Name

Context Research Group

Legal name

Context Research Group Inc.

Website

https://crg.ca

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Market Research and Insights Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613), Other Scientific and Technical Consulting Services (54169)

SIC

Services-Engineering, Accounting, Research, Management (8700), Services-Management Consulting Services (8742)

akta.pro primary industry

ESG, Sustainability & Impact Research (BPAHALAL)

akta.pro secondary industry

Sustainability & ESG Consulting (BPAHACAK)

Keywords

• Market research services
• Public opinion polling
• Customer journey mapping
• ESG impact evaluation
• Destination marketing research

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Ontario Travel & Tourism Monthly (OTTM) Subscriptions: CRG offers a subscription-based intelligence service delivering monthly tracking reports on traveller sentiment, behaviours, and market trends for Ontario's tourism industry. Access is via the Destination Ontario Insights Portal (doinsights.crg.ca), a gated platform requiring account registration. The product targets DMOs, RTOs, tourism operators, government stakeholders, and agencies.
2. Custom Research and Consulting Engagements: CRG provides bespoke research engagements across sectors including tourism, ESG/EDI impact evaluation, arts and culture, ridesharing, housing, and municipal satisfaction. Clients include government agencies, arts institutions, corporations, and social purpose organizations. Revenue is generated project-by-project through strategic client engagements.
3. Amplify ESG/EDI Impact Evaluation: CRG's Amplify platform offers integrated ESG and EDI evaluation services, turning frameworks like GBA+ and BIPOC best practices into actionable insights. Flexible pricing is offered for organizations of all sizes, and free access is provided to social purpose organizations through the Community Capacity Development initiative.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Context Research Group (CRG) is a Canadian technology-driven research firm that sells custom market research engagements, the subscription-based Ontario Travel & Tourism Monthly (OTTM) tourism tracking study, and the Amplify ESG/EDI impact evaluation platform. Its services include market feasibility studies, customer journey mapping, brand and ad tracking, behaviour and perception tracking, economic modelling, and quantitative/qualitative research for government agencies, DMOs, tourism operators, arts institutions, and corporate clients.

Product overview

Context Research Group (CRG) is a Canadian-based research firm offering a portfolio of research services and platforms. The core product offering includes Ontario Travel & Tourism Monthly (OTTM), a subscription-based monthly tracking study for Ontario's tourism sector, and Amplify, a comprehensive ESG and EDI impact reporting platform. CRG's services span quantitative and qualitative research methodologies, economic modeling, brand/ad tracking, market feasibility studies, and behaviour & perception tracking. The company operates the Destination Ontario Insights Portal (doinsights.crg.ca) as a centralized hub for accessing its tourism research. Additional offerings include specialized initiatives like the Amplify Future Leaders Scholarship and Community Capacity Development program for social purpose organizations.

Differentiator

Problem solved

Functional benefit

Brands

• Amplify: An integrated ESG and EDI evaluation platform that turns frameworks like GBA+ and BIPOC best practices into actionable insights, providing inclusive, evidence-based research to guide decision-making and deliver measurable, lasting outcomes.

Products and services

• Ontario Travel & Tourism Monthly (OTTM) A subscription-based continuous tracking study for Ontario's tourism sector that delivers monthly insights on U.S. drive/fly travellers and Ontario travellers, including sentiment, destination interest, and trip planning behaviour, with access to accumulated data for trend analysis. Targets DMOs, RTOs, tourism operators, government stakeholders, and agencies.
• Amplify An ESG and EDI impact reporting platform that turns frameworks like GBA+ and BIPOC best practices into actionable insights. Provides full-service impact evaluation support, Common Impact Data Standard (CIDS) alignment, flexible evaluation frameworks, and stakeholder engagement and storytelling capabilities. Free access is provided to social purpose organizations through the Community Capacity Development initiative.
• Economic Modelling and ROI Analysis Research service providing clear, defensible data on financial contribution to local economies, industry ecosystems, and GDP, used to evaluate return on marketing campaigns and assess sector-wide impacts.
• Customer Journey Mapping Service that helps clients retain and attract customers by identifying pain points and optimizing engagement experiences throughout the customer journey.
• Brand and Ad Tracking Services for understanding brand marketplace positioning and testing new ad campaigns, with tools, resources, and expertise to maximize ROI on ad spend.
• Market Feasibility Tailored evaluation framework for market feasibility incorporating supply and demand metrics, price sensitivity analysis, competitive analysis, and optimal feature model for testing new products, services, or locations.
• Behaviour & Perception Tracking Real-time, longitudinal research tracking studies that uncover what people think, feel, and do, empowering organizations to adapt strategies, refine messaging, and measure impact over time.
• Tourism Research Services Research services including behaviours and trends analysis, creative testing for tourism marketing materials, and ROI modelling for tourism marketing investments.
• Destination Ontario Insights Portal A centralized, gated insights portal providing access to Ontario Travel & Tourism Monthly and other trusted research reports for Ontario's tourism stakeholders, with continuous tracking monitoring and localized insights focused on Ontario markets.

Quantifiable outcome

• FIFA World Cup 2026 research: Nine in ten travellers plan to explore regions beyond Toronto; Niagara Region most popular destination (54%); visitors expect to stay average 5.6 nights in the city; FIFA projects up to $940 million in economic output for Greater Toronto Area
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Destination OntariocoreStrategic or Co-development Partner · 2 April 2026Destination Ontario, Ontario's tourism marketing agency, is CRG's primary strategic partner. CRG conducts ongoing research including the Ontario Travel & Tourism Monthly (OTTM) subscription service, EU Traveller Pulse and US Traveller Pulse studies, Ontario Consumer Studies, Annual Tourism Studies, and FIFA World Cup 2026 visitor intention research. CRG operates the Destination Ontario Insights Portal (doinsights.crg.ca) on behalf of the agency. This is a multi-year, multi-study partnership covering Ontario's most significant tourism research needs.
• Tourism Industry Association of Ontario (TIAO)minorGTM or Marketing Partner · 24 March 2025CRG presents at TIAO's Tourism Opportunities Forum 2025, Ontario's premier tourism policy and leadership event, unveiling insights on American leisure traveller perceptions. This engagement positions CRG's research directly with Ontario's tourism decision-makers.
• Canada Council for the ArtscoreStrategic or Co-development Partner · 22 January 2025CRG partnered with the Canada Council for the Arts to conduct a major survey of 7,255 artists, arts groups and organizations across Canada to understand the challenges and needs of the arts sector. The research informs the Canada Council's support to the arts sector and is published on the Council's website.
• UbercoreStrategic or Co-development Partner · 16 January 2025CRG partnered with Uber to research how a standardized provincial ridesharing framework could transform Ontario. The study projected $580 million in annual GDP growth and $1.5 billion in consumer surplus from standardized regulations, demonstrating Uber's use of CRG's economic research for policy advocacy.
• Humber CollegeminorStrategic or Co-development PartnerAmplify (CRG's ESG/EDI platform) partners with Humber College to offer work placement opportunities as part of the Research Analyst Program (RAP), providing students hands-on experience in impact measurement and evaluation while contributing to real-world projects.
• Canadian Research Insights Council (CRIC)minorOthersCRG is a member of CRIC and aligns its studies and reports with CRIC Public Opinion Research Standards. CRIC membership differentiates agencies committed to ethical practices and industry standards, supporting regulatory exemptions and public trust in the research industry.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Pollara Strategic Insights: Canadian full-service market research firm offering custom quantitative and qualitative research, brand tracking, and public opinion work. Closely comparable in methodology mix and Canadian enterprise/government client base.
• Abacus Data: Canadian public opinion, market research, and strategy firm serving brands, government, and not-for-profits. Comparable in scope of custom research, public polling, and Canadian client focus.
• Maru/Blue: Canadian-based research and insights firm operating Maru panels and offering custom research, brand tracking, and public opinion studies. Comparable in panel-driven research model and Canadian B2B/government focus.
• Environics Research: Toronto-headquartered Canadian market research and public opinion firm offering custom quantitative and qualitative research, syndicated studies, and analytics. Closely comparable to CRG in geography, methodology mix, and public/social research focus.
• The Strategic Counsel: Toronto-based Canadian market research and consulting firm offering custom research, public opinion polling, and stakeholder consultation. Comparable in Canadian-focused custom research and government engagement model.
• Léger: Canada's largest Canadian-owned market research firm, offering public opinion polling, custom research, and analytics across sectors including tourism and government. Comparable in methodology stack and Canadian government/enterprise client base.

Broad incumbents

• NielsenIQ: Global consumer measurement and analytics firm providing syndicated consumer insights and custom research. Comparable to CRG's data-driven tracking and customer journey work, particularly for CPG/tourism-sector clients.
• Ipsos: Global market research and consulting firm with substantial Canadian operations across public opinion, consumer, and customer experience research. Competes for the same Canadian government, tourism, and enterprise research RFPs as CRG.
• Kantar: Global insights and consulting firm offering brand tracking, consumer research, and analytics. Overlaps with CRG's brand/ad tracking, customer journey, and ROI modeling service lines for large enterprise and government clients.

Regional players

• Narrative Research: Atlantic Canada-headquartered market research firm serving Canadian clients with custom qualitative and quantitative research. Comparable methodology stack, with primary regional focus in Atlantic Canada rather than Ontario.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Context Research Group