Exploratory Focus Groups on Marijuana - Research Report

HCPOR #: 15-04

POR Registration #: POR-049-15

Prepared for: Health Canada

Contract Number: HT372-15294-001-CY
Contract Award Date: March 31, 2016
Date of Delivery: July 11, 2016
Contact Information: por-rop@hc-sc.gc.ca

Ce rapport est aussi disponible en français.

Contents

Executive Summary

Earnscliffe Strategy Group (Earnscliffe) is pleased to present this report to Health Canada summarizing the results of the exploratory qualitative research on marijuana.

Health Canada is planning an evidence-based public education and awareness campaign to enable Canadians to make responsible and informed choices in an environment of "potential" legalization of marijuana, including information about the personal and public health and safety risk associated with marijuana use and impaired driving.  To inform the development of the public education campaign, focus group research was required to provide valuable insight about the general population, with special attention to youth and their parents and young adults, on the topic of marijuana and the impacts of the changes in legalization and regulation, including their knowledge, attitudes and behaviours.  The results will inform the scope and messaging (and tone) for a proposed public awareness campaign designed to provide information (including education and public awareness) to meet the needs of multiple audiences. Finally, research results will be used to inform legislation and policy on the topic of marijuana and to develop web content, toolkits and other public education initiatives. The total cost to conduct this research was $136,241.62, including HST.

To meet these objectives, Earnscliffe conducted a comprehensive wave of qualitative research.  The research included a series of twenty-four focus groups in four cities across Canada:  Toronto, ON (June 20-22); Vancouver, BC (June 21-23); Halifax, NS (June 27-29); and, Montreal, QC (June 27-29).  The focus groups in Montreal were conducted in French.  In each city, a focus group was conducted with:  young adults (19-24); adults (25+); parents of youth (13-15); parents of youth (16-18); youth (13-15); and, youth (16-18).

The research explored:  knowledge, perceptions, attitudes and behaviours towards marijuana use and specifically the health effects on youth and young adults, legalization (and responsible use) and impaired driving; reactions to key marijuana statements to determine if they are clear, credible and relevant; and, how best to inform Canadians about the effects and consequences of marijuana use, including understanding where they go for information and what are the preferred methods/media to provide information.

For the purposes of this report, it is important to note that qualitative research is a form of scientific, social, policy and public opinion research.  Focus group research is not designed to help a group reach a consensus or to make decisions, but rather to elicit the full range of ideas, attitudes, experiences and opinions of a selected sample of participants on a defined topic.  Because of the small numbers involved the participants cannot be expected to be thoroughly representative in a statistical sense of the larger population from which they are drawn and findings cannot reliably be generalized beyond their number.

The key findings from the research are presented below.

Exploratory (Context Setting)

Key Marijuana Statements

Statements - Health and Safety Risks

Statements - Marijuana-Impaired Driving

Videos

Communications

Research Firm:

Earnscliffe Strategy Group Inc. (Earnscliffe) Contract Number: HT372-15294-001-CY Contract award date: March 31, 2016

I hereby certify as a Representative of Earnscliffe Strategy Group that the final deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate or ratings of the performance of a political party or its leaders.

Signed:
Date: July 11, 2016

Stephanie Constable
Principal, Earnscliffe

Introduction

Earnscliffe Strategy Group (Earnscliffe) is pleased to present this report to Health Canada summarizing the results of the exploratory qualitative research on marijuana.

Health Canada is planning an evidence-based public education and awareness campaign to enable Canadians to make responsible and informed choices in an environment of "potential" legalization of marijuana, including information about the personal and public health and safety risk associated with marijuana use and impaired driving.  To inform the development of the public education campaign, focus group research was required to provide valuable insight about the general population, with special attention to youth and their parents and young adults, on the topic of marijuana and the impacts of the changes in legalization and regulation, including their knowledge, attitudes and behaviours.  The results will inform the scope and messaging (and tone) for a proposed public awareness campaign designed to provide information (including education and public awareness) to meet the needs of multiple audiences.  Finally, research results will be used to inform legislation and policy on the topic of marijuana and to develop web content, toolkits and other public education initiatives.

The specific objectives of the research include:

To meet these objectives, Earnscliffe conducted a comprehensive wave of qualitative research.  The research included a series of twenty-four focus groups in four cities across Canada:  Toronto, ON (June 20-22); Vancouver, BC (June 21-23); Halifax, NS (June 27-29); and, Montreal, QC (June 27-29).  The focus groups in Montreal were conducted in French.  In each city, a focus group was conducted with:  young adults (19-24); adults (25+); parents of youth (13-15); parents of youth (16-18); youth (13-15); and, youth (16-18).

All sessions were two hours in length and conducted at 5:30 pm and 7:30 pm except in Toronto where the groups were conducted at 6:00 pm and 8:00 pm.  Participants received an honorarium as a token of appreciation for their time.  Written consent was obtained from parents for youth participation in the focus groups.

The research explored:  knowledge, perceptions, attitudes and behaviours towards marijuana use and specifically the health effects on youth and young adults, legalization (and responsible use) and impaired driving; reactions to key marijuana statements to determine if they are clear, credible and relevant; and, how best to inform Canadians about the effects and consequences of marijuana use, including understanding where they go for information and what are the preferred methods/media to provide information.

Appended to this report are the screeners, discussion guides, messages and a list of videos tested in both English and French.

For the purposes of this report, it is important to note that qualitative research is a form of scientific, social, policy and public opinion research.  Focus group research is not designed to help a group reach a consensus or to make decisions, but rather to elicit the full range of ideas, attitudes, experiences and opinions of a selected sample of participants on a defined topic.  Because of the small numbers involved the participants cannot be expected to be thoroughly representative in a statistical sense of the larger population from which they are drawn and findings cannot reliably be generalized beyond their number.

Detailed Findings

This qualitative report is divided into three sections.  The first section presents the findings of the exploratory discussion on knowledge, perceptions, attitudes and behaviours towards marijuana use and specifically the health effects on youth and young adults, legalization (and responsible use) and impaired driving.  The second section explores reactions to the key marijuana statements to determine if they are clear, credible and relevant.  The third section explores how best to inform Canadians about the effects and consequences of marijuana use, including understanding where they go for information and the best methods/media to provide information.

Exploratory

The focus groups began with an initial exploratory discussion about marijuana including "potential" legalization; the risks associated with its use; and, the risk of driving under the influence of marijuana. This discussion provided useful context for the remainder of the discussions.

The overwhelming majority of, if not all, participants were aware of the "potential" legalization of marijuana in Canada.  This was consistent across audience type and city.

While the focus of the discussion was not on participants' stance or position on the "potential" legalization of marijuana, most were generally comfortable with the idea.  Marijuana was often described as a "natural product," a "plant," or an "herb" and participants tended to distinguish it from other drugs like prescription drugs or illicit drugs like cocaine, heroin, or crystal meth, etc. Coupled with this, participants also pointed to the practice of using marijuana for medicinal purposes (which was widely known) as evidence distinguishing marijuana from other (illicit) drugs; a point that was raised in most groups.

Given the generally favourable views on marijuana, it was not surprising that most participants, particularly those over 15, felt the advantages of legalization outweighed the disadvantages:

The table shows the advantages and disadvantages of the “potential” legalisation of marijuana seen by the participants.
Advantages Disadvantages
  • √ Economic benefits for the government (and Canadians)
  • √ Quality of marijuana would be standardized, regulated and more reliable (i.e. not laced with unknown substances/chemicals/drugs)
  • √ Elimination of black market/criminal element
  • √ Relief for Canadian healthcare system as reliance on doctor prescribed drugs may decline
  • √ Relief for Canadian judicial system as less time and money will be spent on policing and penalizing marijuana users
  • x Health risks related to smoking
  • x Discomfort with second-hand smoke
  • x Discomfort with having to be around the smell of marijuana (particularly for those living in multi-person dwellings)
  • x Driving under the influence of marijuana
  • x Potential increased access to and use of marijuana (not the majority view)

Across the different cities and audience types, there were some notable differences in terms of views on marijuana:

One disadvantage of legalization that was raised but debated in most groups was whether access to and use of marijuana would increase with legalization. Most participants, other than those 13-15 or parents of youth 13-15, did not tend to think that access to and use of marijuana would increase with legalization. They argued that marijuana is readily available now and anyone motivated to use marijuana could easily procure it. This they felt was the same for teens' access to and use of marijuana. In fact, some argued that teens' access to and use of marijuana may decline with legalization because the stigma of doing something rebellious would be eliminated if marijuana was legalized, and/or some of the individuals currently selling the drug would be put out of business as most of the buyers would purchase the legal product.

On the other hand, those who did feel access to and use of marijuana may increase with legalization tended to be youth 13-15 and some parents of youth 13-15. They likened it to the ease with which youth can procure alcohol now (i.e. asking older siblings or acquaintances to procure it for them). Further to the point made previously, there was a sense that legalization may change teens' perspective on the risks they associate with marijuana; "if it's legal, it must be ok".

Health Risks

In terms of the health risks associated with marijuana use, most were deemed longer-term risks by the majority of participants (across all groups).  They included:  lung/respiratory issues; cancer (related to smoking marijuana especially in the instances it is mixed with tobacco); and, the impact of marijuana on the development of the adolescent brain.  Some participants, typically adults, also raised unprompted the link of marijuana to schizophrenia, although this was not as widely known or readily accepted.  In addition to these risks, youth (13-15) raised the risk of addiction, while parents of youth (13-15) worried about the possibility of marijuana being a gateway drug.

The shorter term health risks associated with marijuana use tended to revolve around:  laziness (lack of drive/determination) and changes in personality and/or behaviour.

The overwhelming majority of participants, across all audiences and cities, did have the sense that the health risks associated with marijuana use were different by age; arguing that the risks were more significant for adolescents given the impact of marijuana use on the developing brain.  Although all felt it would be inappropriate for children to use marijuana, there were some divided opinions over why.  While some in almost every group pointed to risks associated with mental health, others were not necessarily convinced those risks exist, but were of the view that the lack of maturity of a child would lead to potentially poor judgement when impaired or choosing whether any particular moment is an appropriate time for doing marijuana.

Driving under the Influence

With respect to driving under the influence, the overwhelming majority of participants know someone who has either driven while under the influence of marijuana or know someone who has been a passenger in a vehicle where the driver was under the influence of marijuana. Generally speaking, most had the sense that although it was not really considered advisable, driving under the influence of marijuana was less dangerous than driving while under the influence of alcohol.  Marijuana-impaired drivers were often described as more relaxed, calm, and cautious.  In fact, a few participants felt that some people they knew were better drivers under the influence of marijuana than they were sober.

One of the most pervasive opinions expressed was that experienced users or "strong smokers" were less likely to be impaired.  Personal observation and experiences have led many to rely on anecdotal evidence about individuals who behave in a perfectly functional way while on marijuana; they argued they have developed a tolerance which sets a different bar for acceptable driving.  Further, in many groups, there were participants who volunteered that they had not heard of any accidents that were the result of marijuana and given their sense of how widespread marijuana use is, it led them to the conclusion that marijuana must not be causing accidents or they would have heard about that by now.

In spite of this view, many participants, across all cities and audiences, were of the view that objectively, an impairment is an impairment.  Some participants explained that the fact marijuana alters your state of mind should be considered an impairment, otherwise why use marijuana?  Others could agree that driving while impaired would be abhorrent whether it be from alcohol or marijuana, but wondered aloud whether it really is the case that all people who use marijuana become impaired.

In terms of the legal ramifications of driving under the influence of marijuana, most had the sense that the consequences for driving under the influence of marijuana were as severe, and should be as severe, as those for driving under the influence of alcohol.  Some assumed that since they believed the use of marijuana was illegal, then there was no law specifically relating to driving while under the influence of marijuana; but, rather a law against marijuana consumption writ large.

However, there was a fairly healthy level of skepticism about current roadside methods for detecting marijuana impairment.  Some suggested that detection methods of marijuana impairment were not yet as sophisticated as they are for detecting alcohol impairment (i.e. breathalyzer).  Others felt that they had heard news of technologies being developed to detect marijuana impairment.  Current detection methods that were raised spontaneously in the groups included: red, puffy eyes; the smell of marijuana (emanating from the car or on the person); pasty mouths; and, odd behaviour.   It is important to note that there was a sense that the limitations in roadside detection suggests something about the lack of severity/consequences (a more relaxed position) on the issue of marijuana-impaired driving.

Key Marijuana Statements and Approach

The discussion explored reactions to the key statements both in terms of messaging and approach to determine whether they were clear, credible and relevant.

Participants were provided with two series of statements: the first focused on elements of health and safety; the second on marijuana-impaired driving. For each statement, participants were asked to identify those that were credible (√); those that were deemed not credible (X); and, those that were not clear or raised questions (?).

Marijuana Facts - Health and Safety Risks

The following points summarize the general findings; a more detailed analysis of each statement follows.

Detailed Analysis

The following illustrates the credibility of each statement, with analysis for each one.  Words in bold and italicized font with a "1" illustrate words that were found to be compelling and/or persuasive in adding to the credibility of the statement; those in bold and italicized font with a "2" were illustrate words that raised questions and should be revisited; and, those in bold and italicized font with a "3" illustrate words that were problematic and detracted from the credibility of the statement.

Legend

1 - compelling and/or persuasive in adding to credibility of the statement
2 - raised questions about the credibility of the statement and should be revisited
3 - problematic and detracted from the credibility of the statement
√ - deemed credible/believable
? - deemed confusing/unclear
X - deemed not credible/not believable

The statements are displayed in order of credibility; ranked from the most to the least credible.

Just because marijuana will be legalized in Canada2, it does not make it harmless or safe. All drugs carry risks to health and safety1.

√ -  173 of 193
?   - 14 of 193
X  - 6 of 193

 

Marijuana impairs attention, memory, reaction time1, thinking, decision-making, judgement and the proper functioning of your brain2.

√ -  161 of 193
?   - 15 of 193
X  - 17 of 193

 

The harms of marijuana depend on a number of factors: age when use begins, the amount used, the potency, the frequency and duration of use all have an impact on the effects, the risks and the harms1.

√ -  157 of 193
?   - 22 of 193
X  - 14 of 193

 

Marijuana use impairs attention and memory and this can affect schoolwork1. Some studies suggest using marijuana may harm IQ3, especially if use begins during adolescence, is regular and continues for many years

√ -  142 of 193
?   - 31 of 193
X  - 20 of 193

 

Using marijuana, especially on a regular basis, increases your chances of becoming addicted2.

√ -  130 of 193
?   - 27 of 193
X  - 36 of 193

 

Marijuana use can accelerate the onset of psychosis or schizophrenia in those who are vulnerable1.

√ -  94 of 193
?   - 74 of 193
X  - 25 of 193

 

It's not clear2 if all of the harms3 of regular marijuana use recover with time. Some may not, especially if use begins in the teenage years, is regular and persists over time.

√ -  92 of 193
?   - 79 of 193
X  - 22 of 193

 

Regularly using marijuana, especially as a teen or young adult, can increase the chances of experiencing a psychotic episode or developing schizophrenia3. This risk is greatest in those who have a family history of such illnesses.

√ -  91 of 193
?   - 65 of 193
X  - 37 of 193

 

1 in 10 people who use marijuana will go on to develop an addiction to it. Those who start using as teens have a 1 in 6 chance of becoming addicted2.

√ -  81 of 193
?   - 64 of 193
X  - 48 of 193

 

Marijuana smoke contains many of the same carcinogens as tobacco smoke3.

√ -  59 of 193
?   - 76 of 193
X  - 58 of 193

Marijuana Facts - Impaired Driving

The following points summarize the general findings; a more detailed analysis of each statement follows.

Detailed Analysis

Legend

1 - compelling and/or persuasive in adding to credibility of the statement
2 - raised questions about the credibility of the statement and should be revisited
3 - problematic and detracted from the credibility of the statement
√ - deemed credible/believable
? - deemed confusing/unclear
X - deemed not credible/not believable

 

Combining alcohol1 with marijuana greatly increases the risks of having a car accident.

√ -  175 of 193
?   - 15 of 193
X  - 3 of 193

 

Marijuana impairs your coordination1 and reaction time1 and can harm your ability to drive.

√ -  152 of 193
?   - 29 of 193
X  - 12 of 193

 

Marijuana impairs your ability to drive a car/vehicle.

√ -  132 of 193
?   - 32 of 193
X  - 29 of 193

 

The higher the levels of THC2 in the blood, the greater the chances your ability to drive is impaired.

√ -  131 of 193
?   - 47 of 193
X  - 15 of 193

 

Using marijuana can increase, and possibly double3, your chances of having a car accident.

√ -  96 of 193
?   - 54 of 193
X  - 43 of 193

 

Using marijuana often, does not prevent you from driving impaired after using.

√ -  74 of 193
?   - 59 of 193
X  - 60 of 193

Videos

Following the key marijuana statements testing, participants were shown a series of seven video approaches. There were two series of seven videos that were alternated in each group. In total, we tested reactions to fourteen different videos.

The videos were selected deliberately based on their approach. The purpose of this exercise was to understand whether the different approaches were compelling particularly as it related to the tone, style, impact and feel of the video. Ultimately, we were trying to understand which approach most resonated with each audience in terms of understanding which would make them more likely to receive messaging about the potential effects of using marijuana.

A number of approaches were felt to be compelling and that there was not a one size fits all approach to communicating about the "potential" legalization of marijuana. The findings suggest that a multi-faceted media campaign with touch points at different levels would be most effective at reaching all of the target audiences with messages of importance to them.

The following points summarize the general findings; a more detailed analysis of each video approach follows:

Detailed Analysis

The following illustrates the degree to which each video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana. The videos are grouped by their approach with the more positively received appearing first.

Legend

⚫ Circle - The concept tended to be well-received as is, among the subset in question.

▼ Triangle - Among the subset in question, the concept was generally regarded as having elements that were well-received but also tended to receive constructive criticism that should be addressed if this approach was to be used.

⬛ Square - Among the subset in question, the concept tended to be met with negative reactions of a nature that suggests the approach would not be well-received.

Bubbly/Humorous

The following table illustrates the degree to which the Bubbly Humourous I video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Bubbly/Humorous I
Animation with bluegrass music in the background; featuring a voice-over rhyming poem describing what one can do in a jurisdiction of legalized recreational marijuana use.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15)
Parents
(16-18)
Young adults
(19-24)
Adults
(25+)
Positives

√ Tone was positive and light; did not exaggerate the risks associated with marijuana

√ It was felt to be instructive, informative and effectively conveyed what to do and what not to do with respect to marijuana

√ Adults and parents of youth 16-18 in particular, felt that this ad struck the right balance and tone in talking about marijuana; especially in the context of legalization of marijuana

  • They argued that videos with a hard-hitting (exaggerated) approach would conflict with the decision to legalize the drug
Negatives x For some, particularly parents of youth 13-15, the bubbly tone made light of the use (and potential risks) of marijuana
x Some worried the cartoon approach may attract the attention of a younger audience
Adaptable for marijuana ■ Yes
 
The following table illustrates the degree to which the Bubbly Humourous II video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Bubbly/Humorous II
Darkly comedic satirical examination of cocaine from the perspective of a deceased dog that had been used as a drug-mule.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15)
Parents
(16-18)
Young adults
(19-24)
Adults
(25+)
Positives √ Humorous approach can be funny and attention-grabbing for some (mainly adults 25+)
√ Some liked that they were laughing about something that was not all that funny
√ There was a sense this ad could go viral
Negatives x Seeing a dog used this way was distressing for some
x Felt to be absurd and not funny
x Made light of a serious problem and drug
x Many participants complained about the fast pace and variety of messages; was difficult to follow
Adaptable for marijuana ■ Some felt the approach could be adapted to marijuana.

Positive

The following table illustrates the degree to which the Positive I video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Positive I
Features the relationship of a man and his dog as they enjoy life together with a dramatic moment casting doubt on whether the man fell victim to drinking and driving, but concluding with a happy ending because the man had chosen not to drink and drive.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15
Parents
(16-18)
Young adults
(19-24)
Adults
(25+)
Positives √ This was one of the more positively received videos
√ Participants (of all ages) very easily connected with this video on a personal and emotional level
√ Credible, believable and relatable
√ Effectively captures the viewer's attention
√ Very effectively communicated the main message:  make informed choices
√ Participants liked that the video leaves you feeling optimistic (not doom and gloom)
√ Participants also liked the use of the dog to convey the message that others depend on you and you have a responsibility to make it home safe to them
Negatives x There were no criticisms of this video
Adaptable for marijuana ■ This video was felt to be easily adapted to marijuana.
■ Marijuana could be substituted for alcohol.
■ One participant suggested creating different versions of the ad (i.e. one where the owner does not return home safely) which would keep viewers guessing which version they were watching each time.

Hard-Hitting

The following table illustrates the degree to which the Hard Hitting I video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Hard Hitting I
A young man has a flashback of the point in his selfish, adrenaline-fueled life when his urban speeding caused him to hit another vehicle which subsequently caused the shocking death of a mother in front of her child.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15)
Parents
(16-18)
Young adults
(19-24)
Adults
(25+)
Positives √ Participants very easily connected with this video on a personal level
√ Credible, believable and relatable
√ Effectively captures the viewer's attention
√ Very effectively communicated the main message:  make informed choices
√ Participants liked the message that one wrong decision can have significant consequences
√ Depiction of adults was appreciated by young adults (and youth) in that it was not the stereotypical approach depicting young people acting irresponsibly and making poor choices
Negatives x While appreciating the message, some nevertheless felt the death was implausible
x Initial reactions often indicated the mistaken assumption the driver was impaired
Adaptable for marijuana ■ This video was felt to be easily adaptable to marijuana.
■ Some suggested depicting a couple at a party in which marijuana is being used to demonstrate the risks of driving under the influence of marijuana.

Information

The following table illustrates the degree to which the Informative II video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Informative II
The camera pans from the ground up to each of three occupied cars suspended at various elevations beside a high rise building on an urban street, using each successively higher car as a relative example of the magnitude of the effect of crashes at different speeds.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15)
Parents
(16-18)
Young adults
(19-24)
Adults (25+)
Positives √ The imagery was very effective
√ Evokes a visceral feeling in most
√ Effectively used logic and reasoning to communicate the main message, which was particularly effective with youth (who positively contrasted it with the typical approaches of this type of advertising)
√ Struck the right balance of making a point without hitting people over the head
Negatives x There were no negatives
Adaptable for marijuana ■ The overwhelming majority of participants felt that this video could very easily be adapted to marijuana.
■ Could depict the risks of using marijuana and the impacts of use on different factors such as:  driving under the influence of marijuana; health risks; addiction; dropout rates; potential to limit career aspirations, etc.
 
The following table illustrates the degree to which the Informative I video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Informative I
A super slow-motion depiction of the interior of a car and the interior of human bodies during a car crash, demonstrating the damage and injury that can be sustained even in a car with the best safety features.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15)
Parents
(16-18)
Young adults
(19-24)
Adults
(25+)
Positives √ Informative/educational approach
√ Effectively shows repercussions of one's actions
√ Visually compelling and attention-grabbing
√ Calming
Negatives x Participants were not able to connect with this video on a personal or emotional level
x Some felt the ad was too graphic and would avoid watching it a second time
Adaptable for marijuana ■ The approach was a scientific/evidence-based approach which participants felt could be effective with respect to marijuana; may prove something no one knows/believes about marijuana.

Interactive

The following table illustrates the degree to which the Interactive I video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Interactive I
A hidden camera in the men's room of a trendy bar captures patrons as they are surprised to find the mirror actually enables a closed-circuit interaction with an imprisoned convict who regretfully describes his tragic experience of drinking and driving and implores each patron to have a plan and avoid making the same mistake he made.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15)
Parents
(16-18)
Young adults
(19-24)
Adults
(25+)
Positives √ Was among the more positively received videos
√ Participants very easily connected with this video on a personal level
√ Very effective at communicating the main message
√ Felt like it could apply in a number of different situations and to different people (i.e. those who use marijuana regularly or less regularly)
Negatives x There were no criticisms of this ad
Adaptable for marijuana ■ This ad was felt to be easily adapted to marijuana.
■ Suggestion to stage the video at a house party rather than a bar which would be more appropriate for marijuana use.
 
The following table illustrates the degree to which the Interactive II video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Interactive II
The first-person point-of-view of a teen in a high school hallway being invited to take some cocaine and leaving the viewer with the interactive choice of whether to take the cocaine or not.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15)
Parents
(16-18)
Young adults
(19-24)
Adults
(25+)
Positives √ Some parents felt that the interactive approach of this video may be appealing to youth (although youth were not terribly fond of it)
√ Some indicated an interest in seeing what happens next and a few even volunteered that they would be more curious about seeing the consequences of making the wrong choice
Negatives x Most participants were confused by the ad; many had to ask "what happens next?"
x Youth and young adults did not, generally, feel this ad was very realistic (i.e. friends do not usually offer cocaine to friends)
x Some parents worried that because the ad was open-ended, some youth might come away thinking they should try cocaine so that they can do their exam and attend the party; they would prefer that a negative consequence were more clearly articulated
Adaptable for marijuana ■ This ad was felt to be easily adapted to marijuana.

SAD / DRAMA

The following table illustrates the degree to which the Sad/Drama I video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Sad/Drama I
Rapid cuts take the viewer from one location to another following a chain of tragic events as the narrator explains the significance of each location to the life of his friend who was a teenage girl who fell victim to crack and concluding with silence depicting the lack of intervention the narrator undertook to save his friend from the awful chain of events when the chance presented itself.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15)
Parents
(16-18)
Young adults
(19-24)
Adults
(25+)
Positives √ Participants appreciated the sad, harsh, and dramatic tone of this approach
√ Many very easily connected with this video on a personal level
√ Some liked that it instilled fear
√ The vignette where they showed the swing where Jessica introduced her brother to meth, was particularly poignant
Negatives x Some questioned whether a harsh approach like this could be adapted to marijuana; felt to be over the top for marijuana
x Some felt the situation was too distant from their lives to be relevant
Adaptable for marijuana ■ Those who felt that this ad could be adapted for marijuana, suggested a vignette urging people to be careful that the marijuana they are using is not laced with something; a vignette showing a sister introducing a younger sibling to marijuana; or a teen's life unraveling because of marijuana.

Short & Sweet

The following table illustrates the degree to which the Short & Sweet II video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Short & Sweet II
Two fifteen-second vignettes showing men enjoying beer after engaging in physical activity, with the main character being tossed another can of beer, but avoiding catching it as he says that he's not having another because he is driving.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15)
Parents
(16-18)
Young adults
(19-24)
Adults
(25+)
Positives √ Tone was light
√ Effectively communicated the main message:  make responsible choices
√ Participants appreciated the humorous and positive tone
√ Was also felt to be logical and to-the-point
√ A number of participants, particularly parents of youth, liked the fact it showed that it is cool to "say no" and stand up to peer pressure; there was an admirable quality to this ad
Negatives x Some, particularly the youngest participants and parents of youth, did not like that each of the lead characters had had one beer (or potentially more); would prefer a zero tolerance message especially for youth
Adaptable for marijuana ■ This ad was felt to be very easily adapted to marijuana.
■ Suggestion to depict people saying no to marijuana and that it is cool to do that (i.e. a house party, circle of youth, joint being passed around and someone declining when it came around to them).
 
The following table illustrates the degree to which the Short & Sweet I video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Short & Sweet I
Two youths high on marijuana are in a car and the passenger notices the driver is having difficulty doing up his seat belt and asks if he is OK to drive, to which the driver responds that his condition isn't noticeable as a caption points out that to police, it is noticeable.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15)
Parents
(16-18)
Young adults
(19-24)
Adults
(25+)
Positives √ Was relevant; about a new issue related to marijuana
√ Short and to-the-point
√ Effectively communicates the main message
Negatives x Not believable/credible; most do not believe law enforcement can easily/definitively detect whether someone is driving under the influence of marijuana
x Did not connect with participants on a personal/emotional level
x Not terribly creative; depicted teens and marijuana use the same way they always do
Adaptable for marijuana ■ Yes

Documentary / Testimonials

The following table illustrates the degree to which the Documentary/Testimonials II video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Documentary/Testimonials II
A quick-cut documentary that relies exclusively on interviews with actual former users to educate viewers on what cocaine is, what it does to a user and their paths to becoming addicted.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15)
Parents
(16-18)
Young adults
(19-24)
Adults
(25+)
Positives √ Participants liked to hear real person's story; suggests that it can happen to anyone
√ Approach was deemed credible and compelling
√ It was also described as informative
√ Some participants also explained that they liked that the ad did not dictate how one should feel
Negatives x Felt to be long
x Some participants, particularly parents, worried that this particular execution (or perhaps this particular edit) did not depict the (negative) consequences of cocaine use; felt a little like an infomercial that may have the inadvertent effect of promoting cocaine use
x Again, some participants worry that testimonials can be ineffective because those suffering from the particular affliction can often tune it out if they do not want to receive the message
Adaptable for marijuana ■ Yes, although some, particularly young adults and adults, question whether the story can be that extreme for marijuana.
■ Suggestions to depict youth's stories about how their lives (scholastic or work) suffered because of marijuana.
■ Also suggested that the testimonials could depict the negative experiences of people who had only tried marijuana once.
 
The following table illustrates the degree to which the Documentary/Testimonials I video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Documentary/Testimonials I
A documentary of the experience of a young woman who became addicted to prescription drugs and survived a near-death experience, as told by her mother and herself.
Youth
(13-15)
Youth (16-18)
Parents (13-15)
Parents (16-18)
Young adults
(19-24)
Adults (25+)
Positives √ Participants liked the personal connection of a real person's story; suggests that it can happen to anyone
√ Approach was deemed credible and compelling
Negatives x Felt to be long and at times confusing
x Some described it as anti-climactic
x Some participants worry that testimonials can be ineffective because those suffering from the particular affliction can often tune it out if they do not want to receive the message
Adaptable for marijuana ■ Yes, although some, particularly young adults and adults, question whether the story can be that extreme for marijuana.
■ Suggestions to depict youth's stories about how their lives (scholastic or work) suffered because of marijuana.

Celebrity / Spokesperson

The following table illustrates the degree to which the Celebrity/Spokes II video was received by the different audiences, as well as the positives, negatives, and in what ways the video can be adapted for marijuana.
Reactions Celebrity/Spokes I
An articulate but blunt British actor explains that she is perplexed and disgusted by people who still choose to drink and drive using colourful language to shame those people, but closing on an upbeat sentiment as she says she suspects the viewer is a decent person who would not behave that way and indicates broadly-shared appreciation for that fact.
Youth
(13-15)
Youth
(16-18)
Parents
(13-15)
Parents
(16-18)
Young adults
(19-24)
Adults
(25+)
Positives √ Approach was felt to be humorous for some
√ The hard-hitting (almost rude) approach was felt to be direct
√ Participants appreciated that the video ended on a good note
√ Use of celebrities can work
Negatives x Some did not appreciate the approach; was described as rude, offensive, and insulting
x Recognition of Helen Mirren was limited to adults 25+
x Some would prefer celebrities that spoke from experience
Adaptable for marijuana ■ Participants were not sure this approach could work for marijuana because they questioned how bad or guilty you could make one feel about using marijuana.
■ Others felt that it could adapt well to marijuana with respect to driving under the influence of marijuana.

Communications

The remainder of the discussion explored how best to inform Canadians about the effects of marijuana use, including where they go for information and their preferred channels.

All parents indicated that they have talked openly with their teens about drugs, alcohol, etc. although they did credit the school system with providing this type of information to youth credibly and in a timely fashion.  Parents said that the conversations they had with their teens generally took place when they were about to enter high school.  The talking points parents reinforced in conversations with their teen included a reminder to be responsible; make informed choices; not to be influenced by others; and, to wait to try marijuana until they were older (at least the age of majority).  The majority of parents did not feel the legalization of marijuana would change the way they talked with their teen about marijuana.

For youth, the advice tended to be that parents need to have a non-accusatory approach, be respectful of the intelligence and judgement of their own teen and provide empirical evidence in a non-judgemental way so they can make informed decisions rather than rely on word of mouth or misinformation.

In terms of information needs, very few participants, across all audiences, have looked up information about the effects of marijuana or marijuana-impaired driving although some of the younger participants had done so for school projects.  Having said that, most participants are interested and eager to see what comes of legalization, especially as it relates to benchmarks (i.e. allowable limits, etc.).

Most would refer to government websites, Health Canada was named specifically, for credible information about marijuana.  Other trustworthy sources that were raised unprompted included:  health organizations (i.e. Mayo Clinic); health care facilities and professionals (hospitals, naturopaths, pharmacists, etc.); mental health associations; substance abuse organizations; dispensaries; liquor stores; and, community health forums.

Social media (i.e. YouTube, Facebook, Twitter, Instagram, Snapchat, etc.) was the most readily mentioned vehicle for communications across all audiences and cities.  Other communications vehicles that were raised spontaneously included:  billboards; public transportation (including buses and bus shelters, trains, subways, etc.); television (although not many watch TV in real time anymore); and, radio (to and from work).

Conclusions and Recommendations

Awareness of the "potential" legalization of marijuana in Canada is very high; and, generally most have the sense that the advantages (economic, quality/safety, elimination of black market/criminal element, relief on health care and judicial systems), outweigh the disadvantages (long-term health risks related to smoking, discomfort of second-hand smoke and the smell of marijuana, driving under the influence).

The views of youth 13-15 were noticeably different from those of all other groups: familiarity with marijuana was more limited; they tended to feel the disadvantages of legalization outweighed the advantages; they thought access and use of marijuana would increase with legalization; they viewed the statements more credibly; and, they preferred a serious tone and approach that does not make light of marijuana use.

While most participants (across all audiences) have the sense driving under the influence of marijuana is less dangerous than driving under the influence of alcohol, most were of the view that an impairment is an impairment. Roadside detection methods need to be improved to be able to reliably detect marijuana-impaired driving.

With respect to communications, the majority of participants felt there was a balance to strike in terms of the approach, tone, and messaging that will work for marijuana, particularly in the context of legalization. Communications that are too hard-hitting or over-the-top (fear-mongering), do not fit with participants' perceptions of marijuana and would fly in the face of the government's position to (potentially) legalize marijuana.

There is no single approach or messaging that will work to communicate the various key messages across the different audiences. A layered, multi-phased campaign will be required to reach the various audiences with targeted communications and messaging about marijuana.

The federal government, and Health Canada specifically, were seen as a credible source for information on marijuana. The overwhelming majority of participants are interested and eager to see what comes of legalization, especially as it relates to regulations and benchmarks (i.e. allowable limits, etc.).  However, the groups clearly demonstrate that communicating with these target audiences will require striking a balance between warning of surprising and perhaps non-credible risks while seemingly agreeing with the notion that responsible use is quite probable and acceptable by pursuing the legalization of marijuana.

Appendix A: Discussion Guide

English

Introduction

Moderator introduces herself/himself and her/his role:  role of moderator is to ask questions, make sure everyone has a chance to express themselves, keep track of the time, be objective/no special interest

Moderator will go around the table and ask participants to introduce themselves.

Exploratory

Let's talk about driving while under the influence of marijuana for a couple of minutes…

Statements

I am going to pass out a sheet with some statements.  Please feel free to mark it up.  I would ask that you put a "√" beside any word/phrases/elements that you like, an "X" beside any word/phrases/elements that you don't like, a "?" beside anything that is confusing or unclear and circle any information that is new to you.

ROTATE STATEMENTS CATEGORIES AND MAKE SURE ALL STATEMENTS ARE DISCUSSED IN EACH GROUP

MODERATOR TO PROBE:

We will now repeat the same exercise with another list of statements. Please again feel free to mark it up.  I would ask that you put a "√" beside any word/phrases/elements that you like, an "X" beside any word/phrases/elements that you don't like, a "?" beside anything that is confusing or unclear and circle any new information that is new to you.

List of Statements in Appendix A

Video ADS

Now, I'd like to show you a few television/video ads.  You will see that the approach taken to deliver the message in these ads varies.  These have been selected deliberately because I would like to understand what you think of the different approaches, particularly as it relates to the tone, style, impact and feel of the ad.  It is important for you to understand that in most cases, these ads may be about a topic other than marijuana, so I want you to really focus on the approach/tone of the ad and not the message of the ad.

MODERATOR TO SHOW EACH GROUP A SELECTION OF 7 ADS FROM THE FOLLOWING APPROACH CATEGORIES (HARD HITTING; SAD/DRAMA; INFORMATIVE; BUBBLY/HUMOROUS; SHORT/SWEET; DOCUMENTARY/TESTIMONIALS; INTERACTIVE; POSITIVE AND CELEBRITY/SPOKESPERSON). EACH AD WILL BE PLAYED TWICE.  PARTICIPANTS WILL BE ASKED TO WRITE DOWN THEIR FIRST IMPRESSIONS OF THE AD. EXPLAIN THAT SOME OF THE ADS HAD TO BE TRANSLATED (voice over) SINCE ORIGINALLY THEY WERE NOT IN BOTH LANGUAGES; IF AN AD IS CREATED BY HEALTH CANADA IT WOULD BE IN FRENCH AND ENGLISH.

WRAP-UP QUESTIONS AFTER ALL ADS ARE PLAYED:

LIST OF VIDEOS AND ROTATION IN APPENDIX B

Communications Needs

PARENTS/YOUTH

ALL

Wraps

MODERATOR TO CHECK IN THE BACK ROOM AND PROBE ON ANY ADDITIONAL AREAS OF INTEREST.

Appendix A: Statements

Marijuana Facts – Health and Safety

  1. Marijuana impairs attention, memory, reaction time, thinking, decision-making, judgement and the proper functioning of your brain.
  2. Regularly using marijuana, especially as a teen or young adult, can increase the chances of experiencing a psychotic episode or developing schizophrenia. This risk is greatest in those who have a family history of such illnesses.
  3. Marijuana use can accelerate the onset of psychosis or schizophrenia in those who are vulnerable.
  4. Marijuana use impairs attention and memory and this can affect schoolwork. Some studies suggest using marijuana may harm IQ, especially if use begins during adolescence, is regular and continues for many years.
  5. Using marijuana, especially on a regular basis, increases your chances of becoming addicted.
  6. 1 in 10 people who use marijuana will go on to develop an addiction to it. Those who start using as teens have a 1 in 6 chance of becoming addicted.
  7. It’s not clear if all of the harms of regular marijuana use recover with time. Some may not, especially if use begins in the teenage years, is regular and persists over time.
  8. The harms of marijuana depend on a number of factors: age when use begins, the amount used, the potency, the frequency and duration of use all have an impact on the effects, the risks and the harms.
  9. Just because marijuana will be legalized in Canada it does not make it harmless or safe. All drugs carry risks to health and safety.
  10. Marijuana smoke contains many of the same carcinogens as tobacco smoke.

Marijuana Facts – Impaired Driving

  1. Using marijuana can increase, and possibly double, your chances of having a car accident.
  2. Marijuana impairs your ability to drive a car/vehicle.
  3. Using marijuana often, does not prevent you from driving impaired after using.
  4. The higher the levels of THC in the blood, the greater the chances your ability to drive is impaired.
  5. Marijuana impairs your coordination and reaction time and can harm your ability to drive.
  6. Combining alcohol with marijuana greatly increases the risks of having a car accident.

Appendix B: Video Rotation

The table shows which videos/ads were presented to the participants according to the city, day and group.
City Day Group Approach Ad
Toronto Day A Young adults
19-24
Hard hitting Hard Hitting I
Informative Informative I
Bubbly/humorous Bubbly/Humorous I
Short & sweet Short & Sweet I
Documentary/Testimonials Documentary/Testimonials I
Interactive Interactive I
Celebrity/Spokes Celebrity/Spokes I
Adults 25+ Sad/drama Sad/Drama I
Informative Informative II
Bubbly/humorous Bubbly/Humorous II
Short & sweet Short & Sweet II
Documentary/Testimonials Documentary/Testimonials II
Interactive Interactive II
Positive Positive I
Toronto Day B Parents of kids 13-15 Hard hitting Hard Hitting I
Informative Informative I
Bubbly/humorous Bubbly/Humorous I
Short & sweet Short & Sweet I
Documentary/Testimonials Documentary/Testimonials I
Interactive Interactive I
Celebrity/Spokes Celebrity/Spokes I
Parents of kids 16-18 Sad/drama Sad/Drama I
Informative Informative II
Bubbly/humorous Bubbly/Humorous II
Short & sweet Short & Sweet II
Documentary/Testimonials Documentary/Testimonials II
Interactive Interactive II
Positive Positive I
Toronto Day C Youth 13-15 Hard hitting Hard Hitting I
Informative Informative I
Bubbly/humorous Bubbly/Humorous I
Short & sweet Short & Sweet I
Documentary/Testimonials Documentary/Testimonials I
Interactive Interactive I
Celebrity/Spokes Celebrity/Spokes I
Youth 16-18 Sad/drama Sad/Drama I
Informative Informative II
Bubbly/humorous Bubbly/Humorous II
Short & sweet Short & Sweet II
Documentary/Testimonials Documentary/Testimonials II
Interactive Interactive II
Positive Positive I
Vancouver Day A Young adults
19-24
Sad/drama Sad/Drama I
Informative Informative II
Bubbly/humorous Bubbly/Humorous II
Short & sweet Short & Sweet II
Documentary/Testimonials Documentary/Testimonials II
Interactive Interactive II
Positive Positive I
Adults 25+ Hard hitting Hard Hitting I
Informative Informative I
Bubbly/humorous Bubbly/Humorous I
Short & sweet Short & Sweet I
Documentary/Testimonials Documentary/Testimonials I
Interactive Interactive I
Celebrity/Spokes Celebrity/Spokes I
Vancouver Day B Parents of kids 13-15 Sad/drama Sad/Drama I
Informative Informative II
Bubbly/humorous Bubbly/Humorous II
Short & sweet Short & Sweet II
Documentary/Testimonials Documentary/Testimonials II
Interactive Interactive II
Positive Positive I
Parents of kids 16-18 Hard hitting Hard Hitting I
Informative Informative I
Bubbly/humorous Bubbly/Humorous I
Short & sweet Short & Sweet I
Documentary/Testimonials Documentary/Testimonials I
Interactive Interactive I
Celebrity/Spokes Celebrity/Spokes I
Vancouver Day C Youth 13-15 Sad/drama Sad/Drama I
Informative Informative II
Bubbly/humorous Bubbly/Humorous II
Short & sweet Short & Sweet II
Documentary/Testimonials Documentary/Testimonials II
Interactive Interactive II
Positive Positive I
Youth 16-18 Hard hitting Hard Hitting I
Informative Informative I
Bubbly/humorous Bubbly/Humorous I
Short & sweet Short & Sweet I
Documentary/Testimonials Documentary/Testimonials I
Interactive Interactive I
Celebrity/Spokes Celebrity/Spokes I
Halifax Day A Young adults
19-24
Hard hitting Hard Hitting I
Informative Informative I
Bubbly/humorous Bubbly/Humorous I
Short & sweet Short & Sweet I
Documentary/Testimonials Documentary/Testimonials I
Interactive Interactive I
Celebrity/Spokes Celebrity/Spokes I
Adults
25+
Sad/drama Sad/Drama I
Informative Informative II
Bubbly/humorous Bubbly/Humorous II
Short & sweet Short & Sweet II
Documentary/Testimonials Documentary/Testimonials II
Interactive Interactive II
Positive Positive I
Halifax Day B Parents of kids 13-15 Hard hitting Hard Hitting I
Informative Informative I
Bubbly/humorous Bubbly/Humorous I
Short & sweet Short & Sweet I
Documentary/Testimonials Documentary/Testimonials I
Interactive Interactive I
Celebrity/Spokes Celebrity/Spokes I
Parents of kids 16-18 Sad/drama Sad/Drama I
Informative Informative II
Bubbly/humorous Bubbly/Humorous II
Short & sweet Short & Sweet II
Documentary/Testimonials Documentary/Testimonials II
Interactive Interactive II
Positive Positive I
Halifax Day C Youth 13-15 Hard hitting Hard Hitting I
Informative Informative I
Bubbly/humorous Bubbly/Humorous I
Short & sweet Short & Sweet I
Documentary/Testimonials Documentary/Testimonials I
Interactive Interactive I
Celebrity/Spokes Celebrity/Spokes I
Youth 16-18 Sad/drama Sad/Drama I
Informative Informative II
Bubbly/humorous Bubbly/Humorous II
Short & sweet Short & Sweet II
Documentary/Testimonials Documentary/Testimonials II
Interactive Interactive II
Positive Positive I
Montreal Day A Young adults
19-24
Sad/drama Sad/Drama I
Informative Informative II
Bubbly/humorous Bubbly/Humorous II
Short & sweet Short & Sweet II
Documentary/Testimonials Documentary/Testimonials II
Interactive Interactive II
Positive Positive I
Adults
25+
Hard hitting Hard Hitting I
Informative Informative I
Bubbly/humorous Bubbly/Humorous I
Short & sweet Short & Sweet I
Documentary/Testimonials Documentary/Testimonials I
Interactive Interactive I
Celebrity/Spokes Celebrity/Spokes I
Montreal Day B Parents of kids 13-15 Sad/drama Sad/Drama I
Informative Informative II
Bubbly/humorous Bubbly/Humorous II
Short & sweet Short & Sweet II
Documentary/Testimonials Documentary/Testimonials II
Interactive Interactive II
Positive Positive I
Parents of kids 16-18 Hard hitting Hard Hitting I
Informative Informative I
Bubbly/humorous Bubbly/Humorous I
Short & sweet Short & Sweet I
Documentary/Testimonials Documentary/Testimonials I
Interactive Interactive I
Celebrity/Spokes Celebrity/Spokes I
Montreal Day C Youth 13-15 Sad/drama Sad/Drama I
Informative Informative II
Bubbly/humorous Bubbly/Humorous II
Short & sweet Short & Sweet II
Documentary/Testimonials Documentary/Testimonials II
Interactive Interactive II
Positive Positive I
Youth 16-18 Hard hitting Hard Hitting I
Informative Informative I
Bubbly/humorous Bubbly/Humorous I
Short & sweet Short & Sweet I
Documentary/Testimonials Documentary/Testimonials I
Interactive Interactive I
Celebrity/Spokes Celebrity/Spokes I

French

Introduction

La modératrice se présente et explique son rôle : le rôle de la modératrice est de poser des questions, de veiller à ce que chacun ait la chance de s'exprimer, de s'assurer de respecter le temps alloué et d'être objective/de ne pas avoir de parti pris.

La modératrice/le modérateur fait un tour de table et demande aux participants de se présenter.

Survol

Prenons quelques minutes pour parler de la conduite sous l'influence de la marijuana.

Énoncés

Je vais vous distribuer une feuille avec des énoncés. N'hésitez pas à l'annoter. Veuillez indiquer un crochet à côté des mots, des phrases ou des éléments que vous aimez, un « X » à côté de ceux que vous n'aimez pas et un point d'interrogation à côté des énoncés qui ne sont pas clairs ou qui portent à confusion et, finalement, encercler l'information nouvelle pour vous.

ALTERNER LES CATÉGORIES D'ÉNONCÉS ET S'ASSURER QUE TOUS LES ÉNONCÉS SONT ABORDÉS DANS CHACUN DES GROUPES

ANIMATEUR -- EXPLORER :

Nous allons maintenant répéter l'exercice avec une autre liste d'énoncés. Encore une fois, n'hésitez pas à annoter la liste. Veuillez indiquer un crochet à côté des mots, des phrases ou des éléments que vous aimez, un « X » à côté de ceux que vous n'aimez pas et un point d'interrogation à côté des énoncés qui ne sont pas clairs ou qui portent à confusion et, finalement, encercler l'information nouvelle pour vous.

LISTE D'ÉNONCÉS PRÉSENTÉE DANS L'ANNEXE A

Publicités vidéo

J'aimerais maintenant vous montrer quelques publicités vidéo. Vous verrez que l'approche adoptée pour véhiculer le message peut varier. Ces publicités et vidéos ont été sélectionnés intentionnellement, car j'aimerais comprendre ce que vous pensez de chaque approche, surtout en ce qui a trait au ton et au style de la publicité ou vidéo, à ce qu'elle dégage et à son impact. Veuillez noter que dans la plupart des cas, elles peuvent porter sur un autre sujet que la marijuana. J'aimerais donc que vous vous concentriez sur l'approche et le ton, et non sur le message véhiculé.

ANIMATEUR : MONTRER À CHACUN DES GROUPES SEPT PUBLICITÉS DANS LES CATÉGORIES D'APPROCHE SUIVANTES : PUBLICITÉ-CHOC; TRISTE OU DRAMATIQUE; PUBLICITÉ INFORMATIVE; JOYEUSE OU HUMORISTIQUE; BRÈVE ET CONCISE; DOCUMENTAIRE OU TÉMOIGNAGES; PUBLICITÉ INTERACTIVE; PUBLICITÉ POSITIVE; METTANT EN VEDETTE UNE CÉLÉBRITÉ OU UN PORTE-PAROLE.
 CHAQUE PUBLICITÉ SERA PRÉSENTÉE DEUX FOIS. LES PARTICIPANTS DEVRONT ÉCRIRE LEURS PREMIÈRES IMPRESSIONS POUR CHACUNE DES PUBLICITÉS. EXPLIQUER QUE CERTAINES D'ENTRE ELLES DEVRONT ÊTRE TRADUITES (VOIX HORS CHAMP) PUISQU'ELLES N'ONT PAS ÉTÉ CRÉÉES EN FRANÇAIS ET EN ANGLAIS. SI UNE PUBLICITÉ EST CRÉÉE PAR SANTÉ CANADA ELLE SERA ORIGINALEMENT EN FRANÇAIS ET EN ANGLAIS.

QUESTIONS DE SYNTHÈSE À POSER APRÈS AVOIR PRÉSENTÉ TOUTES LES PUBLICITÉS :

LISTE DES VIDÉOS POTENTIELS ET ROTATION DANS L'ANNEXE B

Besoins en matière de communication

PARENTS/JEUNES

TOUS

Conclusion

L'ANIMATEUR VÉRIFIE SI LES OBSERVATEURS ONT DES QUESTIONS ET EXPLORE LES AUTRES SUJETS D'INTÉRÊT.

Annexe A : Énoncés

Énoncés sur les risques pour la santé et la sécurité de la marijuana

  1. La marijuana altère l'attention, la mémoire, le temps de réaction, la prise de décisions, le jugement et le bon fonctionnement du cerveau.
  2. La consommation régulière de la marijuana, particulièrement chez les adolescents et les jeunes adultes, peut augmenter les risques de vivre un épisode psychotique ou de devenir schizophrène. Ce risque est encore plus grand lorsqu'un membre de la famille présente des antécédents de ces maladies.
  3. La consommation de marijuana peut accélérer l'apparition d'une psychose ou de la schizophrénie chez les personnes vulnérables.
  4. La consommation de marijuana altère l'attention et la mémoire et peut nuire à la qualité des travaux scolaires. Certaines études laissent croire que la consommation de marijuana peut avoir un impact sur le QI, particulièrement si la consommation débute à l'adolescence, est régulière et se poursuit pendant plusieurs années.
  5. La consommation de marijuana, en particulier la consommation quotidienne, augmente les risques de développer une dépendance.
  6. Une personne sur dix qui consomme de la marijuana en deviendra dépendante. Les personnes qui consomment dès l'adolescence ont une chance sur six d'en devenir dépendantes.
  7. On ne peut dire avec certitude que tous les dangers liés à la consommation régulière de marijuana s'estompent avec le temps. Certains dangers peuvent ne pas s'estomper, surtout si la consommation se fait dès l'adolescence, est régulière et persiste au fil du temps.
  8. Les effets, les risques et les dangers de la marijuana dépendent d'un certain nombre de facteurs, dont l'âge de début de la consommation, la quantité consommée, la puissance, la fréquence et la durée de consommation.
  9. La légalisation de la marijuana au Canada ne rend pas sa consommation sans danger ou sécuritaire. Toutes les drogues, peu importe le type, peuvent engendrer des risques pour la santé et la sécurité.
  10. La fumée de marijuana contient plusieurs substances cancérigènes qu'on retrouve également dans la fumée de tabac.

Énoncés concernant la conduite sous l'influence de la marijuana

  1. La consommation de marijuana peut augmenter, voire doubler, les risques d'avoir un accident de voiture.
  2. La consommation de marijuana nuit à votre aptitude à conduire une voiture ou un véhicule.
  3. Le fait de consommer de la marijuana sur une base régulière n'augmente pas votre aptitude à conduire après avoir consommé.
  4. Plus le taux de THC est élevé dans votre sang, plus votre aptitude à conduire diminue.
  5. La marijuana altère la coordination et le temps de réaction et peut nuire à votre aptitude à conduire.
  6. Le fait de combiner la consommation d'alcool à la consommation de marijuana augmente les risques d'avoir un accident de voiture.

Annexe B : Rotation des vidéos

Le tableau montre quelles vidéos/publicités ont été présentées aux participants selon leur ville, jour et groupe.
Ville Jour Groupe Approche Publicité
Toronto A Jeunes adultes
19-24
Publicité-choc Publicité-choc I
Publicité informative Publicité informative I
Joyeuse ou humoristique Joyeuse ou humoristique I
Brève et concise Brève et concise I
Documentaire ou témoignages Documentaire ou témoignages I
Publicité interactive Publicité interactive I
Célébrités ou porte-parole Célébrités ou porte-parole I
Adultes 25+ Triste ou dramatique Triste ou dramatique I
Publicité informative Publicité informative II
Joyeuse ou humoristique Joyeuse ou humoristique II
Brève et concise Brève et concise II
Documentaire ou témoignages Documentaire ou témoignages II
Publicité interactive Publicité interactive II
Positive Positive I
Toronto B Parents de jeunes 13-15 Publicité-choc Publicité-choc I
Publicité informative Publicité informative I
Joyeuse ou humoristique Joyeuse ou humoristique I
Brève et concise Brève et concise I
Documentaire ou témoignages Documentaire ou témoignages I
Publicité interactive Publicité interactive I
Célébrités ou porte-parole Célébrités ou porte-parole I
Parents de jeunes 16-18 Triste ou dramatique Triste our dramatique I
Publicité informative Publicité informative II
Joyeuse ou humoristique Joyeuse ou humoristique II
Brève et concise Brève et concise II
Documentaire ou témoignages Documentaire ou témoignages II
Publicité interactive Publicité interactive II
Positive Positive I
Toronto C Jeunes 13-15 Publicité-choc Publicité-choc I
Publicité informative Publicité informative I
Joyeuse ou humoristique Joyeuse ou humoristique I
Brève et concise Brève et concise I
Documentaire ou témoignages Documentaire ou témoignages I
Publicité interactive Publicité interactive I
Célébrités ou porte-parole Célébrités ou porte-parole I
Jeunes 16-18 Triste ou dramatique Triste our dramatique I
Publicité informative Publicité informative II
Joyeuse ou humoristique Joyeuse ou humoristique II
Brève et concise Brève et concise II
Documentaire ou témoignages Documentaire ou témoignages II
Publicité interactive Publicité interactive II
Positive Positive I
Vancouver A Jeunes adultes
19-24
Triste ou dramatique Triste our dramatique I
Publicité informative Publicité informative II
Joyeuse ou humoristique Joyeuse ou humoristique II
Brève et concise Brève et concise II
Documentaire ou témoignages Documentaire ou témoignages II
Publicité interactive Publicité interactive II
Positive Positive I
Adultes 25+ Publicité-choc Publicité-choc I
Publicité informative Publicité informative I
Joyeuse ou humoristique Joyeuse ou humoristique I
Brève et concise Brève et concise I
Documentaire ou témoignages Documentaire ou témoignages I
Publicité interactive Publicité interactive I
Célébrités ou porte-parole Célébrités ou porte-parole I
Vancouver B Parents de jeunes 13-15 Triste ou dramatique Triste our dramatique I
Publicité informative Publicité informative II
Joyeuse ou humoristique Joyeuse ou humoristique II
Brève et concise Brève et concise II
Documentaire ou témoignages Documentaire ou témoignages II
Publicité interactive Publicité interactive II
Positive Positive I
Parents de jeunes 16-18 Publicité-choc Publicité-choc I
Publicité informative Publicité informative I
Joyeuse ou humoristique Joyeuse ou humoristique I
Brève et concise Brève et concise I
Documentaire ou témoignages Documentaire ou témoignages I
Publicité interactive Publicité interactive I
Célébrités ou porte-parole Célébrités ou porte-parole I
Vancouver C Jeunes 13-15 Triste ou dramatique Triste our dramatique I
Publicité informative Publicité informative II
Joyeuse ou humoristique Joyeuse ou humoristique II
Brève et concise Brève et concise II
Documentaire ou témoignages Documentaire ou témoignages II
Publicité interactive Publicité interactive II
Positive Positive I
Jeunes 16-18 Publicité-choc Publicité-choc I
Publicité informative Publicité informative I
Joyeuse ou humoristique Joyeuse ou humoristique I
Brève et concise Brève et concise I
Documentaire ou témoignages Documentaire ou témoignages I
Publicité interactive Publicité interactive I
Célébrités ou porte-parole Célébrités ou porte-parole I
Halifax A Jeunes adultes
19-24
Publicité-choc Publicité-choc I
Publicité informative Publicité informative I
Joyeuse ou humoristique Joyeuse ou humoristique I
Brève et concise Brève et concise I
Documentaire ou témoignages Documentaire ou témoignages I
Publicité interactive Publicité interactive I
Célébrités ou porte-parole Célébrités ou porte-parole I
Adultes
25+
Triste ou dramatique Triste our dramatique I
Publicité informative Publicité informative II
Joyeuse ou humoristique Joyeuse ou humoristique II
Brève et concise Brève et concise II
Documentaire ou témoignages Documentaire ou témoignages II
Publicité interactive Publicité interactive II
Positive Positive I
Halifax B Parents de jeunes 13-15 Publicité-choc Publicité-choc I
Publicité informative Publicité informative I
Joyeuse ou humoristique Joyeuse ou humoristique I
Brève et concise Brève et concise I
Documentaire ou témoignages Documentaire ou témoignages I
Publicité interactive Publicité interactive I
Célébrités ou porte-parole Célébrités ou porte-parole I
Parents de jeunes 16-18 Triste ou dramatique Triste our dramatique I
Publicité informative Publicité informative II
Joyeuse ou humoristique Joyeuse ou humoristique II
Brève et concise Brève et concise II
Documentaire ou témoignages Documentaire ou témoignages II
Publicité interactive Publicité interactive II
Positive Positive I
Halifax C Jeunes 13-15 Publicité-choc Publicité-choc I
Publicité informative Publicité informative I
Joyeuse ou humoristique Joyeuse ou humoristique I
Brève et concise Brève et concise I
Documentaire ou témoignages Documentaire ou témoignages I
Publicité interactive Publicité interactive I
Célébrités ou porte-parole Célébrités ou porte-parole I
Jeunes 16-18 Triste ou dramatique Triste our dramatique I
Publicité informative Publicité informative II
Joyeuse ou humoristique Joyeuse ou humoristique II
Brève et concise Brève et concise II
Documentaire ou témoignages Documentaire ou témoignages II
Publicité interactive Publicité interactive II
Positive Positive I
Montréal A Jeunes adultes
19-24
Triste ou dramatique Triste our dramatique I
Publicité informative Publicité informative II
Joyeuse ou humoristique Joyeuse ou humoristique II
Brève et concise Brève et concise II
Documentaire ou témoignages Documentaire ou témoignages II
Publicité interactive Publicité interactive II
Positive Positive I
Adultes
25+
Publicité-choc Publicité-choc I
Publicité informative Publicité informative I
Joyeuse ou humoristique Joyeuse ou humoristique I
Brève et concise Brève et concise I
Documentaire ou témoignages Documentaire ou témoignages I
Publicité interactive Publicité interactive I
Célébrités ou porte-parole Célébrités ou porte-parole I
Montréal B Parents de jeunes 13-15 Triste ou dramatique Triste our dramatique I
Publicité informative Publicité informative II
Joyeuse ou humoristique Joyeuse ou humoristique II
Brève et concise Brève et concise II
Documentaire ou témoignages Documentaire ou témoignages II
Publicité interactive Publicité interactive II
Positive Positive I
Parents de jeunes 16-18 Publicité-choc Publicité-choc I
Publicité informative Publicité informative I
Joyeuse ou humoristique Joyeuse ou humoristique I
Brève et concise Brève et concise I
Documentaire ou témoignages Documentaire ou témoignages I
Publicité interactive Publicité interactive I
Célébrités ou porte-parole Célébrités ou porte-parole I
Montréal C Jeunes 13-15 Triste ou dramatique Triste our dramatique I
Publicité informative Publicité informative II
Joyeuse ou humoristique Joyeuse ou humoristique II
Brève et concise Brève et concise II
Documentaire ou témoignages Documentaire ou témoignages II
Publicité interactive Publicité interactive II
Positive Positive I
Jeunes 16-18 Publicité-choc Publicité-choc I
Publicité informative Publicité informative I
Joyeuse ou humoristique Joyeuse ou humoristique I
Brève et concise Brève et concise I
Documentaire ou témoignages Documentaire ou témoignages I
Publicité interactive Publicité interactive I
Célébrités ou porte-parole Célébrités ou porte-parole I

Appendix B: Screener

The table shows for each city, the date, time, target groups and honorarium for each focus group.
City/Date/Group Honarium/Time
TORONTO Monday, June 20, 2016
Group 1:  Young adults 19-24
Group 2:  Adults 25+
Honorarium:  $100
6:00 pm
8:00 pm
TORONTO Tuesday, June 21, 2016
Group 3:  Parents/Caregivers of youth 13-15
Group 4:  Parents/Caregivers of youth 16-18
Honorarium:  $100
6:00 pm
8:00 pm
VANCOUVER Tuesday, June 21, 2016
Group 1:  Young adults 19-24
Group 2:  Adults 25+
Honorarium:  $100
5:30 pm
7:30 pm
TORONTO Wednesday, June 22, 2016
Group 5:  Youth 13-15
Group 6:  Youth 16-18
Honorarium:  $100
6:00 pm
8:00 pm
VANCOUVER Wednesday, June 22, 2016
Group 3:  Parents/Caregivers of youth 13-15
Group 4:  Parents/Caregivers of youth 16-18
Honorarium:  $100
5:30 pm
7:30 pm
VANCOUVER Thursday, June 23, 2016
Group 5:  Youth 13-15
Group 6:  Youth 16-18
Honorarium:  $100
5:30 pm
7:30 pm
HALIFAX Monday, June 27, 2016
Group 1:  Young adults 19-24
Group 2:  Adults 25+
Honorarium:  $100
5:30 pm
7:30 pm
MONTREAL Monday, June 27, 2016
Group 1:  Young adults 19-24
Group 2:  Adults 25+
Honorarium:  $100
5:30 pm
7:30 pm
HALIFAX Tuesday, June 28, 2016
Group 3:  Parents/Caregivers of youth 13-15
Group 4:  Parents/Caregivers of youth 16-18
Honorarium:  $100
5:30 pm
7:30 pm
MONTREAL Tuesday, June 28, 2016
Group 3:  Parents/Caregivers of youth 13-15
Group 4:  Parents/Caregivers of youth 16-18
Honorarium:  $100
5:30 pm
7:30 pm
HALIFAX Wednesday, June 29, 2016
Group 5:  Youth 13-15
Group 6:  Youth 16-18
Honorarium:  $100
5:30 pm
7:30 pm
MONTREAL Wednesday, June 29, 2016
Group 5:  Youth 13-15
Group 6:  Youth 16-18
Honorarium:  $100
5:30 pm
7:30 pm

Respondent's name:
Respondent's phone number: (home)
Respondent's phone number: (work)
Respondent's fax number:
Respondent's email:
Sample source: panel random client referral
Interviewer:
Date:
Validated:
Quality Central:
On list:
On quotas:

Hello/Bonjour, my name is and I'm calling on behalf of the Earnscliffe Strategy Group, a national public opinion research firm. We are organizing a series of discussion groups on issues of importance to Canadians, on behalf of the Government of Canada. We are looking for people who would be willing to participate in a 2-hour discussion group. Up to 10 participants will be taking part and for their time, participants will receive an honorarium of [INSERT AMOUNT]. May I continue?

Participation is voluntary. We are interested in hearing your opinions; no attempt will be made to sell you anything or change your point of view. The format is a 'round table' discussion led by a research professional. All opinions expressed will remain anonymous and views will be grouped together to ensure no particular individual can be identified. But before we invite you to attend, we need to ask you a few questions to ensure that we get a good mix and variety of people. May I ask you a few questions?

READ TO ALL: "This call may be monitored or audio taped for quality control and evaluation purposes. ADDITIONAL CLARIFICATION IF NEEDED:

S1. Do you or any member of your household work for…

The table shows a list of work categories and a Yes and a No columns.
Work Categories Yes No
A marketing research firm 1 2
A magazine or newspaper, online or print 1 2
A radio or television station 1 2
A public relations company 1 2
An advertising agency or graphic design firm 1 2
An online media company or as a blog writer 1 2
The government, whether federal, provincial or municipal 1 2
The field of drug treatment 1 2
Law enforcement 1 2

IF "YES" TO ANY OF THE ABOVE, THANK AND TERMINATE.

S2. DO NOT ASK - NOTE GENDER

Male
Female

1 ENSURE GOOD MIX
2

S3. Are you a Canadian citizen at least 19 years old who normally resides in the [INSERT CITY] area?

S4. [FOR VANCOUVER SESSIONS]: What part of the Lower Mainland to you live in?

North Vancouver
West Vancouver
City of Vancouver
Any other part of the Lower Mainland

1 CONTINUE
2 THANK AND TERMINATEbr /> 3 THANK AND TERMINATEbr /> 4 CONTINUE

S5. Could you please tell me which of the following age categories you fall in to? Are you...

ENSURE GOOD MIX

ENSURE GOOD MIX

1 QUALIFIES FOR YOUNG ADULT, SKIP TO S18
2 CONTINUE FOR ADULT 25+
3 CONTINUE FOR ADULT 25+ & PARENT
4 CONTINUE FOR ADULT 25+ & PARENT
5 CONTINUE FOR ADULT 25+ & PARENT
6 CONTINUE FOR ADULT 25+ & PARENT (MAX 1)
7 CONTINUE FOR ADULT 25+ & PARENT (MAX 1)
9 THANK AND TERMINATE

S6. What is your current employment status?

1 ENSURE GOOD MIX
2
3
4
5
6
7
9 THANK AND TERMINATE

S7. Which of the following categories best describes your total household income? That is, the total income of all persons in your household combined, before taxes [READ LIST]?

Under $20,000
$20,000 to under $40,000

$40,000 to under $60,000
$60,000 to under $80,000

$80,000 to under $100,000
$100,000 to under $150,000
$150,000 or more
DK/NR

ENSURE GOOD MIX

1 RECRUIT 2 FROM $40K AND BELOW
2

3 RECRUIT 3 FROM $40K-$80K
4

5 RECRUIT 5 FROM $80K+
6
7
8 THANK AND TERMINATE

S8. What is the last level of education that you have completed?

Some high school only
Completed high school
Some college/university
Completed college/university
Post-graduate studies
DK/NR

1 ENSURE GOOD MIX
2
3
4
5
6 THANK AND TERMINATE

S9. Are you a parent or guardian of a child between the ages of 13 and 18, who lives with you at least half the time?

1 CONTINUE FOR PARENT & YOUTH
2 CONTINUE FOR ADULT 25+ (SKIP TO S18)

S10. Are you regularly involved in decisions that relate to the health and safety of your child?

1 CONTINUE FOR PARENT & YOUTH
2 ASK TO SPEAK WITH DECISION-MAKER
OTHERWISE, THANK AND TERMINATE

TO PARENTS OF YOUTH 13-18:

IF RECRUITING YOUTH: CONTINUE
IF RECRUITING PARENT: SKIP TO PARENT SCREENING (S18)

NOTE: DO NOT RECRUIT YOUTH AND PARENT FROM SAME HOUSEHOLD

As part of this study, we are also conducting discussion groups among youth between the ages of 13 and 18.

S11. With your permission, we would like to invite your child to attend a discussion on [INSERT DATE] at [TIME]? It will last 2 hours and your child will receive [a $100 gift card] for their time. These groups are being conducted on behalf of Health Canada to help them explore the topic of youth and recreational marijuana, or marijuana for non-medical purposes. The discussion will focus on their opinions on different messages about the potential harms/health effects of marijuana use. Please note, while it is not our intention to ask any questions about their own possible drug use, the subject however may come up as part of the discussion. All opinions expressed will remain anonymous and views will be grouped together to ensure no particular individual can be identified. Your written consent for your child to participate in the focus group will be required upon arrival. Would your child be available to attend on [INSERT DATE] at [TIME]?

1 CONTINUE
2 THANK AND TERMINATE

S12. Is the child who would be participating a boy or a girl?

1 AIM FOR 50/50 SPLIT
2

S13. What is the age of the child who would be participating?

1 THANK AND TERMINATE
2
3
4
5
6
7 THANK AND TERMINATE

S14. In order to ensure we have a mix of youth participants in the room, we need to ask them some qualifying questions. May we speak with your son or daughter if it is convenient to speak with them now?

1 WAIT TO SPEAK TO YOUTH
2 RESCHEDULE
3 THANK AND TERMINATE

TO YOUTH:

Hello, my name is and I'm calling on behalf of the Earnscliffe Strategy Group, a national public opinion research firm. We are organizing a series of discussion groups on issues related to youth and drugs on behalf of Health Canada (Government of Canada). Up to 10 adolescents will be taking part and for their time, participants will receive [a $100 gift card]. But before we invite you to attend, we need to ask you a few questions to ensure that we get a good mix/variety of people. May I continue?

Participation is voluntary. We are interested in hearing your opinions; no attempt will be made to sell you anything or change your point of view. The format is a 'round table' discussion led by a research professional. All opinions expressed will remain anonymous and views will be grouped together to ensure no particular individual can be identified. It is important that you understand that all of your answers will be kept confidential, including from your parents. Your answers will be used for research purposes only and will help ensure we have a mix of participants in the room.

S15. For the purposes of this project, we need to ensure that we are speaking with youth between the ages of 13 and 18 years. Are you between the ages of 13 and 18?

S16. How old are you?

1 CONTINUE YOUTH 13-15, ENSURE GOOD MIX
2
3
4 CONTINUE YOUTH 16-18, ENSURE GOOD MIX
5
6

S17. Sometimes participants are also asked to write out their answers to a questionnaire, read materials or watch TV commercials during the discussion. Is there any reason why you could not participate? [READ IF NEEDED: I can assure you that everything written or discussed in the groups will remain confidential.]

[INTERVIEWER NOTE: TERMINATE IF RESPONDENT OFFERS ANY REASON SUCH AS SIGHT OR HEARING PROBLEM, A WRITTEN OR VERBAL LANGUAGE PROBLEM, A CONCERN WITH NOT BEING ABLE TO COMMUNICATE EFFECTIVELY OR IF YOU HAVE A CONCERN.]

IF YOUTH QUALIFIES, PROCEED TO PRIVACY QUESTIONS.

NOTE: DO NOT RECRUIT PARENT AND YOUTH FROM SAME HOUSEHOLD.

SERIES FOR ADULTS/PARENTS (19+)

S18. Have you participated in a discussion or focus group before? A discussion group brings together a few people in order to know their opinion about a given subject.

1 (MAX 1/3 PER GROUP, ASK S19, S20, S21)
2 SKIP TO S22
9 THANK AND TERMINATE

S19. When was the last time you attended a discussion or focus group?

If within the last 6 months 1 THANK AND TERMINATE If not within the last 6 months 2 CONTINUE DK/NR 9 THANK AND TERMINATE

S20. How many of these sessions have you attended in the last five years?

1 CONTINUE
2 THANK AND TERMINATE
9 THANK AND TERMINATE

S21. And what was/were the main topic(s) of discussion in those groups?

IF RELATED TO MARIJUANA, DRUGS, GOVERNMENT POLICY ON DRUGS, THANK AND TERMINATE

S22. Participants in discussion groups are asked to voice their opinions and thoughts. How comfortable are you in voicing your opinions in front of others? Are you… (READ LIST)

1 MINIMUM 4 PER GROUP
2 CONTINUE

3 CONTINUE
4 THANK AND TERMINATE
5 THANK AND TERMINATE

S23. Sometimes participants are asked to read text and/or review images during the discussion. Is there any reason why you could not participate?

1 THANK AND TERMINATE
2 CONTINUE
9 THANK AND TERMINATE

S24. The discussion group will take place on DATE @ TIME for 2 hours and participants will receive [INSERT AMOUNT] for their time. Would you be willing to attend?

1 RECRUIT
2 THANK AND TERMINATE
9 THANK AND TERMINATE

PRIVACY QUESTIONS

need your consent on a few issues that enable us to conduct our research. As I run through these questions, please feel free to ask me any questions you would like clarified.

P1) First, we will be providing the hosting facility and session moderator with a list of respondents' names and profiles (screener responses) so that they can sign you into the group. This information will not be shared with the Government of Canada department organizing this research. Do we have your permission to do this? I assure you it will be kept strictly confidential.

1 GO TO P2
2 READ RESPONDENT INFO BELOW

We need to provide the facility hosting the session and the moderator with the names and background of the people attending the focus group because only the individuals invited are allowed in the session and the facility and moderator must have this information for verification purposes. Please be assured that this information will be kept strictly confidential. GO TO P1A

P1a) Now that I've explained this, do I have your permission to provide your name and profile to the facility?

1 GO TO P2
2 THANK & TERMINATE

P2) An audio and/or video tape of the group session will be produced for research purposes. The tapes will be used only by the research professional to assist in preparing a report on the research findings and will be destroyed once the report is completed.

Do you agree to be audio and/or video taped for research purposes only?

1 THANK & GO TO P3
2 READ RESPONDENT INFO BELOW

It is necessary for the research process for us to audio/video tape the session as the researcher needs this material to complete the report.

P2a) Now that I've explained this, do I have your permission for audio/video taping?

1 THANK & GO TO P3
2 THANK AND TERMINATE

P3) Each month we submit the names of individuals that have participated in our focus groups to the Marketing Research and Intelligence Association Qualitative Central system. Qualitative Central serves as a centralized database to review participation in qualitative research and focus groups. You will not be contacted for any reason whatsoever as a result of being on this list.

Do we have your permission to submit your name and phone number to MRIA's Qualitative Central system?

1 THANK & GO TO P4
2 GO TO P3A

P3a) To participate in this focus group we must have your permission to add your name to the Qualitative Central system as it is the only way for us to ensure the integrity of the research process and track participation in qualitative research. The system is maintained by the industry body, the Professional Marketing Research Society, and is solely used to track your participation in qualitative research (such as focus groups). You will not be contacted for any reason whatsoever as a result of being on this list.

Now that I've explained this do I have your permission to add your name to our qualitative central list?

1 THANK & GO TO P4
2 THANK & TERMINATE

P4) As a participant in this focus group, you may be observed by Government of Canada staff, including members of the staff from the departments that sponsored this research, and by staff members from Earnscliffe. This is standard focus group procedure to get a first hand look at the research process and to hear first hand your impressions and views on the research topic.

Do you agree to be observed for research purposes only?

1 THANK & GO TO INVITATION
2 THANK & TERMIANTE

AS REQUIRED, ADDITIONAL INFO FOR THE INTERVIEWER:

Please be assured that this information is kept confidential and is strictly accessed and used by professional market research firms to review participation and prevent "professional respondents" from attending sessions. Research firms participating in MRIA's Qualitative Central require your consent to be eligible to participate in the focus group - the system helps ensure the integrity of the research process.

AS REQUIRED, NOTE ABOUT MRIA:

The Marketing Research and Intelligence Association is a non-profit organization for marketing research professionals engaged in marketing, advertising, social, and political research. The Society's mission is to be the leader in promoting excellence in the practice of marketing and social research and in the value of market information.

INVITATION:

Wonderful, you qualify to participate in one of our discussion sessions. As I mentioned earlier, the group discussion will take place the evening of [Day, Month, Date] @ [Time] for up to 2 hours.

Do you have a pen handy so that I can give you the address where the group will be held? It will be held at: [PROVIDE FACILITY NAME AND ADDRESS].

We ask that you arrive fifteen minutes early to be sure you find parking, locate the facility and have time to check-in with the hosts. The hosts may be checking respondents' identification prior to the group, so please be sure to bring some personal identification with you (for example, a driver's license). If you require glasses for reading make sure you bring them with you as well.

As we are only inviting a small number of people, your participation is very important to us. If for some reason you are unable to attend, please call us so that we may get someone to replace you. You can reach us at [INSERT PHONE NUMBER] at our office. Please ask for [NAME]. Someone will call you in the days leading up to the discussion to remind you.

So that we can call you to remind you about the discussion group or contact you should there be any changes, can you please confirm your name and contact information for me?

First name
Last Name
email
Daytime phone number
Evening phone number

If the respondent refuses to give his/her first or last name or phone number please assure them that this information will be kept strictly confidential in accordance with the privacy law and that it is used strictly to contact them to confirm their attendance and to inform them of any changes to the discussion group. If they still refuse THANK & TERMINATE.

French

Le tableau montre pour chacune des villes, la date, l’heure, le groupe cible et la compensation financière de chaque group de discussion.
Ville/date/groupe Compensation financière/heure
TORONTO Lundi 20 juin 2016
Groupe 1 : Jeunes adultes de 19 à 24 ans
Groupe 2 : Adultes de 25 ans et plus
Compensation financière : 100 $
18 h
20 h
TORONTO Mardi 21 juin 2016
Groupe 3 : Parents/tuteurs de jeunes de 13 à 15 ans
Groupe 4 : Parents/tuteurs de jeunes de 16 à 18 ans
Compensation financière : 100 $
18 h
20 h
VANCOUVER Mardi 21 juin 2016
Groupe 1 : Jeunes adultes de 19 à 24 ans
Groupe 2 : Adultes de 25 ans et plus
Compensation financière : 100 $
17 h 30
19 h 30
TORONTO Mercredi 22 juin 2016
Groupe 5 : Jeunes de 13 à 15 ans
Groupe 6 : Jeunes de 16 à 18 ans
Compensation financière : 100 $
18 h
20 h
VANCOUVER Mercredi 22 juin 2016
Groupe 3 : Parents/tuteurs de jeunes de 13 à 15 ans
Groupe 4 : Parents/tuteurs de jeunes de 16 à 18 ans
Compensation financière : 100 $
17 h 30
19 h 30
VANCOUVER Jeudi 23 juin 2016
Groupe 5 : Jeunes de 13 à 15 ans
Groupe 6 : Jeunes de 16 à 18 ans
Compensation financière : 100 $
17 h 30
19 h 30
HALIFAX Lundi 27 juin 2016
Groupe 1 : Jeunes adultes de 19 à 24 ans
Groupe 2 : Adultes de 25 ans et plus
Compensation financière : 100 $
17 h 30
19 h 30
MONTRÉAL Lundi 27 juin 2016
Groupe 1 : Jeunes adultes de 19 à 24 ans
Groupe 2 : Adultes de 25 ans et plus
Compensation financière : 100 $
17 h 30
19 h 30
HALIFAX Mardi 28 juin 2016
Groupe 3 : Parents/tuteurs de jeunes de 13 à 15 ans
Groupe 4 : Parents/tuteurs de jeunes de 16 à 18 ans
Compensation financière : 100 $
17 h 30
19 h 30
MONTRÉAL Mardi 28 juin 2016
Groupe 3 : Parents/tuteurs de jeunes de 13 à 15 ans
Groupe 4 : Parents/tuteurs de jeunes de 16 à 18 ans
Compensation financière : 100 $
17 h 30
19 h 30
HALIFAX Mercredi 29 juin 2016
Groupe 5 : Jeunes de 13 à 15 ans
Groupe 6 : Jeunes de 16 à 18 ans
Compensation financière : 100 $
17 h 30
19 h 30
MONTRÉAL Mercredi 29 juin 2016
Groupe 5 : Jeunes de 13 à 15 ans
Groupe 6 : Jeunes de 16 à 18 ans
Compensation financière : 100 $
17 h 30
19 h 30

Nom du répondant :
No de téléphone du répondant : (maison)
No de téléphone du répondant : (travail)
No de télécopieur du répondant :
Courriel du répondant :
Source de l'échantillon : panel aléatoire référence du client
Intervieweur :
Date :
Validé :
Fichiers centraux :
Listes :
Quotas :

Bonjour/Hello, je m'appelle et je vous téléphone de la part d'Earnscliffe Strategy Group, une firme professionnelle de recherche sur l'opinion publique. Nous organisons des groupes de discussion pour le compte du gouvernement du Canada au sujet d'enjeux d'importance pour les Canadiens. Nous recherchons des personnes prêtes à prendre part à une séance de discussion en groupe de 2 heures environ. Nous cherchons à recruter jusqu'à 10 participants, auxquels nous remettrons une [somme de 100 $ (pour groupes 1-4); carte-cadeau d'une valeur de 100 $ (pour groupes 5-6)] pour les remercier de leur temps. Puis-je poursuivre?

La participation est volontaire. Nous désirons connaître votre opinion. Nous ne tenterons pas de vous vendre quoi que ce soit ou de vous faire changer d'avis. La discussion se déroulera sous forme de table ronde et sera animée par un professionnel de la recherche. Tous les commentaires émis demeureront anonymes et seront regroupés avec ceux des autres participants afin de nous assurer qu'ils ne sont pas associés à une personne en particulier. J'aimerais maintenant vous poser quelques questions afin de voir si un membre de votre ménage ou vous-même répondez aux critères de cette étude. Il vous faudra environ 3 minutes pour y répondre. Puis-je poursuivre?

LISEZ À TOUS : « Cet appel peut être écouté ou enregistré à des fins d'évaluation ou de contrôle de la qualité. » CLARIFICATIONS SUPPLÉMENTAIRES AU BESOIN :

S1. Est-ce que vous, ou un membre de votre ménage, travaillez…?

Le tableau montre une liste de catégories d'emploi ainsi qu'une colonne pour Oui et un autre pour Non.
Catégories d'emploi Oui Non
Pour une firme de recherche marketing 1 2
Pour un magazine ou un journal en ligne ou imprimé 1 2
Pour une chaîne de radio ou de télévision 1 2
Pour une firme de relations publiques 1 2
Pour une agence de publicité ou de graphisme 1 2
Pour un média en ligne ou comme auteur(e) d'un blogue 1 2
Pour les gouvernements fédéral, provincial ou municipal 1 2
Dans le domaine de la pharmacothérapie 1 2
Dans le domaine du maintien de l'ordre 1 2

S2. NE DEMANDEZ PAS - NOTEZ LE SEXE

1 BONNE DIVERSITÉ
2

S3. Êtes-vous un citoyen canadien d'au moins 19 ans qui réside normalement dans la région de [INSÉREZ LE NOM DE LA VILLE]?

S4. [POUR LES SÉANCES À VANCOUVER] : Dans quel secteur du Lower Mainland habitez-vous?

1 CONTINUEZ
2 REMERCIEZ ET TERMINEZ
3 REMERCIEZ ET TERMINEZ
4 CONTINUEZ

S5. Auquel des groupes d'âge suivants appartenez-vous? Avez-vous…?

1 ADMISSIBLE AU GROUPE 1, PASSEZ À S18
2 CONTINUEZ POUR GROUPES 2
3 CONTINUEZ POUR GROUPES 2, 3, ET 4
4 CONTINUEZ POUR GROUPES 2, 3, ET 4
5 CONTINUEZ POUR GROUPES 2, 3, ET 4
6 CONTINUEZ POUR GROUPES 2, 3, ET 4 (MAX 1)
7 CONTINUEZ POUR GROUPES 2, 3, ET 4 (MAX 1)
9 REMERCIEZ ET TERMINEZ

S6. Quelle est votre situation d'emploi à l'heure actuelle?

1 BONNE DIVERSITÉ
2
3
4
5
6
7
8 REMERCIEZ ET TERMINEZ

S7. Laquelle des catégories suivantes décrit le mieux le revenu total de votre ménage, c'est-à-dire le total des revenus avant impôt de toutes les personnes habitant sous votre toit? [LISEZ LA LISTE]

BONNE DIVERSITÉ

1 RECRUTEZ 2 DANS LA CATÉGORIE
2 MOINS DE 40 000 $
3 RECRUTEZ 3 DANS LA CATÉGORIE
4 40 000 $ À 80 000 $
5 RECRUTEZ 5 DANS LA CATÉGORIE
6 PLUS DE 80 000 $
7
9 REMERCIEZ ET TERMINEZ

S8. Pourriez-vous me dire quel est le plus haut niveau de scolarité que vous avez atteint?

1 BONNE DIVERSITÉ
2
3
4
5
6

S9. Êtes-vous le parent ou le tuteur/la tutrice d'un enfant âgé de 13 à 18 ans qui habite sous votre toit au moins la moitié du temps?

1 CONTINUEZ POUR GROUPES 3, 4, 5 ET 6
2 DEMANDEZ DE PARLER À LA PERSONNE QUI PREND LES DÉCISIONS - SINON, REMERCIEZ ET TERMINEZ

AUX PARENTS DE JEUNES DE 13 À 18 ANS :

SI VOUS RECRUTEZ UN JEUNE : CONTINUEZ
SI VOUS RECRUTEZ UN PARENT : PASSEZ À LA SÉLECTION DES PARENTS (S18)

NOTE : IL NE FAUT PAS RECRUTER UN JEUNE ET UN PARENT DU MÊME MÉNAGE.

Dans le cadre de cette étude, nous menons aussi des séances de discussions auprès de jeunes âgés de 13 à 18 ans.

S11. Nous aimerions inviter votre enfant/l'un de vos enfants à participer à la discussion. Si vous acceptez que votre enfant participe à la discussion, serait-il/serait-elle libre le [INSÉREZ LA DATE] à [HEURE]? La discussion durera environ 2 heures et en guise de remerciement pour le temps que votre enfant nous aura accordé, nous lui remettrons une carte-cadeau de 100 $. Nous menons ces séances pour le compte de Santé Canada dans le but d'aider le ministère à explorer le sujet des jeunes et de la marijuana à usage récréatif, à des fins non médicales. Durant la discussion, nous chercherons à obtenir l'opinion des jeunes sur différents messages relatifs aux effets nocifs/sur la santé de l'usage de la marijuana. Veuillez noter qu'il n'est pas dans notre intention de poser des questions sur leur propre usage de drogues, mais il est possible que la question soit soulevée dans le cadre de la discussion. Toutes les opinions exprimées resteront anonymes et les points de vue seront regroupés pour s'assurer qu'aucun individu ne puisse être identifié. Nous demanderons à votre jeune de nous remettre votre consentement écrit lorsqu'il se présentera au groupe. Votre enfant est-il disponible le [INSÉREZ LA DATE] à [HEURE] pour participer à la discussion?

1 CONTINUEZ
2 REMERCIEZ ET TERMINEZ

S12. L'enfant qui pourrait prendre part à la séance est-il un garçon ou une fille?

1 RECRUTEZ 50/50
2

S13. Quel âge a l'enfant qui serait susceptible de participer?

1 REMERCIEZ ET TERMINEZ
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8 REMERCIEZ ET TERMINEZ

S14. Afin d'assurer la diversité des jeunes qui participeront aux séances, nous devons leur poser quelques questions pour vérifier leur admissibilité. Si c'est un bon moment, pourrais-je parler à votre fils ou à votre fille maintenant?

1 ATTENDEZ DE PARLER AVEC LE JEUNE
2 FIXEZ UN RENDEZ-VOUS
3 REMERCIEZ ET TERMINEZ

AU JEUNE :

Bonjour, je m'appelle. Je te téléphone de la part d'Earnscliffe Strategy Group, une firme professionnelle de recherche sur l'opinion publique. Nous organisons des groupes de discussion à propos d'enjeux concernant les jeunes et les drogues pour le compte de Santé Canada (gouvernement du Canada). Jusqu'à 10 jeunes prendront part à la discussion et, en guise de remerciement pour le temps qu'ils nous auront accordé, ils recevront une carte-cadeau de 100 $. Toutefois, avant de t'inviter à te joindre à nous, j'aimerais te poser quelques questions pour m'assurer de la diversité du groupe. Puis-je te poser quelques questions?

Ta participation est volontaire. Nous désirons connaître ton opinion. Nous ne tenterons pas de te vendre quoi que ce soit ou de te faire changer d'avis. La discussion se déroulera sous forme de table ronde et sera animée par un professionnel de la recherche. Tous les commentaires émis demeureront anonymes et seront regroupés avec ceux des autres participants afin de nous assurer qu'ils ne sont pas associés à une personne en particulier. Il est important que tu saches que toutes tes réponses demeureront confidentielles et que même tes parents ne les connaîtront pas. Tes réponses serviront à des fins de recherche et aideront à assurer la diversité des participants présents lors du groupe.

S15. Pour les besoins de ce projet, nous devons parler à des jeunes de 13 à 18 ans. Es-tu âgé(e) de 13 à 18 ans?

S16. Quel âge as-tu?

1 CONTINUEZ POUR GROUPE 5, BONNE DIVERSITÉ
2
3
4 CONTINUEZ POUR GROUPE 6, BONNE DIVERSITÉ
5
6

S17. Lors des groupes de discussion, il nous arrive également de demander aux participants d'écrire leurs réponses, de lire des documents ou de visionner des publicités télévisées. Y a-t-il une raison qui t'empêcherait de participer? [LISEZ AU BESOIN : Je t'assure que tout ce que tu écriras et tout ce que tu diras lors des groupes demeurera confidentiel.]

[NOTE À L'INTERVIEWEUR : TERMINEZ SI LE RÉPONDANT DONNE UNE RAISON COMME UN PROBLÈME DE L'OUÏE, DE LA VUE, DE LANGUE ÉCRITE OU PARLÉE, UNE PRÉOCCUPATION À NE PAS POUVOIR COMMUNIQUER EFFICACEMENT OU SI VOUS AVEZ UN DOUTE.]

SI LE JEUNE EST ADMISSIBLE, PASSEZ AUX ENJEUX RELATIFS À LA CONFIDENTIALITÉ.

NOTE : IL NE FAUT PAS RECRUTER UN JEUNE ET UN PARENT DU MÊME MÉNAGE.

SÉLECTIONS DES ADULTES/PARENTS (19 ans et plus)

S18. Avez-vous déjà participé à une séance de discussion en groupe? Ces séances réunissent des gens afin de connaître leur opinion sur un sujet donné.

1 (MAX 1/3 PAR GROUPE)
2 PASSEZ À S22
9 REMERCIEZ ET TERMINEZ

S19. Il y a combien de temps de cela?

1 REMERCIEZ ET TERMINEZ
2 CONTINUEZ
9 REMERCIEZ ET TERMINEZ

S20. À combien de séances de discussion en groupe avez-vous assisté au cours des 5 dernières années?

1 CONTINUEZ
2 REMERCIEZ ET TERMINEZ
9 REMERCIEZ ET TERMINEZ

S21. Et quels étaient les principaux sujets traités lors de ces séances?

SI SUJETS LIÉS À LA MARIJUANA, AUX DROGUES, AUX POLITIQUES GOUVERNEMENTALES RELATIVES AUX DROGUES, REMERCIEZ ET TERMINEZ

S22. Dans quelle mesure êtes-vous à l'aise d'exprimer vos opinions devant des personnes que vous venez tout juste de rencontrer? Diriez-vous que vous êtes…?

1 MINIMUM 4 PAR GROUPE
2 CONTINUEZ
3 CONTINUEZ
4 REMERCIEZ ET TERMINEZ
5 REMERCIEZ ET TERMINEZ
9 REMERCIEZ ET TERMINEZ

S23. Il nous arrive parfois de demander aux participants de lire un texte ou d'examiner des images durant la séance de discussion. Y a-t-il une raison qui vous empêcherait de participer?

1 REMERCIEZ ET TERMINEZ
2 CONTINUEZ
9 REMERCIEZ ET TERMINEZ

S24. La séance de discussion se tiendra le DATE à HEURE et durera 2 heures. Les participants recevront [INSÉREZ LA SOMME] pour les remercier de leur temps. Seriez-vous prêt à participer?

1 RECRUTEZ
2 REMERCIEZ ET TERMINEZ
9 REMERCIEZ ET TERMINEZ

ENJEUX RELATIFS À LA CONFIDENTIALITÉ :

J'aurais maintenant quelques questions à vous poser à propos de la confidentialité, de vos renseignements personnels et du déroulement de la recherche. Nous devrons obtenir votre permission par rapport à certains sujets pour pouvoir effectuer notre recherche. Lorsque je vous poserai ces questions, n'hésitez pas à me demander de les clarifier si vous en ressentez le besoin.

P1) Tout d'abord, nous fournirons une liste des noms et des profils (réponses au questionnaire de recrutement) des participants au personnel de l'établissement où se tiennent les entrevues et à l'animateur, afin qu'ils puissent vous inscrire. Ces renseignements ne seront pas divulgués au ministère du gouvernement du Canada qui organise cette recherche. Acceptez-vous que nous leur transmettions ces renseignements? Je peux vous assurer que ceux-ci demeureront strictement confidentiels.

1 PASSEZ À P2
2 LISEZ L'INFORMATION SUIVANTE AU RÉPONDANT

Malheureusement, nous devons donner votre nom et votre profil au personnel de l'établissement où se tiennent les entrevues et à l'animateur de la séance de discussion, puisque seuls les gens qui sont invités à participer peuvent prendre part à la séance. Le personnel de l'établissement et l'animateur ont besoin de ces renseignements à des fins de vérification uniquement. Soyez assuré que ces renseignements demeureront strictement confidentiels. PASSEZ À P1A

P1a) Maintenant que je vous ai expliqué cela, acceptez-vous que nous transmettions votre nom et votre profil au personnel de l'établissement et à l'animateur de la séance de discussion?

1 PASSEZ À P2
2 REMERCIEZ ET TERMINEZ

P2) Il y aura un enregistrement audio ou vidéo de la séance; celui-ci servira uniquement à des fins de recherche. L'enregistrement sera uniquement utilisé par un professionnel de la recherche pour préparer le rapport sur les résultats de la recherche. L'enregistrement sera détruit lorsque le rapport sera terminé.

Acceptez-vous qu'un enregistrement audio ou vidéo de la séance soit effectué uniquement à des fins de recherche?

1 REMERCIEZ ET PASSEZ À P3
2 LISEZ L'INFORMATION SUIVANTE AU RÉPONDANT

Malheureusement, nous devons faire un enregistrement audio ou vidéo de la séance puisque le professionnel de la recherche en a besoin pour rédiger son rapport.

P2a) Maintenant que je vous ai expliqué cela, acceptez-vous que nous fassions un enregistrement audio ou vidéo de la séance?

1 REMERCIEZ ET PASSEZ À P3
2 REMERCIEZ ET TERMINEZ

P3) Chaque mois, nous soumettons le nom des personnes qui ont participé à nos séances au Registre central de recherche qualitative de l'Association de la recherche et de l'intelligence marketing. Le Registre central de recherche qualitative est une base de données centrale qui sert à vérifier la participation aux entrevues de recherches qualitatives et aux séances de discussion en groupe. Personne ne communiquera avec vous en raison de la présence de votre nom sur cette liste.

Nous permettez-vous de soumettre votre nom et votre numéro de téléphone au Registre central de recherche qualitative de l'ARIM?

1 REMERCIEZ ET PASSEZ À P4
2 PASSEZ À P3A

P3a) Malheureusement, pour que vous puissiez participer à cette séance de discussion en groupe, nous devons avoir votre permission d'ajouter votre nom au Registre central de recherche qualitative, puisqu'il s'agit du seul moyen qui nous permet d'assurer l'intégrité du processus de recherche et de faire le suivi de la participation aux recherches qualitatives. Le système est tenu à jour par l'Association de la recherche et de l'intelligence marketing et il est uniquement utilisé pour faire le suivi de votre participation aux recherches qualitatives (comme les séances de discussion en groupe). Personne ne communiquera avec vous en raison de la présence de votre nom sur cette liste.

Maintenant que je vous ai expliqué cela, acceptez-vous que nous ajoutions votre nom au Registre central de recherche qualitative?

1 REMERCIEZ ET PASSEZ À L'INVITATION
2 REMERCIEZ ET TERMINEZ

AU BESOIN, RENSEIGNEMENTS SUPPLÉMENTAIRES POUR L'INTERVIEWEUR :
Soyez assuré que cette information demeurera confidentielle et que seules les firmes de recherche marketing professionnelles pourront y accéder et l'utiliser pour vérifier la participation et empêcher les « répondants professionnels » de participer aux séances. Les firmes de recherche qui participent au Registre central de recherche qualitative de l'ARIM ont besoin de votre autorisation pour vous permettre de participer au groupe. Cette procédure contribue à assurer l'intégrité du processus de recherche.

AU BESOIN, NOTEZ À PROPOS DE L'ARIM :
L'Association de la recherche et de l'intelligence marketing est un organisme à but non lucratif qui regroupe des professionnels de la recherche marketing travaillant dans les domaines du marketing, de la publicité et des recherches sociales et politiques. La mission de l'Association est d'être le chef de file dans la promotion de l'excellence dans la pratique du marketing et des recherches sociales ainsi que de la valeur de l'information sur les marchés.

INVITATION :
Parfait, vous répondez aux critères de participation pour l'une de nos séances de discussion en groupe. Comme je l'ai mentionné plus tôt, l'entrevue aura lieu en soirée le [JOUR, DATE, MOIS] à [HEURE], et durera environ 2 heures.

Avez-vous un crayon à portée de la main pour prendre en note l'adresse de l'endroit où se tiendra la séance de discussion en groupe? Elle aura lieu à l'endroit suivant :

[FOURNIR LE NOM ET L'ADRESSE DE L'ÉTABLISSEMENT].

Nous vous demandons d'arriver quinze minutes avant l'heure prévue pour vous permettre de stationner votre voiture, de trouver l'endroit et de vous présenter aux personnes se trouvant à l'accueil. Il est possible que l'on vérifie votre identité avant la tenue de la séance. Par conséquent, assurez-vous d'avoir une pièce d'identité (par exemple, un permis de conduire). De plus, si vous avez besoin de lunettes pour lire, veuillez les apporter.

Ce temps de discussion vous est réservé. C'est pourquoi si, pour une raison ou une autre, vous ne pouvez-vous présenter, nous vous demandons de nous téléphoner au [INSÉREZ NUMÉRO DE TÉLÉPHONE]. Demandez à parler à [INSÉREZ NOM]. Quelqu'un communiquera avec vous la veille de la séance de discussion en groupe pour confirmer votre présence.

Afin que nous puissions vous appeler pour confirmer votre présence ou pour vous informer si des changements surviennent, pourriez-vous me confirmer votre nom et vos coordonnées? [LISEZ LES COORDONNÉES QUE NOUS AVONS ET MODIFIEZ-LES AU BESOIN.]

Si le répondant refuse de donner son prénom, son nom de famille ou son numéro de téléphone, rappelez-lui que ces renseignements demeureront strictement confidentiels, conformément aux lois sur la protection de la vie privée, et qu'ils seront uniquement utilisés pour communiquer avec lui dans le but de confirmer sa présence et de l'informer de tout changement apporté à la séance de discussion en groupe. S'il refuse tout de même, REMERCIEZ ET TERMINEZ.