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What Québec Wants™
Marketing-communications consultancy Headspace Marketing Inc.
Recent Activity
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Sometimes advertising can make a real difference in society. Public service advertising can change attitudes and behaviours over time. And sometimes a marketing and advocacy campaign can add a strong voice to a cause and the volunteers supporting it to... Continue reading
Posted 4 days ago at What Québec Wants™
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Fewer than two-in-five Canadians say it's safe to eat genetically modified foods, according to a new public opinion poll from the Angus Reid Institute. Quebec residents are more likely to say GM foods are unsafe to eat (38%) than to... Continue reading
Posted Aug 11, 2017 at What Québec Wants™
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Like so many aspects of Quebeckers’ attitudes and behaviours, their interest in genealogy is ambiguous. Ronald Bishop wrote in the Journal of Popular Culture that “the pursuit of family history and origins tends to be shaped by several motives: the... Continue reading
Posted Aug 10, 2017 at What Québec Wants™
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If you thought that Quebeckers' hedonism would make them strong supporters of the legalization of marijuana, the findings from a recent survey by polling firm CROP for Radio-Canada may surprise you. Quebecers are far less optimistic about the legalization of... Continue reading
Posted Jun 27, 2017 at What Québec Wants™
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According to manufacturers' sales data published in Protégez-vous, 458,287 new vehicles were sold in the province in 2016, an increase of 3.1% from 2015. While the market has long been dominated by compacts, the Ford F-Series now leads, ahead of... Continue reading
Posted Feb 6, 2017 at What Québec Wants™
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Canadians plan to spend an average of nearly $600 on this year's holiday shopping, 8 % less than last year, yet more than half (51 per cent) expect to go over budget in the exuberance of the festive season, according... Continue reading
Posted Dec 16, 2016 at What Québec Wants™
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What better way to get noticed and tell your brand's story in Québec than to sign-up a celebrity? Quebeckers love them and celebrities have the potential to multiply the impact of your media investment. But times have changed and the... Continue reading
Posted Nov 22, 2016 at What Québec Wants™
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In an article recently published in Canadian Grocer's newsletter, Marc Inkol of Explorer Group, a Mississauga, Ont.-based shopper consulting company, revealed "the hidden ways people go through stores". We thought we'd add a Québec perspective to some of Inkol's findings.... Continue reading
Posted Nov 21, 2016 at What Québec Wants™
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The powerful influence of Québec celebrities on consumers has long been recognized. But how does it stack up against Hollywood's glamorous stars? When L'Oréal Paris launched a Canada-exclusive skincare line called Hydra-Total 5 earlier this year, one would have expected... Continue reading
Posted Oct 10, 2016 at What Québec Wants™
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AOL’s Content Moments study looked at over 6,800 consumer interactions with online content from 4,000 online consumers. It uncovered eight universal motivations or Content Moments: Inspire: look for fresh ideas or try something new Be in the Know: stay updated... Continue reading
Posted Sep 27, 2016 at What Québec Wants™
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Costco and Canon stand out as the only two brands to make the top ten most trusted brands in Québec and Canada overall. The Gustavson Brand Trust Index (GBTI) measures Canadian consumers' opinions about 276 corporate and product brands across... Continue reading
Posted Sep 26, 2016 at What Québec Wants™
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Interesting look at Lowe's plans in this exclusive interview with the head of Lowe's Canada, Sylvain Prud'homme, in a recent issue of Québec business publication Les affaires. Objective is to double net profit of the combined Lowe's/Rona business by 2021.... Continue reading
Posted Sep 25, 2016 at What Québec Wants™
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New book by pollster Jean-Marc Léger, journalist Pierre Duhamel and Professor Jacques Natel: Cracking the Quebec Code: The 7 keys to understanding Quebecers. It identifies seven traits that define the Quebec character: joie de vivre, easygoing, non-committal, victim, villagers, creative... Continue reading
Posted Sep 24, 2016 at What Québec Wants™
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Statistical Snapshots - facts and figures about Québec and the RoC Continue reading
Posted Aug 19, 2016 at What Québec Wants™
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Ipsos recently conducted a study entitled Perils of Perception, to understand how well Canadians know Canada. In some cases, Canadians have a solid understanding of their province and the country, such as how much of our provincial budgets we spend... Continue reading
Posted Jul 5, 2016 at What Québec Wants™
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Statistical Snapshots - facts and figures about Québec and the RoC Continue reading
Posted May 19, 2016 at What Québec Wants™
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Statistical Snapshots - facts and figures about Québec and the RoC Continue reading
Posted May 6, 2016 at What Québec Wants™
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New regulations would require businesses with non-French trademarks to display prominent French signage, whether it is a slogan, a description or a message about what’s on sale. This is the government response to a 2014 ruling on a court action... Continue reading
Posted May 4, 2016 at What Québec Wants™
Statistical Snapshots - facts and figures about Québec and the RoC A survey by Ipsos Reid conducted between December 15 and 20, 2015 among 1,003 Canadians on behalf of RBC Insurance asked respondents to identify which of five traveller profiles... Continue reading
Posted May 3, 2016 at What Québec Wants™
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Statistical Snapshots - facts and figures about Québec and the RoC Continue reading
Posted Apr 28, 2016 at What Québec Wants™
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Statistical Snapshots - facts and figures about Québec and the RoC Continue reading
Posted Apr 26, 2016 at What Québec Wants™
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Statistical Snapshots - facts and figures about Québec and the RoC Continue reading
Posted Apr 23, 2016 at What Québec Wants™
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Statistical Snapshots - facts and figures about Québec and the RoC Continue reading
Posted Apr 22, 2016 at What Québec Wants™
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Cara said it sees a major opportunity to tap the experience St-Hubert has built up in selling to grocers for its other brands like Swiss Chalet. This makes sense. However, Cara should know that when Québec grocery shoppers pick up... Continue reading
Posted Apr 1, 2016 at What Québec Wants™
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Rona may have been struggling in recent years but it remained a jewel and a source of pride for Québec Inc. This pride in being Québécois (and Canadian) ran deep. And Rona flaunted it to differentiate itself from U.S.-owned competitors.... Continue reading
Posted Feb 29, 2016 at What Québec Wants™