By: Mario Canseco, VP Communications & Media Relations It’s one of the questions pollsters and market researchers receive on a constant basis: How can you be certain that 1,000 people speak for an entire country? This phrase, or variations of it, is usually followed by other comments that attempt to question the validity of a specific research finding. “None of my friends ever try rosé, so I can’t believe that 40 per cent of people drink it.” “Everybody I know wants ... | Read More

BY: JANE TANG, VP ANALYTICAL INTELLIGENCE – VISION CRITICAL Part of the Series “Take Me Back To The Stats: Where Data and Insight Collide” You’ve probably seen polls that are based on a “random sample of the Canadian population”. Or, to be more accurate, you’ve probably seen polls that SAY they are based on a “random sample of the Canadian population”. And while that expression is commonly used, it’s not exactly true. It simply isn’t possible to get a ... | Read More