CRAS (Canada)

An Overview of Immigrant Seniors in Canada

2017-09-06T00:00:00+00:00

Is living abroad after retirement genuinely happy?

In December 2011, during the pause on applications for Parent and Grandparent Program (PGP) immigration, the Super Visa for parents and grandparents of the Canadian citizens and permanent residents was introduced by Citizenship and Immigration Canada(CIC), with the purpose of supporting family reunification. The Super Visa could be valid for up to 10 years and has significantly facilitated the process for Canadians to invite their parents/grandparents to live in Canada. This time, CRAS (Canada) zooms in on Canadian Chinese and their parents/grandparents who have settled down in Canada: What do their lives look like on a daily basis? Have they enjoyed their stay since the first arrival here? In order to further interpret the topic of “living abroad”, which has been one of the focus points in Chinese community, CRAS (Canada) surveyed these senior visitors/immigrants and the results may surprise you.

According to the latest report from CRAS on Chinese Elderly Immigrants in Canada, nearly three fourth (74%) of participants have enjoyed their time spent in Canada. The majority (91%) of immigrant elders rated their lives in Canada today as meeting or going beyond expectations, and only 11% of participants considered living in Canada to be fall short of expectations.

Life Satisfaction (in Canada) in comparison to own expectations

Exceeded Expectations: 38.3% Matched Expectations: 53.1% Less Than Expected: 10.6%

I enjoy living in Canada

Strongly Agree: 10.6%, Agree: 63.8% Neutral: 21.3%, Disagree: 4.3%

Why would senior immigrants find their stay in Canada enjoyable?

The key attributes make living in Canada appealing to senior immigrants in Chinese community are: the people-oriented society, the caring culture towards underprivileged groups, the further potential in future economic development, the fascinating natural environment and etc.

“Recently I have read an article regarding a clothing shoplifter who was caught by police – knowing the financial difficulties that this person was suffering altered the mind of the policemen. Eventually this shoplifter received the help and good wishes from police to encourage him get his family out of the difficult situation. I feel quite moved by this story, and this truly reflects the impression that Canadians strike me as considerate and caring people. This people-oriented culture has permeated society in many aspects – it is the charm of Canada that I appreciate the most.” – A Senior surveyee

Soaked in the caring culture, healthcare is also one of the channels that Canada impressed senior citizens.

“Lately I had a surgery in Toronto Western Hospital. Though I have had the same operation done in China, the experiences were dramatically different for me. Let alone the professionalism and medical skills – to some extent, some of the technical skills in China may even be further developed due to the extensive clinical experience – the respectful and warm attitudes that physicians and nurses treat patients in Canada are precious. For instance, last time when a patient on a gurney had to be waiting in the hallway for about 10 minutes, nurses particularly offered a floor screen for protecting his privacy. The respect and care that this country has towards patients, the elderly, the disabled and others from disadvantaged speak for the core values of Canada. It is one of the reasons why I enjoy my time spent in Canada.” – A Senior surveyee

What are regrets or concerns living in Canada?

At the same time, senior immigrants listed a few concerns or examples when they had a hard time adapting themselves to local lifestyle, such as the lack of fun social life, GMO foods, low working efficiency, long and suffering wintertime and etc.

“It was hard in the beginning - unlike the social life back in China that I could be around with plenty of old friends to enjoy the life, exercising together and visiting relatives. However, it seems that I have been gradually used to the life here.”

“ GMO food is a serious concern here. It is something that worries us indeed. The sign for GMO is not as clear as it is supposed to be, plus non-English speakers like us can hardly understand the GMO sign as well.”

“ Working efficiency here is incredibly low. The road nearby has been under construction for a whole summer and is still unfinished. This cannot take more than two days in China. The power was out last winter, and it took a week for some regions to get back in life with electricity. How inconvenient! It is hard to imagine and accept these as a newcomer.”

“ Most of us dislike the winter here. What a long winter – it would be better to live in a condo as having a walk is still possible. You rarely go out at your spare time in winter if you live in a house.”

– Senior surveyees

Source of income

Over half of the elderly immigrants (53%) indicated in the survey that they would rarely go out or participate in activities other than family gathering. The main reasons probably lie in the language barrier and difficulties when going out alone:

Whether or not you would participate in social gatherings or community activities

In this research, it is discovered that over half of the elderly immigrants (55%) do not know English at all, and over one third of the elderly immigrants (36%) know some English which is yet enough for basic communication.

The majority of the elderly immigrants (92%) do not own a valid driver’s license, and thus they are not able to drive but commute only via public transit or with their family who can drive in Canada. Unlike China, Canada has a vast territory with a sparse population and underdeveloped public transit system, which would post certain level of barrier to the elderly immigrants.

English proficiency & The possession of driver’s license

Being filial is an eternal subject among Chinese community, it is every son’s and daughter’s responsibility and duty to make elderly parents to adjust to the new environment as quickly as possible and live a happy life. CRASC suggests to families who have elderly immigrants the followings:

Encourage elderly parents to learn English and Canadian culture. The Canadian government and some communities offer a vast amount of free English learning courses specifically to the elderly immigrants, it is recommended to select one suited course for the elderly immigrants.
Encourage the elderly parents to go out and participate in all kinds of community activities independently, and provide necessary help and support.
If the physical condition of the elderly parents permits, it is suggested to let elderly parents visit China on a regular basis. In this research about two thirds (64%) of the elderly immigrants express that the most ideal situation is being able to commute between China and Canada.

If free to choose, you would

Methodology

This survey was sponsored by Chinese Research and Analytics Society (Canada) (CRASC). Data was collected from July 20 to August 10, 2017 via the online survey platform of lediaocha.com. Survey links were distributed among Chinese immigrants in Canada though WeChat Moment and WeChat groups by CRASC members. In total, 47 valid samples were received. Data processing and analysis were conducted by CRASC members. Thanks for the contribution made by CRASC members Dylan Gao, Kathy Cheng, Yelu Li, Evelyne Han, Sophie Cao and Stacey Zhao.

About Chinese Research & Analytics Society (Canada)

Chinese Research & Analytics Society (Canada) (CRASC) is a not-for-profit professional organization founded by a number of research and analytics professionals of Chinese origin who currently work in the Greater Toronto area. The organization serves as a community for research and analytics professionals originally from China to network, share, learn from one another and develop their career in Canada. CRASC is also committed to bridge the information and insights gap about Canadian Chinese as one of the largest ethnic groups in Canada. We believe that our organization is best positioned to provide the public, government organizations, media, and businesses in Canada and China with an unbiased view of Canadian Chinese, their lifestyle, values, opinions and their needs.

Toronto vs. Shanghai: How Chinese Parents Manage Their Kids’ Extra-Curriculum

2017-07-17T00:00:00+00:00

A recent study shows no matter where you live, Toronto or Shanghai, more than 90% of children under 12 years old participate any sorts of extra curriculum activities. Chinese parents are more or less the same even if the education system and philosophy is somewhat different in Canada and China.

Not surprisingly to most who lives in Toronto, Kids on average take 5 extra curriculum activities more so than those in Shanghai. While kids in Shanghai taking Maths and English, Kids in Toronto are doing more sports, arts and more recreational activities. Academic pressure for kids before 12 in Toronto is definitely not as much as in Shanghai.

Both Toronto and Shanghai kids go to tutorial for school classes. Nonetheless this is a norm for Shanghaiists but not for Torontonians.

In general, Chinese parents based on Toronto accentuate interests and diversity. Meanwhile in Shanghai, parents see extra-curricular as a mean to manage the future of their children. Undoubtely, they are and they will commit to kids at all expense.

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Market Research Career Seminar (June 2017)

2017-07-17T00:00:00+00:00

A few seasoned market research professionals recently joined the panel discussion at CRASC market research career seminar. Check out the insights from industry insiders about developing your career in market research & analytics field.

Is Coffee “Your Cup of Tea”?

2017-06-23T00:00:00+00:00

As the birth place of tea, China has been immersed in a tea culture for centuries. The start of reform and open policy 40 years ago brought Western culture to the Chinese people, and along brought coffee into their lives. While coffee has gained growing popularity among urban youths, tea has remained the staple drink for the masses. Is coffee replacing tea for those who leave China to settle overseas? Are young people still the main customer base for coffee?

CHINESE IMMIGRANTS IN CANADA IN LOVE WITH COFFEE?

A recent survey of Chinese Canadians about their coffee drinking habits sheds light on these questions. The survey shows that over a half of all Chinese immigrants in Canada drink at least one cup of coffee per day. More specifically, those who have immigrated to Canada for 10 years or longer are more likely to be heavy coffee drinkers consuming 2 cups or more per day, as compared to those who have lived here for less than 10 years. According to statistics, per capita coffee consumption in Canada ranks the 3rd in the world, next to the Netherlands and Finland. When in Canada, do as the Canadians do. It seems that tea may have been replaced by coffee among the Chinese immigrants here.

The survey also indicates that those aged 35-44 constitute the bulk of coffee consumers, with over 60% of this age cohort drinking at least 1 cup per day. Interestingly, less than 40% of Millennials aged 18-34 drink coffee daily, even lower than that of the 45-55 middle aged group. The main reason why those aged 35-44 drink coffee is that coffee helps increase their energy level. This group is usually the bread earners in their families with more responsibilities and stress, which could possibly explain why they drink more coffee.

“Because coffee improves energy level and it contains antioxidants, it is good for health.” “I love espresso the most because it is condensed with the main extract! I usually make coffee at home. On average I drink 3-4 cups of coffee per day.”

“I love espresso the most because it is condensed with the main extract! I usually make coffee at home. On average I drink 3-4 cups of coffee per day.”
– A young professional from the financial service industry, male, 32 years old

WHERE DO CHINESE IMMIGRANTS DRINK COFFEE?

One-third of Chinese immigrants in Canada make coffee themselves at home or in office. However, more buy coffee elsewhere. According to the survey, over a half of Chinese immigrants buy coffee from coffee shops or fast-food restaurants. This is not surprising, given Canada has a long and cold winter, and many commuters buy a coffee and put it in the car on their way to work. For home makers, it is common that they meet and catch up with their friends in a coffee shop. According to statistics, there are 3,600 Tim Hortons stores in Canada, a vast country with only a population of less than 36 million. No wonder that Canadians, including Chinese immigrants, love coffee and coffee shops that much.

STORE CHINESE IMMIGRANTS IN CANADA LIKE THE MOST?

Almost all Chinese immigrants in Canada are aware of McDonald’s, Starbucks and Tim Hortons. Even Second Cup enjoys 94% awareness level among Chinese immigrants. According to the survey, 82% of the respondents say they visited McDonald’s, 91% visited Starbucks, and 93% visited Tim Hortons in the past year. Obviously, coffee shops and fast-food restaurants serving coffee are popular hangouts among Chinese immigrants. The survey also shows that 60% of respondents visited Tim Hortons, 44% visited Starbucks, and 25% visited McDonald’s multiple times in the past month; however, Second Cup only has 5% frequent loyal customers although it has a 94% awareness. This demonstrates customer loyalty is key to success for coffee shops and fast-food restaurants in an increasingly competitive market.

“Tim Hortons is a value-for-money coffee shop. It is down to earth and shows more character than Starbucks.”
– A young professional from the financial service industry, male, 32 years old

“Sometimes I make instant coffee at home, but most of time, I drink coffee in a coffee shop. I like Tim Hortons’ Dark Roast the most, with one sugar and one milk. I also like Starbucks’ Americano. I love the taste of these two types of coffee. With no redundant flavors, they are very pure compared with others.”
– A professional from the education sector, male, 48 years old

TYPE OF HOME-BREWED COFFEE THEY FAVOUR?

Among consumers who brew their coffee at home, drip coffee maker is the popular with 37% users. Single cup coffee maker using pods follows as the 2nd with usage at 29%. Instant coffee is far less popular in Canada than in China.

69% of Chinese immigrants mainly drink freshly brewed coffee, while 32% of survey participants say they mainly drink espresso-styled flavour coffee, such as latte and mocha. Interestingly, female consumers are more in favour of flavoured coffee, while male consumers are more in favor of plain espresso.

While keeping much of the traditions after they leave the home country to settle overseas, as time goes by, Chinese immigrants have adopted many local eating habits as part of their integration into Canada. Coffee is one of the many examples of such integration. Over a half of Chinese immigrants in Canada have fully accepted coffee. Among those aged 35-44, who drink coffee most frequently, nearly seven in ten fully embrace coffee.

A quarter of all respondents claim that coffee help them relax and keep them cheered up, indicating they are likely to increase their coffee consumption. In the meantime, 27% say they are likely to drink less coffee out of health concerns. Interestingly, Millennials aged 18-34 are the most likely to drink less coffee due to health concern.

Photo: “London Calling” by Thomas Leuthard

Methodology

This survey was sponsored by Chinese Research and Analytics Society (Canada) (CRASC). Data was collected from May 10 to May 18, 2017 via the online survey platform of lediaocha.com. Survey links were distributed among Chinese immigrants in Canada though WeChat Moment and WeChat groups by CRASC members. In total, 377 valid samples were received. Data processing and analysis were conducted by CRASC members.

About Chinese Research & Analytics Society (Canada)

Chinese Research & Analytics Society (Canada) (CRASC) is a not-for-profit professional organization founded by a number of research and analytics professionals of Chinese origin who currently work in the Greater Toronto area. The organization serves as a community for research and analytics professionals originally from China to network, share, learn from one another and develop their career in Canada. CRASC is also committed to bridge the information and insights gap about Canadian Chinese as one of the largest ethnic groups in Canada.

We believe that our organization is best positioned to provide the public, government organizations, media, and businesses in Canada and China with an unbiased view of Canadian Chinese, their lifestyle, values, opinion and their needs.

魔都虎妈 PK 多伦多狼妈：谁家孩子更辛苦？

2017-06-21T00:00:00+00:00

黎鲁波专访：用文字和数字讲故事的人

2017-06-13T00:00:00+00:00

鲁波的职业生涯颇为丰富：由英语专业一变而为新华社记者，又变而为车企品牌经理，又变而为咨询师，四变而为Visa的市场研究专家。借用丰子恺评弘一法师的话，可谓是“每从事一个行业，都可以说是十分像样。”

今天，加华市场研究会将带你探寻这位职业经历广泛，横跨两岸三地的行业专家的成长轨迹……

黎鲁波是 77 年恢复高考后的第一批考生，他和那个特殊时代的其他有志青年一样，学习刻苦，珍惜机会。他说自己很幸运，在一个按部就班的年代有机会做人生选择。

“考大学是一次可以主宰自己命运的机会。”

当年的高考用“惨烈”来形容不为过：历史上唯一一次冬季高考，不到两个月的备考时间，最终 570 万考生中只有不到 30 万被录取，录取率仅为 5%（2016 年高考录取率为 74%）。虽然数据看上去让人不禁一颤，但恢复高考确是当时千千万万中国人从“穿草鞋”到“穿皮鞋”的唯一希望。

鲁波的人生也因此改变。

他考取了吉林大学英语专业，虽然这与他报考的文学系和历史系大相径庭，但他知道自己可塑性很强，决定接受挑战。英语基础相当于零的他，通过不到一个学期的时间，不仅跟上了课程，还在专业水平上超过了同班同学。

“我知道这是我要达到的目标，而这是我目前的困难，我要做的只是去克服它。”

“英语是一个工具，我不会永远做老师。”

毕业后鲁波顺理成章被分配到大学当英语老师，虽然工作倍受学校重视，他一直认为英语只是一个工具。同时，他也始终割舍不下自己钟爱的文学历史和经济政治，当他得知中国社科院招考研究生的时候，他毫不犹豫地选择抓住机会，继续深造。

“我的志向是做记者，把中国介绍给世界，把世界介绍给中国。”

鲁波以第一名的成绩考入了中国社科院的新闻专业，毕业后被分配到新华社对外部工作，这时，路透社基金会有意招募访问学者出国交流，他动心了，决定申请。他在三百多名第三世界记者中被选中，得到去斯坦福大学访问学习一年的机会。社科院的学习使鲁波掌握了必要的专业知识，但在美国斯坦福大学的学习经历使他第一次真正放眼世界。他并没有像其他人一样借机留在美国发展，而是立志回国做贡献，他有着改革开放后第一代大学生的特点：有理想，有社会责任感。回到新华社后，他采访国家领导人，报道人代会等重大政经事件，他曾认为这一生他都将以新闻工作者的身份连通世界与中国。

“我对生活的要求不太高，只要给我提供一个平台，我能够很愉快的发挥我的才能做有价值的工作，我就心满意足了。”

可惜，鲁波回国不久后，一件历史事件不幸发生，他对国内的政治环境极为失望，于是再次选择出国，进入密歇根大学攻读市场营销学博士。毕业后鲁波在美国曾先后作为品牌经理和咨询师就职于福特汽车公司和 Monitor 咨询公司，最终于 1998 年正式移民加拿大，开启了二十年的市场研究职业生涯。

怎样决定进入市场研究行业？

“其实一直以来我都对市场学很感兴趣，尤其喜欢市场研究。第一次去美国作访问学者的时候我研究的课题之一就是公众舆论对公共政策的影响，而我每年也都会关注盖洛普公司针对美国公众做的民意调查结果。后来读博士期间我做过很多研究项目也学习了不少相关知识，比如统计方法和理论、消费者行为和传播理论。”

“刚刚进入福特当品牌经理的时候我曾经轮岗于各个部门，那时就发现自己最钟情于市场调研部的工作。之后我作为 Monitor 公司战略调研团队的顾问兼项目经理也从事相关的咨询工作。但只有从移民加拿大开始，我才真正进入了专业的市场调研领域。”

为什么会放弃咨询顾问的工作?

“咨询公司非常锻炼人，尤其锻炼年轻人，公司合伙人经常带着手下这些哈佛、耶鲁等名校毕业生组成的团队没日没夜的工作，强度非常大。虽然这段经历对我的能力有所提升，但是过快的节奏给我很大生活压力。那个时候我的两个孩子都还小，不仅要经常跨国出差，还时不时因为周末临时开会而取消家庭活动安排。美国身份一直没有解决是另外一个重要原因，这也使我最终离开美国而移民加拿大。”

在Northstar最大的成就是什么？

“我在读博士期间就学过很多调研方法，在 Monitor 又积累了一定的咨询经验，所以我来到加拿大，就专注于市场调研这一行，加入了一家初创的公司Northstar。我给公司带来了策略性更强的研究方法并引进了很多新的调研技术，比如在线 conjoint analysis，当时加拿大没有几家公司有这方面的能力，Northstar 因此成为较早开始做这类研究的先驱。随着工作需要，我后来又自学摸索出了很多研究方法和软件的应用，逐渐帮助公司创立了 Advanced Analytics 团队，也开发了很多新客户。”

为什么会选择去 JD Power？

“在 Northstar 做了大概七年以后不少国内的朋友鼓励我回去发展。2005 年的时候国内经济发展得很不错，尤其是汽车行业，除了在福特的经验，我也在 Northstar 做过不少汽车项目。那时 JD Power 刚好在寻找可以负责上海分公司业务的主管，我就通过福特公司的客户和 JD Power 的高层取得了联系，希望帮助 JD Power 开发在华汽车调研业务。当时并没有想得很长远，就是想回去尝试一下。”

时隔多年回国有什么体会？

“中国的发展日新月异，和我走的时候完全不一样，以至于我有一个文化反冲击 - reverse cultural shock。以前有句俗话叫：一杯茶，一根烟，一份报纸看半天。而我 05 年回去时候国内的工作节奏已经变得飞快。举个例子，有一天早上我坐电梯的时候听到一个女老板对着电话说：“你怎么回事，我昨天晚上十一点半给你打电话怎么手机关机啊？”可见在国内工作你要有这种 24 小时随时待命的心态。”

国内市场研究行业有什么特点？

“在国内工作你有很多学习机会，很多像丰田和一汽大众这种大公司都在国内做调研项目。而合资公司通常也可以带来很多外来的调研方法，所以国内和国外的研究项目几乎是同步的，有时国内甚至做的比国外还要快还要好。”

“但另一方面，国内的客户非常苛刻，对研究公司的期望值比加拿大要高很多，他们并不会尊重你工作之外的个人生活或私人空间。而且国内行业恶性竞争严重，也造成客户不在乎与研究公司的合作关系，更多在价格上斤斤计较。”

回到加拿大 JD Power 后工作中有什么挑战？

“合同期满我回到 JD Power 加拿大分公司负责财经，保险与电信方面的行业调研。对我来说挑战最大的是这个职位有很多业务开发的责任，因此经常需要去大型会议和商业研讨会做演讲，要给客户公司的高管做演示，做销售。毕竟英语不是我的母语，因此比别人需要更长时间去准备，包括准备演讲内容和预测观众提问，但对我来说是个很有收获的锻炼。尽管如此，我还是决定离开销售压力越来越大的这个角色，转而进入 Visa 信用卡公司担任高级主管，负责公司内部和合作发卡行的调研与分析业务。”

您是如何对市场研究行业保持激情的？

“我认为关键有三点：
第一，Believe in your profession and its value.要执着的相信你的职业和价值，才能合理的为自己投资。
第二，Keep an open mind.愿意学习新东西，吸收新事物，开拓新视野。
第三，Keep a balanced life.保持一个劳逸结合的生活，不要给自己过多的压力，要有工作之外的个人兴趣爱好。”

对于行业新人有什么建议？如何在这个行业走的

“Follow the money，要看大趋势。这个行业在经历着比较大的转变，从行业初期的面对面访问、定点访问、电话访问到如今的在线访问和移动访问，新技术的“即时性”对传统调研是个很大的挑战，比如说现在的 copy testing 都是做出几个版本直接放到网上去试验效果，不需要再通过传统的研究方法来确保样本代表性，因为只要它在我用的渠道有效就可以了。”

“除了技术本身，未来的调研会更多的运用大数据分析，传统调研可以告诉你 why, 而 what、 when、 where 则是可以靠自然生成的大数据来解释。我认为，这个行业在未来是结合科技、大数据、和商业分析来发展的，传统的调研方法会扮演与以前不同的角色。因此年轻人应该在从事自己眼下工作的同时关注行业发展趋势，寻找新的成长机会，follow the money，在这个广阔的领域找到合适自己的切入点。”

最后，鲁波是这样解读数据的意义的：

“数据一定要‘讲故事’。人说到底是一个感性的动物，而数据是理性的东西，所以真正能触动人的不是数据本身而是它背后表达的情感。用数据‘讲故事’才是它真正的意义所在。”

采访者

顾一然Melissa

Western 商科毕业，在致力于重塑消费者体验的本土咨询公司 Jackman Reinvents 做研究顾问，工作中涉及行业跨度广，挑战丰富，尤其喜爱在数据中挖掘到消费者差别的快感。受益于科技带来的便利，也深感随之而来的危机，相信不断自我提升和全面发展的必要性。工作之余爱健身跑步和新鲜体验。

市场研究行业就业指导讲座

2017-06-07T00:00:00+00:00

在会计金融计算机大潮里，你因为学了“非主流”的市场研究，在求职路上“找不到套路”？身在异国，是不是一定比本地人更难找到市场相关的工作？招聘的公司和老板，他们到底看重什么？参加了许多求职讲座，Panelist身边总是围着许多人，没机会好好聊聊？

加华市场研究会为你带来《市场研究行业就业指导讲座》，荟萃中英文背景的行业领头人，与业内新晋精英一同告诉你，文化差异到底会怎样影响你的求职之路，以及加拿大的市场研究行业需要什么样的人才！

嘉宾阵容

Robin Brown, EVP, Dig Insights

Robin 曾经就职于 TNS，Synovate，Enivironics，Deloitte 等业界知名公司，现为加拿大顶尖市场策略公司 Dig Insights 的执行副总。

Lubo Li, Senior Director, VISA

Lubo 曾经就读于斯坦福商学院与中科院新闻与传播所。在他来到北美后，专注于金融服务领域的消费者研究，现为 VISA 用户研究部门高级总监。

Chris Wiggins, Principal, Corax Research & Consulting

Chris 曾经长期就职于 Ipsos，GFK 等业内领先公司。他现为 Corax 研究咨询公司的负责人，同时也是 Brainiac 知识管理公司的合伙人。

Georgia Zhuang, SVP, Nielsen Consumer Insights

Georgia 已经在行业巨头尼尔森工作了 15 年以上，是尼尔森消费者洞察部门的高级副总，也是这一重要领域的领头人。她曾经数次代表公司接受《第一财经》，的采访。Georgia 对工作充满热情，亦十分团结华人市场分析师。她同时也是加华市场研究会 CRASC 的会长与发起人之一。

Cindy, Analyst, Dig Insights

Cindy 于 2016 年 6 月毕业于约克大学 Schulich 商学院，之后，她便供职于 Dig Insights。Cindy 将为我们分享她求职的心路历程。

Kathy Cheng, President, Selffii Intelligence

复旦英语系毕业后，Kathy 曾经在 Nielsen，Ipsos 等公司长期工作。在 Environics 担任副总裁期间，她出版了关于加拿大多文化市场的一书。Kathy 关注华人在加拿大的生活，并定期在 LinkedIn 上发表研究。

Dig Insights 是一家以解读客户需求，为客户解决实际问题的定制市场研究公司。其客户包括加拿大的大型金融公司、零售业、快消公司、制造业等。公司坐落在多伦多市区，紧邻 Eaton Centre。作为优秀的业内雇主，Dig 在 Glassdoor 的雇员评分高达 4.4 分。

时间

6月27日晚7:00-9:00，6:30开始注册接待
费用：会员免费，非会员活动费10元

地点

16F, 372 Bay Street （Dig Insight Company）

内容

初来乍到求职经验分享 (30 min)

主讲人： Cindy, Analyst, Dig Insights

招聘的公司和老板看重什么？ (40 min Panel Discussion)

嘉宾（暂定）

Robin Brown, EVP, Dig Insights

Chris Wiggins, Principal, Corax Research and Consulting

Georgia Zhuang, SVP, Nielsen Consumer Insights

Lubo Li, Senior Director, VISA

主持人: Kathy Cheng, President, Selffii Intelligence

自由讨论，提问与Networking

问卷|你的孩子要上多少课外班？

2017-06-02T00:00:00+00:00

近日来，一篇名为《中产教育鄙视链：绝不让娃和没英文名的孩子同读》的文章刷遍朋友圈。对教育的忧虑，与养老、买房并列我国职业人士肩负的三座大山。这座教育的大山，是否只存在于中国呢？加拿大的华人们是否也有这样的忧虑呢？您身边的市场研究专家们正在调查

欢迎扫描图中的二维码帮助我们解读中国vs加拿大的12岁前儿童教育

咖啡是你的‘那杯茶’吗？

2017-05-30T00:00:00+00:00

中国是茶的故乡，茶文化历史久远。改革开放以来，西风东渐，咖啡也伴随西方文明走进百姓的生活，但绝大多数还是以饮茶为主，咖啡仅在城市的年轻人中间比较流行。中国人在移民海外之后饮茶的习惯是不是被咖啡取代，年轻人是否还是咖啡消费的主体？

加拿大华人有多喜欢咖啡？

这些问题在最新出炉的加国华人咖啡饮用习惯调查中得到解答。该调查显示，移居加拿大的华人超过一半每天平均饮用咖啡一杯以上。可以看到，来加拿大定居超过 10 年以上的华人每天饮用咖啡2杯或以上的比例显著的大于定居加拿大未超过 10 年的人群。加拿大人均咖啡消费量在全球排第三，仅居荷兰和芬兰之后。看来加拿大的华人也入乡随俗，咖啡替代了故乡的茶。

调查还显示，咖啡消费的主体是 35-44 岁的中青年，超过 60% 的人每天喝 1 杯以上。相比之下，18-34 岁的年轻人中只有不到百分之四十有每天喝咖啡的习惯，甚至低于 45-55 岁的中年人。咖啡的提神作用成为中青年主要的消费动机，这与中青年是社会和家庭支柱，肩负的责任和压力相对较重有一定的关联。

“因为咖啡提神，而且抗氧化。对身体有好处。”

“最喜欢 Espresso, 因为浓缩的都是精华！一般都是在家里自己煮咖啡。平均一天要喝个三四杯吧。” ――某金融行业白领 32 岁，男性

加拿大华人都在哪儿喝咖啡？

虽然有三分之一的加国华人在家里或办公室自己煮咖啡，但更多人还是到咖啡馆买咖啡，加上习惯于在快餐店购买咖啡的，占接受调查总人数的一半以上。这一结果也符合“国情”。加拿大冬天长且寒冷，许多上班族习惯于上班路上买一杯咖啡放到车里，不上班的人则约上三五好友到咖啡馆里家长里短。这个国土辽阔人口却不到三千六百万的国家，光 Tim Hortons 就有三千六百多家，不到万人就有一家。加拿大人，包括加国华人，对咖啡和咖啡馆的钟情可见一斑。

加拿大华人最喜欢什么店？

加国华人非常熟悉麦当劳，星巴克，Tim Hortons，几乎达到人人皆知的境地。连 Second Cup 也有 94% 的认知度。不仅是认知度，82% 的表示过去一年内去过麦当劳， 91% 去过星巴克，去过 Tim Hortons 的更是达到 93%，其受欢迎程度不言而喻。然而，在激烈的竞争中，吸引和保留忠诚客户是商家制胜法宝。有 60% 的表示在最近一个月内多次去过的 Tim Hortons， 44% 去过星巴克，25% 麦当劳；而认知度 94% 的Second Cup 却仅有 5% 的重度忠诚客户。

Tim Hortons 就是很实惠吧，清纯不做作。比星巴克有特点。” ――某金融行业白领 32 岁，男性

“有时候会在家里喝 instant coffee, 大部分时候都是在外面的咖啡店。最喜欢的咖啡的 Tim Hortons 的 Dark Roast, 配上一糖一奶。或者还有 Starbucks 的 Americano。喜欢这两种的味道，他们没有太多别的添加，和其他的比起来比较纯。” ――某教育行业人士 48 岁，男性

加拿大华人喜欢哪种自制咖啡？

而在家自制咖啡的消费者当中，最常见的是用滴漏式咖啡壶煮咖啡，占 37%，其次是用胶囊咖啡机，有 29%。速溶咖啡在本地市场的受欢迎程度远远不及在国内。加国华人中有 69% 表示饮用的以现煮咖啡为主，其次是以浓缩咖啡为基础的调味咖啡，如拿铁，魔卡等等，达到 32%。有意思的是，女性消费者相比男性更习惯这类咖啡，而男性消费者则在浓缩咖啡的饮用上多过于女性消费者。

而在家自制咖啡的消费者当加国华人离开祖国移居海外，虽然保留了许多中华文化传统，但也随着时间的推移而入乡随俗，接受了许多本地的饮食习惯，变成了他们生活方式的一部分，咖啡就是一个例子。超过一半的人表示已经完全接受了饮用咖啡，其中饮用咖啡最多的35-44岁的中青年有近7成表示完全接受。四分之一的人认为咖啡有助于放松，保持心情愉快，会继续甚至增加消费。同时也有27%的人表达了一定的担忧，认为可能对健康不利而考虑少喝。有意思的是考虑少喝的人群中有很多是18-34岁的年轻一族，他们对于健康的关注更为明显。

图片来源: “London Calling” by Thomas Leuthard

调查方法

本次调查由加华市场研究会组织发起，数据收集采用乐调查在线调查平台完成。在线调查问卷的链接通过加华市场研究会会员的微信朋友圈和微信群在加拿大华人中进行发布。调查执行时间为2017年5月10日到5月18日，总计收到377个有效样本。加华市场研究会对收集到的有效样本进行了数据整理和分析。

特别感谢加华市场研究会咖啡项目组: Stan, Rachel, Lulu, Georgia, Lu Bo, Evelyne

关于加华市场研究会

加华市场研究会是在加拿大安大略省注册的非盈利组织，由九名在多伦多工作的华裔市场研究专业人士发起。其会员多为在加拿大生活和工作的市场研究和分析行业的来自中国的专业人士，他们就职于加拿大的不同领域。加华市场研究会的成立，让加拿大的华裔市场研究和分析专业人士有了一个共同的“家”。加华市场研究会为会员提供了一个信息分享和交流平台，在职业发展、社交文化交流以及获得社会认可方面为会员提供有力的支持。

加华市场研究会成立大会胜利召开

2017-05-16T00:00:00+00:00

Chinese Research & A 2017年5月14日下午，加华市场研究会 (Chinese Research and Analytics Society (Canada)) 成立大会在加拿大安省列治文山 Bayview Hill 社区中心隆重举行。来自大多伦多地区的近30名从事市场研究和分析的华裔人士，欢聚一堂，交流切磋。会员中既有从业多年的“老克勒”，也有新入行的后起之秀。是共同的职业经历、志向和兴趣把大家聚到一起。

行业中坚力量与新生代济济一堂

成立会议由热闹的聚餐会拉开帷幕，会员们及其家属一边分享品味各自带来的美食，一边互相认识和交流以增进友情。当然，除了美食还有其他“干货” - 资深市场研究人士 Horatio Zhu 应邀为协会会员做了题为《大数据的思维和运用案例》的主旨演讲。演讲过程中，大家积极提问，热烈讨论，对大数据背景下传统市场研究人员的发展和定位，以及中国和加拿大两地大数据应用的经验成果与 Horatio 进行了深入的探讨。加华市场研究会绝对是人才济济，藏龙卧虎。

大家认真聆听讲座并积极参加讨论

最后，加华市场研究会会长Georgia Zhuang向与会者正式宣布了协会的成立，阐述了协会的宗旨、会员及社会价值主张、协会活动内容以及发展愿景。“加华市场研究会致力于为在加拿大的华人市场研究专业人士提供一个交流、学习、成长和回馈的平台，也愿为社会公众、中加政府和中加两国的企事业单位了解加拿大以及全球华人的生活方式和社会文化价值观提供客观公正的解读。” Georgia Zhuang 介绍说。加华研究会成立大会在热烈的气氛中结束，大家意犹未尽，相约不久再聚！

加华市场研究协会会长 Georgia 致辞

加华市场研究会是在加拿大安大略省注册的非盈利组织，由九名在多伦多工作的华裔市场研究专业人士发起。其会员多为在加拿大生活和工作的市场研究和分析行业的来自中国的专业人士，他们就职于加拿大的不同领域。加华市场研究会的成立，让加拿大的华裔市场研究和分析专业人士有了一个共同的“家”。加华市场研究会为会员提供了一个信息分享和交流平台，在职业发展、社交文化交流以及获得社会认可方面为会员提供有力的支持。

加华市场研究会会员资格现已开放注册，欢迎关注我们的公众号，右下角选择“加入我们”填写入会申请。