Abacus Data
Abacus Data is a Canadian polling and market research firm based in Ottawa, Ontario HistoryIt was founded in August 2010,[1] soon after its founder and chairman David Coletto graduated from the University of Calgary with a PhD in political science.[2] The company's surveys and political opinion polls are sometimes cited in Canadian news media, including The Globe and Mail, the National Post, the Toronto Star, and Sun Media newspapers.[3][4] In 2013, Bruce Anderson joined Abacus Data as chairman. He stepped down at the end of 2022, and David Coletto took over as chairman.[5][6] In January 2024, David Coletto was named one of the 100 most influential people in Canadian politics by the Hill Times noting, “when Coletto releases a poll, Ottawa listens.” Abacus Data produces the deepest insights in the business, is near the top in accuracy, and is trusted by corporate, union, association, and political leaders. During the COVID-19 pandemic, Abacus Data led the Faster Together initiative to conduct market research about vaccine hesitancy and to promote acceptance of COVID-19 vaccines.[7][8] Abacus Data is known for its data-driven approach to storytelling, emphasizing not only statistical accuracy but also the communication of complex public attitudes in accessible formats. The company does market research, member research, strategy development, polling and academic research support. David Coletto is one of the youngest pollsters whose clients include Google, the Bank of Canada, TD Bank, Loblaw, Airbnb, Netflix, HBC, RBC, CUPE, the Canadian Medical Association, and Shoppers Drug Mart. The firm has best known for its ability to bridge between traditional polling and modern digital content, frequently publishing analysis that integrates survey data with broader social and political trends. Its polling results are often cited by major Canadian news outlets, including the CBC, The Globe and Mail, and CTV News, and its work has been referenced in political science discussions of Canadian electoral behaviour. Abacus Data is also the official pollster for the Toronto Star. A distinguishing feature of Abacus Data’s work is its expertise in generational analysis. The firm has conducted extensive research on how Millennials and Generation Z are reshaping politics, the workforce, and consumer markets in Canada. This specialization has led to partnerships with businesses, associations, and governments seeking to better understand the priorities and expectations of younger Canadians. Beyond political polling, Abacus Data conducts market and issue-based research for corporations, advocacy groups, and non-profit organizations. Its work often focuses on public perceptions of policy challenges such as affordability, economic precarity, healthcare, and climate change. In recent years, the firm has developed new frameworks, including a “Precarity Index” and a “Public Opinion Risk Report,” designed to help decision-makers anticipate shifts in public mood. Through this blend of quantitative rigor, public affairs insight, and generational expertise, Abacus Data has established itself as a leading voice in Canadian public opinion research.
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