Prime Minister Justin Trudeau called the Covid election after staff conducted psychographic polling that showed most Canadians trusted cabinet and were “very angry” with people who didn’t follow pandemic rules, records indicate. Pollsters suggested useful messages in “exploiting” divisions among voters.
The Privy Council Office commissioned the study that divided voters into segments based on their views of masks and vaccines. “A successful segmentation is one that provides usable insights,” said the study Psychographic Segmentation Of Canadians Regarding Covid-19.
The March 12 study by Kantar Group researchers cost $148,862. Findings were based on questionnaires with 2,002 people nationwide.
Researchers said Liberal Party themes on pandemic management and compliance with Covid rules polled best with women under 34, retirees and francophones. They were least popular with working age men, visible minorities, people with spouses and children, and Prairie residents.
The point of the research was to ‘exploit’ groups for tailored messages, said Psychographic. “Successful segmentation of the general population depends upon exploiting the diversity in the population and offering Canadians experiences, services and messages tailored to their needs or values,” wrote researchers. “Using population segmentation works well when we can identify the hidden commonalities of needs and behaviours and tailor messaging to address them.”
Divided Into Five Groups
The study divided Canadians into five groups. Three groups were considered the most government-friendly.
The first group, called “the engaged,” consisted of 29 percent of respondents. “Engaged” people “have a lot of trust in scientists,” “get very angry when they see others not adhering to public health measures” and “say government restrictions have not gone far enough.” This group was the most likely to be vaccinated. “Engaged” people were typically retirees over 65, English speaking, with university degrees.
The second group, “the concerned,” accounted for 21 percent. “They are afraid personally of getting the virus,” wrote researchers. “Concerned” people were also angry with scofflaws who ignored Covid rules, and “strongly believe government restrictions have not gone far enough.” Believers were typically women under 34, students and part-time workers.
A third group, “the trusters,” totaled 17 percent of respondents. “Trusters are characterized by very high levels of trust in all institutions including governments, businesses, scientists, medical professionals, the pharmaceutical industry and news media,” said Psychographic. “Trusters” were typically male francophones with higher incomes.
Researchers said two remaining segments of voters were most resistant to cabinet messaging. One group called “the stoics,” 22 percent of respondents, was unconcerned by compliance with Covid rules. “Stoics are lukewarm about getting the Covid-19 vaccine,” said the study. “They are the segment most likely to say they will probably get a vaccine only once they are confident it will work.” The group was comprised typically of working age men and visible minorities with spouses and children.
Still Lost 462,000 Votes
The final group dubbed “the skeptics” was 11 percent and had “very strong mistrust of all institutions” including the federal government. “The vast majority believe government restrictions have gone too far,” wrote researchers. Skeptics were typically Prairie residents, “white, Canadian-born and aged 25 to 44” and “the least likely to care when they see others not adhering to public health guidelines.”
Prime Minister Trudeau prior to the Psychographic study told reporters last January 14 “there are a broad range of reasons why someone might not get vaccinated” and that he opposed “extreme measures that could have real divisive impacts on community and country” like vaccine mandates.
Trudeau last February 11 also said vaccine advice was best left to Canadians and their doctors. “You’re not taking medical advice from me,” he said.
After the Psychographic study the Prime Minister on August 15 called the election as a referendum on vaccine mandates, he said. “The answer to tyranny is to have an election,” he said.
Trudeau went further in an August 31 campaign rally. Canadians who declined a Covid shot were “putting at risk our kids,” he said. “What about my choice to keep my kids safe?” said Trudeau. “What about our choices to make sure we’re getting through this pandemic as quickly as we can?”
The Liberal Party lost 462,100 votes in the September 20 election. The Party holds 160 of 338 seats in the minority Parliament with the loss of three cabinet ministers.
By Staff 
