Indigenous Insights
A study grounded in respect
We approach this work with humility, respect, and a lasting commitment to the highest standards of research excellence. We recognize that research involving Indigenous peoples in Canada carries a distinct responsibility — one shaped by a legacy in which research was too often used as a tool of imperialism, with consequences that persist to this day.
The relationship between researcher and respondent is important in any study, but it holds particular weight in this context. Past harms — including unethical conduct by researchers — have contributed to a strained relationship between research institutions and Indigenous communities.
At Earnscliffe, we are deeply mindful of this history. We view our work as part of an ongoing process of learning, improvement, and accountability. As part of this, we regularly seek cultural guidance from a range of Indigenous stakeholders and work with Indigenous suppliers in the execution of this study.
We also benefit from in-house expertise. Our team includes Allan Gregg, who worked closely with the Truth and Reconciliation Commission, as well as with several organizations advocating for Indigenous rights and justice.
Research design
Includes First Nations (both on- and off-reserve), Métis, and Inuit respondents
Conducted quarterly, surveying 500 Indigenous respondents every 90 days
Now in its ninth year
Nationally representative sample based on the 2021 Census
Quotas set by gender, age, and geographic region
Frequently asked questions
What is the composition of the study?
Each wave has a sample of 500 respondents, statistically representative of the Indigenous population of Canada based off the 2021 StatsCan numbers. The sample includes First Nations both on- and off-reserve, Métis, and Inuit respondents.
What level of participation do we have in remote communities?
All communities and people are reflected in our sample. While the exact number will vary by wave, the percentage of remote respondents from rural or remote communities averages around 11-12%. This includes respondents both living on- and off-reserve.
What is Indigenous involvement in the study?
We engage with a range of Indigenous partners and stakeholders to guide our work and ensure it reflects diverse perspectives. We also work with Indigenous Link, an Indigenous-owned supplier, to support participant recruitment for the study.
Can a new client get access to the historical data?
New clients will receive access to the core tracking data surrounding perceptions of governments and advocacy groups; top issues facing Canada and Indigenous peoples; and future outlooks. Access to non-tracking data is negotiated on a case-by-case basis.
Do we follow First Nations principles of OCAP?
From the beginning, we’ve been deeply committed to ensuring our work is grounded in respect for the unique cultures, histories, and experiences of Indigenous peoples. One of our longstanding partners, Indigenous Link, consulted with the First Nations Information Governance Centre (FNIGC) to ensure our work aligns with the First Nations principles of OCAP® — Ownership, Control, Access, and Possession.
Through this consultation, it was acknowledged that our study’s relatively small, random sample does not neatly align with the OCAP framework. Most First Nations communities are unlikely to have more than one or two participants in any given wave of our research. By contrast, OCAP was developed with larger datasets in mind — such as health data from dozens or hundreds of individuals — where meaningful, community-specific insights can be drawn and responsibly acted on.
In our case, data at the individual community level is not only too limited to be useful, but also raises concerns around privacy and confidentiality. For this reason, we do not report or share community-level data.
How do our clients use the data?
Clients use the data to inform their Indigenous engagement strategies, to understand their brand health and equity among Indigenous peoples, as well as for regulatory and government relations purposes.
Do you have a suggestion for further improvement? Please let us know.
Images of people are from CIRA’s Indigenous stock photo library, a resource created with the purpose of honouring Indigenous entrepreneurship and addressing the Indigenous representation gap in most online stock images.
Why Earnscliffe?
We are Canada’s leaders in strategic communications, government relations and opinion research. This is no small claim, but it’s one we own every day. For more than 30 years, we have been helping our clients achieve their goals in public affairs. We’re ready to help you move forward.
