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Report Background and Methodology

The Bold Thinking Report is an ongoing study conducted by NATIONAL Public Relations regarding the predominant value systems guiding Canadians. The study looks at what values are important to Canadians, along with why they’re important and how these values shift over time.

We utilize our Belief Based Behaviour methodology – a unique application of digital ethnographic research developed at NATIONAL. The Belief Based Behaviour research is conducted by a team of PhD-level anthropologists who study consumers’ beliefs and values.