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In the News: How do Canadians feel about marketers using their DNA to create targeted campaigns?

by Susan O'Neill.

According to an AskingCanadians survey conducted for The Globe and Mail, featured in today’s article by Carolyn Abraham, “Why your DNA is a goldmine for marketers,” Canadians “have significant reservations” about marketers using DNA to target campaigns.

Here’s a look at the responses from a nationally representative sample of 1,034 Canadians (as reported in the main section of today’s newspaper):

  • 37 per cent of those polled called this approach to advertising “scary” – particularly women (41 per cent), those under age 29 (45 per cent).
  • 34 per cent of those polled said they felt “cautiously optimistic” – particularly residents of Atlantic provinces (38 per cent), and students (40 per cent).
  • 26 per cent of those polled said it made them “angry” – particularly men (32 per cent) and those who earn between $20,000 and $29,999 (38 per cent).
  • 6 per cent of those polled said the were “excited” – particularly those under age 29 (13 per cent) and those earning $55,000 to $84,999 (10 per cent).
  • 11 per cent responded with a variety of “other” sentiments.

To read the full article, please see today’s edition of The Globe and Mail.