VaccineInsights sheds light on COVID-19 vaccine-confidence to allow public health communicators to understand vaccine-hesitant populations so that behavioural change efforts can be more relevant, targeted, and effective.

VaccineInsights is compiled from two different survey sources:

  1. Caddle
  2. BEworks Cognitive and Behavioural model in collaboration with AskingCanadians by Delvinia

Linking these two specialized surveys to EA’s data via PRIZM® creates a powerful combination that breaks down the reasons behind vaccine hesitancy into target groups that can be personified for effective messaging and targeting.

To reflect the continually changing pandemic landscape, this release updates the Caddle data with September 2022 survey data. The Caddle survey questions were updated in May 2022 to be more specific in terms of the number of vaccinations received vs. vaccination status.

Below are some additional resources linked for your reference: release notes, variable list, and metadata.

Additional Resources

Best Practices

VaccineInsights uses two data sources in its development: Caddle and AskingCanadians (by Delvinia) in collaboration with BEworks. Note that survey questions are clearly labelled as being from Caddle or BEworks within the VaccineInsights variable list opens in new window.


  • English & French speaking
  • National coverage


  • English speaking
  • Excludes province of Quebec, Territories

How to Use

With Areas (trade areas, areas of interest, benchmarks)

When using the variables developed from BEworks data, the best practice is to report on English-speaking areas of Canada, which can be simplified by creating areas that exclude Quebec and the territories. Please note that some areas outside of Quebec are home to pockets of French-speaking residents. We recommend that you avoid including these areas in your analysis if possible.

With Segmentation (PRIZM®)

When performing segmentation analysis, Francophone PRIZM® segments should be excluded or ignored from analysis. Francophone PRIZM® segments are 13, 27, 29, 34, 35, 39, 40, 42, 44, 46, 54, 55, 56, 59, 63, 65.