our research shows that this increasingly important segment of consumers is often quite misunderstood.

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In today’s digital world, new technologies are emerging faster than ever, making it more and more important for organizations to understand who the early adopters of these new products really are. While many organizations have a stereotypical idea of what makes these tech enthusiasts tick, our research shows that this increasingly important segment of consumers is often quite misunderstood.

 

As a world leader in the study of social values, Environics Research holds unique insights into the things Canadians hold most important in their lives. For over 30 years, we’ve been conducting an annual study to track and build a database of Canadian values, and we’ve used that knowledge to build a snapshot of what our social values research has taught us about tech enthusiasts.

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