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What Québec Wants™
Marketing-communications consultancy Headspace Marketing Inc.
Recent Activity
Moving Halloween to a Saturday not as scary to Quebeckers
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Earlier this year, a petition began to circulate in the United States that calls for Halloween to be moved to the last Saturday of October, instead of being observed every year on the same day (October 31). The modification is... Continue reading
Posted Oct 31, 2019 at What Québec Wants™
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Quebeckers and cannabis
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Compared to Canadians in the RoC, Quebeckers are split in their support for the legalization of cannabis but they're significantly more likely to say they'll use it for medicinal or recreational purposes - according to the findings from the most... Continue reading
Posted Sep 25, 2018 at What Québec Wants™
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Tim might be changing but Quebeckers remain faithful.
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Canadians are apparently mad as hell at Tim Hortons. The brand is taking a beating according to recent reputation studies by Léger-National and Ipsos Canada. Commentators are claiming the brand is in trouble and has lost its connection with the... Continue reading
Posted Apr 24, 2018 at What Québec Wants™
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Viewing the #MeToo movement through Québec’s cultural lens.
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"Culturally, we have a very high bar for what constitutes sexual harassment, both socially and legally. We are more tolerant of men’s improper behavior. Any woman is used to having men commenting on her physical appearance: We call them compliments... Continue reading
Posted Feb 14, 2018 at What Québec Wants™
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Making a real impact, for good, in Québec.
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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 Oct 19, 2017 at What Québec Wants™
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Quebeckers more likely to be wary of genetically modified foods.
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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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Quebeckers, genealogy and their DNA
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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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Quebeckers and the legalization of weed
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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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The Honda Civic is no longer the best-selling new vehicle in Québec.
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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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Quebeckers expect to spend less on holiday shopping than Canadians in the RoC
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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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Celebrity spokespeople in Québec. Are they still as effective?
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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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Quebeckers in the grocery aisle
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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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Hollywood PQ
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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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What motivates French Canadians to engage with online content
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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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IGA, Rona and Lindt are Québec's most trusted brands according to the Gustavson Brand Trust survey
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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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The state of Lowe's Canada - six months after its purchase of Rona
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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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The Québec character: joie de vivre, easygoing, non-committal, victim, villagers, creative and proud
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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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Tipping at the coffee shop in Québec
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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' Index of Ignorance: Quebeckers are the most knowledgeable about their province
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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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Going to the gym in Québec
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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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The morality of buying sex in Québec
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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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Québec's proposed French signage regulations give retailers much leeway.
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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™
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Quebec travellers less adventurous
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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Physical activity and eating habits in Québec - Making changes.
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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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Less healthy food options in Québec
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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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