The first release of a unique syndicated study provides marketers with insights into the needs, wants and aspirations of Québec consumers.
Québec represents a very attractive market; one that deserves marketers’ attention.
A difficult economy and tightening household budgets are leading many consumers to ‘trade down’ making it even more challenging to achieve growth in many sectors. As marketers explore new growth opportunities, Québec is often an overlooked market and, if it were better understood, one that could offer significant growth potential.
This indispensable knowledge tool has been developed by Headspace Marketing Inc. and David Saffran
Consulting and offers the combined expertise of a strategic consulting firm specializing in marketing in Québec and a marketing research consultancy.
With one-quarter of the Canadian population, Québec represents a key – some would say unavoidable – market for most companies operating in Canada. Those who have done well in this market have found ways to create strong loyalties among consumers and customers who are characteristically well predisposed to branded appeals. Many have also learned that marketing in Québec can be quite economical. It is a small market where smart, relatively inexpensive brand ideas can have a multiplier effect when well executed.
Identify connectors - or ‘hot buttons’ - that marketers can leverage to make their appeals more relevant to Québec consumers. They are based on insights into the universal values and attitudes of Quebeckers. These connectors greatly influence how Quebeckers relate to the world around them as people and as consumers. The study report demonstrates how brands that align their appeals with these connectors have a greater chance of establishing deep connections with their target consumers in Québec.
Analyze how these connectors influence consumer attitudes and purchase decisions in specific industry sectors.
Contrast Québec from the Rest of Canada to give context to the study’s findings. Successful brand builders in Québec understand the differences and the similarities. This allows them to determine when it is most effective to adopt or adapt national and/or global strategies for this regional market.
Create a benchmark for future annual What Québec Wants™ studies tracking macro trends and sector-specific shifts in attitudes and behaviours.
The What Québec Wants™ survey was conducted among over 3,000 adults living in Canada, including a sizeable oversample of Québec residents. This sample design permits comparisons between Québec and the Rest of Canada plus detailed analyses of Québec residents.
The total results was weighted to the actual Canadian population according to Census data. A survey with an unweighted probability sample of this size and a 100% response rate has an estimated margin of error of +/-2.1 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada been polled.
There are three types of deliverables; one is core to all study subscribers and two are optional:
 Detailed report/presentation of the study findings (excluding the specific industry sectors), including mini case studies on how Connectors are being leveraged by brands in Québec. In addition to the written report, a formal presentation of study findings and implications can be arranged at no extra charge for in-person presentations within the GTA. Presentations outside of the GTA are available at additional cost.
 Optional - industry sector findings and implications. Sectors included in the first study are expected groceryb and financial services.
Core Deliverables Only:
CDN $14,000 plus applicable tax - Cost for the report/presentation as outlined above, excludes all specific industry sectors.
Core plus Optional Deliverables:
CDN $17,500 plus applicable tax - Cost for the report/presentation as outlined above including a specific industry sector.