Waterloo Region Polling

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Housing

A frequently requested poll topic has been regarding housing. In August, Regional Council approved amendments to the Regional Official Plan that guide housing development through to 2051 (location, quantities, types of homes, etc). Both general interest and the recently passed updates to the Regional Official Plan were the inspiration for these housing questions. The context we provided was data directly from the Official Plan. Note: In late October, the Government of Ontario tabled Bill 23, More Homes Built Faster Act which may result in Waterloo Region’s Official Plan being overridden or modified. The Regional Official Plan targeted 121,000 new homes in ~28 years (by 2051). By contrast, Bill 23 requests the Region to plan for the construction of 70,000 new homes in ~8 years (by 2031).

654 people in Waterloo Region responded, as follows:
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652 people in Waterloo Region responded, as follows:
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653 people in Waterloo Region responded, as follows:
Additional Details: View exact question presentation

660 people in Waterloo Region responded, as follows:
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Additional Details: View exact question presentation
Additional Details: View exact question presentation
Additional Details: View exact question presentation

Homelessness

Another frequently requested poll topic has been regarding the homelessness crisis. It is a complex and multifaceted challenge to ensure every person has a home. We chose to ask residents about just one component which relates to tackling that challenge, specifically emergency homeless shelters. The context we provided was the Waterloo Region ratio of estimated number of unhoused people to shelter capacity, as well as the same information for other comparable regions/cities. We plan to revisit this topic in the future with input from local front-line organizations.

588 people in Waterloo Region responded, as follows:
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586 people in Waterloo Region responded, as follows:
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Local (YKF) Air Travel

757 people in Waterloo Region responded, as follows:
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Additional Details: View exact question presentation


Poll Details

Data Processing Methodology:
We collected location, gender & age for >90% of respondents. This allowed us to use well established statistical techniques to weight the responses in order to achieve Census 2021 demographic proportionality (for location, gender, age & every combination of those attributes as well). This is an industry standard method to process polling data and construct statistical demographic representation. Based on our sample size & distribution of responses, this poll has a statistical margin of error of 3.87% at a 95% confidence interval.

Distribution Methodology:
The poll was distributed between September 29th & October 23rd via the following methods:
• Ads on Twitter, Facebook, and Reddit. The ads were geographically restricted to only be displayed within Waterloo Region. Where possible (Twitter & Facebook), the ad campaigns were set up to approximate proportional exposure to age & gender (per Census 2021 data). Ads were optimized for impressions (not clicks) in an attempt to remove ad targeting algorithmic bias.
• By email to residents who have previously opted-in or subscribed to receive our polls.
• Physical door hangers were delivered to 500 households in areas chosen to reach geographies or demographics that were underrepresented via the above methods.
You can view the exact ads used for distribution on Twitter: [1] [2] [3] , Facebook: [1] [2] [3] , Reddit: [1] [2] [3] and the door hangers.

Sample Size:
875 usable responses resulted from running ads (Twitter/Facebook/Reddit), distributing door hangers and an email campaign sent to subscribers. An additional 50 responses were received that were not used as they were identified as duplicate submissions or came from locations outside the Waterloo Region. Not every respondent answered all topics, so the topic specific sample size is specified within each topic section above.

Known Sample Bias:
• While 500 door hangers were distributed with details on the poll topics and how to participate, most responses came in via digital outreach (emails to subscribers, Twitter, Facebook, and Reddit). This creates bias towards residents who are frequently online.
• The poll was distributed only in English, thereby limiting engagement from non-English speakers.
• Respondents needed to be interested enough in the poll topics to choose to participate. Those not interested in local polling on housing policy, homelessness or air travel may not be well represented in our sample.

We have additional data analysis available. If further data or analysis could be useful to you to help make Waterloo Region the best it can be, please reach out to us at contact@waterlooregionpolling.ca. Per our terms/privacy policy, we will never share personal information but we will do our best to enable anonymized/aggregate data to be used to help Waterloo Region decision makers and stakeholders.

Are you interested in commissioning your own local poll or recommending topics we should poll on? Let us know by emailing contact@waterlooregionpolling.ca and we'll work together to make it happen.