Market Research & Analysis and Survey Programs (MR)


Doyletech has extensive quantitative and market research experience across industries and sectors of the economy. A major aspect of our research activities has been the development of economic impact assessments (our experience in this area is detailed elsewhere on the website).

Quantitative research is designed to determine the magnitude of a problem or the intensity of a perception or attitude. Our ability to conduct meaningful quantitative research across diverse industries and issues requires good research tools and procedures. The standard tools are statistical analysis and forecasting techniques as well as primary research vehicles such as focus groups, survey questionnaires and their implementation (by telephone, in-person, email, web, etc.). Our tools are not that different than others; what is different is how we implement them. For example, we devote significant time to identify and recruit the very best possible participants for the research program being designed. Furthermore, once the program begins, we ensure that appropriate response rates are received. Doyletech is recognized by public sector agencies for its track record in these two areas; we are often called upon to conduct research on difficult issues, or to engage industry when previous attempts to do so have failed.

Too often research is used to support decisions already made rather than being a predictive tool for the future. This is not the Doyletech approach. If research does not show you the way forward, then it has failed. Our research and analysis is designed to provide a roadmap for the future.

The following are the types of quantitative and market research that we have conducted:

  • Complete research of industry market structure, trends, future prospects;
  • Environmental scan of industrial sectors or new technologies and application areas;
  • Market potential and penetration analysis (including market share) for new product and service ideas;
  • Product and service positioning;
  • Product migration research (including pricing research);
  • Brand equity research and image assessment;
  • Benchmark studies;
  • International best practices research (especially in ICT);
  • SWOT and PEST analyses;
  • Cost / benefit analyses;
  • Technology asset mapping (at the organizational level or at the community level); and
  • Consumer satisfaction and loyalty measurement.

We offer a full range of field services to satisfy the primary data collection requirements of our research programs, including:

  • Telephone surveys;
  • Mail surveys;
  • Email surveys;
  • In-depth personal interviews (including executive interviewing);
  • Combination of the above;
  • Intercept and exit interviews;
  • Focus groups (in-person and online; including recruitment and facilitation);
  • Delphi sessions;
  • Mystery shopping (on-site and over-the-phone).

Sample of Past Projects

Competitive Intelligence on the Ontario Private Vocational Training Industry
Market research on the private vocational training industry in Eastern Ontario and Canada was conducted. We also assisted in the development of various marketing collaterals – including website, brochures, and kit folders.

The PwC Canadian Software CEO Survey: Connecting Vision to Reality, 2004
This project was PwC’s first nationwide survey of CEOs of emerging software companies. In consultation with the client, we identified 350 emerging software companies across Canada, a subset of which were surveyed using online survey technology. The Canadian Software Purchasing Survey was conducted along side the CEO Survey. This separate survey was directed at Chief Information Officers (CIOs) of various organizations that purchase software solutions. Its goal was to provide CEOs with insight into the attitudes and behaviors of their customers.

Research on Intelligent Systems as it Impacts the Communities and Infrastructure Sector in Canada
Extensive intelligent systems (IS) research focused on the ‘Communities and Infrastructure’ sector in Canada. The objective of the research was to determine future market and technology trends in order to have a better idea of potential areas of future research in the sector. A focus group was also organized, attended by IS experts from across Canada and the U.S. Research in the areas of transportation infrastructure, environmental infrastructure (including water and wastewater, pipeline and building energy generation and management systems), and communications infrastructure was conducted.

Nanotechnology: A Preliminary Assessment of Canada’s Relative Strengths
An overview of the activities and sector specifics of 120 Canadian companies active in developing and applying nanotechnology was conducted. This pioneering work resulted in the first comprehensive outline of nanotechnology’s ongoing emergence in Canadian industry. The objective was to identify areas of particular concentration where Canadian capabilities presented the beginning of strengths and the opportunity to develop niches.

Nanotechnology Activity in Automotive and Industrial Materials Manufacturing
We assisted the Automotive and Industrial Materials Branch (AIMB) of Industry Canada to understand how various automotive and industrial material manufacturing sub-sectors are using (or planning to use) nanotechnology in their manufacturing processes. Our objective was to determine how nanotechnology is entering the industrial materials supply chain, e.g. in areas like chemicals, plastics, and metals. The survey program was truly national in scope with more than 100 people contacted. In-person, telephone, and email surveys were utilized to seek out those most acknowledgeable about nanotechnology applications in Canada.

A Study on Nanotechnology Products being Imported into Canada
Hundreds of telephone and email surveys with U.S.-based companies importing nanotechnology products into Canada were conducted. A comprehensive database was developed based on the extensive survey guide that was used.

Market Assessment of Materials Sciences Research in the NRC Physical Sciences Portfolio
NRC is implementing a new strategy that emphasizes multidisciplinary research projects, in particular collaborative initiatives that bring together its institutes. Our overall approach to synthesizing and analyzing the major questions was to develop a Scientific Assessment, a Market Assessment, and a Gap Assessment.

An Environmental Scan of the Canadian ICT Industry (with International Comparisons) for NRC
A wide-ranging environmental scan of the Canadian ICT industry was conducted. It involved the collection of current secondary data on the size and composition of the industry as well as its position relative to other OECD nations. We supplemented the data with our own recent experience in the sector and the issues that Canadian ICT SME firms currently face.

An Analysis of U.S. National Institute of Standards and Technology (NIST) Publications
An analysis of recent NIST reports was carried out to determine how they might impact the NRC’s activities in terms of measurement standards.

Environmental Scan of the Canadian Healthcare Sector – Major Organizations and Activities
An environmental scan of the Canadian healthcare sector was conducted; its purpose was to provide NRC with an updated overview of public and private organizations involved in health care research and related activities.

A Needs Analysis of Ottawa-Gatineau’s High Technology Industry
This research study identified the products and services purchased by technology-based companies in the Ottawa Technology Cluster (OTC). It has been used as a tool in assessing the ability of companies located outside the greater Ottawa region to supply such products and services. The major identifiable opportunity for selling products and services to a high technology company is associated with the company’s Cost of Goods Sold (COGS) which is the sum of the labour, materials, and overhead that go into the supply of the company’s own products and services.

The Legacy Skills Gap – A Trend Report
Legacy applications are the backbone of IT systems in many large organizations. The retirement of baby boomers has left a legacy skills gap in the IT labour market. This study assessed the degree of impact that would be felt by organizations going forward, including both a qualitative and quantitative assessment of how large the problem is, or may become. Interviews were held with both legacy application users and suppliers to identify activities which would help these organizations deal with the legacy skills gap.