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SaskWatch Research Blog

Category: Civic Election

Squeezing the Competition with SaskWatch

When it comes to knowing her clients, Sally gets it.

Sally understands that in today’s business world you have to know who your clients are if you want to be successful.

Sally knows no matter the quality or appeal of your product or service (even if it is the highest quality accordion wax!) a thorough knowledge of your client base, their habits and their needs is crucial to small business success.

And that is where you, our valued members, come in.

 
Since 2008, the research facilitated through Insightrix has made a real difference – and that is all thanks to SaskWatch members.

Every year, SaskWatch members serve their opinion to influence political, social and consumer decision makers. Just recently, you have influenced city life in Saskatoon, resulting in a decrease in the cost of civic leisure passes.

You have even had a hand in helping the Saskatchewan Roughriders get an understanding of how people view their brand, who their diehard fans are and even got to have a say in the construction of new Mosaic Stadium in Regina!

It is all thanks to members like you that we continue to inform better decisions of the brands that matter the most to you.

SaskWatch isn’t just a research panel – it is a chance to be a part of a community that considers your voice a difference maker here in Saskatchewan.

To thank our panelists, we wanted to share “Squeeze the Competition” with panelists before any other group.

And thanks to panelists, Sally has become successful in lemonade sales, too.

 

Polling During the Saskatoon Election

 Release: October 28, 2016

Based on the polls conducted before the election, the surge was dramatic in magnitude and happened over the last few days of the campaign. Below is the decided voter poll results conducted in Saskatoon for the past month, including one final Insightrix poll that was not released to the public.[1]

saskatoon-election-mainstreet-insightrix

Please note that care must be taken in comparing polling results between different companies. Mainstreet Research conducts their polling using IVR telephone surveys and a proprietary weighting algorithm when analysing results.  Insightrix uses an online panel approach and sets strict quotas by age, gender, and region to precisely match Census information and does not weight the data.

The Insightrix poll, conducted for CKOM just prior to Mainstreet Research on Oct 20th – 22nd (Thursday to Saturday), showed Clark (30%) higher than the preceding Mainstreet Research poll (25% on Oct 18th).  Moore and Atchison support remained steady at 34% and 35% respectively. This slight increase for Clark showed the beginning of the surge.

The day before the election, Insightrix conducted another poll with 600 SaskWatch Research® panel members which further emphasized the rapid shift in voting intentions.  These results were not released given that such information would have been communicated to the public on Election Day. In this final poll, Insightrix Research had Clark in the lead.

Insightrix continues to be proud of our SaskWatch Research® panel and the strength with which it can measure public opinion in Saskatchewan.  If you have any questions about our poll results, please contact:

Lang McGilp
Research Director
Insightrix Research Inc.
Tel: 306.290.9599
Email: lang.mcgilp@insightrix.com

 

[1] For the Mainstreet Research polls between October 4th and the 18th,  a decided voter count is not posted on their website.  As such, a decided voter count was estimated based on removing the undecided voter count from the total and rebasing the responses.

Final sprint to the finish in the Saskatoon Civic Election 2016

PRESS RELEASE: October 24rd, 2016

Final sprint to the finish in the Saskatoon Civic Election 2016

 

A new 650 CKOM / Insightrix Research online poll finds that there is a tight race between the three front-running mayoral candidates.

Presently, 28% of those who intend to vote in the upcoming Civic Election on October 26th, 2016 say they will cast their ballot in favour of incumbent Don Atchison. Newcomer Kelley Moore and long-time City Councillor Charlie Clark closely follow with 24% and 21%, respectively. One percent would vote for Devon Hein, another 18% are uncertain as to whom they intend to vote for and 8% preferred to withhold a response. The proportion of undecided voters is consistent with a similar poll Insightrix conducted just days before the 2012 Civic Election (21%).

Among decided voters (i.e. those who name a candidate they intend to vote for and those who are uncertain but name a candidate they are leaning towards), Moore (34%) closes the gap with Atchison (35%). Clark closely follows at 30% and Hein remains at 1%.

Looking at demographic differences among decided voters, Atchison has greater support among older voters (46% among those aged 55 years or older vs. 23% among 18 to 34 year-olds). Moore’s appeal is consistent among younger and middle-aged voters aged 18 to 54 years (37%) and is somewhat lower among those aged 55 years or older (28%). Clark appeals largely to younger voters (38% among 18 to 34 year-old) but support steadily declines with age (24% among those aged 55 years and older).
Gender differences are also noted among voters. Mr. Atchison earns stronger support among males (40%) than females (31%) while the opposite is seen for Ms. Moore (30% males vs. 37% females). There are no notable gender differences observed for Mr. Clark.

Given the tight race, it means that every vote will count. Predicting who may walk away with the title of Mayor this week is further clouded by the fact that actual voter turnout will likely be lower than claimed voter intentions. Overall, 74% of those surveyed say they intend to vote in the upcoming election and another 12% say they have already voted at an advanced poll, for a total of 86%. When there was a relatively close race between Don Atchison and Tom Wolf in 2012, actual voter turnout was only 36%, despite 76% of respondents in a similar Insightrix poll stating they were planning to vote.

One quarter (24%) of those who intend to vote claim to have watched or listened to at least a portion of the final mayoral debate aired on CTV and 650 CKOM last Thursday, October 20th, 2016. Of those who watched or listened, more than four in ten (43%) state the debate had at least somewhat of an impact on their voting intentions. Changes in voter intentions are most notable among females.

 

Research Details
A total of 800 randomly selected SaskWatch Research® panel members participated in the online research study from October 20th to 22nd, 2016. Data collection began immediately after the televised mayoral candidate debate on the 20th. Quotas were set by age and gender to match the general population of the city. Since the research is conducted online, it is considered to be a non-probability proportion sample and therefore, margins of error are not applicable. Comparisons have been made to similar polls that used the same methodology, quotas and sample source.

 

About SaskWatch Research®
Insightrix began developing its SaskWatch Research® online market research panel in October 2007, using high-quality techniques including telephone recruitment and referrals from existing panel members. Presently, there are over 15,000 active panel members representing all regions of the province and distributions of the general population. The panel membership closely matches the 2011 Census based on age, gender, household composition, household income, and education. For more information, please visit http://saskwatch.ca.

 

About Insightrix®
Insightrix is a dynamic, Western Canadian, full-service marketing research company. It exists to serve businesses and government entities with insights-driven research solutions and interpretive analysis through leading-edge tools and senior-level expertise across a broad range of industries. Insightrix is based in Saskatoon, Saskatchewan, Canada.

For more information, please contact
Lang McGilp, Research Director
Insightrix Research Inc.
Tel: 306.657.5640 ext. 229
Cell: 306.290.9599
Email: lang.mcgilp@insightrix.com
Web: www.insightrix.com

Insightrix Civic Election Polls Bang On

On October 18th, Insightrix Research released an independent online poll asking voters in Regina and Saskatoon to indicate who they plan to support in the civic elections held last night.  In both cities, the Insightrix polls predicted actual voter support with tremendous accuracy.

In the case of Saskatoon, when excluding those who were undecided or preferred not to say, 54% of online respondents planned to vote for Don Atchison, 44% for Tom Wolf and2% for Clay Mazurkewich.  Actual polling figures last night were very close to this statistic, as noted below:

In Regina, a similar story unfolded.  Among decided voters, Insightrix predicted that 43% would vote for Michael Fougere, while popular vote came in at 42% last night.   The most notable variance was in the case of Marian Donnelly, who received 32% of votes last night, versus 25% predicted in the poll.  The poll anticipated slightly higher-than-actual support for Meka Okochi and Chad Novak.

Research Details

A total of 813 randomly selected SaskWatch Research™ panel members from Saskatoon and 772 panel members from Regina participated in the online research study between the dates of October 9th and 12th, 2012 and October 15th and 18th, 2012, respectively.  Quotas were set by age and gender to match the general population of the city.  As the research is conducted online, it is considered to be a non-probability proportion sample and therefore, margins of error are not applicable.

About SaskWatch Research™

Insightrix started developing the SaskWatch Research™ online market research panel in October 2007, using high-quality techniques including telephone recruitment and referrals from existing panel members.  Presently, there are over 10,000 active panel members representing all regions of the province, and distributions of the general population. The panel membership closely matches the 2011 Census based on age, gender, household composition, household income and education. For more information, please visit:http://saskwatch.ca

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