Our Segment Intelligence Reports are designed to provide clients with deep insights into new or specialized categories, markets, or consumer segments in an affordable and time-efficient manner.
Sports360 Report
This report is the most complete insight source on how Canadians engage with sports today. It provides a data-rich view of three interconnected pillars shaping the sports ecosystem: fandom of professional leagues, adult sports and fitness participation, and youth sport trends.
The study is essential reading for leagues, sponsors, retailers, policymakers, and others looking to understand where the real opportunities lie.
Key areas covered in this research are:
- Fan engagement with over 22 leagues including how Canadians stream, attend, and buy merchandise
- League and athlete brand images, including insights on sports betting
- Adult participation across 50+ sports and activities, plus usage of gyms, apps, and wearables
- Youth sports participation (ages 3–17), including why kids start and stop playing
- Sports spending, including gear and apparel purchases for adults and kids
- Media habits across TV, streaming, social, and creator platforms
- Top brands Canadians recall as sports advertisers and sponsors
- Top apparel and sports brands and top sports retailers
- Regional and demographic differences across the Canadian sports landscape
Organizations in pro sports, sponsorship, retail, government and marketing will find actionable insight in this wide-ranging syndicated study. Deliverables include a detailed overview report in PDF format and presentation of results, with custom analyses and briefings available.
[Published September 2025]
Must Keep TV 2025
(U.S. Market Only)
Based on interviews with 1,400 US consumers, TSC provides brand strength rankings for 83 of America’s top network, cable and streaming brands.
The study reveals which brands are “must keep” for America’s 120 million+ TV households and how those rankings have trended for the past decade. The 2025 research is based on online interviews with 1,400 American consumers aged 12+ conducted in April/May 2025 – the sample captures and represents all major population segments. Respondents are asked to identify which of the 83 brands would be on their ‘must keep’ TV list if they had to choose a limited number. The task of creating a small bundle forces the consumer to really focus on what’s important to them and others in the household.
Respondents are also asked what action they would take if their ‘TV provider stopped carrying’ each of the channels they included in their bundle (e.g., switch providers, complain to provider, go on social media). This allows the users of the report to understand the potential level of activism of each brand’s fan base (streaming brands excluded).
You can read the highlights of the 2025 findings on MediaPost or TheWrap
For more information, please contact rdryburgh@thestrategiccounsel.com
[Published July 2025]
New Canadians Report 2025
This report is a comprehensive insight source on what New Canadians are thinking, doing and buying. It focuses on permanent residents who arrived in the most recent 5-year period (2019-2024) – individuals and families who are here to stay and are shaping Canada’s future.
With New Canadians continuing to drive household growth in Canada, this report is essential reading for organizations seeking to pinpoint opportunities and build meaningful connections.
Key areas covered in this research are:
- Top-of-mind concerns, quality of life perceptions, and priorities in the first few months to a year in Canada
- Platform and media use consumption habits, including TV, radio, streaming, and social and messaging platforms like TikTok, WhatsApp, and WeChat
- Insights into the role of social media creators and influencers in helping newcomers adapt and make brand choices
- Financial and telecom choices, including current banks, insurance companies, wireless, and credit card providers
- Shopping and brand engagement, including grocery behaviours, loyalty programs, and ad recall
- Full demographic profile
Organizations in banking, retail, telecom, government, sports, and CPG sectors will find actionable insight in this data-rich syndicated study, among others. Deliverables include a 100+ page report, a customized Power Page focused on your sector, and a presentation.
[Published April 2025]
Future of Online vs. In-Person Learning: Impact on Campus Environment
This report explores the impact that hybrid learning is having on students’ attitudes, including preferences for on‑line versus in‑person learning and impact on frequency of campus visits.
Key areas covered in this research are:
- Profile of classes taken including method of instruction, class load and integrated learning component
- Factors that most impact students’ coming to campus, what contributes to the on-campus experience, and time spent on campus
- Contributors to the overall relationship to their post-secondary institution
- Strategies for ways that hybrid learning can be better integrated and how it can enhance the learning experience of students
Post-secondary administrators, those involved in curriculum planning, government stakeholders responsible for education and faculty representatives should all read this report. Report deliverables include a 48-page PowerPoint presentation deck and an optional online presentation of results.
[Published September 2024]