Services
Are you ready for us, the Canadian Millennials?
Our business is designed to help businesses, policy makers, and anyone else to be ready and succeed because they have engaged Millennials at their level with researchers and strategists who understand them and relate to them. Let the work begin!
Millennials are one of the most difficult groups to engage in research projects because they are highly mobile and less likely to participate in research studies. Yet, they are the emerging market as consumers, employees and citizens and therefore critical to the success of many brands, corporations, governments, and advocacy groups.
Abacus Data’s Millennial team are all members of this generation.
This is the advantage we bring to the work we do for our clients. Because we are Millennials, we ask questions that Millennials understand and interpret answers in the right way.
Instead of non-Millennial researchers looking at our generation from the outside, we bring a perspective from inside the generation.
Using the latest technology coupled with tested research methodologies, our team has developed methods to recruit and engage young Canadians in all types of research. This lets us help our clients understand how they react to different events, products, or services.
Through qualitative and quantitative methods we aim to help inform strategy development, product design, and communications.
We are NOT all the same
While Millennials as a generation have a lot in common we have found that there are differences that set some Millennial apart from others. This variation has consequences on Millennial behaviour and attitudes whether it is at work, in the store (or online store), or in the voting booth.
Using a proprietary model, our Millennial research team identified 14 character and personality traits that we believe best differentiate our peers. Using these traits we performed cluster analysis and produced six unique Canadian Millennial segments or groups that share similar personalities, outlooks, and traits.
These segments inform the research we do when looking at this generation and they help us explain many of the differences we find in Millennial consumer behaviour or workplace expectations, as well as the way Canadian Millennials interact with each other and consume and exchange information.
Custom Quantitative Research
What do Canadian Millennials think?
With custom quantitative research we help to uncover and explain Millennial attitudes, preferences and behaviour of respondents aged 15 and older.
Our online survey software enables our clients to test visual brand concepts, specific behaviour and issue stances among the wider Millennial population, or a specifically targeted Millennial segment or consumer group.
Want to survey consumers considering purchasing a car in the next 12 months? No problem!
With online research, respondents can view videos, listen to audio recordings, and read detailed text or visual presentations. This engages the respondent in the research experience while allowing us to collect more valuable data and feedback for our client than telephone surveys would allow.
Quantitative public opinion and market research allows us to be certain that the opinions and behaviour of respondents match those found among the broader study population.
We can't put down our mobile devices.
And we are able to conduct research in Canada, the United States, or Britain. If our clients need global comparative studies, our research partners can help find the sample and we can be up and running with a survey in days.
Just like most Millennials – we don’t like waiting so we never make our clients wait. We complete our survey work quickly, on time, and on budget.
When the data is collected, Abacus Data will draft custom research reports presenting detailed analysis on the findings including use of the YSegments and sit down with you to make sure you understand what wefound and how you can use it to improve your business, achieve a set of objectives, or just plain succeed.
And our software takes the survey to where the Millennials are – online, mobile, and available 24 hours a day, 7 days a week.
Custom Focus Groups
How can I talk to Millennials?
Testing a new product, want feedback on a new program, or looking to recruit new employees, hire us for your next qualitative research project. Millennial moderators make a difference!
Imagine sitting in a room with your peers and having a moderator 20 years older asking you questions about your preference for cereal, toothpaste, or politics. Only the most outgoing participants would openly discuss their true feelings. Moreover, the moderator may not be able to sustain the conversation because they simply don’t understand what the participants are saying.
Our Millennial moderators know how to moderate focus groups and can relate with participants. Along with our extensive knowledge about Millennials, our experience as Millennials means that focus groups are more engaging, unintimidating, and therefore more valuable than those moderated by non-Millennials.
Online Community Panel Creation and Management
How can I keep track of my Millennial audience, customers, or brand ambassadors?
Online community research panels allow clients to recruit and engage a community of customers or employees that reduces research costs and turnaround for research projects while improving the quality of the data collected.
Panels may be used specifically to consult members of an association, employees of a company, or customer audiences frequently. They can also be used to test new product concepts or ideas with current customers. Engaging panelists through unique online portals allows them to view available surveys, rewards participation, and offers them member-only access to research results giving stakeholders a way to track attitudes, see their thoughts being put into action, and maintain an interest on issues or development.
Panelists can be recruited either through client lists or in-store contact or randomly by telephone or social media.
The Canadian Millennial Report – Syndicated Studies
How can I stay updated on the most recent data?
If your organization is not interested in custom research studies, you can subscribe to The Canadian Millennial Report, a quarterly study examining a number of areas of opinion, attitudes, and consumer behaviour.
The Canadian Millennial Report is distributed quarterly to private subscribers. Data on Canadian Millennial communication, purchasing habits, priorities and societal trends among segment taste cultures is tracked and updated to help subscribers stay involved in the Millennial conversation and to stay relevant in the changing Millennial climate.
Each quarter, Abacus Data conducts a survey of a random sample of 1,500 Millennial Canadians (born between 1981 and 1996) from large online representative panels.
The topics of each quarterly survey are:
Q1: Consumer
Q2: Public Affairs and Employment
Q3: Consumer
Q4: Public Affairs and Employment
The Canadian Millennial Report has a number of levels of subscription:
Platinum: Full access to all reports produced throughout the year including those in the Millennial Consumer, Millennial Citizen, and Millennial Employee series. This also includes the year-end summary report. Platinum subscribers can also add up to eight custom questions onto any of the quarterly Canadian Millennial surveys.
Gold: Access to all reports produced in two of the three topic areas throughout the year along with the year-end summary report. Gold subscribers can also add up to four custom questions onto any of the quarterly Canadian Millennial surveys in their preferred topic area.
Silver: Access to all reports produced in one of the three topic areas throughout the year along with the year-end summary report. Silver subscribers can also add up to four custom questions onto any of the quarterly Canadian Millennial surveys in their preferred topic area.
For more information about subscriptions to the Canadian Millennial Report, please contact us.
Individual reports will be available for purchase soon.
Millennial Character Segment Reports
Who are the Millennials and how can I reach them?
The differences between the Millennial generation and the other generations in Canada are clear.
Our Millennial Character Segment Reports offer insight as to how the Millennials are different, not only from other Canadians, but also from each other by expanding on our segment descriptions.
This tool can help determine specific taste cultures within target markets and improve targeted communications and marketing efforts to the diverse consumer groups within Generation Y.
We call our proprietary segmentation – YSegmentation. Find out more about our six Canadian Millennial segments.
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