Between August and September 2004, EKOS Research Associates conducted the first round of a study entitled, Rethinking Science and Society. The aim of this study is to assess Canadians' attitudes toward science and research, particularly since research and innovation policies have become increasingly important for the federal government. The Association of Universities and Colleges of Canada was one of several sponsors of the study, which posed questions to 2001 interviewees over the age of 16. As part of the survey, Canadians were asked how important a role science and research play across a range of areas such as health, the economy, and citizenship. The poll found that Canadians strongly believe that science and research contribute to: (1) an improved and sustainable health care system (91 percent); (2) an improved and sustainable health care system (91 percent); (3) an improved and sustainable health care system (91 percent); (4) an improved and sustainable health care system (91 percent; and (5) a good quality of life (89 percent). Further, almost nine in 10 Canadians believe that science and research improve Canada's economic prospects, help keep talented people in Canada and develop a skilled and adaptable workforce. Canadians also acknowledge the role of science and research in sustainable communities, international influence and leadership and producing a more informed and engaged public. (contains 2 figures)