FAIR Canada engaged The Strategic Counsel (TSC), a national market research firm, to undertake focus groups to better understand Canadian investors.

The overall purpose of this research is to provide a broad portrait of Canadian investors including their knowledge, attitudes, behaviours, and approach to investing.

More specifically, the research objectives included the following:
• To explore investors' knowledge levels regarding investments;
• To identify their level of engagement with investing as well as the amount of time spent on investing (including frequency of new investments and time allocated to reviewing existing investments);
• To identify the drivers of trust in advisors and/or banks regarding investments;
• To understand similarities and differences by investment channel; and
• To understand investors’ definition of ‘fairness’ when it comes to investing.