Canadians’ Attitudes Toward Physical Activity

Context
Context
Approach

We have partnered with ParticipACTION since 2009 to conduct several research studies to grow the understanding of their brand, campaigns, and, critically, the attitudes Canadians hold regarding healthy living and physical activity. Together, we determined that a thought leadership piece would be an ideal complement to their position at the forefront of health advocacy.

First, we conducted online discussion boards among Canadians with different levels of physical activity and sedentary behaviors to gather a nuanced understanding of their beliefs about and attitudes toward physical activity. These findings helped to inform the questionnaire design for the second phase of research, which quantified the opinions and attitudes of Canadians of all backgrounds and activity levels. An online survey was conducted among 2,519 Canadians.

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