Use aggregate data to frame a question, then measure the experience relevant to it.
A published reference point
Statistics Canada reported year-over-year CPI growth of 1.9% for January 2025. The CPI is an aggregate measure of price change. It should not be treated as a direct reading of any one household’s financial situation.
What the headline leaves open
A household with high housing costs and one with a different spending mix may describe price pressure differently. This is a reason to investigate, not a finding about the size of a particular difference. Research should establish the relevant expenses before explaining an attitude through them.
Our research lens
For a consumer study, begin with category exposure and ask about recent changes in choices. Separate recollection of a price change from the ability to pay and the decision to substitute. Pairing these measures can test a more specific commercial question than an all-purpose affordability score. Northbound did not conduct consumer interviews for this retrospective.
Evidence note. This retrospective was first published on 25 October 2026. Its period label refers to the underlying event or data, not an earlier publication. Source material may include final figures published after the period covered. Northbound’s interpretation is identified separately from reported findings. Read our publication policy.