Methodology
• The Gandalf Group conducted qualitative and quantitative research to produce the
Consumerology Report.
• Online discussions were held over 3 days in June 2008 with 3 groups of Canadians,
– General population national sample men aged 18 - 65
– General population national sample women aged 18 – 65
– Tech early adopters who were very interested in environment – men and women
• A national proportionate quantitative online survey was conducted among 1500
Canadians.
• The survey was conducted in English and French and fielded from June 26 through
July 9, 2008.
• The margin of error is +/- 2.53%.
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