Let's get right to it.

This issue may be sensitive to about 37% of U.S. citizens.

I had a really unhealthy late night snack this weekend (yes, it did include melted cheese) and couldn't help but think of the documentary I watched recently, Food Inc.

Check out this trailer.....

Whether or not this doc is fact, or fiction - I got a pretty clear message that I would like to know more about the food I'm scarfing down my gob.

I started to look through our Ipsos News Center website and came across this incredible article about how people perceive their weight. As the title of this post clearly states, there are a lot of Americans who just don't think they are overweight.

Do me a favor.

Read this article

It's pretty interesting. We have become less likely to see ourselves as overweight, but nearly 7 in 10 of us are in fact, a little on the heavy side. That includes 27% percent of us who are considered (you can read all about it) obese.


Oh. And you may want to go check out Food Inc. Healthy or not, it has some pretty shocking ideas.


I'm going to grab a burger...errr. salad. Sigh.

Hmmm. You are either with us, or against us. And by us, I don't mean me. Driving while talking on your cell phone ahs become quite the hot topic lately. Fortunately I don't drive, so i can blab all I want while my trusty transit employee drives me everywhere in the city. But that's not the issue. We are all still sharing the road, and cell phone drivers are getting a pretty bad wrap (as they should). According to this video I posted (thanks MTV/Youtube), cell phone drivers are just as bad or worse, than drunk drivers. For shame. Then I searched through our articles to see if we had anything related. Sure enough I found This.

It's happening cell phone drivers. Be afraid. Be very afraid!!

Ok Ok Ok, so I like to talk about Mad Men. But now you know for sure what at least 1 of my interests are.

I took it one step further this week by making a character poll you should check out here!

I also want to get you to vote for the winner of the Banana Republic Mad Men contest going on right now.

One of my friends (also your friend by association) is trying to win it all. So help him out, won't you?

To be fair, he has a pretty awesome Mad Men pic, which you can see here.

And as a gift (of sorts) for putting a little bit of time into this, I have a great interview you can watch, which will surely get you excited for August 16th.

The Interview


Til next time,

Dave

Not that i'm judging you if you are, but many Americans definitely are...

I couldn't believe this article when I found it.

It seems there is a divide between the pet owners of the US. Non-cat owners have let their opinions be heard, and if you are the proud owner of more than one cat - you are lonely or crazy. Great picture to paint of your fellow countrymen and women, lol.

On the opposite end of the spectrum, cat lovers describe other cat owners as loving caring people. (How sweet. At least they're sticking together)

I can't help but think of that woman from old Simpson's episodes. I know you know who I'm talking about.

**


Of course, if you aren't convinced, I have something to show you.
Two or three cats may be considered acceptable, but what about 130 cats?

That's right. One Russian woman, who rescued her first cat 15 years ago, has built up her pet allowance to 130 (pause for shocked faces).

You can watch that video here.


As Bob Barker used to say at the end of every episode of Price is Right,

"Spay and neuter your pets"

Til next time.

Dave


**Photo courtesy of Google images (seen on Simpsons)

As you may have heard,
Mr President, Barack Obama, has put in his vote.

The media has frenzied over the situation. People have taken sides, initiated water cooler convo, and experts are putting in their two cents.

But regardless of the banter taking place outside of the court so to speak, what we all may witness is the first Hispanic in history being chosen as a Supreme Court Justice.
Not a bad feat for Sonia Sotomayor, who was raised in the public housing project of the South Bronx.

I found the TOP TEN things you need to know about Sotomayor here, and even found a new york times article that delivered some of her most notable opinions and articles.

To top all of that off, I just so happen to have a great little research article from work that shows what most people actually think.
Sotomayor is getting support from the American people.

You can read this little gem here

More to come.

Dave

After waking from my slumber on what seemed to be the perfect Sunday (yesterday), I glanced out of my window to see the sun shining, the birds chirping, and the air smelling (??) of waste.

If you haven't heard, Toronto is in the middle of a garbage strike that has many citizens more than upset. We're down right sick to our stomachs.

As I trod down to the local fruit market to pick up my weekly essentials (consisting of mango, apples, bananas, strawberries, grapefruit, and kiwi), I noticed a trail of garbage bags over 30 feet long. Piled on top of each other, falling onto the road, and blocking the sidewalk, I retched back in disgust as the smell blocked my airwaves filling my nostrils with a pungent odor no person could avoid.

Upon further investigation, it seems the temporary sites for disposing of trash, or at least two of them, had been closed earlier that day, so people have been left to their own devices. IE: let's toss our trash on the street.

The city garbage bins had filled up weeks earlier.
In fact, I took a shot of one the day the strike started.



So late last night, I decided to take my trusty camera and snap some of the photos of other bins I found throughout the city.
I left out the 30 foot disaster of a scene in case you are reading this during your lunch break.




Most of us are sensitive to the needs of all city employees, and to take it a step further, a lot of us are in unions or in support of them.

But besides garbage collection, the strike has impacted:

• child-care centres
• libraries located inside community centres
• golf courses
• the island ferry
• recreation centres
• wedding services
• city-run sexual health and dental clinics
• restaurant inspections
• city-run events in public squares and public park

Now this hasn't become close to a famous strike, at least not for people living outside of Toronto, so I thought I'd enlighten those who want the list of most famous strikes in US history.


Smell ya later.

That's right.

It's time for all of us to go green. Whether it be from minimizing waste, driving less, recycling more, riding our bikes, or joining the fight against bigger, more global issues; we can all do our part.

I have been reading articles non stop on global initiatives that help combat major environmental issues, and even came across an amazing video to help stop soot.

This is also very funny! It shows how you have to make real changes, not just say you're going green.

Oh! And I found some interesting stats in an article on one of our sites, ipsos news center. This one describes just how much we want to go green - but on our own terms.

In Toronto, where I live, they have passed a bylaw that makes all plastic bags a minimum of 5 cents. This is turn, makes us all carry those reusable bags wherever we go, which I think is a major step in the right direction. Wouldn't it be a great idea to be a start up who designs custom reusable bags? Maybe not.

I guess I'll stick to writing blog posts.

Here are a couple other sites I found that support going green.

You may like them, you may not. But you'll have to click to find out!

The daily green

The green guide


See ya!

Dave

After posting some pretty good news articles for a couple of months now, I have finally started to make a little splash in the blog world. Yes, it's true I haven't changed the world, yet, or made headlines for that matter. But I have been chugging along, posting results, and trying to enlighten any and all interested with statistics and stories that actually mean something. And now I'm stepping it up. Or at least I hope to.

I was turned onto this link found somewhere on our site. We couldn't figure out how people were finding it, but the interest has been pretty high.
So, I'm posting it for you to check out.

To sum it up, it's a bunch of surveys for fun. The options are:

• Financial Services
• Pet Ownership
• Health and Wellness
• Small Office/Home Office
• Miscellaneous

Take your pick. Do one, do 'em all. Or do none, and secretly wish you hadn't read this post because it's a waste of your time. But hopefully you won't choose the latter. Now instead of just reading those articles and seeing statistics (see my post) that say only 1 in 4 Canadians even know about twitter, you can be a part of it.

Enjoy,

Dave

While 26% of Online Canadians are Aware of Twitter, Only 1.45% of Online Canadians Actually Use the Social Networking Tool

A new study from Ipsos Reid shows that only 26% of online Canadians are aware of Twitter. Of those, 6% reported using the social networking tool. This only equates to 1.45% of the Internet population, or about one percent of the population as a whole. These are some of the findings from “Social Networking: 2009”, a new study conducted and released by Ipsos Reid. Study author Mark Laver noted that while “Twitter gets a lot of press, and usage figures show impressive growth, when you look at its awareness and use among mainstream online Canadians, you get a completely different picture.”

read more

As a follow-up to its well-known and well-respected Mendelsohn Affluent Survey (currently being fielded for its 33rd consecutive year), Ipsos Mendelsohn recently conducted its quarterly online Barometer survey among affluent adults during April 2009. In it, some 1000 people in households with household incomes of $100,000 or more were asked to candidly assess and share their current concerns and opinions about the changing world around them.

Read the full article

More Americans would choose to share a vacation rental home with talk show host Kelly Ripa (26%) than would with the Obamas (19%), the Jolie-Pitt family (16%), Oprah Winfrey (16%), Jon Stewart (13%) or Stephen Colbert (10%), according to a new survey conducted by Ipsos Public Affairs on behalf of Home Away.

get the full article

Over Half Already Feel that Their Funding Is Insufficient, and Roughly a Quarter of Departments Say They Are Lacking Adequate Equipment and Training

New York, NY – Fire departments across the country face a variety of challenges – from budget cuts to staffing issues – and the current economic crisis in only exacerbating these problems, according to a new study conducted by Ipsos Public Affairs on behalf of the Fireman’s Fund Insurance Company. The study, “Supporting Safer Communities: A National Firefighter Survey,” found that a majority of departments (56%) fear that if the economic crisis continues into next year, that it will negatively impact their ability to serve their community. Fortunately, though, only 17% of departments feel that the quality of service that they provide has declined due to the economy.

One Half Of Those wishing for More Would Consider Changing Jobs or Moving to a Community That Had More to Offer

New York, New York – A new poll conducted on behalf of Snagajob.com has revealed that living or working in the suburbs might not be all that it’s cracked up to be. Of the one in three (32%) Americans who reportedly live in a suburban environment, a majority (51%) wishes their community had more of a wide variety of offerings.

Items that the majority of suburbanites are looking for more of include: access to convenient public transportation (23%), a broad array of housing options (22%), a walkable environment (22%), arts, sporting events and other entertainment options (21%), cultural diversity (19%), and closer proximity to a regional or local job core that provides close jobs to where they live (17%). In fact, 52% of these individuals say that they would move to a community that offered more of these things, while 44% of those looking for more still wouldn’t move to a different community.

Focusing on the workplace, nearly three in ten (28%) working Americans say that they work in a suburban setting, suggesting that many are still enduring a commute into the urban core where four in ten (40%) report working. Among those who do work in the suburbs, nearly one half (47%) wish that that environment offered more.

Among those who yearn for an improved working environment in the suburbs, one quarter are looking for good use of green space (23%), while others want more of a broad array of employers and work environments (20%), access to convenient to public transit for easier commuting (17%), cultural diversity (16%), a walkable environment (14%), and closer proximity to housing options (12%). Among those who are looking for more in their suburban working environment, nearly one half (47%) would change jobs or employers to be in a location that offered more of these things. However, a majority (52%) would not.

Three Quarters Feel that Expanding US Travel to Cuba Would Positively Impact the Lives of the Cuban People

New York, NY – More than two thirds of adult Americans (67%) say that they would support a policy that would allow all Americans to travel to Cuba, according to a new study conducted by Ipsos Public Affairs on behalf of Orbitz. In fact, nearly a third (32%) would strongly support such a policy, while 35% would somewhat support it. Just two in ten (23%) say that they would oppose lifting these travel restrictions (10% somewhat oppose, 13% strongly oppose).

Majorities believe that such a policy would benefit the Cuban people, as nearly three quarters (72%) agree that expanding travel and tourism from the U.S. to Cuba would have a positive impact on the day-to-day lives of the Cuban people. Just 20% feel that allowing Americans to travel to Cuba would not positively impact Cubans in this way.

Booking Travel to Cuba…

Two thirds of Americans (67%) would support a policy that would allow travel agents to book vacation travel to Cuba, mirroring the level of support for lifting the travel ban. Less than a quarter (23%) would oppose allowing travel agents to do so.

Similarly, more than six in ten (63%) Americans agree that it should be legal for online travel sites, such as Orbitz.com, to book travel to Cuba.

Most Feel Orbitz.com Should Encourage the Government to Lift the Travel Ban

Nearly two thirds of Americans (64%) say that Orbitz.com should play an active role to persuade elected officials to give all Americans the freedom to travel to Cuba. Less than three in ten (28%) disagree, preferring that Orbitz.com not encourage the government to lift the travel restrictions.

One Half (50%) of Boomers Have Not Changed Their View Of Retirement, Despite Current Economic Turmoil

Toronto, ON – According to an Ipsos Reid poll conducted on behalf of RBC, six in ten (62%) Canadian boomers between the ages of 50 and 69 say that ‘regular payments to reduce or eliminate debt’ is a top (ranked 1-3 out of 10 items) priority. Further, a similar (61%) proportion of boomers say that ‘retirement savings’ is a top priority, placing it well ahead of other possible priorities including ‘saving for a rainy day’ (48%), ‘keeping their head above water’ (35%), and ‘home renovations’ (29%).

Other possible priorities that few ranked among their top focus include ‘building an investment portfolio’ (19%), ‘saving for a large self-rewarding purchase’ (18%), ‘home ownership’ (16%), ‘saving for children or grandchildren’s education’ (6%), and ‘supporting aging parents’ (6%).

Thinking about the current economy and their own future, one half (50%) of boomers say their view of retirement has not changed as a result. But others are reflecting on new realities: one quarter (26%) thinks they may have to work longer than they expected, while one in five (20%) suggests they may not be able to live the lifestyle they thought they would. Others think they need to do more planning (14%), and 6% say they haven’t really thought about their retirement. Fewer than one in ten (8%) says retirement isn’t an option.

Many boomers are turning to a wide variety of sources for information, chief among them being professional financial advisors (50%), followed by newspapers, magazines or televisions (39%). Other sources include newsletters from financial institutions (23%), or newsletters from advisors (18%), family and friends (19%), a spouse or partner (17%), websites or blogs (15%), or information ‘anywhere from anyone’ (23%).

More Americans Would Rather Reduce Their Risk of Identity Theft by 20% Than Reduce Their Waistlines by 20 Pounds

New York, NY – When asked which of three personal items they would be most concerned about being stolen if someone were to break into their home, three in five (58%) select their Social Security number over their wallet or purse (24%) or their laptop (9%), according to a recent poll conducted by Ipsos Public Affairs on behalf of ID Analytics. In fact, Americans across demographic groups are more likely to say that they would be more concerned about their Social Security number being stolen over their wallet or purse or laptop. This importance placed on protecting one’s Social Security number reflects Americans’ concern about identity theft.

• Women are even more likely than men to be most concerned about their Social Security number being stolen (63% vs. 54%).
• Those with a high school education or less also express greater levels of concern about their Social Security number being stolen than do more educated adults (64% vs. 53%).
• Those with a household income of less than $25,000 are also more likely than more affluent adults to select their Social Security number over their wallet or laptop (65% vs. 53%).

Similarly, nearly six in ten Americans (58%) say that they would rather reduce their risk of identity theft by 20% than lose 20 pounds, illustrating that they understand the real risks of identity theft today.

• Across demographic groups, Americans are more likely to chose reducing their risk of identify theft over losing 20 pounds. The only exception is retirees, who are equally likely to select losing 20 pounds as they are to select reducing their risk of identity theft by 20%.
• Younger adults are more likely to prefer to decrease their risk of identify theft than their waistline: 66% of adults under 35 and 60% of adults ages 35 to 54 would rather reduce their risk of having their identity stolen whereas just 48% of adults 55+ say the same.
• Westerners (64%) are also more likely than those in other regions to choose decreasing their risk of identity theft over shedding 20 pounds.
• Parents (67%) and Hispanics (72%) are also among those who are most likely to prefer to reduce their risk of identity theft than their weight.

Yet Shelters are in Need of People to Adopt, as Spring Tends to Bring the Most New Arrivals

Toronto, ON – There seems to be a fair level of apprehension around adopting pets from shelters, as eight in ten pet shelter employees (81%) hear people saying that shelter pets tend to have behavioural problems. Nearly one in three respondents (28%) reports that they frequently hear that ‘shelter pets are animals that have behavioural problems,’ and an additional 52% say that they sometime hear this.

Many also say that they frequently (26%) or sometimes (41%) hear that ‘you cannot find a pure-bred animal at a shelter.’ Given this, it’s not surprising that many believe that ‘you never know what kind of animal you will get when you adopt from a shelter.’ Seven in ten respondents say that they hear this statement at least sometimes (18% frequently/52% sometimes).

Similarly, it also seems to be commonly believed that ‘you never know an animal’s full medical or health history when you adopt from a shelter,’ as 29% hear this frequently and 42% sometimes hear this. However, the perception that ‘all shelter animals are old and have health issues’ is less prevalent as just 9% of pet shelter respondents say they frequently hear this, though 29% say that they sometimes do.

Some Canadians believe that they may not find their perfect match at a shelter, as 16% frequently and 34% sometimes hear that people ‘won’t be able to find the animal they want at a shelter.’

Majorities of shelter employees say that the top reason animals are brought to their shelter is because they are stray or abandoned (50%). Nearly one in five says that animals are given away to shelters because owners are moving and cannot bring their pet with them. Other reasons that animals end up at shelters include owners not being able to afford to care for their pet (7%), behavioural problems (5%), the animal becoming too much work for the owner (4%), the pet not suiting the owner’s lifestyle (3%), the animal was rescued from a puppy mill or abusive home (3%), the owner going through a major life change such as a divorce or death (2%) and the birth of a new baby (1%). Seven percent cited some other reason.

Officials at All Levels Get Two Thumbs Up in Confidence from Public

Toronto, ON – As countries across the world take precautions to stop the spread of what was coined as swine flu at the outset but is now officially known as H1N1 (as individuals cannot contract the flu from eating swine or hog products), a new poll conducted by Ipsos Reid on behalf of Canwest News Service and Global National has revealed that just one in seven (15%) are ‘very concerned’ with catching the flu – notable considering the alleged pandemic hype. In total, fewer than one half (47%) of Canadians are ‘concerned’ (15% very much/33% somewhat) that ‘they or someone else in their family might contract this flu over the next number of weeks or months’.

Only in Atlantic Canada is a majority (55%) ‘concerned’ that they or someone in their family might contract this new strain of flu, while those in Quebec (48%), Ontario (47%), Alberta (46%), British Columbia (45%), and Saskatchewan/Manitoba (43%) are less likely to be concerned.

While the H1N1 flu has spread from its origins in Mexico to a number of countries across the world, including various provinces across Canada, most Canadians have given their thumbs up in confidence in response to the steps taken by Canadian health organizations at all levels to deal with the situation:

* Most (84%) are ‘confident’ (35% very/49%) somewhat) in the steps taken by local medical and health authorities, while just 14% are ‘not confident’ (5% not at all/9% not really).

* Similarly, most (82%) are ‘confident’ (38% very/44% somewhat) in the steps taken by their local hospital and health facilities, and just 17% are ‘not confident’ (7% not at all/10% not really).

* Eight in ten (81%) are ‘confident’ (28% very/53% somewhat) in the steps taken by the Federal Minister of Health, while only 16% are ‘not confident’ (7% not at all/10% not really) in this regard.

* Similar (77%) levels of confidence (27% very/51% somewhat) have been expressed towards the actions taken by their respective Provincial Ministers of Health, with the highest levels of confidence being reported in Atlantic Canada (87%), followed by Ontario (81%), Saskatchewan and Manitoba (79%), Alberta (74%), Quebec (72%) and British Columbia (72%). Two in ten (19%) are ‘not confident’ (6% not at all/13% not really) in this manner.

* Three quarters (72%) are ‘confident’ (28% strongly/44% somewhat) in the steps taken by their local schools, while two in ten (20%) are ‘not confident’ (7% not at all/13% not really).

* Two in three (68%) are ‘confident’ (22% very/46% somewhat) in the measures taken by border agencies at airports and other entry points. Conversely, three in ten (29%) are ‘not confident’ (10% not at all/19% not really) in the actions taken by these organizations.

Recession Challenges Consumers to Change Spending Habits, Marketers to Get Creative

New York, NY – Consumers around the world are more wary of trying new consumer goods products when they sense the economy is slowing down. This is the finding of a recent Ipsos Marketing, Consumer Goods study on global consumer attitudes and behavior that covered 18 countries around the world. In fact, more than half of global consumers shy away from new grocery, personal and household products during an economic downturn.

Not surprisingly, new beauty products are especially vulnerable during an economic downturn, with 70% of global consumers saying they are not likely to try a new beauty product. Not only are new products at risk of low trial, but established brands are in danger of low repeat. The study showed 80% of global consumers say they are very or somewhat likely to switch from their usual brands to lower-priced brands or brands that are on sale during an economic downturn. Moreover, 72% of consumers say they would switch to store or generic brands.

“It is discouraging to think that new product introductions and carefully planned brand strategies might suffer from bad timing,” says Sunando Das, Vice President with Ipsos Marketing’s Global Consumer Goods business. “But Marketers must remember that innovation and brand management are continuous internal processes that cannot be disrupted by external events, even recessions. That is not to say that these processes should not be flexible and adaptive. During economic downturns, Marketers must uncover new consumer needs and seek out opportunities to fulfill these needs.”

One area on which Marketers can (and must) focus is value. Value is typically a higher priority for consumers during an economic downturn. While pricing does not necessarily need to change, consumer perceptions about expensiveness versus benefits should be explored to make sure consumers think there is a fair trade-off. Consumer behavior resulting from an economic downturn should also be investigated to uncover new product and positioning opportunities.

“Consumers may dine out less often, visit beauty salons less often, and forego outside entertainment such as movie going,” Das adds. “But these possible changes present Marketers with opportunities to offer consumers products that will enable them to replicate these experiences at home for less money. Savvy Marketers will always find a way to fulfill consumers’ changing needs.”

For example, Marketers could offer gourmet-style food that can be prepared in the kitchen, spa products that can give a luxury experience at home, and snack products that can be used to re-create the movie theater experience.

Voters Give Nod to BC Liberals for Best Campaign, But None of the Three Major Campaigns is Impressing Voters

Gordon Campbell (44%) Leads Carole James (30%) as Best Premier

Vancouver, BC – A new Ipsos Reid poll reveals that none of the three major parties has succeeded in connecting with voters during the first week and a half of the campaign.

Best Campaign: Overall, British Columbians give Gordon Campbell and the BC Liberals (40%) the edge for running the best overall campaign, followed by Carole James and the NDP (21%) and Jane Sterk and the Green Party (4%). One-in-three (34%) voters say they don’t know which party has run the best campaign so far.

Impact of BC Liberal Campaign: While the BC Liberals get credit for running the best campaign, it hasn’t been one that has swayed many voters. Only 12% say their impression of Gordon Campbell and the BC Liberals has improved since the start of the campaign. Most voters say their impression of the BC Liberal leader and party has either stayed the same (51%) or worsened (34%).

Impact of NDP Campaign: So far, 17% of voters say their impression of Carole James and the NDP has improved since the start of the campaign, which is the best score of the three major parties. However, more than twice as many voters (37%) say their impression of James and the NDP has worsened (42% stayed the same).

Impact of Green Campaign: The campaign has had little impact on impressions of Jane Sterk and the Green Party with 12% improved impressions and 10% worsened impressions (48% stayed the same).

Comparison to 2005 Campaign: Ipsos Reid asked the same question about campaign impact early in the 2005 campaign. The only notable difference to today is that Carole James and the NDP had positive momentum early in the 2005 campaign.

• 2005 scores for BC Liberals: 10% improved, 29% worsened
• 2005 scores for NDP: 29% improved, 13% worsened
• 2005 scores for Greens: 13% improved, 8% worsened

Best Premier: Gordon Campbell (44%) has a sizable lead over Carole James (30%) as the party leader that British Columbians think would make the best Premier of BC. Jane Sterk is a distant third choice (6%), while 20% are undecided.

Clients of Ipsos Take Home Four Gold, One Silver, Plus the Grand Ogilvy Award

New York, NY - Ipsos ASI, the advertising research specialty of Ipsos, and Ipsos Understanding Unlimited, its qualitative arm, are thrilled to congratulate its clients for six wins at the ARF 2009 David Ogilvy Awards. Ipsos clients took home four Gold and one Silver award. In addition, client Frito-Lay won the Grand Ogilvy Award, the night’s top advertising prize, selected from among all Gold category winners.

Grand Ogilvy Award:

Ipsos congratulates Frito-Lay for its Grand Ogilvy Award-winning “The Orange Underground” for popular snack brand Cheetos. Ipsos ASI provided copy testing for the ad through an online tool, Next Solutions, to help steer mascot Chester Cheetah’s appeal to a more mature audience. The Grand Ogilvy Award recognizes “the campaign demonstrating the most successful use of research in the creation of superior advertising that achieves a critical business objective.”

“The Orange Underground” also took Gold in the category of Packaged Goods.

More Winners:

In the category of Beverages + Alcohol, Nabob’s “Postcards” won Gold. Ipsos ASI provided copy-testing insight into the print ad campaign for Kraft Canada.

For Personal Care, Procter & Gamble was a Gold winner for its “Next BIG Thing – Lashblast Mascara” CoverGirl Cosmetics ad. Ipsos ASI provided research and consulting at several stages in the development of its blockbuster launch. Early stage ad research tools were a key element of the interactive research process.

Under Financial Services, Bank of America took Gold for campaign “Opportunities for All”. Ipsos UU provided a foundational brand assessment, plus tool Quali*360 to qualitatively test ads for relevance in today’s marketplace.

Finally, taking home Silver in the same category was Johnson & Johnson, for its “Couples Campaign” ad for product K-Y® YOURS+MINE®. Ipsos provided copy testing for a number of the KY "Couples" spots, using the online Next*Solutions methodology. This research explored how the ads were appealing to consumers on both a rational and an emotional level.

“I am both pleased and proud of our clients, and of our teams here at Ipsos,” comments Pam Maltby, President of the advertising specialty at Ipsos. “Our clients have worked hard to create innovative, effective advertising. We share in the celebration of our research and insight being of assistance in these fine examples of successful campaigns.”

The ARF 2009 David Ogilvy Awards were held on March 31 at the Marriott Marquis, New York City.

Two-in-Ten (21%) Think Canucks Will Win Stanley Cup

Roberto Luongo Chosen as Regular Season MVP and Fan Favourite

Team Gets Overall “B” Grade for Performance this Season

Vancouver, BC – With the puck about to drop on the 2009 Stanley Cup playoffs, a new Ipsos Reid poll among Vancouver Canucks fans in British Columbia (defined as those who follow the Vancouver Canucks either “very closely” or “somewhat closely”) reveals that fans believe their team is a contender. While there is no parade planned yet, two-in-ten (21%) think the Canucks will win the 2009 Stanley Cup, more than any other NHL team. Other teams picked by Canucks fans to lift Lord Stanley’s cup this year include the Detroit Red Wings (17%), the San Jose Sharks (15%), the Boston Bruins (10%), and the Calgary Flames (7%). No other team is selected by more than 2% of Canucks fans to contend for the Stanley Cup this year.

While 21% of fans believe the Vancouver Canucks will go “all the way” another 7% think they’ll make it to the Stanley Cup final, but finish in second. Fully one-third (35%) think they’ll make it to the conference final, another 28% think they’ll make it to the conference semi-final, and only 9% think they won’t make it past the first round.

Nearly half (45%) of Vancouver Canucks fans chose captain Roberto Luongo as the team’s most valuable player for the 2008/09 regular season, with Alexandre Burrows clinching second place as fully one-quarter (25%) of fans think he should be named MVP. And with the retirement of Trevor Linden, Roberto Luongo wins the favourite Canuck award (27%) with Alexandre Burrows (20%) not too far behind. In fact, among “avid” Canucks fans (defined as those who follow the Vancouver Canucks “very closely”), Burrows is named as the “fan favourite” ahead of Luongo (31% vs. 24%, respectively).

In terms of the Canucks performance in the 2008/09 regular season, fans give the team an overall “B” grade. The Vancouver Canucks goaltending gets the highest grade – an “A-“ – for the goaltenders’ performance between the pipes. The Canucks forwards get a “B” grade, while both the Canucks defence and coaching staff receive a “B-“ for their performance this year.

Similar to a month ago, nearly two out of three Americans (63%) approve of way Obama is handling his job as President

Washington, DC – The monthly Ipsos/McClatchy poll indicates the majority of Americans (63%) continue to approve of the way Barack Obama is handling his job as president. This is similar to the 65% approval rating Obama received exactly one month ago in the Ipsos/McClatchy tracking poll.

Obama’s approval rating continues to break heavily along political party lines, with 91% of Democrats approving the job he has done, while only 26% of Republicans approve of his work as president. Among independents, 57% approve how Obama has handled his job as president.

When it Comes to Economy, Americans More Likely to Trust Obama Than Private Sector or Congress

When asked who they trust most to improve the economy, Americans are more likely to choose Obama (47%) than the private sector (37%) or Congress (11%).

Americans’ views on this issue vary greatly by political party, with 69% of Democrats saying they most trust Obama to improve the economy, compared to only 19% of Republicans who feel this way. Republicans are more likely to say they trust the private sector to improve the economy (62%). In contrast, only 17% of Democrats say they most trust the private sector to improve the economy.

Obama Gets Higher Grades for Diplomacy Than for Economy

When asked to assign a letter grade to Obama for his performance on diplomacy issues, nearly two out of three Americans (61%) give him an “A” or “B.” Obama receives his next highest marks on how he has handled education issues (57% of Americans give him an “A” or “B” on education), and slightly lower marks for his performance on energy independence (54%), healthcare (50%), terrorism (49%) and the economy (47%).

Majority of Americans Say Economy Has Stabilized

In a change from last month, more than half of Americans (52%) now say the U.S. economy has stabilized, well up from the 35% of Americans who said that four weeks ago. Further, only one in three Americans (36%) say the worst is still yet to come with the economy, compared to 57% of Americans who felt that way last month.

Americans Remain Realistic About Stimulus Package

Half of all Americans (49%) WANT to see results from the economic stimulus package within six months. However, the public takes a realistic tack on the issue. Only a quarter of Americans (22%) EXPECT to see results from the economic stimulus package within the next six months, while nearly three quarters of Americans (72%) say it will take longer than that.

Seven in Ten (69%) Think We’ll Come Out of the Recession Stronger and Better than Before it Started

Toronto, ON – Amid a barrage of bad-news stories dealing with gloomy economic forecasts, deep deficits and job losses, even in this time of recession Canadians remain optimistic, according to a new Ipsos Reid poll conducted on behalf of Canwest News Service and Global National.

In fact, eight in ten (83%) are ‘optimistic’ (36% very/47% somewhat) about ‘Canada as a nation’, and an equal proportion is ‘optimistic’ (26% very/57% somewhat) about their ‘standard of living compared to others’. It seems that even in tough times, most Canadians believe they’re relatively well-off.

Further, eight in ten (84%) ‘agree’ (35% strongly/49% somewhat) that they are ‘always an optimist’ and that they ‘see the glass as half full’, an attitude that appears to be in stark contrast to the prevailing mood in the news media – one of impending doom and gloom.

Focusing on the economy, seven in ten (69%) ‘agree’ (23% strongly/46% somewhat) that ‘we’ll come out of this economic recession stronger and better than before it started’. Just three in ten (30%) ‘disagree’ (8% strongly/22% somewhat). What is unclear is when that will be, as only 44% are ‘optimistic’ (11% very/34% somewhat) that it will be this year. The majority (55%) is ‘not optimistic’ (20% not at all/35% not very) that we’ll get out of recession this year.

Still, nine in ten (87%) ‘agree’ (40% strongly/47% somewhat) that ‘despite everything that’s going on in the world, they’re still optimistic for a better tomorrow’. However, only a slim majority ‘agrees’ (15% strongly/37% somewhat) that ‘they’re confident that when they grow up, today’s children will be better off than their own generation is today’, while nearly one half (47%) ‘disagrees’ (15% strongly/32% somewhat) with this sentiment.

Health, Arts, Science and Technology…

Setting aside economic issues for now, Canadians appear to be optimistic about a wide-variety of things ranging from their own health to advancements in science and technology. More specifically, nine in ten (90%) are ‘optimistic’ (44% strongly/46% somewhat) about their ‘personal health’ situation, perhaps driven by the fact that eight in ten (83%) are ‘optimistic’ (32% very/50% somewhat) about ‘the advancements in science and healthcare to cure future ailments’.

Moreover, eight in ten (80%) Canadians are ‘optimistic’ (29% very/50% somewhat) about ‘technological discoveries that will help make our lives better’.

One area where a majority (62%) is still ‘optimistic’ (18% very/44% somewhat), but not to the same degree as the areas above, relates to ‘the strength of arts and culture’ in their community. Fully one in three (34%) are ‘not optimistic’ (8% not at all/26% not very) about the strength of the arts in their community.

Participation Rate Holds Steady With Last Year, But Those Who Participated Got a Little More Involved

Toronto, ON — Six in ten (60%) Canadians were either in the dark (51%) for Earth Hour or participated in some other way (9%), according to a new Ipsos Reid poll conducted on behalf of Canwest News Service and Global National. While four in ten (40%) did not participate, Earth Hour appears to have achieved its goal of raising environmental awareness, with three quarters (74%) ‘agreeing’ (21% strongly/52% somewhat) that it got them to think more about what they can do to help the environment, including 59% of those who did not participate in the event. But almost all (96%) Canadians ‘agree’ (70% strongly/26% somewhat) that ‘in order to help the environment we need to do more than turn off our lights for one hour each year’.

The proportion of Canadians who report having participated this year is unchanged from last year (60% in 2009 vs. 59% in 2008), however those who did participate got slightly more involved, overall. Nearly nine in ten (85%) turned the lights off (up 2 points), eight in ten (83%) did not use appliances (up 3 points), two in three (67%) turned off their computer (up 2 points), six in ten turned off the television (up 4 points), two in ten turned off the furnace (up 7 points), and 17% turned off clocks or other small devices (up 3 points).

Participation rates varied greatly across the country. Overall, Ontarians (74%) were the most likely to report having observed Earth Hour, while a majority in Alberta (63%), British Columbia (62%), Atlantic Canada (59%), and Saskatchewan and Manitoba (57%) also got involved. The lowest reported levels of participation are found in Quebec (35%).

In Alberta (+11) and Ontario (3+) participation rates increased over last year. But in British Columbia (-8), Quebec (-3) and Atlantic Canada (-2) participation dropped, while it remained unchanged in Saskatchewan and Manitoba.

The poll also revealed that participation rates varied greatly by age, with those aged 55+ (63%) and 35-54 (61%) being significantly more likely than those aged 18-34 (54%) to have participated. Further, women (64%) have a higher propensity than men (55%) to say that they observed Earth Hour.

Interestingly, among those who did participate, one half (49%) say that they looked in their neighbourhood to see who was and was not turning their lights off for Earth Hour.

Many Plan to Use Their Tax Refunds to Pay off Debt

New York, NY – As the deadline for filing their 2008 income taxes approaches, many Americans may be missing out on credits and deductions due to their lack of familiarity with the tax system and tax law changes, according to a new study conducted by Ipsos Public Affairs on behalf of H&R Block. Half of Americans who are filing taxes this year (50%) believe that they cannot claim credits or deductions they may have overlooked on previous returns. Thus, in this time of economic crisis, many Americans may be missing out on potential refund money.

* Even among adults with a college degree and those with a household income of at least $50,000, over four in ten do not think it is possible to claim deductions or credits that were missed in previous tax returns.

As a reflection of the current economic crisis, over one in three 2008 income tax filers (36%) say that they plan to put their refund money towards paying down debt while 18% plan to save it and 12% plan to spend it on necessities. Only 4% plan to splurge on items such as a flat screen TV or on a vacation with their tax refund.

Washington, DC—A major analysis of world public opinion was released today by Ipsos— the worlds third largest market and opinion research company—on the eve of the April 2, 2009 G-20 meeting in London, England.

Titled “The Gathering Storm”, the 64 page easy to read and illustrated analysis is based on 22,000 recent interviews conducted throughout countries totaling 75% of the world’s GDP.

Key topics covered in the analysis include world citizen’s attitudes on economic confidence, trade and regulation, trust of business, their most worrying issues and a unique segmentation on globalization and control.

“The report is a primer on world public opinion that literally puts the voice of citizen’s at the table of perhaps the most important meeting of world leadership in decades” said Darrell Bricker, CEO of Ipsos Global Public Affairs.

The Global @dvisor Report is free of charge and can be downloaded at http://www.ipsos-pa.com/expertise/trendsga/WorldPublicOpinion/

Toronto, ON- McLeansville, NC native, Jennifer Gattis beats the odds and wins a car by answering online surveys. Gattis was one of over 105 300 North Americans eligible to win. Representatives from Ipsos i-Say, a leading online market research panel will be in Greensboro on Tuesday, March 31, 2009 to present Gattis with a 2009 Toyota Prius.

With the unemployment rate reaching 8.1% in February 2009 (United States Department of Labor), people are looking for more cost-effective alternatives to replace their pricier hobbies. Many are turning to the internet. The Online Publisher’s Association (OPA), a not-for-profit trade organization, reports that in “January 2009, [there] was a boom for total time spent online…up about 12% from January 2008.” Some of the more popular activities include: watching movies, visiting social networking sites and participating in online surveys.

Online surveys present a great opportunity for people to earn rewards for their time and opinions. With an average Ipsos i-Say survey lasting between 10 and 30 minutes the rewards quickly add up. Just ask Gattis, who was selected as the winner of Ipsos i-Say’s annual car giveaway.

This draw was open to anyone in the United States and Canada who was a member of the Ipsos i-Say panel (www.i-say.com) and who answered the majority of surveys offered to them for at least two quarters during 2008. I-Say’s incentives package provides many reasons to join: reward points, sweepstakes and a VIP program. Ipsos i-Say is one of the largest online panels in North America.

This event is open to the media. Photo opportunities are available. Please contact organizers to RSVP.

Date:

Tuesday, March 31, 2009

Time:

1:30 PM – Presentation of car
1:45 PM – Photo/Interview Opportunities

Location:

RICE TOYOTA
2630 Battleground Avenue
Greensboro, NC
27408-4091

What Will Canadians Be Doing in the Dark?

Toronto, ON – March 28, 8pm, will mark Earth Hour, when individuals and business around the world are encouraged to turn off their lights for an hour in order to raise awareness of environmental problems and concerns. According to an Ipsos Reid poll conducted on behalf of Coca-Cola, seven in ten (70%) Canadians say that they plan on participating in Earth Hour, up from 59% of Canadians who said they participated last year, according to a post Earth Hour survey also conducted by Ipsos Reid.

Atlantic Canadians (84%) are the most likely to say they’ll participate this year, followed by those living in British Columbia (77%), Ontario (72%), Saskatchewan and Manitoba (71%), Alberta (63%) and Quebec (63%). Considerably more women (78%) than men (63%) indicate their intention to participate in Earth Hour.

Among the three in ten (30%) who don’t intend to participate, the most common reason why they aren’t is that they haven’t heard of Earth Hour (33%), while others are simply not interested (26%) or believe that it is too inconvenient (17%). One quarter (23%) have some other reason for not participating.

23% Will Hire Fewer Seasonal Employees This Summer,
While 46% Will Not Hire Any at All

New York, NY – As the unemployment rate continues to rise due to economic recession, a new Ipsos Public Affairs poll conducted on behalf of SnagAJob.com has revealed that summer jobs for students might be hard to come by this year as nearly one half (46%) of hourly hiring managers with responsibility to recruit summer employees indicate that they will not be hiring this summer.

Among those who won’t be hiring, the most common reasons include that their existing staff will take on the additional hours instead (37%), that their business levels have been down (27%), that they do not have the budget for it (25%), that the company is under a hiring freeze (14%), that they anticipate their business levels to decrease by the summer (12%), or that their business has already laid off workers (9%).

Further, nearly one quarter of hiring managers (23%) say they will be hiring fewer seasonal employees this summer, while one quarter (25%) will hire the same number of employees. Just 6% will expand their seasonal workforce this year over last.

Among those hiring managers who intend to reduce the number of seasonal hires this year, 37% intend to cut it by 1-10%, while 27% will cut their hiring by 10-25%, and 21% will cut their hiring by 25-50% over last year. Two in ten (16%) will reduce their seasonal hiring by more than 50% compared to last year.

So while there will likely be fewer openings for summer jobs this year, three quarters (73%) of hiring managers expect there will be more applicants than last year, compared to 23% who believe the proportion will be the same and 4% who think there will be fewer applicants this year than last.

In terms of which group represents the biggest competition for students trying to get an entry-level job this summer, most (54%). believe that this competition will come from other students. However, three in ten (29%) believe this competition will come from workers who have recently entered the workforce because of economic pressures, up 9 points from last year. And for those who are looking for a summer job for the first time, they will be competing against those with more experience, as managers estimate that 65% of their seasonal staff will be returning from a previous season.

And what are hiring managers looking for in their seasonal employees? Four in ten (39%) most want a positive attitude and eagerness to have the job (39%), while three in ten (27%) are most looking for someone who has the ability to work the daily schedule they need. Others are looking for previous experience in the industry, with the company or that particular location (25%), while 12% most want the commitment to work for the entire summer and not to quit early.

Survey results suggest that the time has come to start the job hunt as most managers who plan to hire say they will be doing so in the coming months of April (24%) and May (31%). Others have started in March (7%) or report that those positions are already filled (12%). Some will wait until June (13%) or even July (2%), and 11% will continue hiring throughout the summer because they need to account for turnover. Hiring managers also expect to pay these workers on average $10.20, up 40 cents from the average amount reported in last year’s survey.

Survey of Americans Aged 16-22 Finds that Half (53%) Will Be Looking for Summer Job …

In a separate survey of more than 500 Americans aged 16-22, a majority (53%) of youth say they plan on looking for a job this summer. One in ten (11%) say they will not, while a similar proportion (10%) plan to wait closer to the summer to make a decision. One quarter (26%) say they already have a job, and so they won’t be hunting.

Most (72%) believe their biggest competition will be from other high school or college students who are also looking for a job, but two in ten (20%) believe that the biggest challenge will come from workers who have recently entered the workforce because of economic pressures (20%), or from immigrants who have recently entered the workforce (8%).

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One in Twenty Farmers in Canada (6%) Indicate That the Federal Budget Will Help Their Farm Operation, While Twice as Many (13%) Feel it Will Hurt Their Farm Operation
However, Most Feel the Harper Government is Committed to Doing What it Takes to get Canada’s Economy Back on Track

Winnipeg, MB - An Ipsos Forward Research poll of members of Producers’ Perspectives ~ the Ipsos Canadian AgriForum, conducted just after the details of the federal budget were released, indicates that only one in twenty Canadian agricultural producers (6%) feel that the budget will help their farm operation, while twice as many (13%) believe that the budget will hurt their farm operation.

The majority of Canadian farmers are of the opinion that the recently released federal budget will neither help nor hurt their operation (48%), or are they are unsure of the impact that it will have (33%).

* On a regional level, farmers in Saskatchewan are the most likely to think that the budget will hurt their operation (19%), followed by farmers from Atlantic Canada (17%) and British Columbia (15%).
* Farmers from Atlantic Canada (10%) are also among the most likely to feel the new budget will help their operation, followed closely by Alberta farmers (9%). Conversely, producers in British Columbia (3%) and Quebec (1%) are least likely to feel this way.

Three quarters of the Canadian farmers (74%) disagree with the statement “the budget helps the agricultural industry in Canada”; with a large portion strongly disagreeing with this comment (33% strongly versus 40% somewhat disagree).

* Regardless of region, the majority of farmers indicate that they do not think the budget helps the agricultural industry. Farmers from Quebec (81%) and Saskatchewan (79%) are the most likely to disagree with the notion that the budget will help their industry, while farmers from Alberta (65%) are the least likely to feel this way.
* Of note, farmers from Saskatchewan disagree most strongly with this statement; nearly half (47%) strongly disagree that the budget helps the agricultural industry in Canada, followed closely by farmers from the Atlantic region (41%) and Quebec (38%).

Despite the fact that the majority of Canadian farmers do not feel the federal budget will help their operation or the Canadian agricultural industry in general, the majority of farmers (63%) agree that the Harper government is committed to doing what it takes to get Canada’s economy back on track.

* Regionally, farmers from the three prairie provinces (Alberta – 77%, Saskatchewan – 71% and Manitoba – 69%) are most likely to agree that the Harper government is committed to doing what it takes to get Canada’s economy back on track, while farmers from Quebec (40%) are least likely to hold this view.

Toronto, ON – If they had a chance to be an Olympic Torchbearer and could choose any Canadian (living or deceased) to pass the torch to, nearly one half (44%) of Canadians would choose to relay the torch to Terry Fox, the heroic Canadian who was unable to complete his cross-Canada Marathon of Hope in 1980. Terry Fox topped the list across the country, among all age categories, and for both men and women. Receiving the next-most votes is hockey-legend Wayne Gretzky (14%), followed by former Prime Minister Pierre Trudeau (12%), pop-star Celine Dion (7%), hockey-legend Gordie Howe (5%), and jazz-pianist Oscar Peterson (3%).

Rounding out the top-ten are Nancy Greene (3%), Tommy Douglas (3%), Emily Carr (3%) and a three-way tie among Margaret Atwood (2%), Hayley Wickenheiser (2%), and Maurice Richard (2%).

Two in Ten (19%) Spend At Least An Hour A Day Cleaning and Tidying Their Home

Toronto, ON – The results of a new Ipsos Reid poll, conducted on behalf of P&G, have revealed that a majority (54%) of Canadians ‘enjoy’ (12% very much/42% somewhat) cleaning their home. In fact, two in ten (19%) Canadians say they spend at least an hour a day cleaning and tidying their home, with 8% spending more than an hour and a half of their time daily on this activity.

Some, though, are not quite as enthused with the task of cleaning their home, saying that they don’t enjoy it ‘very much’ (30%), or ‘not at all’ (16%). Four in ten (38%) spend less than 30 minutes a day cleaning and tidying, and a similar proportion (42%) says this task takes between half an hour and an hour to complete on a daily basis.

Women (28%) are more likely than men (11%) to say they spend at least an hour a day cleaning and tidying their home. Conversely, men (49%) are more likely than women (28%) to spend less than 30 minutes a day.

And what room do Canadians enjoy cleaning the most? Four in ten (41%) say the kitchen is their favourite room to clean, while 27% voted for the living room. Others enjoy cleaning the bedrooms (17%) the most, and 7% say cleaning the bathroom takes the cake. One in ten (8%) chose some other room.

New York, NY - Despite mounting job losses and a stock market spiraling toward a 12-year low, U.S. consumer sentiment edged up this month according to the most recent results of the RBC CASH (Consumer Attitudes and Spending by Household) Index. The survey, which measured the attitudes of 1,000 Americans earlier this week, found that consumer sentiment remained very low, but stable. As a result, the overall RBC CASH Index stands at 8.2 for March 2009, up slightly from 1.6 in February, the lowest level on record since the inception of the Index in 2002.

"Consumer confidence looks to be trying to find a bottom," said Larry Miller, managing director, RBC Capital Markets. "The March improvement taken together with the stabilization of spending intentions we've seen in our restaurant and other consumer surveys and in the Institute for Supply Management (ISM) may suggest the consumer has dialed back its spending to a level that is reflective of the current macroeconomic realities. Holding these levels will be key to restoring investor confidence."

The RBC CASH Index is a monthly national survey of consumer attitudes on the current and future state of local economies, personal finance situations, savings and confidence to make large investments. The Index is composed of four sub-indices: RBC Current Conditions Index; RBC Expectations Index; RBC Investment Index; and, RBC Jobs Index. The Index is benchmarked to a baseline of 100 assigned at its introduction in January 2002. This month's findings are based on a representative nationwide sample of 1,000 U.S. adults polled from March 5-9, 2009, by survey-based research company Ipsos Public Affairs. The margin of error was ±3.1 per cent.

Highlights of the survey results include:

• The RBC Current Conditions Index rallied to 14.8, up 13.2 points compared to February's 1.6 record-low level. Currently, 35 per cent of Americans rate their personal finances as weak, down from 39 per cent last month. Consumers' evaluations of the current state of their local economy also improved this month as 47 per cent of Americans (48 per cent) rated their local economy as weak, down from 54 per cent in February.
• Consumers' overall opinions regarding investing also edged up this month. The RBC Investment Index, which was at 17.6 in February, currently stands at 24.6. Most of the increase in investment confidence stems from improvements in consumers' financial conditions, although consumers are still anxious. And, despite the plunge in the value of the stock market, the number of Americans who believe it is a "bad time" to invest in the stock market held steady at 70 per cent this month.
• With unemployment rates creeping to their highest levels in two decades, the RBC Jobs Index dropped to an all-time low of 40.8, down from 42.3 in February. The decline in American's job security confidence is led by real experiences in job loss. Nearly two-thirds (64 per cent) of Americans say that they or someone in their close circle has lost their job in the past six months due to the economy, up from 62 per cent last month.
• Although still in negative territory, the RBC Expectations Index held steady in March, ticking up just 2.2 points to - 25.9, up from - 28.1 last month. This month, 31 per cent of Americans say they expect their personal financial situation to improve over the next six months, a decrease from 33 per cent in February. Confidence in the recovery of local economies is more mixed; one-in-three (30 per cent) consumers believe the local economy will strengthen in the next six months, nearly one in four (38 per cent) believe it will stay about the same and one in three (30 per cent) believe it will weaken.

Obama’s approval rating (65%) slips only slightly from one month ago (69%); approval breaks strongly along party lines.

Washington, DC – The latest Ipsos/McClatchy poll indicates the majority of Americans (65%) continue to approve of the way Barack Obama is handling his job as president. This represents only a slight decline from the 69% approval rating Obama received exactly one month ago in the Ipsos/McClatchy poll.

Obama’s approval rating breaks heavily along political party lines, with 89% of Democrats approving the job he has done, while only 25% of Republicans approve of his work as president. Among independents, 58% approve how Obama has handled his job as president.

Despite Strong Approval Ratings for Obama, Nearly Half Say US On Wrong Track

Americans are split on the direction of the country, with 48% saying the US is on the wrong track, compared to 44% who think the country is headed in the right direction.

Americans’ outlook varies by political party, with 62% of Democrats saying the US is headed in the right direction, while only 20% of Republicans feel this way.

Majority of Americans Expect Economy To Worsen

A majority of Americans (57%) say the worst is yet to come with the US economy. While one in three Americans (35%) think the economy has stabilized, almost no one (3%) thinks the US economy has turned the corner.

Wealthier Americans are more likely than those with lower incomes to think the economy will worsen. Two in three Americans with household incomes of at least $50,000 (66%) say the economy will continue to erode. However, only 50% of Americans with household incomes less than that say the economy will get worse.

Half of Americans Have Unfavorable View of Rush Limbaugh

Overall, nearly half of Americans (46%) hold an unfavorable view of Rush Limbaugh, while one-third (30%) have a favorable view of him. The remaining Americans (21%) have no opinion of him.

Opinions of Limbaugh split heavily by political party, with 59% of Republicans holding a favorable view of him compared to only 14% of Democrats who view Limbaugh favorably.

Ipsos/MS&L Survey Uncovers Drivers of Digital Influence and Reveals How Information Is Shared Online

NEW YORK – Traditional media play a vital role in igniting the process that leads influencers to share information online and via word of mouth, according to a new Ipsos Public Affairs study developed by IM MS&L, the influencer marketing practice of MS&L. Among nearly 1,000 digital influencers in the areas of beauty, personal health or the environment, more than eight in ten say they often go online to find out more after reading something in a magazine or newspaper (84%) or hearing something on TV or on the radio (84%.) The research shows that both traditional and online media sources help shape public opinion in the complex world of online influence.

The study helped develop a tool called the “IM MS&L Sharability Index,” which ranks sources of online information based on how often material from those locations is shared by a category’s most powerful influencers. The index was introduced as a method for maximizing digital influence based on learnings from the research and was designed to help marketers make decisions on influencer strategies to create campaigns for maximum impact.

The index takes into account online influencers’ propensity to both gather and share information. It also considers information sources influencers use most often and the sources with maximum “sharability,” or those most likely to be shared. The index then ranks 15 types of online sources within three distinct categories of digital influencers: beauty, personal health, and environmental cause. Sources with the highest sharability generate the most digital word-of-mouth per contact.

Below are some of the key findings of the research:

Beauty influencers rely heavily on manufacturers’ websites for their point of view.

• In a good sign for advertisers, company and product websites are more effective sources for driving word-of-mouth in the beauty category than in either personal health or environmental cause.
• Online community Web sites rank the highest of 15 sources for sharability among digital beauty influencers, and portals and search engines have the lowest sharability score.
• In the beauty category, consumer opinion may motivate more sharing than in other categories: Blogs, discussion boards and chat rooms are rated above average on the index.

Non-profit and academic web sites should not be neglected for green content.

• Influencers in the environment space spend a great deal of time gathering information from non-profit, association and academic Web sites (42% do so at least once per week).
• Digital influencers in the category of environmental cause embrace traditionally credible and objective sites when it comes to sharability.
• The highest sharability scores go to Web sites of environment-related publications, magazines and TV networks, and non-profit/academic Web sites.
• Banner ads and online community sites have the lowest sharability scores, meaning that environmental influencers share information from these sources much less frequently than they do information from all other sources, relative to how often they gather information from each of these sources.

Nutrition is a hot topic for health influencers

• Majorities of personal health influencers frequently gather information about nutrition (54%) and nearly half frequently share this content with others.
• The most “sharable” source among digital influencers in this category are national and local government Web sites, even though these sites are not as widely visited and used as other sites that provide health information.
• These Web sites trigger a great deal of word-of-mouth on the part of the personal health influencers who access them, so the sites may provide the biggest bang for a marketer’s digital communications’ buck.
• While influencers often use portals and search engines to gather health information, these are among the sources with the lowest “sharability” rankings.

Home-Buying Intentions Rebound From Last year As More Canadians are Likely To Buy a Home in Next Two Years

Toronto, ON – Opportunity awaits as two in three (65%) Canadians believe the current real-estate market in Canada is a buyer’s market, according to the 16th Annual RBC/Ipsos Reid Housing Poll. Nearly three in ten (27%) say they’re ‘likely’ (9% very/18% somewhat) to purchase a home within the next two years’, up 4 points from last year and the largest single-year increase since 2001. The proportion that says they’re ‘very likely’ to purchase a home is up from 7% last year to 9% this year. But Canadians are split on whether buying conditions will change to be more favourable within the next year, such that it makes more sense to wait until next year (52%) or buy now (48%).

• Albertans (35%) are most inclined to say they’re at least somewhat likely buy a home within the next two years, followed by those living in Ontario (30%), British Columbia (26%), Saskatchewan and Manitoba (25%), Atlantic Canada (25%), and Quebec (22%).
• British Columbians (78%) are the most likely to believe that it’s a buyer’s market right now, followed by those living in Ontario (73%), Alberta (72%), Atlantic Canada (58%) and Quebec (52%). Only one in three (34%) in Saskatchewan and Manitoba believe the same.

The increase in likely home-buying intentions appears to be led by the under 35 segment of the population, as 48% say they’re at least ‘somewhat likely’ (18% very/29% somewhat) to purchase a home in the next two years, up 12 points from last year. Renters also see an opportunity to enter the real-estate market, as four in ten (38%) say they’re at least ‘somewhat likely’ (11% very/26% somewhat) to purchase in the next two years.

Overall, most (83%) Canadians are still convinced that buying a house or condominium is a ‘good’ (34% very/48% somewhat) investment. While this proportion is down 3 points from last year and 8 points from its high of two years ago, it is still well above its low (72%) of 1999.

Among those individuals who say they’re at least somewhat likely to buy a home within the next two years, three in ten (28%) say that favourable housing prices are among their reasons for purchasing. A majority (54%) of Canadians believe that housing prices will continue to drop next year (up from 23% last year), compared to 25% who think they will be higher (down from 56%), or 21% who believe that prices will be the same at this time next year (unchanged).

One in ten (14%) homeowners believe their home has lost value within the last two years, but a majority (54%) of these individuals believe the value of their home will recover within 3-5 years, while others believe it will be a shorter time-frame (30%), longer (11%), or never (6%).

Among those individuals who are not likely to purchase a home within the next two years, most (60%) say they’ve already got a home, but few cite job anxiety (8%) or general concern for current economic conditions (6%) as the reason they’re not likely to purchase a home. Three percent (3%) are waiting for prices to stabilize or decrease further.

One in Three (31%) Are Investing Fewer Resources into Upgrades and New Technologies, But Most Are Staying the Course (59%) or Investing More Resources (10%)

Toronto, ON — It appears that the economic downturn is putting a strain on many IT departments across the country, with a new Ipsos Reid poll of business managers and executives conducted on behalf of Microsoft indicating that six in ten (62%) ‘agree’ (19% strongly/43% somewhat) that their IT staff is ‘expected to do more work with less resources’ as a result of the impact that the economy is having on their business. Just four in ten (38%) ‘disagree’ (9% strongly/29% somewhat) that this is the case.

Despite the fact that most (71%) ‘agree’ (25% strongly/46% somewhat) that their company ‘uses technology to help people drive resources and to keep the company competitive’, and that their number-one technology investment goal is to ‘help save money in the long run’ (77% ‘agree’, 28% strongly/49% somewhat), one in three (30%) says their priority to upgrade or invest in new technologies has changed, and that they’re investing fewer resources.

On the flipside, most (59%) business have not changed their priorities in this regard, and some (10%) are even investing more resources into technology and upgrades. Further, one half (48%) of respondents says their business will be looking at new technology and upgrades to help drive their business during the economic downturn, focusing on software plus services (44%), hardware (23%), software (21%) or some other (12%) type of technology or upgrade. Moreover, three quarters (74%) ‘agree’ (24% strongly/50% somewhat) that their company ‘is continuing to invest in tools to support and drive technology’.

Two in three (63%) managers and executives believe that their IT workers are ‘stretched to meet the business’ IT needs’. Despite this admission, eight in ten (82%) say their co-workers expect the same benefits of their company’s technology solutions as before the economic downturn.

Interestingly, IT workers in Quebec appear to be most likely to be stretched:

• Quebecers (84%) are by far the most likely to say their IT workers are stretched to meet their business’ IT needs, followed by those living in Atlantic Canada (59%), Saskatchewan and Manitoba (59%), Alberta (58%), Ontario (56%) and British Columbia (52%).
• They are also the most likely (67%) to say that their IT staff is expected to do more work with less resources, followed by those living in Atlantic Canada (63%), Ontario (61%), Alberta (59%), British Columbia (57%) and Saskatchewan and Manitoba (56%).
• Quebecers (72%) are least likely to say that their co-workers expect the same benefits of their company’s technology solutions as before the economic downturn. Those living in Ontario (82%), Atlantic Canada (86%), British Columbia (89%), Saskatchewan and Manitoba (90%) and Alberta (92%) are more likely.