Insights

Google search trends reveal what Canadians were most curious about during the 2025 federal election— from party leaders to policies and results.

This analysis was conducted as of May 2, 2025, and reflects Google search trends from the 30 and 7 days leading up to that date.

In more than 40 years of asking questions of Canadians about their political attitudes, I’ve never seen anything like the rapid shifts we are seeing today. Like several other firms, our Spark polls are showing the Liberals and the Conservatives basically tied – erasing an advantage of more than 20 points that the Conservatives enjoyed only weeks ago.

Two potential successors to Justin Trudeau draw more public support when it comes to who can best represent Canadians interests with the Trump Administration.

if Justin Trudeau decides to step down. In terms of first choice preferences, Chrystia Freeland and Mark Carney garnered more support than Leblanc, Anand, Wilkinson, Champagne, Joly, Clark

More than half of Canadians say they would be angry if the federal government forced provinces to stop allowing employers to cover virtual care visits.

In our most recent survey, conducted between October 8-12^th, among 2000 adult Canadians, we explored what kind of government Canadians want in Ottawa and what priorities matter most to them. The highlights of the findings are below.

The BC NDP lead narrowly despite David Eby being better known and liked than his Conservative opponent

New spark*insights research finds two-thirds of Canadians believe work from home helps organizational productivity.

79 % des Canadiens appuient la démarche des États-Unis et du Mexique visant l'imposition de tarifs sur les importations de produits chinois

79% of Canadians support joining with the US and Mexico with tariffs on Chinese products

But young men and young women are far apart on this choice

New spark*insights research shows a path forward on defence spending

Canadians wish they could be like Summer McIntosh, with swimming topping the list of Olympic ambitions

More than 70% of voters for every major political party say virtual care options should be encouraged

Freeland's rhetoric on class divisions fails to boost support for the new tax policy

Liberals losing the left, right, centre right, and have only a narrow advantage on the centre left

New spark*insights polling shows Canadians are happy with their streaming services, but may cancel if prices rise

New spark*insights polling shows support for some key budget policies, but low recall of budget measures among the young target audience.

spark*insights post-Budget research shows Canadians are worried the 2024 Budget will cost them more.

Google Trends data suggests Canadians were most interested in new taxation measures in searches conducted in the first 24 hours after the Budget Speech

Most Canadians define their politics around the centre of the political spectrum, but Trudeau and Poilievre aren't seen as centrist figures.

A deeply divided electorate in New Brunswick is likely to result in the closest provincial election of 2024

Brian Mulroney, the 18^th Prime Minister of Canada, held that office from September 1984 to June of 1993. During that time, he launched several major initiatives, some of which were controversial at the time.

84% of Canadians support federal funding for an Inuit-owned project known as the Kivalliq Hydro-Fibre Link, which would bring hydroelectric power and high-speed internet service to Northern communities.

Canadians would vote yes on freedom to access abortion services, yes to climate action and no to breaking up the CPP

Canadians believe that Russian aggressions will not stop there, and Canada should do what we can to help.

Social media has evolved beyond a space for sharing personal updates; these days it is also a dynamic tool for advocacy and awareness.

In our first release in a series analyzing the messaging choices made by Canadian politicians, spark*insights is looking at what each party leader said most in the House of Commons in 2023.

Two-thirds of Canadians are using audio streaming services, and these users tend to be satisfied with their streaming experience.

Our latest survey shows only one quarter of Canadians want the CBC shut down, but there is a lot of desire for change.

Our latest spark*insights research shows if Canadians were voting in the US Presidential election, Trump would lose, but by a lower margin than you might think.

More Canadians expect a climate catastrophe than think the world will come together to avert one.

Our latest survey results show the Conservatives would win a landslide in a federal election held today, with 40% support among those decided, compared to 26% for the Liberals.

Our latest research shows that when it comes to what is making them feel hardship, inflation is a worse problem for far more people. These findings are based on a national online survey of 2000 adult Canadians.

Fresh research by spark*insights reveals Canadians are divided about the benefits and drawbacks of Artificial Intelligence (AI) on society, and worried about the impact on democracy. Here’s what we found:

Two thirds of those interviewed think Pierre Trudeau, Brian Mulroney and Jean Chretien were better at the job of Prime Minister than Justin Trudeau has been. A majority, 57%, think Stephen Harper was a better Prime Minister than the current incumbent.

When voters signal a restlessness for change, sometimes it’s because they want a big new vision, and lots of fresh new ideas. That’s not exactly the mood of most Canadians today.

These days it’s hard to escape conventional wisdom that Justin Trudeau is deeply disliked by Canadians. Only thing is, it’s not accurate.

She conveyed a softer, family-oriented side to the CPC leader.

One in every two Canadians (49%) say they contracted COVID, including 1-in-10 (11%) who were infected more than once. But while almost 90% of Canadians have had prior vaccinations for COVID, a lot fewer are sure they will get another booster, and 28% are sure they will not do so.

The following findings are from a spark*insights survey commissioned by Egale Canada. Here’s what we found.

Conservatives say killing it will save people money, others say it’s an essential in the fight against climate change. Here’s how it lands with voters.

Here’s what we know about the hottest issue in Canadian politics.

What’s the mood of the country? For a long time this question has been understood as a surrogate for “how do I feel about Canadian politicians in power”. How true that ever was is open to debate, but generally if people thought things were “on the wrong track” they were more open to challengers and more skeptical about incumbents. Something’s different today.

Given three choices to describe the state of the nation: (“Canada is broken, Canada is going through some challenges, but isn’t broken, or Canada is actually doing well”) one in three believe Canada is broken.

It’s not quite 100 years old, and it’s not a sure thing it will make it to 100.

In 2015, the Liberals gained good momentum by talking about “fighting for the middle class, and all those working to join it.” Our research suggests there’s remains plenty of appeal in that theme, on the surface of it, that seems good.

New spark* polling data shows more people think Poilievre understands their lives, and has a plan to help them, than think Justin Trudeau does.

Barely half of Canadians say the healthcare system is working well enough to meet their needs.