STUDY FINDING: Leading Thought Leaders and Policy Experts Believe Evidence and Public Opinion Research are Invaluable Tools for a Healthy Democracy

TORONTO, May 21, 2015 /CNW/ - The Marketing Research and Intelligence Association (MRIA) released today the findings of an important qualitative study it commissioned on how data and information are valued by some of Canada's top policy and political experts. The Study also explored perceptions around the use of research-based evidence in Government of Canada decision-making, and how usage may have changed in the last decade. 

The Study, entitled The Use of Research-Based Evidence in Public Policy in Canada, consisted of in-depth interviews with 39 leading opinion leaders in government, policy and good governance, including current and former: 

>	Senior public servants, including former Clerks of the Privy  Council, Chief Statistician and Comptroller General of Canada	>	Canadian and US academia
>	Politicians, including MPs and former Ministers	>	Heads of think tanks, NGOs and national  associations
>	Senior political strategists, including former PMO staff	>	International experts in opinion research
>	Government of Canada Evaluation and POR Coordinators	>	Members of the media.

The Study findings provide a powerful commentary by leading thought leaders on the value of Public Opinion Research (POR) and the requirement of the federal government to consult Canadians when making decisions.  Some of the top findings, as reported by a majority of the Study participants, include:

1. It is important for the federal government to consult with Canadians and relevant stakeholders when making decisions (unanimous finding). POR was found to be an effective consultative tool.
   
   
2. Government decision-making can be improved through information and data provided by POR.
   
   
3. POR keeps government attuned to the attitudes, opinions, beliefs, values, and concerns of citizens.  It also provides a way for people to hold their government accountable.
   
   
4. Public consultation is not limited to the electoral cycle.  The lack of such consultation can contribute to civic disengagement, political apathy, and cynicism.
   
   
5. The government's use of evidence in decision-making has changed during the last 10 years. The most frequently perceived changes were a lack of interest in data and an increasing tendency to subordinate evidence to politics. 

"The overriding impression from some of Canada's leading thought leaders is that public opinion research improves federal government policy and decision-making," Kara Mitchelmore, MRIA's Chief Executive Officer said of the Study findings.  "The Study confirms public opinion research by governments is necessary for a healthy democracy.  It plays a significant role beyond ad testing or elections polling since it contributes to the soundness of the policy and program decisions made by governments.  It can prove costly to taxpayers if decisions are made that aren't supported by research-based evidence such as survey research and public opinion polling."

The Study was conducted by independent researcher Dr. Philippe Azzie, CMRP, between September 2014 and February 2015.  The full Study and its Executive Summary are available on the MRIA website at www.mria-arim.ca.

The Marketing Research and Intelligence Association (MRIA) is a Canadian not-for-profit association representing all aspects of the market intelligence and survey research industry, including social research, competitive intelligence, data mining, insight, and knowledge management. Members include over 1,800 practitioners, small to large research houses, and the many buyers of research services, such as financial institutions, major retailers, insurance companies and manufacturers. The industry accounts for almost three quarters of a billion dollars in market research activities annually.

SOURCE Marketing Research Intelligence Association

Image with caption: "Marketing Research and Intelligence Association (CNW Group/Marketing Research Intelligence Association)". Image available at: http://photos.newswire.ca/images/download/20150521_C1327_PHOTO_EN_16862.jpg

on MRIA and the Study findings contact: Anne Marie Gabriel, CAE, MRIA Manager Communications at: Tel: [phone] (ext. 8723) or Toll Free at 1-888-602-6742 (ext. 8723) / email: [email protected]