“Vox Pop” comes from the Latin term vox populi: “voice of the people”

A vox pop is a technique used by journalists which consists of interviewing people at random about their views on a given topic, the idea being to represent opinions from a generic cross section of the population. Of course, the number of people interviewed is too small to be a true representation of public opinion.

Our technologies now allow us to survey hundreds of thousands of people in the time it takes a journalist to conduct a single interview. And our statistical models allow us to transform these survey data from anecdotal insights into representative statements about the public.

We use our unique data and methods to empower the public by channeling the voice of the people.


Meet the people behind Vox Pop Labs

Josh is an awarding-winning designer and graduate of OCAD (Ontario College of Art and Design) University. His work spans both print and digital media, with a particular focus on conceptual thinking and the effective use of typography and layout. His current interests lie in exploring the possibilities of design and code, particularly on the web.

Cassidy Bereskin is interested in the intersection of emerging technologies, law, political influence, and civic engagement. She is a Political Science undergraduate student and a Digital Democracy Research Assistant at McMaster University, where she is working with professors to develop McMaster's Digital Democracy Research Hub. Since 2015, Cassidy has been leading Model City Hall, a Canadian non-profit dedicated to encouraging youth involvement in municipal politics. Cassidy is also a fellow at Interact, a community of mission-driven technologists, and a research consultant at the United Nations Major Group for Children and Youth. For her work, she has been featured as one of TMX Group’s Canada’s Next 150 young entrepreneurs and forward-thinkers.

Rebecca uses her innate curiosity and natural people skills to explore research in human behaviour and influence environmental initiatives. She has been involved in multiple research projects, including her recent honours thesis in the Psychology, Law and Neurodevelopment Research and Policy group at the University of Guelph, where she successfully completed a BA in Psychology. Rebecca divides her time between Canada and New Zealand, and has recently published, through her involvement in research at Victoria University of Wellington. Committed to climate action, Rebecca provides project management to a local Hamilton initiative to reduce the environmental impact of healthcare. She is pursing a career in public policy and climate change.

Regan is a PhD student in Political Science at McMaster University researching political discourse on social media. She holds a BA in Political Science from McGill University and a MSc in International Relations from the University of Glasgow. In addition to working at Vox Pop Labs, Regan is a Doctoral Fellow at the Digital Society Lab at McMaster University. As part of her doctoral program, she received methodological training from the University of Michigan and holds a certificate in Data Analytics, Big Data, and Predictive Analytics from Ryerson University.

Joanna is a PhD student in Political Science at McMaster University, where she is exploring the effects of participation and deliberation on policymaking. She recently finished an MA at Queen’s University, where she was a Research Fellow for the Dean of the Faculty of Arts and Science. She has extensive work experience in policy and participation, and has previously worked at MASS LBP in Toronto, Canada, and The Royal Society of Arts (The RSA) in London, UK.

Anwar is a blockchain enthusiast and PhD student in Political Science at McMaster University. She holds a BA in Health Policy from York University and a MA in Political Science from McMaster University. Her work has appeared in Canadian Public Policy/Analyse de politiques and The Conversation Canada. Anwar is a Doctoral Fellow at the Digital Society Lab, working in conjunction with Vox Pop Labs. She received training in quantitative methods at the University of Michigan’s ICPSR summer program.

Isabella is an award winning environmentalist with a strong interest in Canadian politics and political institutions. She is an undergraduate Trustee Scholar at the University of Southern California studying political science and public relations. Isabella serves as an Ocean Ambassador for the NGO LemonSea and worked as a legislative page at the Ontario legislature in 2014. Isabella was the 2018 Canadian Museum of Nature Inspiration Award winner and named one of the Top 25 Environmentalists Under 25 in 2017. Her work on ocean acidification and lake calcium decline has won recognition at national and international science fairs.

Cara is a dedicated researcher who firmly believes in the civic vocation of the social sciences. In 2016, she graduated from the Munk School of Global Affairs at the University of Toronto, as a Master of Arts in European and Russian Affairs with a collaborative specialization in Jewish Studies. Much of her graduate research was focused on nation-building and ethnic conflict resolution in Europe and the Middle East. Since 2017, she has been enrolled in the Royal Canadian Naval Reserve, and currently holds the rank of Sub-Lieutenant.

Sandra helps companies execute their vision of impact within their industry by leading the conception, development and delivery of digital products. With a solid foundation rooted in the financial industry, she has been influential in the digital servicing of the diverse needs of millions of users and institutions with billions in assets under management. These simple, good product principles have translated into a breadth of projects, spanning digital tools for Fund Trading, Charitable Fundraising, Branded Campaigns, Online Learning. Most recently Sandra innovated within the digital channels for Wealth and Online Banking at Meridian Credit Union, and its award-winning, Motusbank. She also led the team which conceptualized and launched Lighthouse Labs’ popular online movement, the 21-Day Coding Challenge in 2018.

Jon is an accomplished software developer with over a decade of experience in software engineering, application development, and team management. He has recruited and led numerous teams of talented developers, and his broad range of expertise spans the development of full-featured web applications, the performance of code audits, the writing of custom JavaScript libraries, and the testing and implementation of system security procedures. He was previously the Lead Developer and CTO of Functional Imperative, and is an instructor at the Lighthouse Labs Programming School.

Justin harnesses the power of data to model and predict public opinion. He holds a BA in Economics and Politics and a MA in Political Science from Université Laval and is currently a PhD candidate in Political Science at the University of Toronto where his work on semantics and ideology has been funded by the Social Sciences and Humanities Research Council of Canada and the Ontario Graduate Scholarship. Justin’s areas of expertise include the design and analysis of large-scale survey-based web applications and the development of statistical algorithms for social learning. His research has appeared in the International Journal of Forecasting, PS: Political Science & Politics, the Canadian Journal of Political Science, French Politics, the Journal of Experimental Political Science and the Journal of European Public Policy.

Cliff is a serial innovator working at the intersection of technology, public policy, and data science. He is an assistant professor of political science at McMaster University. He received his PhD from the University of Toronto, where he held a doctoral fellowship from the Social Sciences and Humanities Research Council of Canada. He is a recipient of the Sedra Distinguished Graduate Award and the Clarkson Laureateship for Public Service among numerous other honours. Cliff regularly provides political analysis for media outlets and governments around the world and has been named one of Toronto’s top young innovators as well as entrepreneur of the year by the Toronto Region Board of Trade.

Our Advisors

Charles is the Executive Director of the Centre of Excellence on the Canadian Federation at the Institute for Research on Public Policy. Prior to holding this position, he was Research Director at Vox Pop Labs. He holds a PhD in political science from the University of British Columbia and was a SSHRC post-doctoral fellow at Vanderbilt University. Charles is a frequent analyst and expert commentator on Canadian politics and public policy and has published in scientific journals such as the Journal of Politics, Comparative Political Studies and the Canadian Journal of Political Science.

Yannick is an assistant professor of political science at Laval University in Quebec. He holds a PhD from the University of Toronto and received training in quantitative methods at the Inter-university Consortium for Political and Social Research at the University of Michigan. He is the recipient of the Social Sciences and Humanities Research Council of Canada Doctoral Fellowship, the Ontario Graduate Scholarship, and the Ken Bryden Scholarship in Canadian Government and Politics.

Gregory is an Assistant Professor of Political Science at the University of Copenhagen and the Center for Social Data Science (SODAS). He was a post-doctoral researcher at New York University at the Center for Social Media and Politics (CSMaP) (2017–19), and completed his PhD in at the University of Toronto (2018). His research lies at the intersection of political behaviour, public opinion, social media, and statistical methodology.

Jennifer is a leader in big data analytics, policy research and digital transformation. She currently works with an agency of the Government of Ontario, leading a team of data scientists, psychometricians and researchers. Jen has over a decade of experience in the public and private sectors, producing actionable research and leading data-driven research, evaluation and transformation projects. She holds a doctorate from the University of Toronto, and is a recipient of the Social Sciences and Humanities Research Council of Canada Doctoral Fellowship, the Ontario Graduate Scholarship, and the Trudeau Centre for Peace and Conflict Studies Fellowship.

Our team is growing!



Media inquiries:


For everything else:


Vox Pop Labs

L.R. Wilson Hall
Suite 5021C
McMaster University
1280 Main Street West
Hamilton ON
L8S 4L8