  • Internet users
  • Members of a client group
  • Members of a patient group
  • Disabled persons

Residents of Rural & Small Urban Centres

This refers to research specifically targeting or including residents of rural or small urban centres.

Patient Groups

This includes people with physical (diabetes, cardiac, erectile dysfunction) and mental health conditions (depression, anxiety), and their representatives.


This includes studies with:

  • Youth and adult smokers
  • Daily, occasional, and former smokers
  • Smokers ready/trying to quit smoking
  • Cigar and pipe tobacco smokers
  • Smokers using smuggled/contraband cigarettes

Specialized Audiences

Corporate Executives

This includes extensive research with corporate executives as a whole, and in the following capacities:

  • As representatives of specific sectors (e.g. forestry banking, tax preparation, housing, environment, filmmaking, shipping, engineering, capital leasing)
  • As representatives of different management level (i.e. middle managers to CEOs & owners)
  • As representatives of businesses at different stages of development
  • As representatives of different function areas (e.g. IT, payroll/accounting, human resources, sales, public affairs, international operations)
  • As representatives of different sized firms (e.g. micro, SMEs, large)
  • As employers, taxpayers, energy users, consultants, subscribers, conference participants, clients, stakeholders, importers/exporters

Public Servants

This includes public servants at the federal, provincial and municipal levels, and representatives of foreign governments. Some studies focused on specific ministries, such as housing, urban planning, economic development, and health. Some studies included senior managers, including ADMs or equivalents.

Studies also focused on public servants:

  • As service providers
  • As service users/clients
  • As stakeholders vis-à-vis specific initiatives
  • As employees
  • As mentors
  • As members of the Federal Public Service Pension Plan

Not-for-Profit Sector Executives

This includes studies with executives of:

  • National associations (e.g. patient, advocacy professional associations, international aid)
  • Charities
  • Community organizations
  • International agencies
  • Hospitals
  • Unions
  • Environmental groups
  • Peace groups
  • Housing associations
  • Public interest groups

Occupational Groups

This includes research with Canadians who are:

  • Self-employed
  • Involved in skilled trades
  • Investment analysts and bankers
  • Lawyers and paralegals
  • Labour representatives
  • Farmers
  • Parliamentarians, Electoral candidates
  • Accountants
  • Environmentalists
  • Representatives of the travel/tourism industry

Health Care Providers

This includes research with:

  • Doctors/Physicians
  • Dentists
  • Pharmacists
  • Nurses
  • Dieticians
  • Nutritionists
  • Caregivers (family and institutional)

Grant/funding recipients

This includes research with:

  • Representatives of provincial-territorial governments.
  • Representatives of municipal l governments.
  • Representatives of school councils/boards.
  • Recipients of federal grants and contributions.
  • Indigenous Canadian business people.


This includes research with:

  • Journalists for magazines, newspapers, and online media
  • Public and private broadcasters
  • Editors of print media


This includes research with:

  • Veterans in general
  • Former members of the Canadian Forces who joined after the Korean War (1950 to 1953).
  • Veterans Affairs Canada clients participating in programs under the New Veterans Charter


This includes studies with:

  • University representatives
  • College educators
  • High school and elementary school teachers
  • Academics and researchers (post-secondary)
  • High school guidance counsellors
  • On-line training developers
  • School board representatives