Canadians’ Attitudes Toward Physical Activity


ParticipACTION was looking to better understand how they are perceived by Canadians among their peer group, other health organizations, and not-for-profits. They also needed support with their campaign assessment tracking study. In 2018, we partnered with the organization to produce a flagship thought leadership piece: The Pulse Report.

Using advanced analytics, we conducted a Brand Advancement Measurement (BAM) analysis (every 4-5 years), and conducted an Implicit Association Test (IAT) to understand the System 1 associations with specific possible outcomes of physical activity.

Research results contributed to ParticipACTION’s brand positioning and informed lobbying activities at the federal government level. Corporate reputation data assisted in defining brand fit with potential funding partners. Ongoing tracking of ParticipACTION’s media campaigns is evaluated against key brand metrics to inform marketing and communications strategy.

Make informed, impactful business decisions that move people into action