POR Number: POR-034-14
Contract Number: G9292-151764/001/CY
Award Date: 2014-11-06
End date of fieldwork: December 4, 2014
Contracted cost of the qualitative research (including HST): $60,199.57
Prepared for Employment and Social Development Canada
nc-por-rop-gd@hrsdc-rhdcc.gc.ca
December 2014
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Phoenix Strategic Perspectives Inc. (Phoenix) was commissioned by Employment and Social Development Canada (ESDC) to undertake qualitative research to evaluate materials for the department’s 2014-2015 Skills Initiative “Canada Apprentice Loan” advertising campaign. A set of eight (8) focus groups was held November 29th to December 4th, 2014. Two focus groups were conducted in each of the following locations: Calgary, Toronto, Halifax, and Trois-Rivières (French). In each location, one group was conducted with each of the following audiences:
The objectives of the research were to pre-test the creative treatments for TV ads to determine whether they resonate with target audiences, as well as to determine what changes, if any, were needed in the draft-final creative treatments. Results of the research will assist in guiding the awareness campaign’s course of action and ensuring that the advertising concepts address and reflect the needs of the target audiences.
This research was qualitative in nature, not quantitative. As such, the results provide an indication of participants’ views about the issues explored, but cannot be generalized to the full population of either of the audiences represented in this study.
Overall impressions of the television ads tended to be at least moderately positive. The TV ads were routinely described as clear and easy to understand and appropriate in tone. When it came to messaging, participants tended to see the different ads tested as conveying similar messages. Suggested improvements were relatively limited and tended to focus on specific details, not on reworking the approaches themselves.
Where the ads tested included male and female narrators, both approaches were described as effective. As well, in those locations where the ads tested included different background music, both tunes tested were described as effective, though ads with a female narrator and ‘rock and roll’ background music were more likely to be described as attention-getting.
The message(s) in the ad versions tested were routinely described as similar or basically the same. Messages most likely to be identified, regardless of the ad version tested, included the following:
Other messages detected in the ads included:
For the most part, the ads were described as clear and easy to understand. Elements of the ads most likely to be noticed by participants included the following:
Other routinely identified elements included the following:
Few participants in any group noticed all the ‘supers’ in the ads and put them together as a message (i.e. ‘Building Canada’s Future’/’Bâtir le Canada de demain’). Many noticed one or two words, but rarely were all three noticed. Some participants did notice that the ‘supers’ appear in the form of materials being worked on and liked this feature.
A number of participants noticed the difference in narration (i.e. male vs. female voice) in those locations where the ads tested included different narrative voices. Where versions of the ads tested included different background music, many participants noticed this difference as well.
Participants described the ads tested as appropriate in terms of tone, and many volunteered that the message in the ads is positive. Some also volunteered that the ads address a real need (i.e., funding for apprentices).
While participants felt that versions with male and female narrators both work well, many who heard both versions volunteered that they prefer the female voice because it is more upbeat and positive in tone. As well, ads with the background rock and roll music resonated positively with most participants who heard it. They described the tune as positive, upbeat, attention-grabbing and appropriate for the ad.
While not described as offensive per se, some participants in the ‘Parent’ group in Calgary and a few individuals in Toronto wondered about the reference to ‘hard working families’ in the ads. A few described it as exclusionary (i.e., suggesting that there are non-hard working families). It was also suggested that there are hard-working individuals (i.e. people who have not yet started their own families) who seem to be excluded by this reference.Finally, there was a widespread perception that the depiction of women in the skilled trades is a positive feature of the ads. That being said, some participants suggested that the skilled trades are not as gender inclusive as they could be and that women still face challenges training and working in the skilled trades.
Most suggestions for improving the ads applied to the ads in general (i.e., common elements in the different versions). Moreover, suggestions focussed on specific details/features as opposed to the approach in general. Suggestions included the following, with those identified in all, or nearly all, groups preceded by an asterisk (*).
There was limited awareness of support that the federal government provides for apprentices to help complete their training, including the Apprentice Incentive Grant, Apprentice Completion Grant, EI While on Training, and tax credits. There was also limited awareness of any online resources the federal government offers to connect Canadians with employment opportunities. The only resource identified with any frequency was Job Bank.
Parents and youth focussed on similar things when asked about positive and negative aspects of a career in the skilled trades, as well as barriers or obstacles that could make it difficult to work or train in the skilled trades. Aspects routinely described as positive included job opportunities/job security, good salary/remuneration, and interest/aptitude. On the negative side, participants routinely pointed to the work being physically demanding, working in harsh conditions, the possibility of accidents and injuries, and the need to leave home or travel significant distances for work. Participants in Halifax and Trois-Rivières were most likely to identify the possibility of having to leave their region altogether in order to work in their field.
Frequently identified obstacles or barriers to working or training in this field included difficulty being taken on as an apprentice (i.e., limited apprenticeship opportunities), bad/frustrating apprenticeship experience, inability to complete training (e.g., lack of funds, family issues), and having to travel significant distances or leave one’s region in order to work in one’s field. There was also a sense that women entering the skilled trades face the challenge of discrimination.
Asked whether university degrees or trade certification are more likely to lead to good employment and income prospects, participants were more likely to think trade certification would lead to this. The main reasons given to explain why included the need for skilled tradespersons, job security and good income prospects. That said, a number of participants did not feel this question could be answered in general, suggesting that it depends on the specific trade and the specific university degree pursued.
When it comes to the most important information that participants would look to find from a resource that connects Canadians with employment opportunities, the following were routinely identified: skills/qualifications needed for a job, responsibilities, salary/wage levels, full-time vs. part-time, contract, or seasonal work, hours/work schedule, region/location, potential benefits and opportunities for advancement, and full contact information.
Finally, few could recall specific advertisements for job matching online resources offered by other levels of government or the private sector. Those who could recall any details about such ads were most likely to recall the use of humour, user testimonials, and references to the number of people connected to jobs through the resource in question.
More Information:
Supplier Name: Phoenix Strategic Perspectives Inc.
PWGSC Contract Number: G9292-151764/001/CY
Award Date: 2014-11-06
Contracted cost of the qualitative research (including HST): $60,199.57
End date of fieldwork: December 4, 2014
To obtain more information on this study, please email nc-por-rop-gd@hrsdc-rhdcc.gc.ca.
I hereby certify as a Senior Officer of Phoenix Strategic Perspectives that the 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 contain any reference to electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leader.
Alethea Woods, President, Phoenix Strategic Perspectives Inc.