Alain Giguère, President of CROP, one of Canada's top marketing research companies drops in to talk about a deep dive he took into data surrounding what drives Canadians.  

Alain's passion for research is obvious, he is the architect of the 3SC (Panorama), Canada's longest running consumer and citizen values study. He talks with David about these values and their strategic implications for organizations and brands.

You can read the original article which includes some fascinating tables from his research on his blog titled; Fulfillment or money.