PSPC Contract Number: #60074-182732/001/CY

Contract Award Date: March 12, 2019

Delivery Date: April 2019

Contracted Cost: $103,776.38 (taxes included)

Finance Canada 2019 Focus Groups on the Economy (Qualitative) through Perception Analyzer - Research Report

Final Report

Prepared by:

Corporate Research Associates Inc.

Prepared for:

Finance Canada

Ce rapport est aussi disponible en français.

For more information on this report, please email:

finpub@fin.gc.ca

2019 Focus Groups on the Economy (Qualitative) through Perception Analyzer

Final Report

Prepared for Finance Canada

Supplier Name: Corporate Research Associates Inc.

April 2019

This public opinion research report presents the results of focus groups conducted by Corporate Research Associates Inc. on behalf of Finance Canada. The research study consisted of a series of three “super-groups” conducted in Montréal, Toronto and Vancouver with Canadian adults 18 years of age and on March 19, 2019.

Cette publication est aussi disponible en français sous le titre :

Groupes de discussion 2019 (qualitatifs) sur l'économie du ministère des Finances Canada avec l'outil Perception Analyzer - rapport de recherche.

This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from Finance Canada. For more information on this report, please contact Finance Canada at: finpub@fin.gc.ca .

Catalogue Number:

F2-273/2019E-PDF

International Standard Book Number (ISBN):

978-0-660-30791-6

Related publications (registration number: POR-134-18):

Catalogue Number F2-273/2019F-PDF (Final Report, French)

ISBN 978-0-660-30792-3

Table of Contents

Executive Summary. 3

Political Neutrality Certification. 5

Detailed Findings. 5

Appendix A: Recruitment Screener. 13

Appendix B: Moderator’s Guide. 24

Executive Summary

Research Purpose and Objectives

The objective of the research is to provide Finance Canada with an assessment of the sentiment of a cross-section of Canadians in Montréal, Toronto and Vancouver, with respect to what they heard in the budget speech. The stated objective of the research is “to explore in more detail Canadians’ overall concerns and perceptions about the current state of the Canadian economy, emerging economic issues and their expectations about the role of the Government of Canada in the economy.” The research was also designed to “explore Canadian’s reaction and gauge the effect of the Budget and the measures that flow from it.”

Results from the qualitative research allows Finance Canada to get a clear and current sense of the evolution of the public mood towards the state of the economy, sense of personal economic well-being and government actions in the economic sphere.

Key Findings

· Overall, participants in Montréal, Toronto and Vancouver reacted positively to the 2019 budget speech.

· However, there were key areas where participants felt that the speech was lacking. Participants wanted more information on the programs and policies identified and felt that the lack of details surrounding the financial costs of implementing programs was an issue.

· Given the fact that 2019 is an election year, several participants in each city made the comments that this was what they expected to hear in an election speech. While participants appreciated the importance of the speech’s key topics, there was also a sense that these are perpetual issues addressed in budget speeches and there has been a lack of progress in these areas in the past, indicating a lack of credibility in some of the announcements.

· Regardless of the perceived shortcomings of the speech, respondents did show an increase in positive sentiment post speech. This does reinforce the observation that the content areas were important and if the government can implement the policies and programs discussed, Canadians perceive that an improvement in the economy and their personal financial situation will be realized.

· As would be expected, different cohorts reacted to the speech differently. In general, participants from Toronto reacted most positively. Female participants, participants without university or post graduate education, below average income participants, and younger participants (30 years of age or younger) were the most likely groups to react positively to the budget.

Methodology

The research methodology for this assignment consisted of a series of three “super-groups” conducted in Montréal, Toronto and Vancouver (which represented a new location for the research). Participants were recruited to represent adult Canadians 18 years of age and older and recruiting was structured to provide a good cross representation based on gender, age, income, education, children in household and employment status. The recruiting was based on a prequalified set of panel participants that were recruited using a combination of online and telephone recruiting techniques. The recruitment screener is attached as Appendix A.

A total of 89 Canadians participated in the research (32 in Montréal, 27 in Toronto and 30 in Vancouver). The Toronto and Vancouver sessions were conducted in English, while the Montréal group was conducted in French. Participants were paid an incentive of $125 and all sessions were conducted simultaneously over a three-hour period on March 19, 2019.

Table A provides a breakdown of sessions by location and key demographics.

Table A – Breakdown of Demographic Characteristics by Location
City	Gender			Education			Income			Age			Total
City	Male	Female	Non-Binary	HS or Less	Some Post- Secondary	University or Post Secondary	Below Average	Average	Above Average	30 & Under	31 to 49	50 & Over	Total
Montréal	16	16	0	9	11	12	9	7	16	6	18	8	32
Toronto	12	14	1	3	10	14	5	8	14	7	7	13	27
Vancouver	16	14	0	4	14	12	6	12	12	7	15	8	30

Participants used Perception Analyzer® software to indicate their sentiment with respect to a set of 16 questions asked pre and post speech (which allowed for a measure of change in sentiment). Participants also used the software to rate their positive and negative reactions in real-time as the Minister’s budget speech was read. The dial ranged from 0 to 100, with 50 representing a baseline “neutral” score. Following this, participants discussed their impressions of the federal budget.

Perception Analyzer® technology allows participants to anonymously respond to stimuli in real time. Participants are provided a hand-held dial that relays their responses to a central PC that then consolidates the information and relays it onto viewing monitors for client groups.

Context of Qualitative Research

Qualitative discussions are intended as moderator-directed, informal, non-threatening discussions with participants whose characteristics, habits and attitudes are considered relevant to the topic of discussion. The primary benefits of group qualitative discussions are that they allow for in-depth probing with qualifying participants on behavioural habits, usage patterns, perceptions and attitudes related to the subject matter. Qualitative techniques are used in marketing research as a means of developing insight and direction, rather than collecting quantitatively precise data or absolute measures. As such, results are directional only and cannot be projected to the overall population under study.

POR Registration Number: 134-18

PSPC Contract Number: #60074-182732/001/CY

Contract Award Date: March 12, 2019

Delivery Date: April 2019

Contracted Cost: $103,776.38 (taxes included)

Political Neutrality Certification

I hereby certify as a Representative of Corporate Research Associates Inc. that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Directive on the Management of Communications. Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate or ratings of the performance of a political party or its leaders.

Signed Title: Signature - Description: Margaret Brigley

Margaret Brigley, CEO & Partner | Corporate Research Associates

Date: April 3, 2019

Detailed Findings

The structure of the “super groups” were designed to include five key components. Initially participants were provided a briefing on the process and went through an orientation of how the Perception Analyzer system operates. This was followed by a series of questions to measure pre-speech sentiment and how participants viewed the economy. Next, the Minister was to present the speech and participants were to record shifts in their sentiment based on the budget topics (this component required adaptation due to parliamentary tactic. As a result, the moderators in each city read the speech to participants). Following the speech, participants were to reassess the pre-speech questions – providing a pre / post measure of the shift in sentiments. Finally, a discussion was planned to gather overall impressions and reactions to the speech (due to delays during the speech, the post speech discussion was abbreviated).

Key topics covered in the speech included:

· Government understanding of issues affecting the economy today

· Government understanding of Issues that affect the economy in the future

· Economic policies that will help middle class families

· Steps to help Indigenous people

· Steps to improve gender equality

· Improving fairness in the tax system

· Steps to promote job creation

· Steps to protect the environment

· Economic policies that will benefit me (the individual)

· Steps to help young people

· Steps to help seniors

· Policies that will make life more affordable

Sentiment Shift Pre and Post Speech

Participants were asked a series of questions pre and post speech that focused on their attitudes and expectations. Tables 1 through 5 provide a summary of how sentiment shifted pre and post-speech broken down by key demographic characteristics. In all but two of the thematic areas the scores are based on a 10-point scale (with the high end of the scale representing more positive scores. Two of the thematic areas are based on the percent of respondents agreeing with statements. Sentiment shift among the participants was based on the changes in scores post-speech compared to pre-speech (cells highlighted within the tables are indicative of areas where the change in sentiment was the greatest). The tables are based on the key demographic variables:

· City

· Gender

· Education

· Income

· Age

Qualitative research techniques are used in marketing research as a means of developing insights and direction, rather than collecting quantitatively precise data or absolute measures. As such, results are directional, represents participants in the focus group only, and cannot be projected to the overall population of the study.

Pre and Post-Speech Sentiment Shift – City

Overall Toronto was the city where the post-speech sentiment was most likely to shift positively. The most notable shifts among the Toronto participants included Economic Policies that Will Help Middle Class Families (4.5 to 7.3), Economic Policies that Will Benefit Me (3.7 to 6.3), and Steps to Help Young People (5.0 to 6.4). Overall Toronto participants showed the greatest positive shift in 8 of 15 areas.

Montréal participants showed the greatest positive shift in areas that focused on specific groups of Canadians. Steps to Help Indigenous People (3.3 to 5.6) was the area where Montréal residents showed the most positive shift. Other areas where Montréal showed the greatest positive shift included Issues that Make Life More Affordable (3.5 to 5.1) and Issues that Help Gender Equity (5.6 to 5.9).

Overall Vancouver participants felt more positive post-speech related to broad-based economic issues. They were the most likely to have a positive shift in sentiment that the Economy will be Stronger (7% to 23%), Issues that Affect the Economy in the Future (4.8 to 5.8), and the Current State of the Economy (5.5 to 5.8). Also, of note among the Vancouver participants was the fact that sentiment dropped by a large amount post-speech for Issues that Help Improve Gender Equality (6.8 to 5.5).

Title: Table 1 - Description: Summary of Pre and Post Speech Scores (City)

Pre and Post-Speech Sentiment Shift – Gender

Female participants were more likely than men to indicate a positive sentiment shift post-speech. Among women, the most positive shift in sentiment focused around issues impacting specific groups within the population:

· Issues that Help Seniors (4.2 to 7.1);

· Issues that Help Indigenous People (4.0 to 6.4); and,

· Issues that Help Young People (4.6 to 6.8).

Men showed a higher level of sentiment lift in three areas. In both, Issues that Help Middle Class Families (4.6 to 6.1) and Policies that Benefit Me (3.9 to 5.4), sentiment increased by 1.5. Men (4.8 to 5.5) also showed slightly more positive sentiment shift than women (4.7 to 5.2) for Issues that Protect the Environment.

Title: Table 2 - Description: Summary of Pre and Post Speech Scores (Gender)

Pre and Post-Speech Sentiment Shift – Education Level

Overall the budget speech caused the most sentiment shift among participants with Some Post Secondary, or High School or Lower education levels. Among participants with a High School or Lower education level, areas which showed the greatest shift in positive sentiment included the belief that the Country is Headed in the Right Direction (56% to 81%) and Issues that Help Seniors (4.4 to 7.7).

Participants with Some Post Secondary education showed the greatest increase in sentiment for Issues that Help Indigenous People (3.4 to 5.9), Issues that Help Young People (4.0 to 6.4), and Policies that Benefit Me (3.7 to 5.9).

Individuals with University or Post Secondary education only showed the highest level of sentiment shift for Issues that Help Improve Gender Equality (6.1 to 6.2) – other respondents reported a decline in sentiment in this area.

Title: Table 3 - Description: Summary of Pre and Post Speech Scores (Education)

Pre and Post-Speech Sentiment Shift – Income Level

Participants with Below Average Income levels responded best to the budget speech based on the fact that they reported the highest shift in post-speech scores in 13 out of 15 thematic areas. Areas where Below Average Income respondents showed the greatest sentiment shift included:

· Issues that Help Seniors (4.5 to 7.6);

· Issues that Help Indigenous People (3.9 to 6.9);

· Issues that Help Middle Class Families (4.8 to 7.6);

· Economy will be Stronger (15% to 45%); and,

· Country Headed in the Right Direction (50% to 75%).

Above Average Income participants responded best to Issues that Protect the Environment (4.8 to 5.7). Meanwhile, Average Income participants provided the most improved post-speech scores in respect to the Current State of the Economy (5.4 to 5.9).

Title: Table 4 - Description: Summary of Pre and Post Speech Scores (Income)

Pre and Post-Speech Sentiment Shift – Age

The youngest participants in the sessions (30 or Under years of age) responded the best to the budget speech, showing the greatest increase in sentiment across 9 of the 15 thematic areas. The greatest area of improvement was Issues that Help Middle Class Families (4.7 to 7.9). Other areas where the 30 or Under participants showed high levels of sentiment improvement included:

· Economy will be Stronger (15% to 45%);

· Issues that Help Seniors (4.9 to 7.7); and,

· Issues that Help Young People (4.0 to 6.7).

Participants in the 31 to 49 age category showed the largest increase in positive sentiment with respect to Issues that Help Indigenous People (4.0 to 6.4). Participants in the 50 or Older age category displayed the greatest increase in sentiment with Issues that Protect the Environment (4.0 to 6.1).

Title: Table 5 - Description: Summary of Pre and Post Speech Scores (Age)

Pre and Post-Speech Sentiment Shift – Overall

Across demographics, areas the participants indicated a more positive sentiment after than before the speech included:

· The country is headed in the right direction

· Economic policies that will help middle class families

· Steps to help Indigenous people

· Improving fairness in the tax system

· Economic policies that will benefit me (the individual)

· Steps to help young people

· Steps to help seniors

· Policies that will make life more affordable

Areas with minimal change included:

· Current state of the economy

· The economy will be stronger

· Government understanding of issues affecting the economy today

· Government understanding of Issues that affect the economy in the future

· Steps to improve gender equality (negative shift)

· Steps to promote job creation

· Steps to protect the environment

Post Speech Discussion

Challenges associated with parliamentary procedural tactics during the budget speech resulted in less discussion time at the conclusion of the speech. However, good feedback was provided by the participants in each city with respect to their overall impressions, what they liked and disliked and how they would sum up the speech in one word or sentence.

General impressions of the speech were mostly positive, however there a significant amount of skepticism around the speech related to credibility that the policies will indeed be implemented at a cost that will balance both economic responsibility and achievement of the goals. The fact that it was an election year was also on the minds of respondents and several respondents in each city made reference to the speech as an “election speech”.

Contributing to the skepticism around the speech was the belief that there was a lack of details and numbers to support the programs discussed. While there was a broad appreciation of the topics, there was an underlying sense of at what cost would these goals be achieved. Similarly, while there was recognition that the speech was designed for the middle class, participants often questioned what comprised the middle class (with respondents in Toronto pointing out that Regent Park is not their definition of a middle-class neighbourhood).

A number of the broad topics discussed in the speech were well received (however often with the caveat that more details are required). Topics such as Indigenous affairs (particularly as it relates to clean drinking water), seniors’ issues, youth issues, student loan relief, job creation / training, housing affordability (particularly in Vancouver where discussion touched on the impact of foreign owners and vacant apartments), and health care costs / National Pharmacare were all popular and considered positive.

On the negative side, the core issue of too few details and a lack of costs impacted participants perception of the speech. Even among those who indicated that the core topics were important, there was a sense that some of these topics were simply standard for a budget and the type of issues that you expect to hear in every budget. This left some individuals feeling underwhelmed and wanting more from the budget (particularly in an election year).

There were also mentions in each city with respect to perceived inconsistencies in what the government was presenting in the budget speech and in their other actions. Predominantly this was illustrated by the acknowledged importance of clean drinking water for Indigenous groups, but with the corollary mention that the government is often inconsistent when dealing with Indigenous issues with respect to the impact of pipelines (also seen as conflicting with the government’s desire to protect the environment) and the fact that there are many other Indigenous issues that are not addressed.

Appendix A: Recruitment Screener

Finance Canada

2019 Focus Groups on the Economy Using Perception Analyzers

Recruitment Screener

Date: Tuesday, March 19, 2019 Time: 3:30pm EDT/12:30pm PDT

Incentive: $125

Group 1: Toronto, ON (English)

Toronto CRC Midtown

1867 Yonge Street, Suite 200

Group 2: Montreal, QC (French)

Montreal CRC

1610 rue Ste-Catherine Ouest, Bureau #411

Group 3: Vancouver, BC (English)

Vancouver CRC

1398 West 7^th Avenue

Recruit: 35 for 25 to show per group

Honorarium: $125

Study#: FIN002-1001

Respondent’s name:

Respondent’s phone #: (home)

Respondent’s phone #: (work)

Respondent’s fax #: sent? or

Respondent’s e-mail: sent?

Sample source (circle): panel random client referral

Interviewer:

Date:

Validated:

Quality Central:

On List:

On Quotas:

Hello/Bonjour, my name is [ ]. I'm calling from Corporate Research Associates, a national public opinion research firm. We are organizing a research project on behalf of the Government of Canada to explore various issues of importance to the federal government.

Would you prefer that I continue in English or French? Préférez-vous continuer en français ou anglais?

RECRUITER NOTE: FOR ENGLISH GROUPS, IF PARTICIPANT WOULD PREFER TO CONTINUE IN FRENCH, PLEASE RESPOND WITH: "Malheureusement, nous recherchons des gens qui parlent anglais pour participer à ces groupes de discussion. Nous vous remercions de votre intérêt."

We are preparing to hold a few research sessions with people like yourself. In these sessions, individuals are asked to sit down with several others and give their opinions and share their ideas. We are organizing several of these group discussions, and would be interested in possibly having you participate. The sessions are expected to be no more than three hours in duration.

Your participation is voluntary. All information collected, used and/or disclosed will be used for research purposes only and the research is entirely confidential. While the names of participants will remain anonymous, the report will be posted for all Canadians to see on Library and Archives Canada (LAC). May I continue?

Yes 1 CONTINUE

No 2 THANK AND TERMINATE

First, I would like to ask you a few questions to see if you fit the profile of the type of people we are looking for in this research.

Note to recruiter: When terminating a call with someone, say: Thank you for your cooperation. We already have enough participants who have a similar profile to yours, so we are unable to invite you to participate.

S1) Do you or any member of your household work in or has retired from:

	YES	NO
Market Research or Marketing	1	2
Public Relations or Media (TV, Print)	1	2
Advertising and communications	1	2
An employee of a political party	1	2
An employee of a federal or provincial government department	1	2

IF “YES” TO ANY OF THE ABOVE, THANK AND TERMINATE

S2) Are you a Canadian citizen at least 18 years old who normally resides in the [XX] area?

Yes 1 CONTINUE

No 2 THANK AND TERMINATE

S3) How long have you lived in [CITY]? TERMINATE IF LESS THAN 2 YEARS

S4) Are you the head, or co-head of your household, that is, a person who makes key decisions in your household?

Yes 1 CONTINUE

No 2 THANK AND TERMINATE

S5) Have you ever attended a consumer group discussion, an interview or survey which was arranged in advance and for which you received a sum of money?

Yes 1 CONTINUE

No 2 GO TO Q1

S6) How long ago was it?

TERMINATE IF IN THE PAST 6 MONTHS

S7) How many consumer discussion groups have you attended in the past 5 years?

TERMINATE IF MORE THAN 4 DISCUSSION GROUPS

S8) What was the topic of the discussion group(s)?

TERMINATE IF DISCUSSION WAS ABOUT THE CANADIAN ECONOMY AND HELD WITHIN THE PAST 2 YEARS

ASK ALL

Q1) DO NOT ASK – NOTE GENDER

Male 1 ENSURE GOOD MIX PER GROUP

Female 2

Q2) Could you please tell me what age category you fall in to? Are you...

Under 18 0 THANK AND TERMINATE

18-24 years 1

25-34 years 2

35-44 years 3 ENSURE GOOD MIX PER GROUP

45-54 years 4

55-64 years 5

65+ years 6

Refuse 9 THANK AND TERMINATE

Q3) Do you currently have children under the age of 18 living in the household?

[RECRUIT MIX]

Yes 1

No 2

Q4) How many people above the age of 18 are there in your household?

One 1

More than one 2

Q5) Could you please tell me what is the last level of education that you have completed?

ENSURE GOOD MIX PER GROUP

8^th grade or less 0

Some high school only 1

Completed high school 2

Some College/University 3

Completed College/University 4

RF/DK 9

Q6) What is your current employment status?

MAX 3 PER GROUP FOR CODES 5, 6, 7, 9

Working full-time 1

Working part-time 2

Self-employed 3

Retired 4

Currently not working 5

Student 6

Other 7

DK/RF 9

Q7) Which of the following categories best describes your total household income? That is, the total income of all persons in your household combined, before taxes [READ LIST]?

TERMINATE IF LESS THAN $30,000. RECRUIT A MIX OF THOSE WITH HOUSEHOLD INCOMES BETWEEN $30,000 TO $99,999 AND $100,000 OR OVER.

Under $20,000 1

$20,000 to just under $ 30,000 2

$30,000 to just under $ 60,000 3

$60,000 to just under $ 80,000 4

$80,000 to just under $100,000 5

$100,000 to just under $150,000 6

$150,000 and above 7

DK/RF 99

Q9) Sometimes participants are asked to write out their answers to a questionnaire, read or watch a TV commercial during the discussion. Is there any reason why you could not participate? [READ IF NEEDED: I can assure you that everything written or discussed in the groups will remain confidential]

Yes 1 THANK & TERMINATE

No 2

Confirmation of availability

Q10) Would you be available to attend a discussion group on March 19th @ xxxpm? The group will last no more than 3 hours and you will receive $175 for your time.

Yes 1 CONTINUE

No 2 THANK AND TERMINATE

PRIVACY

BASE: ALL

Q11) Thank you for agreeing to take part in our sessions. We will be providing your name to the facility so that they can sign you in and check your ID when you arrive. The groups will be audio and /or videotaped for the researchers to use when doing their reporting, please note these materials will not be used for any other purpose and will be destroyed once the project is fully completed.

Do you agree with this?

Yes	1	GO TO INVITATION
No	2	ASK FOLLOW UP SO THAT YOU CAN EXPLAIN AND ATTEMPT TO CONVERT THE RECRUIT. IF STILL A REFUSAL, LOG THE CALL APPROPRIATELY.

BASE: PRIVACY=2

Q12) Can you please tell me which item is causing you concern?

IF POSSIBLE TRY TO ADDRESS THEIR CONCERN IF NOT THANK AND TERMINATE


Provided Name to facility	1	NQP1
Audio taping	2	NQP2
Video taping	3	NQP3
MRIA List	4	NQP4

IN-PERSON SESSIONS: Invitation:

Do you have a pen handy so that I can give you the address where the group will be held? It will be held at:

RECRUITER: INSERT FACILITY ADDRESS

We ask that you arrive fifteen minutes early to be sure you find parking, locate the facility and have time to check-in with the hosts. The hosts may be checking respondents’ identification prior to the group, so please be sure to bring some personal identification with you (for example, a driver’s license). If you require glasses for reading make sure you bring them with you as well.

As we are only inviting a small number of people, your participation is very important to us. If for some reason you are unable to attend, please call us so that we may get someone to replace you. You can reach us at [1-800-NUMBER] at our office. Please ask for [NAME]. Someone will also call you the day before to remind you about the discussion.

So that we can call you to remind you about the focus group or contact you should there be any changes, Can you please confirm your name and contact information for me? [READ INFO WE HAVE AND CHANGE AS NECESSARY.]

First name

Last Name

Day time phone number

Night time phone number

If the respondent refuses to give his/her first or last name or phone number please assure them that this information will be kept strictly confidential in accordance with the privacy law and that it is used strictly to contact them to confirm their attendance and to inform them of any changes to the focus group. If they still refuse THANK & TERMINATE.

Ministère des Finances Canada

Groupes de discussion 2019 sur l’économie menés à l’aide d’analyseurs de perception

Questionnaire de recrutement

Date : le mardi 19 mars 2019 Heure : 15 h 30 (HAE) / 12 h 30 (HAP) Récompense : 125 $

Groupe 1 : Toronto (Ontario) (en anglais)

CRC Toronto Midtown

1867, rue Yonge, bureau 200

Groupe 2 : Montréal (Québec) (en français)

CRC Montréal

1610, rue Sainte-Catherine Ouest, bureau 411

Groupe 3 : Vancouver (C.-B.) (en anglais)

CRC Vancouver

1398, 7^e avenue Ouest

Recrutement : 35 pour que 25 se présentent par groupe.

Honoraires : 125 $

Numéro de l’étude : FIN002-1001

Nom du répondant :

Numéro de téléphone du répondant : (domicile)

Numéro de téléphone du répondant : (travail)

Numéro de télécopieur du répondant : envoyé? ou

Adresse électronique du répondant : envoyé?

Source de l’échantillon (encercler) :

groupe consultatif aléatoire client référence

Intervieweur :

Date :

Validation :

Quality Central :

Sur la liste :

Sur les quotas :

Bonjour, je m’appelle [ ]. Je vous appelle de la part de Corporate Research Associates, une société d’études de marché et de sondages d’opinion publique nationale. Nous organisons aujourd’hui un projet de recherche au nom du gouvernement du Canada dans le but d’étudier plusieurs enjeux qui lui sont importants.

Would you prefer that I continue in English or French? Préférez-vous continuer en français ou anglais?

NOTE À L’INTENTION DU RECRUTEUR : POUR LES GROUPES EN FRANÇAIS, SI LE PARTICIPANT DÉSIRE CONTINUER EN ANGLAIS, RÉPONDRE CECI : « Unfortunately, we are currently looking for French-speaking participants for our focus groups. Thank you for your interest. »

Nous nous préparons à tenir quelques séances de recherche avec des gens comme vous. Au cours de ces séances, vous et plusieurs autres personnes devrez communiquer votre opinion et vos idées. Il y aura plusieurs discussions semblables qui seront organisées et nous aimerions savoir si vous voudriez y prendre part. En tout, elles ne devraient pas durer plus de trois heures.

Vous êtes tout à fait libre de participer ou non à cette étude. Sachez que nous n’amasserons, n’utiliserons et ne divulguerons les renseignements qu’aux fins de l’étude; les travaux de recherche demeureront entièrement confidentiels. Le rapport sera affiché sur le site de Bibliothèque et Archives Canada (BAC), mais le nom des participants ne sera pas visible afin de protéger leur anonymat. Puis-je continuer?

Oui 1 CONTINUER

Non 2 REMERCIER ET TERMINER L’ENTREVUE

Tout d’abord, j’aimerais vous poser quelques questions afin de m’assurer que vous correspondez bien au profil de gens que nous recherchons pour cette étude.

Note à l’intention du recruteur : Quand vous terminez un appel, dites : Je vous remercie de votre coopération. Nous avons déjà un nombre suffisant de participants possédant un profil semblable au vôtre et nous sommes donc dans l’impossibilité de vous inviter à participer.

S1) Travaillez-vous, vous-même ou un membre de votre foyer, dans l’un des secteurs suivants, ou avez-vous pris votre retraite d’un emploi dans un tel secteur?

	OUI	NON
Études de marché ou marketing	1	2
Relations publiques ou médias (annonces télévisées ou imprimées)	1	2
Publicité et communications	1	2
Employé d’un parti politique	1	2
Employé d’un ministère fédéral ou provincial	1	2

SI LA RÉPONSE À L’UNE DES OPTIONS CI-DESSUS EST « OUI », REMERCIER ET TERMINER L’ENTREVUE.

S2) Êtes-vous un citoyen canadien âgé d’au moins 18 ans qui habite habituellement dans la région de [XX]?

Oui 1 CONTINUER

Non 2 REMERCIER ET TERMINER L’ENTREVUE

S3) Depuis combien de temps vivez-vous à [VILLE]?

TERMINER L’ENTREVUE SI MOINS DE 2 ANS

S4) Êtes-vous le responsable ou l’un des responsables de votre foyer? En d’autres mots, êtes-vous l’un de ceux qui prennent les décisions importantes pour votre foyer?

Oui 1 CONTINUER

Non 2 REMERCIER ET TERMINER L’ENTREVUE

S5) Avez-vous déjà participé à un groupe de discussion de consommateurs, à une entrevue ou à un sondage qui était organisé à l’avance et pour lequel vous avez reçu une somme d’argent?

Oui 1

Non 2 PASSER À LA Q1

S6) À quand remonte cette participation?

TERMINER SI AU COURS DES SIX DERNIERS MOIS

S7) À combien de groupes de discussion de consommateurs avez-vous participé au cours des cinq dernières années?

TERMINER SI PLUS DE QUATRE GROUPES DE DISCUSSION

S8) Sur quoi portaient ce ou ces groupes de discussion?

TERMINER L’ENTREVUE SI LA DISCUSSION PORTAIT SUR L’ÉCONOMIE CANADIENNE ET SI ELLE A EU LIEU AU COURS DES 2 DERNIÈRES ANNÉES

À DEMANDER À TOUS LES PARTICIPANTS

Q1) NE PAS POSER CETTE QUESTION – NOTER LE SEXE

RECRUTER UNE BONNE VARIÉTÉ

Homme 1

Femme 2

Q2) Pourriez-vous me dire dans quelle catégorie d’âge vous vous situez? Avez-vous...

Moins de 18 ans 0 REMERCIER ET TERMINER

Entre 18 et 24 ans 1

Entre 25 et 34 ans 2

Entre 35 et 44 ans 3 RECRUTER UNE BONNE VARIÉTÉ POUR CHAQUE GROUPE

Entre 45 et 54 ans 4

Entre 55 et 64 ans 5

65 ans et plus 6

Refus 9 REMERCIER ET TERMINER L’ENTREVUE

Q3) Y a-t-il des enfants de moins de 18 ans qui vivent dans votre foyer? [RECRUTER UNE BONNE VARIÉTÉ]

Oui 1

Non 2

Q4) Combien y a-t-il de personnes de plus de 18 ans dans votre foyer?

Un 1

Plus d’un 2

Q5) Pourriez-vous me dire quel est le plus haut niveau de scolarité que vous avez terminé?

RECRUTER UNE BONNE VARIÉTÉ POUR CHAQUE GROUPE

8^e année (secondaire 2) ou moins 0

Études secondaires non terminées 1

Études secondaires terminées 2

Études collégiales/universitaires non terminées 3

Études collégiales/universitaires terminées 4

Refus/ne sait pas 9

Q6) Quelle est votre situation professionnelle actuelle?

MAXIMUM DE TROIS PAR GROUPE – 5,6,7,9

Employé à temps plein 1

Employé à temps partiel 2

Travailleur autonome 3

Retraité 4

Pas employé pour le moment 5

Étudiant 6

Autre 7

Ne sait pas/refus 9

Q7) Parmi les fourchettes suivantes, laquelle représente mieux le revenu total de votre foyer avant impôts? C’est-à-dire, le revenu total combiné de toutes les personnes de votre foyer, avant impôts. [LIRE LA LISTE]? Terminer l’entrevue si inférieur à 30 000 $. Recruter une variété de participants dont le revenu total du foyer se situe entre 30 000 $ et 99 999 $, ainsi que 100 000 $ et plus

Moins de 20 000 $ 1

20 000 $ à un peu moins de 30 000 $ 2

30 000 $ à un peu moins de 60 000 $ 3

60 000 $ à un peu moins de 80 000 $ 4

80 000 $ à un peu moins de 100 000 $ 5

100 000 $ à un peu moins de 150 000 $ 6

150 000 $ et plus 7

Ne sait pas/refus 99

Q9) Parfois, il peut arriver que l’on demande aux participants d’écrire leurs réponses à des questions, de lire un document ou de visionner une bande-annonce pendant la discussion. Y a-t-il quelque chose qui pourrait vous empêcher de prendre part à de telles activités? [LIRE AU BESOIN : Je vous assure que tous les commentaires écrits et tous les thèmes abordés dans le cadre des groupes demeureront confidentiels]

Oui 1 REMERCIER ET TERMINER L’ENTREVUE

Non 2

Confirmation de disponibilité

Q10) Pourriez-vous participer à un groupe de discussion le 19 mars à xxx h? La séance ne durera pas plus de 3 heures et en gage de remerciement pour votre temps, vous recevrez la somme de 125 $.

Oui 1 CONTINUER

Non 2 REMERCIER ET TERMINER L’ENTREVUE

CONFIDENTIALITÉ

BASE : TOUS

Q11) Merci d’avoir accepté de prendre part à nos séances. Nous allons donner votre nom au centre pour que l’on puisse vous inscrire et vérifier votre identité à votre arrivée. Les groupes seront enregistrés en format audio et vidéo pour permettre aux chercheurs de mieux produire leurs rapports. Notez que ces enregistrements ne seront pas utilisés à d’autres fins. De plus, ils seront détruits une fois le projet terminé.

Cela vous convient-il?

Oui	1	PASSER À L’INVITATION
Non	2	POSER LA QUESTION DE SUIVI POUR ESSAYER D’EXPLIQUER ET DE RECRUTER LE PARTICIPANT POTENTIEL. S’IL REFUSE TOUJOURS, ENREGISTRER L’APPEL EN CONSÉQUENCE.

BASE : CONFIDENTIALITÉ=2

Q12) Pouvez-vous me dire quel est le point exact qui vous préoccupe?

ESSAYER DE RÉPONDRE POUR RÉSOUDRE LE PROBLÈME DANS LA MESURE DU POSSIBLE, SINON REMERCIER ET TERMINER L’ENTREVUE


Le nom sera donné au centre	1	NQP1
Enregistrement audio	2	NQP2
Enregistrement vidéo	3	NQP3
Liste de l’ARIM	4	NQP4

SÉANCES EN PERSONNE : Invitation :

Avez-vous un crayon à portée de la main pour que je puisse vous donner l’adresse où se tiendra la discussion? Elle se déroulera au :

RECRUTEUR : INSÉRER L’ADRESSE DU CENTRE

Nous vous demandons d’arriver 15 minutes avant l’heure de début afin de pouvoir trouver un endroit où vous stationner, de vous rendre au centre et d’avoir le temps de vous enregistrer auprès des animateurs. Puisqu’il est possible que l’on vérifie l’identité des participants avant le début de la discussion, nous vous prions d’apporter une pièce d’identité (par exemple, votre permis de conduire). Assurez-vous aussi d’apporter vos lunettes si vous en avez besoin pour lire.

Comme nous n’invitons qu’un petit nombre de personnes, nous accordons une grande importance à votre participation. Si, pour quelque raison que ce soit, vous ne pouvez vous présenter à la discussion, veuillez nous appeler afin que nous puissions trouver un remplacement. Vous pouvez communiquer avec nous à notre bureau au [1-800-NUMÉRO]. Veuillez demander à parler à [NOM]. Quelqu’un vous appellera la veille de la rencontre pour vous rappeler de vous rendre à la discussion.

Pourriez-vous me confirmer votre nom et vos coordonnées pour que nous puissions vous communiquer le rappel et vous faire part de tout changement? [LIRE L’INFORMATION ET APPORTER LES CHANGEMENTS, S’IL Y A LIEU.]

Prénom

Nom

Adresse électronique

Téléphone (jour)

Téléphone (soir)

Si le répondant refuse de fournir son prénom, son nom ou son numéro de téléphone, veuillez l’assurer que cette information demeura strictement confidentielle conformément à la loi relative à la protection de la vie privée et que ladite information sera utilisée seulement pour communiquer avec lui afin de confirmer sa présence et de l’informer de tout changement relatif à la discussion de groupe. Si le répondant refuse encore, REMERCIER ET TERMINER L’ENTREVUE.

Appendix B: Moderator’s Guide

MODERATOR’S GUIDE – March 2019

INTRODUCTION (5 Minutes)

Introduce moderator and welcome participants to the focus group.

As we indicated during the recruiting process, we are conducting focus group discussions on behalf of the Government of Canada.

The discussion will last approximately 2.5-3 hours. Feel free to excuse yourself during the session if necessary.

Explanation re:

Audio-taping – The session is being audio-taped for analysis purposes, in case we need to double-check the proceedings against our notes. These audio-tapes remain in our possession and will not be released to anyone without written consent from all participants.
One-way mirror – There are observers representing the government who will be watching the discussion from behind the glass.
It is also important for you to know that your responses today will in no way affect your dealings with the Government of Canada.
Confidentiality – Please note that anything you say during these groups will be held in the strictest confidence. We do not attribute comments to specific people. Our report summarizes the findings from the groups but does not mention anyone by name. The report can be accessed through the Library of Parliament or Archives Canada.

Describe how a discussion group functions:

Discussion groups are designed to stimulate an open and honest discussion. My role as a moderator is to guide the discussion and encourage everyone to participate. Another function of the moderator is to ensure that the discussion stays on topic and on time.
Your role is to answer questions and voice your opinions. We are looking for minority as well as majority opinion in a focus group, so don't hold back if you have a comment even if you feel your opinion may be different from others in the group. There may or may not be others who share your point of view. Everyone's opinion is important and should be respected.
I would also like to stress that there are no wrong answers. We are simply looking for your opinions and attitudes. This is not a test of your knowledge. We did not expect you to do anything in preparation for this group.

Please note that the moderator is not an employee of the Government of Canada and may not be able to answer some of your questions about what we will be discussing. If important questions do come up over the course of the group, we will try to get answers for you before you leave.

OVERVIEW OF DIALS AND PROCESS (5 Minutes)

· The first part of the group will get you comfortable with PA dials, explain how they work, in both real time as well as with closed ended questions

In real time, the scale will be 0-100, where 100 means you like what you are hearing a lot, and 0 means you dislike what you are hearing a lot. Participants should focus less on specific #s and more on turning the dials up and down based on how strongly they feel.

Importance of “starting at 50”

In closed ended, number of answer categories will differ, turn to the ones relevant to you

i.e., gender scale is 2pt – Female will be 1, Male will be 2

We will be using the dials to answer some questions, but also so you can share your impressions of the Federal Budget that will be announced shortly.
We will measure reaction to the speech

We will get you to answer about 20 questions before and after the speech, using the dials

After the speech, we will have and then follow with discussion about what you saw/heard, using how you reacted using the dials as reference points

So first step is to answer initial questions, then we will watch the speech (which will be 30-45 minutes in length), answer questions, watch opposition reaction, then have a discussion

TRIAL RUN OF DIALS (5 Minutes)

Before we begin, I would like you to do a quick survey with you to ensure that the “dial” technology that we will be using this afternoon is working properly. As you can see, each of you has a dial in front of you with numbers from 0 to 100. I’m going to ask you a series of questions and I’d like you to submit your responses using the dial as I instruct.

With the questions that we will be asking you to answer over the next few minutes, the scale on your dialer will change, depending on the question. You will be asked to turn the dial to the number that reflects your answer to each question.

Before the speech begins, the dialers will be programmed to have a “0-100” scale, and you will be asked to turn the dial as discussed. 0=very negative, 100=very positive.

PRE-GROUP QUESTIONS (15 Minutes)

Moderator will read questions out to participants

CITY. What city are we in?

1= Montreal

2=Toronto

3=Vancouver

Q1. Some people say that, while the country has some problems, Canada is generally headed in the right direction. Other people say that there are more things going badly than well in Canada right now and that the country is headed in the wrong direction. Which of those two statements is closer to your own opinion?

0 - DK/NR

1 - Right direction

2 - Wrong direction

Q2. How would you rate the current state of the Canadian economy? Please use a scale from 1 to 10, where 1 is terrible and 10 is excellent.

10 – Excellent

1 – Terrible

0 – DNK/REF

Q3. Over the next six months, do you think the Canadian economy will be stronger, weaker or will there be no change?

3 - Stronger

2 - Weaker

1 - No change

0 - DNK/REF

Q5. For each of the following statements please indicate whether you agree or disagree with them. Please use a scale from 1 to 10, where 1 means you strongly disagree and 10 means you strongly agree.

I think the government understands the issues that affect our economy today

I think the government understands the issues that affect our economy in the future

The government is pursuing economic policies that will help middle class families

The government is taking positive steps to help Indigenous people

The government is taking positive steps to improve gender equity

The government is taking positive steps to improve fairness in the tax system

The government is taking positive steps to promote job creation

The government is taking positive steps to protect the environment

The government is pursuing economic policies that will benefit me

The government is taking positive steps to help young people

The government is taking positive steps to help seniors

The government is pursuing policies that will make life more affordable

[1 - 10]

0 - DK/NR

Q6. Now thinking about the upcoming Federal Budget, to what extent would you say that your expectations are positive or negative?

0 – DK/NR

5 – very positive

4 – somewhat positive

3 – neutral

2 – somewhat negative

1 – very negative

Q7. Are you?

1 – Male

2 – Female

3 – Non-Binary

Q8. Is your highest level of education?

1 – High school Graduate or below

2 – Some University, some college, or post secondary

3 – University Graduate or Post Graduate

Q9. How would you describe you household income? (If necessary, average being between 55-75k/yr)

1 – Above Average

2 – Average

3 – Below Average

Q10. How old are you?

1 – 30 years or under

2 – 31 to 49 years old

3 – 50 years or older

SPEECH (45 Minutes)

Participants will be asked to watch the Budget Speech and use the dialer to respond either positively or negatively to what the Minister is saying, using the 0-100 scale, where 100 reflects a very positive impression of what is heard or seen and 0 reflects a very negative impression of what is heard or seen.

Note to moderators:

Periodically prompt participants throughout the speech to ensure they remain engaged and focused and are using the dialers to respond.

POST-SPEECH QUESTIONS (15 Minutes)

Now, before we have a discussion, I would like to ask you some more questions with the dials…

Q11. Some people say that, while the country has some problems, Canada is generally headed in the right direction. Other people say that there are more things going badly than well in Canada right now and that the country is headed in the wrong direction. Which of those two statements is closer to your own opinion?

0 - DK/NR

1 - Right direction

2 - Wrong direction

Q12. How would you rate the current state of the Canadian economy? Please use a scale from 1 to 10, where 1 is terrible and 10 is excellent.

10 – Excellent

1 – Terrible

0 – DNK/REF

Q13. Over the next six months, do you think the Canadian economy will be stronger, weaker or will there be no change?

3 - Stronger

1 - Weaker

2 - No change

0 - DNK/REF

Q15. For each of the following statements please indicate whether you agree or disagree with them. Please use a scale, where 1 means you strongly disagree and 10 means you strongly agree.