Reconnecting with Older Canadians

As Canada’s population ages, governments and businesses are confronted with new challenges in meeting the needs of older Canadians and how best to meet them.

Subject Areas

While each subscriber finds unique ways to utilize this study, Reconnecting with Older Canadians examines older Canadians’ opinions in a wide variety of areas. Depending on subscriber interest specific study areas will likely include but are not limited to:

  • The workplace and beyond. A number of respondents will still be in the workforce, and are likely planning for their nearing retirement. What are their needs, what types of assistance will they be looking for? What could be done to keep them in the workforce? Are they concerned about the state of the CPP? What about the current economic climate and how this may be affecting their investments? Also, with an aging population and an increasing number of Canadian workers leaving the workforce, what are the opinions this audience holds about the potential gaps when it comes to a skilled workforce?
  • Crime, justice and security. This research will explore older Canadians’ perceptions of crime and safety in Canada, and in their communities. Are they concerned with elder abuse, and what about the increasing cases of fraud among seniors?
  • Housing and infrastructure. We know that affordable and appropriate housing options are a concern for older Canadians — what types of housing would they prefer, and what types of assistance will they need in this area? Are they living alone, with family, or in retirement residences?
  • Health. There are increasing demands on Canada’s health care system, and this will continue as the population ages. What do older Canadians need, what do they expect from the health care system? Are they concerned about the status of the health care system? Also, what are older Canadians doing in terms of fitness — do they belong to a gym, are they active?
  • Society, governments and governance. How do older Canadians rate government performance? Are they optimistic about the future? To what extent and how are older Canadians engaged with government and politics?
  • Travel and leisure. What are older Canadians doing with their time? Are they traveling, volunteering, taking in the arts?
  • Preferred communication and media consumption. What is the best medium to communicate with older Canadians? What types of media are they consuming?
  • Subscriber input. All subscribers have the opportunity to purchase their own proprietary questions. All Associate level subscribers are invited to provide input to the core questionnaire and will receive five client specific questions designed in partnership with Ipsos Reid.

Methodology and Sample Plan

Ipsos Reid will conduct a telephone survey of 1,000 Canadians 55 years of age and older. In addition, we will conduct an online study among n=1,000 Canadians 55 years of age and older.

The proposed regional breakdown for the sample is:


Province Telephone Sample Size Online Sample Size
British Columbia 140 140
Alberta 80 80
Saskatchewan/Manitoba 70 70
Ontario 380 380
Quebec 250 250
Atlantic Provinces 80 80
Total 1,000 1,000