National Electors Study following the 44th Canadian Federal Election

Printable PDF version

Report on the Voter Information Campaign and Elector Awareness

Prepared for: Elections Canada

July 2022

Supplier name: Phoenix Strategic Perspectives Inc. / Advanis
Contract number: 05005-20-0676
Contract value: $756,867.40 (incl. applicable sales tax)
Award date: March 1, 2021
Delivery date: July 13, 2022

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.
1678 Bank Street, Ste. 2
Ottawa, ON K1V 7Y6
www.phoenixspi.ca
1-844-960-1700
info@phoenixspi.ca

Final Report

Prepared for Elections Canada
Supplier name: Phoenix Strategic Perspectives Inc. / Advanis

This public opinion research report presents the results of the voter information campaign research conducted to help evaluate the September 20, 2021, 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:
SE3-114/3-2022E-PDF
International Standard Book Number (ISBN):
978-0-660-45508-2

Related publications:
Catalogue number: SE3-114/3-2022F-PDF (Final report, French)
Numéro international normalisé du livre (ISBN): 978-0-660-45509-9

© Her Majesty the Queen in Right of Canada, as represented by the Prime Minister of Canada, 2022.

Cette publication est aussi disponible en français sous le titre : Étude nationale auprès des électeurs à la suite de la 44^e élection générale fédérale canadienne : Rapport sur la Campagne d'information des électeurs et les connaissances des électeurs

Table of Contents

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

List of Figures

• Figure 1: Awareness of the federal election during the election period
• Figure 2: Unaided recall of EC advertising
• Figure 3: Channel of unaided ad recall
• Figure 4: Unaided recall of main ad message
• Figure 5: Aided recall of "It's Our Vote" slogan
• Figure 6: Recall of VIC and brochure
• Figure 7: Aided recall of ads by phase
• Figure 8: Aided recall of specific ads by format and ad campaign
• Figure 9: Perceptions of main ad message
• Figure 10: Ad evaluation overall
• Figure 11: Satisfaction with information on the voting process
• Figure 12: How informed electors felt about when, where and how to vote
• Figure 13: How informed electors felt about COVID-19 safety measures at the polls
• Figure 14: Knowledge of employment opportunities
• Figure 15: Interest in employment opportunities
• Figure 16: Knowledge of need to update registration
• Figure 17: Knowledge of online voter registration service
• Figure 18: Knowledge of polling day registration
• Figure 19: Registration actions
• Figure 20: Knowledge of proof-of-identity requirements
• Figure 21: Knowledge of proof of residence
• Figure 22: Unaided knowledge of different ways to vote
• Figure 23: Aided knowledge of different ways to vote
• Figure 24: Top-of-mind organization for electoral information
• Figure 25: Trust in Elections Canada as a source of information

• Next