Abacus Data
Abacus Data is a privately held, Ottawa-based Canadian market and public opinion research firm serving businesses, associations, government, and non-profits through weekly polling, custom surveys, qualitative research, and media-anchored public opinion tracking across offices in Ottawa, Toronto, and Halifax.
- Company typePrivate
- Founded2010
- HeadquartersOttawa, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Abacus Data does
Abacus Data is a privately held Canadian market and public opinion research firm operating from Ottawa, Toronto, and Halifax. The company provides full-service research to a horizontal client base spanning businesses, associations and unions, government and public sector entities, and non-profit organizations. Its core offering combines quantitative methods (national omnibus polling, custom online and telephone surveys) with qualitative methods (focus groups, in-depth interviews, online research communities), supplemented by specialized services such as stakeholder audits, usage and attitudes studies, campaign measurement, and content creation/amplification. The firm conducts weekly interviews with thousands of Canadians, positioning itself as a continuous public opinion data provider rather than an ad hoc project shop.
The company's go-to-market is sales-led and direct, with no self-serve platform, public pricing, or software product; engagements are quoted based on scope. Revenue derives from two primary streams: custom market research projects and shared-cost national omnibus polling. Brand visibility is amplified through media partnerships, most notably as the official pollster for the Toronto Star and a recurring partner with The Logic on economic polling. The firm is founder-led (David Coletto, Founder, Chair & CEO), with a senior commercial and research leadership bench including a President, CRO, EVP, and multiple VPs of Insights. Recent strategic activity (2025-2026) shows deliberate vertical expansion into clean energy, healthcare AI, pension research, and inclusion-focused studies, leveraging the polling infrastructure to serve adjacent, well-funded research buyers. Industry compliance includes CRIC Accredited Agency membership, ESOMAR standards adherence, and ISO 20252:2019 alignment.
Abacus Data firmographics
Firmographics- Name
- Abacus Data
- Legal name
- Abacus Data
- Website
- https://abacusdata.ca
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Abacus Data is a privately held, Ottawa-based Canadian market and public opinion research firm serving businesses, associations, government, and non-profits through weekly polling, custom surveys, qualitative research, and media-anchored public opinion tracking across offices in Ottawa, Toronto, and Halifax.
- Ownership category
- akta.pro rank
Abacus Data industry classification
Industry- Product category
- Market Research and Public Opinion Polling Services
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Qualitative Research (Focus Groups, IDIs, Ethnography) (MPAAALAE)
Keywords
Where Abacus Data is headquartered
LocationHeadquarters
- HQ city
- Ottawa
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
Abacus Data business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Custom Market Research Services: Fees for bespoke research projects including custom surveys, focus groups, in-depth interviews, stakeholder audits, and campaign measurement services tailored to specific client needs.
- Omnibus Polling Services: Cost-effective national omnibus surveys that allow multiple clients to share the cost of polling Canadians on various issues, providing efficient access to public opinion data.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Abacus Data product offering
Product offeringCore offering
Abacus Data is a full-service market and public opinion research agency that delivers custom and omnibus surveys, qualitative research (focus groups, in-depth interviews, online research communities), stakeholder audits, usage and attitudes studies, and campaign measurement to businesses, associations, unions, non-profits, and government across Canada. The firm combines rigorous qualitative and quantitative methods with storytelling to translate findings into actionable insights for decision-makers.
Product overview
Abacus Data is a full-service market and public opinion research agency that offers a suite of research products and services rather than a unified software platform. The core offering consists of research methodologies including National Omnibus Polling, Qualitative Research, and Custom Survey Design, complemented by specialized services such as Stakeholder Audits, Usage and Attitudes Studies, and Campaign Measurement. Additional offerings include Content Creation and Briefing services. All services are delivered through qualitative and quantitative research methods including online surveys, telephone surveys, focus groups, in-depth interviews, and online research communities.
Differentiator
Problem solved
Functional benefit
Products and services
- National Omnibus Polling
Companies that use Abacus Data
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles4 records
Abacus Data technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Abacus Data partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Healthcare of Ontario Pension Plan (HOOPP)minorJoint research partnership to conduct the 2026 Canadian Retirement Survey polling 2,000 Canadians and 803 healthcare workers on pension plans and talent competition in healthcare.
- QueerTechminorPartnership to release the Inclusive AI Development Research Report based on a survey of 100 Canadian AI product developers about LGBTQ+ inclusion in AI products.
- Canadian Wildlife Federation (CWF) and Canadian Grasslands CoalitionminorPartner in the 'Secret Life of Grasslands' public awareness campaign to conserve Canada's native grasslands.
- Canadian Medical AssociationminorConducted survey of 5,001 Canadians on AI usage for health information and trust in AI-generated medical advice.
- Clean Energy CanadaminorPartnership to conduct a 3,000-person survey in Greater Toronto/Hamilton Area and Metro Vancouver regions identifying clean technology adopter groups.
- Toronto StarcoreOfficial pollster for the Toronto Star, conducting regular political and public opinion tracking for the newspaper.
- The LogiccorePartnership to poll Canadians on key economic issues as federal political parties prepare for elections, tracking attitudes on affordability and economic competitiveness.
- Ontario Real Estate Association (OREA)minorConducted Housing Affordability in Ontario survey on behalf of OREA finding that 86% of Ontarians are concerned about housing.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Abacus Data competitors and assessment
Company assessmentBroad incumbents
- Ipsos: Ipsos is a global market research and public opinion leader with a major Canadian operation offering polling, omnibus, brand, and customer experience research; competes head-to-head with Abacus for enterprise and government engagements while bringing broader global panel and analytics capabilities.
- Kantar: Kantar is a global research, data, and consulting company with significant Canadian operations spanning brand tracking, consumer panels, and public opinion; a broad incumbent competitor offering more comprehensive analytics and panel assets than Abacus can match.
Direct peers
- Maru/Blue: Maru/Blue is a Canadian-based research and insights firm offering custom research, omnibus, and panel-based studies with both consumer and B2B audiences; competes with Abacus for enterprise and association research engagements in Canada.
- Pollara Strategic Insights: Pollara is a Canadian full-service market research firm offering custom quantitative and qualitative research, brand tracking, and public affairs polling — directly comparable to Abacus in service mix and target customers.
- Environics Research:
- Nanos Research: Nanos Research is an Ottawa-based public opinion and market research firm known for its weekly political tracking and Nik Nanos's media presence; a direct competitor particularly in federal political polling and government public opinion work.
- Angus Reid Institute: Angus Reid Institute is a Canadian public opinion research organization producing regular polling on social, political, and consumer issues; competes with Abacus in media-facing public opinion work and uses an online panel methodology that parallels Abacus's omnibus approach.
- Léger: Léger is Canada's largest Canadian-owned market research and analytics firm, offering public opinion polling, custom research, and omnibus services across Canada and internationally — directly competing with Abacus across the same core service lines and customer segments.
Emerging players
- Valid (formerly Research Now/SSI): Valid is a digital-first consumer research and panel provider offering programmatic and DIY research solutions; represents an emerging technology-enabled competitor that intersects with Abacus's quantitative research offerings via faster, lower-cost methodologies.
- Vision Critical (now Alida): Alida (formerly Vision Critical) is a Canadian-headquartered customer insights and research technology company providing online research community and feedback platforms; an emerging player with partial overlap with Abacus's qualitative and community research offerings.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Abacus Data social profiles
Digital presenceAbacus Data financial estimates
Financial estimateRevenue estimate
Valuation estimate
Abacus Data leadership team
Management profileNumber of profiles
Profiles16 records
Abacus Data funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Abacus Data M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Abacus Data
What does Abacus Data do?
Abacus Data is a full-service market and public opinion research agency that delivers custom and omnibus surveys, qualitative research (focus groups, in-depth interviews, online research communities), stakeholder audits, usage and attitudes studies, and campaign measurement to businesses, associations, unions, non-profits, and government across Canada. The firm combines rigorous qualitative and quantitative methods with storytelling to translate findings into actionable insights for decision-makers.
Is Abacus Data a public or private company?
Abacus Data is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Abacus Data founded?
Abacus Data was founded in 2010. It employs 11 to 50 people.
Where is Abacus Data based?
Abacus Data is headquartered in Ottawa, Canada, in the North America region.
How does Abacus Data make money?
Two revenue lines are on record. Custom Market Research Services are the primary driver. The others are omnibus Polling Services.
Who are Abacus Data's main competitors?
Broad incumbents on record are Ipsos and Kantar. Direct peers are Maru/Blue, Pollara Strategic Insights, Environics Research, Nanos Research, Angus Reid Institute and Léger. Emerging players are Valid (formerly Research Now/SSI) and Vision Critical (now Alida).
Does Abacus Data have an API?
No public API is recorded for Abacus Data.
What industry is Abacus Data in?
Abacus Data's product category is Market Research and Public Opinion Polling Services. Its primary akta.pro industry code is MPAAALAE, Qualitative Research (Focus Groups, IDIs, Ethnography). Its SIC code is 7311.