Methodology

•The Gandalf Group conducted qualitative and quantitative research to produce theConsumerology Report.•Online discussions were held over 3 days in June 2008 with 3 groups of Canadians,

–General population national sample men aged 18 - 65 –General population national sample women aged 18 – 65 –Tech early adopters who were very interested in environment – men and women

•A national proportionate quantitative online survey was conducted among 1500Canadians.•The survey was conducted in English and French and fielded from June 26 throughJuly 9, 2008.•The margin of error is +/- 2.53%.

Assessments of the National Economy

•Optimism about the direction of the country has dropped since April. While two thirds of Canadians still believe the country is headed in the right direction, this is a 7 point drop inthree months.•And assessments of growth in the national economy are down 12 points since April.Currently, 63% of Canadians think that the Canadian economy is currently in a period of growth (only 5% say strong growth).

–Ontarians have the bleakest view of the economy- just about half think that Canada is experiencingeconomic growth. –In contrast, the economic downturn is not affecting Western Canadians - almost three quarters thinkCanada’s economy is seeing growth.