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Gregg left Decima in 1994 and went into semi-retirement following the electoral disaster for the Progressive Conservatives in the 1993 election in which he was the key communications strategist for the party. Decima floundered for several years but rebounded and is now an important polling firm on voting intentions in Canada. Along with Ipsos-Reid, Decima conducts regular polling of the federal political scene in Canada on a regular basis whether or not an election campaign is in progress.
Decima Research is sometimes known as Opinion Search, which is technically the name of an affiliated calling centre that they always use for their field work.
Decima research invests a significant amount of time and money into process improvement, and has a department dedicated solely to research and development. The investments related to internal systems spans both Decima and Opinion Search.
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