CGA Ontario is the association that assigns and controls the certification standards of Certified General Accountants in Ontario. The organization was looking to increase the number of Business students pursuing a CGA designation in Ontario, as opposed to competing designations in and beyond accounting. DECODE provided qualitative and quantitative benchmarking of students perceptions of the designation, and provides annual tracking to measure impact of on-campus activities. As a result of insights gained from this work, CGA Ontario has seen improvement in the perceptions of the designation among Business students in Ontario.

YTV was looking to understand its positioning among parents and children in relation to competitors. DECODE conducted national quantitative research with children and their parents to track perceptions of YTV, while also looking at new and emerging media behaviour patterns for all of its core audiences. In addition, DECODE explored how different genres of programming impacted awareness of YTV among boys and girls. As a result of DECODE’s work, YTV is better able to understand its core audiences and brand attributes, thus having important implications for the company’s strategy in the coming years.