National Electors Study on the 43rd Canadian Federal General Election: Report on the Voter Information Campaign and Elector Awareness

Prepared for: Elections Canada

September 2020

Supplier name: Phoenix Strategic Perspectives Inc. / Advanis
Contract number: 05005-18-0735
Contract value: $804,353.60 (incl. applicable sales tax)
Award date: April 12, 2019
Delivery date: September 3, 2020

For more information on this report, contact Elections Canada at: rop-por@elections.ca.

Ce rapport est aussi disponible en français.

Phoenix Strategic Perspectives Inc.
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Ottawa, ON K1V 7Y6
www.phoenixspi.ca

National Electors Study on the 43rd Canadian Federal General Election
Report on the Voter Information Campaign and Elector Awareness
Final Report

Prepared for Elections Canada

Supplier name: Phoenix Strategic Perspectives Inc. / Advanis
September 2020

This public opinion research report presents the results of the voter information campaign research conducted to help evaluate the October 21, 2019, federal election.

This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from Elections Canada. For more information on this report, contact Elections Canada at rop-por@elections.ca.

Catalogue number:
SE3-114/3-2020E-PDF
International Standard Book Number (ISBN):
978-0-660-36676-0

Related publications:
Catalogue number: SE3-114/3-2020F-PDF (Final report, French)
International Standard Book Number (ISBN): 978-0-660-36677-7

© Her Majesty the Queen in Right of Canada, as represented by the Prime Minister of Canada, 2020

Cette publication est aussi disponible en français sous le titre : Rapport sur la Campagne d'information des électeurs et les connaissances des électeurs

Printable PDF version

Table of Contents

• Executive Summary
• Introduction
1. 1. Background and Objectives
2. 2. Methodology
1. 2.1. Quantitative Methods
2. 2.2. Qualitative Methods
3. 3. Notes to Reader
• Part 1: Quantitative Findings
1. 1. Awareness of the Federal Election
2. 2. Media Exposure
3. 3. Unaided Recall of EC Advertising and Communications
4. 4. Aided Recall of Key EC Communications
5. 5. Aided Recall of Specific EC Advertising
6. 6. Evaluation of Specific Ads
7. 7. Satisfaction with Electoral Information
8. 8. Knowledge of and Interest in Employment Opportunities
9. 9. Knowledge of Voter Registration
10. 10. Registration Action During the Election
11. 11. Knowledge of Identification Requirements
12. 12. Knowledge of Voting Methods
13. 13. Awareness and Perceptions of Elections Canada
• Part 2: Qualitative Findings
1. 1. Voting Experience and Impressions
2. 2. Media Consumption
3. 3. Review of the Voter Information Campaign Materials
1. 3.1: Overview
2. 3.2: Assessment of Ads by Medium
3. 3.3: Assessment of Ads by Phase
4. 4. Perceptions of Elections Canada Guide
5. 5. Overall Assessments of the Information Campaign
• Appendix
1. 1. Profile of Survey Respondents (Quantitative Research)
2. 2. Voter Journey (Qualitative Research)

List of Figures

• Figure 1: Awareness of the federal election during the election period
• Figure 2: Media used in the last two weeks
• Figure 3: Unaided recall of EC advertising
• Figure 4: Sponsor recognition
• Figure 5: Channel of unaided ad recall
• Figure 6: Unaided recall of main ad message
• Figure 7: Aided recall of slogan
• Figure 8: Recall of VIC and brochure
• Figure 9: Aided recall of specific ads by format and phase
• Figure 10: Perception of main ad message
• Figure 11: Ad evaluation overall
• Figure 12: Satisfaction with information on the voting process
• Figure 13: How informed electors felt about where to vote
• Figure 14: How informed electors felt about when to vote
• Figure 15: How informed electors felt about the ways to vote
• Figure 16: Ease of finding information on the voting process
• Figure 17: Knowledge of employment opportunities
• Figure 18: Interest in employment opportunities
• Figure 19: Knowledge of need to be registered to vote
• Figure 20: Knowledge of need to update registration
• Figure 21: Unaided knowledge of ways to register/update information
• Figure 22: Aided knowledge of online registration
• Figure 23: Aided knowledge of polling day registration
• Figure 24: Registration actions
• Figure 25: Knowledge of proof of identity requirements [formulation 1]
• Figure 26: Knowledge of proof of residence [formulation 1]
• Figure 27: Knowledge of identification requirement [formulation 2]
• Figure 28: Unaided knowledge of different ways to vote
• Figure 29: Aided knowledge of different ways to vote
• Figure 30: EC as top-of-mind organization for electoral information
• Figure 31: Familiarity with EC
• Figure 32: Trust in EC as a source of information

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