MRIA news

crtc voter contact registry flowchar

Click here to view the CRTC's Voter Contact Regsitry Flowchart


With the federal elections approaching quickly (October 19th), members should be aware of new requirements that will come into play once the election period gets officially under way.
The Fair Elections Act was passed by Parliament last year amidst considerable hoopla due to the controversial changes it brought to the Election Act.  While many of the changes garnered national media coverage (such as the new ID requirements and the diminished powers of the Chief Electoral Officer of Canada), a new provision targeting misleading robocalls quietly made its way through the legislative process.

Click here to read more.

GrbN Newsflash july 2015

Please find attached a newsflash from the Global Research Business Network (GRNB). MRIA maintains representation on the GBRN council to ensure that members stay apprised of changes in the global market research industry and engaged beyond our borders. As a result, the GBRN newsflash will be provided to membership in addition to MRIA’s Pulse on a regular basis.  I trust that you will find the additional information interesting and relevant.
~Kara Mitchelmore

Click here for GRBN newsflash 


Dear Members:
Our industry was recently strengthened with the announcement of a new organization dedicated solely to public opinion polling.  On June 11, the Canadian Association for Public Opinion Research (CAPOR) was announced with the goal of bringing greater professionalism, transparency and accountability to those who practice public opinion and issue polling in Canada.  Dr. Darrell Bricker of Ipsos Public Affairs is the Chair-elect for the organization.  The Association will take the summer to put in place their infrastructure, among other plans.

Click here to read more. 


MRIA brings you a new video presenting a series of interviews with client-side researchers about the role they play, their opinions on the future of the market research industry, the importance of building relationships, and the value of the MRIA.

Click here to view the video. 


Toronto (May 21, 2015) - The Marketing Research and Intelligence Association (MRIA) released today the findings of an important qualitative study it commissioned on how data and information are valued by some of Canada's top policy and political experts. The Study also explored perceptions around the use of research-based evidence in Government of Canada decision-making, and how usage may have changed in the last decade. 

Click here to read more.

MRIA 2015 Annual General Meeting

Notice is hereby given that the Annual General meeting of Members of the Marketing Research and Intelligence Association (MRIA) will be held on Tuesday May 26 2015, at the Toronto Marriott Downtown Eaton Centre. 

Click here to read more. 

MRIA and Multiview Partnership - Pulse eNewsletter

MRIA is pleased to annouce that we are launching a new weekly e-news brief, an improved version of the former MRIA Pulse, in partnership with our publishing company, Multiview. 

Click here to read more. 

Standards for the Conduct of Government of Canada Public Opinion Research - Qualitative Research

In the Fall of 2014, the Government of Canada launched consultations to obtain input into the development of standards for qualitative research.  The new Standards, which will be made available online as of next week, will complement existing Standards for telephone and online surveys conducted for the Government. Click here to read more.

2015 State of the Union Address


Kara Mitchelmore, MRIA CEO, has recorded the 2015 MRIA State of the Union Address. She discusses the challenges faced by the Association in 2014, actions that have been taken to breathe life into the Association, and lays the groundwork for the exciting year to come.


Click here to view the video.

In Memorium - Carl Hinch

A memorium for Carl Hinch, founding member of CAMRO. Click here to read more.  

MRIA Board of Directors Election

Six new members of the Board of Directors are to be elected. The deadline for nominations by members is February 27, 2015. Click here for more details. 

We are Moving!

Our response time may be longer than usual this week - thank you for your patience!

Effective February 4, 2015 the MRIA office will be located at:
21 St. Clair Avenue East
Suite 1102
Toronto, ON 
M4T 1L9

Our phone and fax numbers will remain the same. For complete contact information, click here.

MRIA 2015 Standards: Announcment of MRIA's New Code of Conduct and New Research Neutrals Advisory Service

December 22, 2014: In this milestone announcement, MRIA advises that your Association has updated its professional Code of Conduct, to align with the fundamental principles of the International Code on Market and Social Research (the “ESOMAR Code”).

Click here for more details.

Advocacy: Qualitative Standards for Government Research

November 28, 2014: As part of the MRIA's advocacy initiative, Julie Sylvestre, Chair of the Qualitative Research Council, responded to the Government of Canada's Public Opinion Research Directorate who had released a Qualitative Standards Document for Government Research. One of the main aspects of the Government's Qualitative Standards Document is that it requires all focus group respondents to be recruited by companies that are registered with the MRIA's Qualitative Research Registry (QRR).

Click here to download the full letter.

2015 Corporate Membership Renewal Campaign

We have commenced the 2015 Corporate Membership Renewal Campaign, and for 2015, Corporate Membership fees have been simplified. 

Click here for more details.

MRIA has moved to a new Portal!

Effective October 06, 2014 MRIA has moved to a new portal located at Please visit this new Portal to review and update your profile.

Click here for more details.

MRIA takes on the ALS Ice Bucket Challenge

Toronto: August 28 2014 - MRIA CEO Kara Mitchelmore completes the IceBucketChallenge to help raise money in support of ALS.

To see the video, click here.

CASL Updates

Ottawa: August 7 2014 - Public Opinion Research Directorate (PORD) held discussions with the CRTC regarding CASL and provided clarification on a number of questions.

To read more, click here.

Rogers, Telus tighten info disclosure policy

By Jim BronskillCanadian Press — Jul 16 2014

Two major telecommunications firms — Rogers and Telus — say they will no longer routinely give basic customer information to police and security agencies without first seeing a warrant.

The moves follow a recent landmark Supreme Court of Canada decision affirming the right to online privacy.

To read more, click here.

Calgary Herald: Letter to the Editor

On Thursday June 19, 2014 you published an article entitled “Outside Alberta, support split for Gateway, Poll Finds.” This article featured poll results as gathered by Angus Reid Global.

The accompanying chart included a statement that the poll results were associated with a Margin of Error of +/- 2.3%, 19 times out of 20. This Margin of Error statement can only be used in relation to research conducted with probability samples and is therefore incorrect and misleading to the public.

To read more, click here.

MRIA Disappointed with Senate's Inaction on Bill S-4, the Digital Privacy Act

Toronto, June 18, 2014 – The Marketing Research and Intelligence Association (MRIA) was extremely disappointed with the Senate of Canada's decision on June 16 to vote in favour of passing Bill S-4, An Act to amend the Personal Information Protection and Electronic Documents Act ('PIPEDA'). To view the complete press release click here.

To read more about MRIA's Advocacy initiatives, click here.

Promoting marketing research standards at government privacy committees

In recent weeks, the government tabled Bill S-4 in the Senate. This bill, also called the Digital Privacy Act, is a reform package to update PIPEDA.  It includes proposals such as a mandatory breach notification and proper consent for children, topics which are of extreme importance to the MRIA and our members. MRIA set up a working group, including David Stark, Don Mills, Annie Pettit, and Kara Mitchelmore, to develop a position on the Bill and was subsequently invited to share that position at a Senate committee meeting.

To read more click here.

Adding Value & Recognition for Gold Seal Agencies 

The MRIA and its Research Advisory Council (RAC) Board are working on exciting initiatives to increase Gold Seal member benefits and to provide greater visibility and recognition of the commitment and investment that our Gold Seal members make to our industry as a whole. 

To read more click here.

MRIA Launches Major Certification Initiative

The only Constant is Change.

At MRIA, we have undergone numerous changes since coming to life in 2005. Our current organizational restructuring is part of an aggressive growth strategy which includes a particular focus on having our certification recognized as the pre-eminent designation for marketing research professionals globally. 

To read more click here.

Emerging Leaders Task Force – we want to hear from you!

We look for member feedback, on social media and through surveys, to measure the impact of our decisions and help direct our future efforts. 

This survey will take 2-3 minutes to complete.  It was created with the help of our Emerging Leaders Task Force (ELTF), whose mandate it is to stimulate participation in MRIA by next generation market researchers, while working towards a more holistic approach to support the future success of this group. 

Click here to read more and take the survey.

Join MRIA's Procurement Working Group (PWG)

MRIA is seeking to determine whether one of its member firms is interested in joining MRIA’s Procurement Working Group (PWG). The mandate of the committee is to serve as MRIA’s industry working group and consultation and representation body on issues related to the procurement of marketing, survey and public opinion research and market intelligence services by government, particularly the Government of Canada. 

To read more, click here.

Win a Free Pass to the National Conference
The 2014 National Conference has one of the strongest speaker line-ups we've ever assembled. Fortunately, we're offering a contest for a free all-access pass to the conference. To enter you simply need to answer four trivia questions about the MRIA. A random draw from entries will be made on May 5th.


NOTICE is hereby given that a General Meeting of the Members of MARKETING RESEARCH AND INTELLIGENCE ASSOCIATION (the "Corporation") is called for and will be held at 94 Cumberland Street, Toronto, Ontario on Friday the 9th of May, 2014 at the hour of 12:00pm EST.

For complete information and to download meeting documents, including the instrument of proxy, please click here.

Re: Office of the Commissioner of Official Languages' proposal to revise the Government of Canada Standards for Telephone Surveys 

We were pleased to be able to provide input into the development of the recently revised Standards, and appreciate the follow-up opportunity to react to the OCOL recommendation in terms of the potential impact on industry, and ultimately on government research.  As you know, MRIA is recognized among our industry peers worldwide for our leading standards on market and survey research, and we welcome all occasions to share our industry insights with our partners in Government. 

To read more click here.

Pollsters feel vindicated after Monday’s election results

By Jason Magder, THE GAZETTE April 9, 2014 7:06 AM

Pollsters don’t watch election results the way most other people do.

Instead of picking a party and hoping that it forms the government, they hope that the seat distribution, and voter percentage reflect what their mathematical models had projected. That’s because elections are like the Olympics for pollsters: a rare event where they can publicly show off their prediction tools. While there’s not much money in predicting the results of a political campaign, there is a prestige factor.

Click here for the complete article.

Les sondages et les élections

Claire Durand, LaPresse, 08 avril 2014

Les sondages ont bien prédit le vote populaire. D'une part, le vote pour le PLQ a été estimé de façon stable à 40% en moyenne au cours de la dernière semaine de campagne, une prédiction qui est très proche des résultats (41,5%). D'autre part, les sondages ont bien prédit la chute des intentions de vote pour le PQ et la montée de la CAQ, des mouvements qui ont amené les deux partis presque à égalité autour de 25% au moment du vote. Il restera à analyser si la performance des sondages a été tout aussi bonne à l'échelle régionale et chez les francophones.

Cliquez ici pour l'article complet.


MRIA's Government Liaison Committee (GLC) recently submitted a brief making the case that as the Commission has had a long history of recognizing the value of survey research any contemplated changes to the ADAD’s and UTRs should not hinder future research industry practices.  In pressing this matter, the GLC also met with CRTC representatives on MRIAs behalf to reiterate the industry's position that more stringent requirements were not warranted for survey research. 

Click here for more info.


At MRIA, we value the importance of an informed and educated membership. Our Certified Marketing Research Professionals (CMRP) have the knowledge and experience to bring the very best of marketing research to their employers and clients alike.

To help promote the practice, MRIA offers a full slate of online and in-person courses, webinars and other events to help our members stay on top of current issues relating to marketing research. Our maintenance of certification program (MCP) was launched in 2010 and the majority of CMRPs continue to accumulate the required 50 MCP points per 2 year period. For any course or event purchased through the MRIA Portal, the MCP points will continue to be assigned automatically.

Click here for more info.

CRTC - Review of the Unsolicited Telecommunications Rules

New Development: The CRTC is expected to issue before March 31, 2014, a Decision following this past fall's consultations related to a comprehensive review of the Unsolicited Telecommunications Rules (UTRs). The UTRs regulate three key areas under the purview of the Telecommunications Act: Telemarketing calls; the Do-Not-Call list; and Automatic Dialing-Announcing Devices (ADADs).
Click here for more info.

MRIA criticizes inexact comments about the accuracy of election polling in article published in Montreal Gazette

In response to an article published in the Montreal Gazette on March 6, 2014, entitled "Liberals, PQ are neck and neck: poll", MRIA has written a letter to the editor, criticizing that in her column about the upcoming Quebec election, the author, Ms. Montgomery makes over-generalized and inexact comments about the accuracy of election polling.

To read the full letter to the editor, click here.

MRIA Protests Illegitimate Polling in the Toronto Star

In response to an article published in the Toronto Star entitled "John Tory clear leader in Toronto mayoral surveys", MRIA has written a letter to the Editor stating that it is misleading to readers as it violates several polling standards. MRIA strongly advocates rigorous standards among its members to ensure the most accurate polling results possible. MRIA urges all media to respect these standards.

To read the full letter to the editor, click here.

MRIA CEO Kara Mitchelmore  - The First Day

As I’m sure you have experienced, the first day of a new job is one of excitement tempered by reflection. I am humbled by the opportunity to work with hard-working, intelligent and committed market research professionals for whom I have the utmost respect. Frankly, I don’t believe any business can be successful without the insights market research provides. 


Click here for more details.

MRIA Announces New CEO - Kara Mitchelmore, MBA, FCMA

After an extensive search, the MRIA Board of Directors is pleased to announce the appointment of Marketing Research and Intelligence Association's new Chief Executive Officer, Kara Mitchelmore, MBA, FCMA, effective February 10, 2014. "The MRIA Board has selected an experienced strategic leader. I am confident the next few years will be ones filled with growth and new opportunities under Kara's management." said Anastasia Arabia, President of the MRIA. "This is the next step in the Association's quest to provide leadership to the Canadian marketing information and intelligence sector."


Click here for more details.

L'ARIM présente sa nouvelle PDG, Mme Kara Mitchelmore

Le conseil d'administration de l'Association de la recherche et de l'intelligence marketing (ARIM) a le plaisir d'annoncer la nomination de Kara Mitchelmore MBA, FCMA, au poste de présidente-directrice générale de l'ARIM. Mme Mitchelmore entrera en fonctions dès le 10 février 2014. « Le conseil de l'ARIM a choisi un leader stratégique d'expérience, nous a confié Anastasia Arabia, présidente de l'ARIM. J'ai confiance que les quelques prochaines années sous la direction de Kara en seront unes de croissance et de nouvelles occasions. L'ARIM fait aujourd'hui un pas de plus vers son objectif : assumer pleinement le leadership du secteur canadien de la recherche et de l'intelligence marketing. »

Click here for more details.

MRIA Net Gain 8.0 - Transformation is on January 30, 2014

This annual one-day conference on leading edge research is almost sold-out with seating limited to 150.

Early Bird Deadline is January 15.
Registration Information 
Sponsorship Form

QRD Conference - CREATING CONNECTIONS is on February 21, 2014


Attend for the latest in qualitative research. Registration Information

MRIA National Office is Moving 

Effective December 19, 2013 MRIA will be located at:
94 Cumberland Street, Suite 601
Toronto, ON M5R 1A3

Main Number: 416-642-9793
Fax: 416-644-9793
Toll Free number remains the same: 1-888-602-6742

Holiday Office Hours

Please note that MRIA's National Office will be closed for the holidays from December 23, 2013, and will re-open on January 2, 2014.

Good time to renew your MRIA membership or join the MRIA! 

Renew your membership now to lock in current rates which are going up in JanuaryJoin now as a new member to receive member benefits for the rest of 2013 and for all of 2014. Membership in the MRIA demonstrates your commitment to professionalism and supports the advancement of marketing research. MRIA provides opportunities to network, benefits for your business and education. Gold Seal and CMRP holders must be current members to retain the designation. Login to the Portal to renew or click here for reasons members join MRIA

Comprehensive Marketing Research Exam (CMRE) 

Applications are due on Monday, January 6, 2014 for the next CMRE, scheduled across the country for Friday, January 31, 2014. Click here for application details. Prepare for the exam by taking the 2-day CMRE Prep Workshop on January 7-8, 2014. Register by December 10, 2013 to save $100 on the Prep Workshop.


It is with great sadness that the family of Hank Goertzen announce his sudden passing on Tuesday, December 10, 2013 at the age of 59 years. Hank was born July 23, 1954 in Saskatoon, Saskatchewan to parents Margaret and Peter and was the youngest of 13 siblings. To his loved ones, Hank will be remembered as a wonderful husband, father, grandfather, brother, friend, and colleague who loved to spend his time camping, golfing and with those dearest to his heart.

Hank is survived by his loving wife, Linda; sons, Michael (Heather), Kyle, and Sean (Allie); his daughters through marriage, Tracy (Todd), Keri, and Robin (Brian); five grandchildren, Jaimee, Zane, Kai, Lauren, and Hudson; sisters, Erna (Wilf), Frances, and Ruth (Alan); and many other extended family.

A Memorial Service will take place at 10:00 a.m. on Tuesday, December 17, 2013 at Connelly- McKinley Edmonton South Funeral Home, 4820 Meridian Street, Edmonton. (Meridian Street can only be accessed heading SOUTH on Hwy 216 (Anthony Henday); - the access is 1 km south of the Sherwood Park Freeway on Hwy 216.)

Donations in Hank's memory may be made to the MS Society, #150, 9405-50 Street, Edmonton, Alberta, T6B 2T4 or the Heart and Stroke Foundation of Alberta, 10985-124 Street, Edmonton, Alberta, T5M 0H9. To send condolences, please visit:

Guest Book | View Sign

Top 10 Global Research Trends & Implications for You

Cam Davis, Ph.D., FMRIA, CMRP, will speak at this event hosted by the Alberta Chapter, free to members, from 12:00 noon to 1 pm on Thursday, October 31, 2013 in Edmonton. Click here for details or register through the PORTAL

Sign-up on the portal to receive emails on MRIA events and promotions. View the Chapters pages for events across MRIA's 7 chapters or the Event Calendar for all MRIA events. Like MRIA on Face Book.

2013-14 Course Calendar now available!

The wait is over – view the schedule as a calendar or by localeRegister quickly to take advantage of Early Bird rates. If you are not an MRIA-ARIM member, you will be asked to create a portal login. Go ahead to sail through the registration process. 

Introducing a new course Categorical Data Analysis. As with all of our one-day courses, cost starts at $499, with additional discounts for multiple registrations.

MRIA's summer issue of Vue magazine discusses Perspectives on Polling

Brian Singh blogs, political observers and the media were ignoring some basic fundamentals in understanding and analyzing polls... it was useless to consider an entire electorate when turnout was projected to be low. Read the article in the MRIA blog and in Vue. MRIA membership includes a copy of the monthly Vue, but if you aren’t an MRIA member, support the voice of the marketing research industry by purchasing a subscription or becoming a member.

What a successful gathering it was!

Our thanks go to the over 370 delegates, speakers, sponsors and exhibitors who helped make MRIA Conference 2013 a huge success. Photos are now available here.


The final event of the Conference was the MRIA Gala Awards Dinner, inducting MRIA’s newest Fellow, Frank L. Graves, congratulating this year’s Excellence in Research Award winners, and honouring our new CMRPs, Blankenkenship and Doyle Award Winners.

MRIA Conference 2014 is seeking Sponsors and Exhibitors

The MRIA 2014 National Conference, "Dig Deeper and Discover" will be held from June 8 – 10, 2014 in the beautiful city of Saskatoon. Conference Co-Chair Corrin Harper, President of Insightrix, has issued a Call for Sponsors . Click here for details.

Notes from the 2013 MRIA Annual General Meeting

MRIA held its Annual General Meeting on Monday, May 27 at the Marriott Toronto Bloor Yorkville Hotel in Toronto, Ontario. For a brief summary and photgraphs of the event, click here.

Skilled Graduates in Marketing Research Who Can Hit the Ground Running

Algonquin College's Marketing and Business Intelligence Research students of the class of 2013 have finished their course work and are eager to apply their freshly-minted skills. When Algonquin MBIR students come through your office door, they are ready to work for you. [read more...]

Attention MRIA Members:

Georgian College Research Analyst students are available for employment this fall if you are looking for bright, enthusiastic trained researchers. [read more...]

CMRP Program Update

As some of you may know, the CMRP designation is going through an evolution and we wanted you to be aware of the progress made to date. [read more...]



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