Since 1965, we have been active in market intelligence, marketing research, opinion polls, quantitative surveys, focus groups, ethnography and trends
Who we are

Our mission

To help companies and organizations develop and change.

Our values

We are passionate, curious, creative, committed and bold.

Our value proposition: Life to ideas

Our clients have "ideas," projects, a vision. These ideas can take the form of products, services, concepts or messages.

Our goal is to approach these ideas from the most critical point of view of all: from the perspective of consumers and citizens. We deeply investigate their needs, expectations, attitudes, impressions and values. We scrutinize their lives, from all angles and in all dimensions, using unique tools and protocols.

This work leads us to create market and corporate intelligence that helps our clients develop, structure and maximize the impact of their ideas (projects, vision, markets, etc.) where it matters most: in the lives of people, as consumers and citizens.

Essentially, we help our clients understand how their ideas are perceived by the public and, more importantly, how to maximize their impact.

As an integrated research/consulting firm, we believe that we have created the most effective tools, programs, protocols and procedures for truly understanding people's needs, expectations, motivations and perceptions -their "lives"- in order to underscore the relevance and strength of our clients' ideas.

We determine which tools to use with two simple questions: What do you need to know? What are your goals? Our ultimate goal is to help you realize your goals: to give life to your ideas!

Our story

For more than 50 years, our passion has been to discover and to understand what animates society and its markets!

From its earliest days, CROP was driven to understand the lives of people, and to bridge the gap between clients' ideas, projects, vision and issues.

In 1965, Quebec was being transformed by the Révolution tranquille (Quiet Revolution). Its values were changing, as was the very model of Quebec society. At the time, there was no Quebec-based polling firm to bear witness to these profound changes in the Belle Province. Yvan Corbeil, a sociologist, soon realized that the picture portrayed by the Toronto polling firms was often very far, if not completely disconnected, from the reality on the ground. And so, he founded CROP, as the research firm that could best portray the life of Quebecers.

Yvan Corbeil, founder of CROP

What began as a research institute for public opinion in Quebec quickly became, by the latter half of the 1960s, a pan-Canadian research firm offering all kinds of intelligence about consumption and societal trends.

In 1976, CROP launched the CROP Bulletin, the first quarterly omnibus to monitor public opinion and consumer attitudes in Canada. The trends and phenomena that we track today were initially measured with this tool.

A few years later, we obtained an exclusive Canadian license to the 3SC, a consumer values program that we launched in 1983 as CROP's Sociocultural Change Survey System (3SC). This research and consulting program, now called Panorama, monitors changes in people's psychology and fundamental values, as consumers and citizens. This goal of this exploration is to explain people's choices in product brands and services, as well as their attitudes toward institutions and important societal issues.

In 2001, CROP added a suite of experimental protocols to its arsenal. One of these was ethnography, which develops increasingly intimate interactions with participants. We subsequently perfected its methods for online projects ("nethnography").

Our history has been marked with innovation, the last being our Jam protocol, initially developed in 2010. Jam combines qualitative and quantitative methods. It simulates virtual conversations, from samples reflecting markets or specific populations. This lets us inventory and quantify all possible perceptions of and attitudes toward any product, service or issue.

Finally, we would like to reiterate that all our programs, interventions, methods, protocols and tools have very specific objectives: to help companies and organizations more forward, change and prosper in the increasingly competitive world.