Demographic Breakdown

Black, Indigenous and People of Colour Audience Research Participants

This study invited participation from 813 French and English Canadian screen media consumers (including Francophones living outside Quebec and Anglophones living in Quebec) who identify as Black, Indigenous and People of Colour4. A total of 789 Black, Indigenous and People of Colour participants responded to the online quantitative survey, and 24 participated in the EyeJournal.

DIGITAL ETHNOGRAPHY SURVEY – EYEJOURNAL

We engaged a total of 24 participants across Canada for the digital ethnography phase as outlined in the table below. (We were aiming for 22 completes and over-recruited to achieve this. However we had high engagement in the topic and commitment to complete the tasks*.) Fieldwork was conducted from September 16-18, 2021

A recruitment screening questionnaire was developed with the following specifications:

    • Mix of genders, age and income
    • Inclusion of households with kids/no kids
    • Media consumption (frequency, quantity, platforms used, etc.)
    • Variety of types of programs consumed
    • Ensure comfort with online platforms, uploading photos, videos, etc.
    • Consent to use their videos/images for presentation purposes

A professional marketing research recruiting company reached out to potential participants on its database. These individuals were taken through the screener to determine whether they qualified and were interested in participating. If these criteria were met, they were invited to participate in the study.


 
4    An additional 216 participants who do not identify as Black, Indigenous or People of Colour also participated in the survey. Together, all participants (1,019) comprise the ‘general population’.