Ecotrust Canada commissioned McAllister Opinion Research, a professional, independent research firm, to conduct a random sample survey of Clayoquot Sound-Pacific Rim residents in late 2008/early 2009. The main purpose of the research is to gain a balanced understanding of local communities to better inform Ecotrust efforts and outreach in the region.

The objectives of the survey are to:

  • Describe the residents in Clayoquot Sound-Pacific Rim in demographic terms including education, ethnicity, age, occupation, residence, etc.
  • Profile the media habits of residents.
  • Gauge the opinions of residents on key issues to inform Ecotrust Canada’s strategy and general approach to work in the Clayoquot Sound region.
  • Understand the aspirations of residents in terms of what they think are key opportunities and challenges for their communities in the future.


The results of this research are based on a detailed survey of 303 residents across eight communities in Clayoquot Sound including Tofino, Ucluelet, Itatsoo, Ahousat, Opitsat, Esowista, Hot Springs Cove/Hesquiat.

The survey was fielded from mid-December 2008 to March 2009 inclusive. A sample of 300 residents was obtained by randomly drawing clusters of households from (1) a list of all phone numbers in the region, (2) a municipal planning map of all residential properties in Tofino and Ucluelet and (3) surveying every nth home in First Nations communities. Approximately 30 respondents were selected by intercept in Ucluelet and Tofino. Just one person per household was permitted to complete the survey.

Residents were given the opportunity to complete the survey online, by paper, or in-person. Surveys were not accepted unless they were complete and the respondent was a resident in the region. Surveys were validated by cross-referencing survey codes with drop-off maps, postal codes, phone numbers and IP addresses.

A total of 68 online surveys were accepted and 235 paper/in-person surveys were accepted. The people who completed the survey by paper mailed it, had it picked up by local interviewers or dropped off the completed survey at specified locations in Tofino and Ucluelet.

The sample was weighted to reflect that of the population of Clayoquot Sound-Pacific Rim area. Weighting is calculated according to the Statistics Canada 2006 census figures for each community by gender, age and region. A random sample of 303 Clayoquot Sound residents would yield would a margin of error of ±5.1%, 19 times out of 20.

A total of 184 non-Aboriginal interviews and 114 Aboriginal interviews were completed, along with five interviews where the ethnicity was unknown. Of the 114 Aboriginal interviews, 105 of these respondents lived in First Nations communities, while nine lived in Tofino and Ucluelet.

The 105 First Nations community interviews represent an oversample of approximately 35 percent, and to match community size these were weighted down to 76 in the statistical analysis. Of the 105 First Nations community interviews, 60 were completed in Ahousat and 45 completed in smaller First Nations communities, including Itatsoo, Hot Springs Cove, Hesquiaht, Esowista, Opitsat and Ucluelet. These interviews were weighted according to age and gender data and community size.

A total of 198 residents of non-Aboriginal communities were interviewed and weighted in proportion to census numbers. In Tofino, 137 residents were surveyed and weighted down to 122. A further 61 residents were interviewed in Ucluelet and weighted up to 105. The weighted sample consists of 51 percent men and 47 percent women, plus another two percent who refused to state their gender. Thirty-four percent of respondents are under 34 years of age, 39 percent are aged 35-54 years of age, 25 percent are 55+ years of age, and three percent refused to give their age. Weighting factors were all well within acceptable tolerances for professional research.

This study was designed, analyzed and written by Nicola Gentles and Angus McAllister of McAllister Opinion Research on behalf of Ecotrust Canada.

NOTE: Unless otherwise specified, table and chart numbers are in percent.


Survey Contents

  • Purpose & Methodology
  • Part 1 – Community Roots
  • Part 2 – Quality of Life
  • Part 3 – Community Concerns
  • Part 4 – Environment
  • Part 5 – Sustainability
  • Part 6 – Fisheries
  • Part 7 – Forestry
  • Part 8 – Recreation & Leisure
  • Part 9 – Media Habits
  • Part 10 – Internet Use