The survey design involved:
- Breadth rather than depth in 16 questions, with 12 socio-demographic questions
- Hybrid polling model: panel responses combined with targeted mail-out invitations, later weighted to match general population
- The City of Toronto commissioned Ipsos LP, a professional polling company, to perform the survey
- 7,222 responses in total across 158 neighbourhoods
- Average of 45 responses per neighbourhood
- Evenly distributed so that all neighbourhoods have a voice
- Conducted from Dec 2023 to March 2024 in two phases
- Approximate cost of $130,000
- A sample of n= 7,222 Toronto residents 18 years of age and older have been surveyed in total.
- The study took part over two phases: Phase 1 took place between 16 November and 18 December 2023. A total of 3,500 panel members took part in this phase.
- Phase 2 took place between 13 February and 6 March 2025. A total of 3,722 Toronto residents took part in this phase.
- The survey was translated into the top 5 languages in Toronto: Mandarin, Cantonese, Tagalog, Tamil, and Spanish.
- Sampling quotas and weighting were designed to match the latest Statistics Canada Census figures (2021).
- Weighting was used to ensure the sample was representative of the surveyed population by age and gender.
Phase 2 sampling
The study ensured a spread of responses across 158 selected neighbourhoods in the city of Toronto. The achieved responses were reviewed by neighbourhood after phase 1 and informed the sampling protocol for phase 2 of the study, i.e. areas which had achieved a lower response in phase 1 were oversampled in phase 2, to ensure around 40-45 interviews were achieved in each of the 158 areas or as close as possible.
Phase 2 invitation letter
Residents were invited by postal letter to take part in an online study, and provided with a unique access code to use to access the survey. The invitation letter had a QR code to allow respondents to access the survey more easily. The letter provided additional information about the study and contact information for the Ipsos team for any queries.