Innovative Research Group is a full-service public opinion research and consultation firm. From our offices in Toronto and Vancouver, we provide clients with strategic insights using a full-range of quantitative and qualitative research methodologies.

At INNOVATIVE, we are about more than just collecting data. We have thought deeply about how opinion forms and changes both generally and in terms of specific challenges. We are here to support you at every step from design to execution to analysis of your research. We are focused on helping you apply these insights in the real world. We thrive on challenges, and have the track record to prove it.
While every client challenge is unique, the ways opinion forms and changes remain constant. Our expertise and experience come together in the form of the tools and models we tailor to meet your specific needs, so you stay connected to your audiences.

What We Do?

Brands & Marketing Research

Every brand has a unique DNA. Whether a new brand, a brand refresh, or a new campaign, we bring fresh eyes and an innovative set of qualitative and qualitative approaches.

Public Affairs & Opinion Research

We help our clients understand what the public really thinks about an issue, and how they are likely to react when new information is presented, or passions are inflamed.

Corporate Affairs & Communications Research

How do people feel about your organization and what can you do about it? Using the right mix of qualitative and survey research, we help clients develop impactful communication strategies to engage the audiences that matter most.

Stakeholder & Public Consultations

Engaging busy people in meaningful consultation on topics that are important, but not of everyday interest, is a tough challenge. INNOVATIVE has a proven track record of creating representative consultations that generate wide engagement and actionable results.



October 9, 2020

How are Values Changing in Canada and the US?

In the wake of the growing Black Lives Matter movement and increasing discussions about racial justice, we have seen a dramatic rise in the esteem of Black people in both countries. In 2016, just over half (51%) Americans reported a favourable impression of Black people (7 or higher on a 0 to 10 scale). Now 62% of Americans say the same, an increase of 11 points. Similar, in Canada, favourable impressions of Black people have risen from 55% to 65%, a gain of 10 point.
October 9, 2020

Key value conflicts help explain differences in Canadian and American politics

Looking across 21 value dimensions combining questions relating to economic, cultural, populist/alienation, openness, and post-materialist values, Canadians and Americans are generally more similar than different. But there are two big, and seven more moderate value gaps, that help exist explain a lot about the differences in our politics.
The Innovative Team is still working and delivering high quality surveys and qualitative research. However, given COVID-19, we are working remotely until further notice. This applies to all internal, client and research interactions.