Angus Reid Group
- Founded
- 1979-01-01 in Manitoba, Canada
- Headquarters
- Toronto, Ontario, Canada
Angus Reid Group (ARG) is a Canadian market research and public opinion polling firm founded in 1979 by sociologist Dr. Angus Reid. Over four decades, it evolved from a traditional research supplier into a modern insights consultancy, operating as a key brand within the larger Rival Group after a 2025 merger. ARG is recognized for its deep panel data assets, methodological rigor, and trust with businesses and governments across North America. The company provides full-spectrum research services including omnibus surveys, insight communities, conversational surveys, and crisis analysis. Its proprietary Angus Reid Forum is one of North America's most trusted online research communities. Under Rival Group, ARG combines its panel and consulting expertise with Rival Technologies' mobile-first platform and Reach3 Insights' U.S. consultancy, creating a $60-million independent research powerhouse serving over 500 clients, including Fortune 100 corporations.
Detailed Review
History and Founding
Angus Reid Group was founded in 1979 by Dr. Angus Reid, a sociologist and pollster then based at the University of Manitoba. The company quickly grew into Canada's largest independent research firm, reaching $60 million in revenue before being acquired by Ipsos SA in 2000 and operating as Ipsos-Reid. After a non-compete period, Dr. Reid returned to the sector, founding Vision Critical (now Alida) and later launching Angus Reid Global in 2019. In 2024, the company re-emerged as a standalone brand under the Reid Campbell Group, and in early 2025 it merged with Rival Group, creating the largest Canadian-owned independent research company.
Business Model and Services
ARG operates as a full-spectrum insights consultancy, offering descriptive, predictive, and prescriptive analytics. Its business model centers on leveraging proprietary panel data—primarily the Angus Reid Forum—and combining it with strategic consulting. The merger with Rival Group added vertical integration: Rival Technologies provides an AI-accelerated mobile-first platform, while Reach3 Insights contributes a U.S.-based consultancy. This end-to-end control allows ARG to deliver faster, more consistent research across the consumer goods, technology, media, financial services, health, and public affairs sectors.
Products and Platforms
ARG's product portfolio includes Omnibus surveys (quick-turn multi-client surveys fielded multiple times per week in the U.S. and Canada), Insight Communities (private, password-protected online panels for ongoing engagement), Conversational Surveys (mobile-first chat-style surveys that mimic messaging apps), Video Open Ends (quantitative feedback captured via video), Tracking Studies (continuous monitoring of attitudes and behaviors), Crisis Analysis (rapid, discreet research for high-stakes situations), Concept Testing (monadic, sequential, or forced-choice methodologies), Thought Leadership (end-to-end content development), and Campaign Assessment (evaluation of campaign effectiveness). The Angus Reid Forum, a proprietary panel of hundreds of thousands of respondents, underpins custom surveys and public opinion polling.
Market Position and Merger
Angus Reid Group is widely recognized as a trusted name in Canadian public opinion polling and market research. The 2025 merger with Rival Group formed a $60-million independent research powerhouse serving over 500 clients, including Fortune 100 corporations. The merger integrates ARG's panel and consulting strength with Rival Technologies' conversational survey platform and Reach3 Insights' U.S. market expertise. Dr. Angus Reid serves as Chair of the Angus Reid Group board and holds a strategic role on Rival Group's board. The combined entity maintains offices in Toronto, Vancouver, New York, Chicago, San Francisco, and Los Angeles.
Key Products
Omnibus
Multi-client surveys fielded multiple times per week in the U.S. and Canada; provides quick-turn directional data on diverse sample segments.
Insight Communities
Private, password-protected online communities built from existing customer groups or targeted panels; allows ongoing conversation and behavioral tracking.
Conversational Surveys
Mobile-first, chat-style surveys that mimic messaging apps; designed to create a more authentic, engaging respondent experience.
Video Open Ends
A quantitative research tool where respondents record video feedback, capturing tone, emotion, and nuance to add context and colour to data.
Tracking Studies
Continuous monitoring of changes in customer demographics, values, attitudes, and perceptions to predict future outcomes.
Crisis Analysis
Rapid, discreet research services for high-stakes situations (e.g., crisis communications, reputation management); includes messaging testing.
Concept Testing
Validation of strategies, concepts, and execution using monadic, sequential, or forced-choice methodologies; tailored reporting.
Thought Leadership
End-to-end content development from concept to final campaign; helps clients position themselves as credible, data-backed leaders.
Campaign Assessment
Evaluation of campaign effectiveness to identify areas for improvement and budget optimization.
Angus Reid Forum
One of North America's most trusted online research communities; a proprietary panel of hundreds of thousands of respondents used for custom surveys and public opinion polling.
Key Persons
- Angus Reid
Chair
- Jason Allsopp
Speaker