Award date: November 22, 2011
Contract no: 60074-110166/001/CY
POR 036-11

Focus Group Concept Testing Report

Executive Summary

      January 2012

Prepared for:
The Department of Finance
140 O’Connor Street
613-943-0193
e-mail: webmaster.webmestre@fin.gc.ca
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Prepared by: Nanos Research Corporation

Executive Summary
On December 12th and 13th, 2011, six focus group sessions were conducted in Montreal (2 Francophone groups), Toronto (2 Anglophone groups) and Winnipeg (2 Anglophone groups). 
The engagement was a call-up against Nanos Research’s Standing Offer with the Government of Canada (S.O. EP363-090027 025 CY) and the total budget for the focus groups was $38,919.16 including expenses and HST.
Because focus groups are qualitative in nature, projectability to the population is not possible. To follow are the key findings of the feedback provided by participants on the three preliminary ad concepts that were tested. 
1.	Overall impression - All of the comments related to the three concepts effectively conveyed to participants that the Government of Canada did have a plan and that the government was being proactive in terms of the economy (jobs and growth). The concepts conveyed that Canada is moving forward/taking positive steps on the economic front.
2.	Tone - Many of the participants found the positive tone of the three concepts very appealing - even those who were more cynical. Participants did note, however, that the concepts must also convey a sense of reality in terms of the real economic situation.
3.	Target - A number of the participants thought that the concepts appealed to and were aimed at them directly and also at groups that are priorities such as individuals in the manufacturing sector, older workers, new Canadians, businesses and families. 
4.	Link between visuals and message - Participants preferred direct, explicit, easy to consume messages. They also suggested that supers would help to create a direct connection between visuals and the message. 
5.	Impact of first image – Some participants suggested that the first image presented in a concept must be relevant to them or else they would lose interest. Suggestions were made that an overarching initial message relevant to all Canadians would help engage people. 
6.	Content volume - The research suggests that the concepts were ambitious in terms of Canada's Economic Action Plan elements covered, resulting in a limited ability to convey details or concrete examples of the effectiveness and impact of government action. The ability to deliver a unified narrative was undermined.
7.	Audiences - Based on a review of the input, there are likely two very broad overarching audiences or thematic elements - those seeking work and those that create jobs.
8.	Content - The aspects of the plan received positive reviews with one exception; the message related to job sharing received mixed reviews. A number of participants believed that the message of job sharing was inconsistent with the jobs growth message.

The total cost for this project was $38,919.16 (includes HST).