Understanding the Canadian Dating Landscape
Approach
Our research methodology combined 60-minute in-depth interviews with 90-minute triads, allowing us to explore the nuances of Canadian dating culture. We leveraged previous work on US-based Gen Z singles to focus on relevant regional differences. Our conversations delved into drivers, barriers, and gaps in dating apps, paying special attention to Canadian-specific factors such as the increased likelihood of living with parents due to rent prices and other cultural elements. This approach allowed us to paint a comprehensive picture of the Canadian Gen Z dating landscape.
Outcome
Our research yielded valuable insights into how Gen Z Canadians connect with others, both in-person and digitally, specifically in the context of dating and relationships. We uncovered key differences between Canadian and US dating behaviors, providing our client with a nuanced understanding of their target market. The quick-turn, topline report we delivered empowered our client to “own the pen,” allowing them to confidently implement newfound insights into their go-to-market strategy. By providing actionable guardrails and guidelines, we equipped our client with the tools needed to tailor their approach to the unique needs and preferences of Canadian Gen Z singles.
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