September 2014 Newsletter


September 2014, Issue: 5

Welcome to the September 2014 edition of the Probit newsletter!

Autumn 2014 has brought some interesting topics to the table for Probit Inc. While we continue to develop and carry out new studies, we would also like to share some of our recent results with you – our panel. As always, be on the lookout for survey invitations in the weeks ahead. Your invaluable input is necessary and deeply appreciated.

Recent Studies, Highlights and Impressions

With summer behind us and the pre-season in full swing now, Canadian headlines are now ready for hockey and the NHL. We asked new panel members who their favourite hockey team was and an overwhelming 68% answered with one of Canada’s Original Six teams, 40% for the Maple Leafs and 28% for the Montreal Canadiens.

Federal Vote Intention

The poll, which we ran with the Probit panel over the summer, reinforces that the Canadian public is now moving to the centre and left. Over the last 3 years, the Liberal Party of Canada has gone from 18.9 points in the last election to taking a clear lead with 38.7 points. The Conservative majority has dropped in to second at 25.6% with the NDP within the margin of error at 23.4%.

Chart - Federal Vote Intention

The public view on the next election mirrors our findings on vote intention. By a clear margin of 44 to 27, the public sees a Liberal government succeeding in 2015. Of those who see a Liberal government, however, the clear lean is to see a minority rather than a majority.

Chart - Predicted outcome of next election

What is Really Going on With the Middle Class

Over the summer we asked for your opinions and how the middle class is faring in Canada.

When asked about your perceived state of the middle class, it’s clear that an overwhelming majority of you believe that “the middle class is shrinking and falling backward” (74%).

Chart - Perceived state of Canada's middle class

Following that view, when asked about the most important issue to Canada’s future, “economic issues” continues to dominate discussion but “the growing gap between the ultra rich & everyone else” is a growing issue for many.

Chart - Most Important Issue

Congratulations to our Prize Winners!

We would like to offer a big congratulation to the winners of our most recent draws, all of who won cash prizes by taking part in our surveys.

July 2014

N. D. NL, $500 cash
I. S. NS, $500 cash
W. M. NS, $500 cash
D. M. NB, $250 cash
L. B. NL, $250 cash
M. S. NS, $250 cash
E. F. NS, $250 cash

May/June 2014

A. Mi. ON, $250 cash
A. Ma. ON, $250 cash

April 2014

J. M. AB, $250 cash
S. M. ON, $250 cash

Probit: What We Do

The key principle of Probit‘s methodology that distinguishes our panel from others is that the Probit research panel is probability-based. This allows us to accurately project survey data to the total Canadian population versus non-probability opt-in online panels. For more on this subject, please click here.

In the coming months, be on the lookout for a survey asking for your opinions on the Probit panel and your suggestions on how to make it better. We are constantly looking to improve the way we do things and no one is more important to that process than you – our panel. As always, we thank you in advance for your participation and look forward to working with you in the future.

A Friendly Reminder

In order to ensure our survey invitations reach your inbox please add us to your address book. Click here to view instructions on how to white list emails for several popular Internet Service Providers and email companies.

Keep your profile up to date! This will ensure you receive invitations to surveys that are most relevant to you. You can update your profile at anytime, by visiting us at or call us at 1.855.288.4932.


Do you have a question about surveys or research? Or, do you have an idea for future articles and/or topics? We’d love to hear from you. Submit your questions/ideas here.

Thank you for your participation; your continued input is essential towards improving Probit and presenting survey results.

Copyright © 2014 Probit, Inc. Part of EKOS Research Associates