Elector Personas

Final Report

Prepared for Elections Canada

Supplier Name: Environics Research

Contract Number: 05005-200946/001/CY

Contract Value: $84,629.27 (including HST)

Award Date: 2021-03-08

Delivery Date: 2022-04-05

Registration Number: POR 128-20

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

Ce rapport est aussi disponible en français.

Elector Personas

Final report

Prepared for Elections Canada by Environics Research.

April 2022

Permission to reproduce

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, please contact Elections Canada at: rop-por@elections.ca.

© Her Majesty the Queen in Right of Canada, as represented by the Minister of Public Services and Procurement Canada, 2022.

Cat. SE3-125/2022E-PDF

ISBN 978-0-660-44452-9

Aussi offert en français sous le titre Personas électeurs : rapport final

Table of Contents

• Executive Summary
  1. Background and Objectives
  2. Methodology
  3. Contract Value
  4. Key Findings
  5. Political Neutrality Statement and Contact Information
• About This Report
• Elector Personas
  1. Voter Personas Barrier Definitions
  2. Guide to Voter Personas
  3. "Angela Reid" – Skeptic
  4. "Tony Castilano" – Follower
  5. "Joseph Kasongo" – Changemaker
  6. "Casey Tremblay" – Planner
  7. "Alix Chen" – Individualist
  8. "Ajeet Kaur" – Thinker
  9. "Andrea Reyes" – Champion
  10. "Nia Morrison" – Idealist
  11. "Tim Robinson" – Traditionalist
• Appendix A: Methodology
• Appendix B: Recruitment Screener
• Appendix C: Qualitative Research Instrument: Bulletin Board/Interview Discussion Guide
• Appendix D: Qualitative Research Instruments: Introduction Letter for Qualitative Recruitment
• Appendix E: Segmentation Analysis

• Next