An insightful resource for those who buy, use, or care about public opinion research.

At the Quorus Consulting Group, we’ve spent decades helping governments, corporations, and associations understand what Canadians think, why they think it and how to have a better relationship with them.

We all know that public opinion isn’t static. It shifts with events, with culture, with how issues are framed, and with how people see their place in society. If it didn’t shift, there’d be no reason to study trends.

It is also true that public opinion research isn’t static. How we engage with people, how responsible they are, how our engagement relates to responses, the tools we can use and techniques that have been developed are all things that have brought about a massive amount of change in our line of work, and in how we can help clients.

In our work, we have experienced its evolution – both in terms of evolving opinions and evolving research – up close.

This Substack—The Quorus Line—is where we’ll share some of our insights on these issues. Members of the Quorus team will share individual observations about what’s shaping Canadians’ attitudes and behaviours, how they are changing, as well as how we are changing as researchers.

Our goal is simple:

• To highlight patterns and signals in public opinion that matter for decision-makers.
• To reflect on what decades of research has taught us about how people process information, form judgments, and act.
• To offer a perspective grounded in evidence, not assumptions.
• To help you become a better consumer of public opinion research.

Why subscribe?

If you buy, use, or care about public opinion research, we think you’ll find value here.

Policy-makers: Gauge whether your instincts about Canadians line up with the data, keep track of big picture trends, emerging issues and some of the more hidden drivers of opinion that end up being uniquely relevant to policy.

Corporations and associations: See how public expectations can affect your reputation, your license to operate, how Canadians want their governments to treat you, or your advocacy strategy.

Advocacy groups and NGOs: Learn how public sentiment can be a powerful ally—or a barrier—to change. Keep members engaged and satisfied, rally people together, and more effectively get your message across.

What to expect

• Short posts unpacking interesting findings from the world of public opinion research.
• Occasional deeper dives into how opinion works, and what leaders should take from it.
• Links to outside studies, news stories, and debates worth your attention.
• Pro-tips on how to be a better consumer or buyer of public opinion research.

Public opinion matters. It influences what’s being talked about or undertaken. It shapes policy. It drives business decisions. It determines success and failure.

We’ve built The Quorus Line so that we can share what we’re seeing, thinking, and learning. We hope you’ll find it useful—and maybe even thought-provoking.

Subscribe today to follow along. We look forward to starting the conversation.