Dalai Lama

Happiness is not something ready made. It comes from your own actions.



A Quantitative & Qualitative Research & Web-Series Initiative


Project Gratitude is unique to me, as it hits home on a deeper level than anything else I have worked on. It resonates to the core of my being, and this is one of many reasons that I was excited to partake in this initiative. Gratitude is a concept that humans, irrespective of age, gender, ethnicity, sexual orientation etc., can relate to, and on a fundamental note, research has found it to be a core component of happiness, joy, and well-being. 

I chose to dissect gratitude in the form of a quantitative survey, and qualitative roundtable discussions partly because it is what I am familiar with (through my background in market research), and because of the layers of complexity that can accompany its manifestation in our current world. Gratitude is misunderstood, and undervalued in so many ways. Whether in our personal lives, or our professional lives, gratitude goes hand-in-hand with notions of authenticity, reciprocation, trust, engagement, mindfulness, and empathy, yet many simply disregard it as the practice of saying a verbal ‘thanks’.


Project Gratitude seeks to bring research and video insights to the forefront of our awareness, so that readers/viewers can learn, grow, be challenged, dig deep within themselves, and be inspired.  I hope to bring perspective and empathy to each viewer, with the hopes that it will enhance their own awareness about themselves, as well as their ability to connect with others around them, and ultimately improve the quality of their lives.

“Don’t forget to live before you die.” - Unknown

Gratitude has made an appearance in a wide range of sources, from academic journals, to personal blog posts, and it may be perceived as the key to a happy life to some, and a buzzword to others. This research study, consisting of quantitative and qualitative research, strives to unpack gratitude, and understand the varying perceptions and usage based on as wide a range of individuals as possible.

The following research report encompasses insights from both the survey, and a snapshot of the web-series roundtable discussions insights. It also includes quantitative methodology considerations, an important caveat to this research. The findings in this report is not contrary to what positive psychologists have found, and do not refute the importance of gratitude. Rather, they provide focused insights into perceptions and practices of gratitude from the Greater Toronto Area, perspectives from millennial groups, and emphasize the overlap in life satisfaction, optimism, and gratitude.


There are some interesting differences in perceptions of gratitude, and attitudinal statements by age, gender, and region, and these are highlighted in more detail in the full report.


Stay tuned for the web-series release. Follow Choose Gratitude on Instagram for updates & other inspirational and thought-provoking content & share with others that might benefit.