Cannabis Symbol Focus Testing: Research Report

HCPOR #: POR-17-26
POR Registration #: POR-065-17
Prepared for:  Health Canada
Contract Number:  HT372-174070/001/CY
Contract Award Date:  December 20, 2017
Date of Delivery:  January 30, 2018
Contact Information: HC.cpab.por-rop.dgcap.SC@canada.ca
Ce rapport est aussi disponible en français.

CONTENTS

• EXECUTIVE SUMMARY
• INTRODUCTION
• DETAILED FINDINGS
• CONCLUSIONS
• APPENDIX A:  DISCUSSION GUIDE
• APPENDIX B:  SCREENER
• APPENDIX C:  SYMBOLS

EXECUTIVE SUMMARY

Earnscliffe Strategy Group (Earnscliffe) is pleased to present this report to Health Canada summarizing the results of the focus testing of cannabis symbols.

The Government of Canada has committed to legalize, strictly regulate and restrict access to cannabis. On April 13, 2017, the Government of Canada introduced Bill C-45, an Act respecting cannabis and to amend the Controlled Drugs and Substances Act, the Criminal Code and other Acts (the Cannabis Act) in the House of Commons. To support implementation of the proposed Act, regulations would need to be enacted in a range of areas, including the packaging and labelling of cannabis, to ensure that the risks and harms of cannabis are appropriately addressed under the legal framework.

As part of the regulations that will support the implementation of the Act, the Government of Canada is proposing that a standardized cannabis symbol be included on the package of all cannabis products . The purpose of the symbol would be to warn people that a product contains cannabis, and to prevent accidental ingestion of products containing cannabis, in particular by children and youth.

Focus group research was required to test the effectiveness of seven possible cannabis symbol concepts developed by the Government of Canada and to provide evidence to choose an appropriate symbol.  Feedback from this research will help the Government of Canada introduce a standardized cannabis symbol that is understood by, and resonates with, the target audiences, particularly children and youth, and creates an awareness of the effects of using products containing cannabis and reducing the risk of accidental ingestion of products containing cannabis. The total cost to conduct this research was $58,981.57 including HST.

To meet these objectives, Earnscliffe conducted a comprehensive wave of qualitative research.  In total, there were fifteen qualitative sessions with four different segments of the Canadian population. The sessions were organized as follows:

• Six interviews (2 per city) with children between the ages of 5 and 9;
• Three triads (1 per city) with children between the ages of 10 and 12;
• Three focus groups (1 per city) with youth ages 13-17; and,
• Three focus groups (1 per city) with adults 18+.     

The research took place in Toronto, ON (January 15); Vancouver, BC (January 16) and Quebec City, QC (January 16).  The focus groups in Quebec City were conducted in French.  The sessions ranged from 30 minutes in length to one hour.

The research explored the effectiveness of seven possible cannabis symbols as well size and colour variations of each on target audiences. More specifically, participants were asked to evaluate the clarity, credibility and appeal of each symbol. The research also tested each symbol’s ability to motivate each target audience to take personal action and aimed to elicit suggestions for potential changes to ensure the symbols resonate with each audience. 

For the purposes of this report, it is important to note that qualitative research is a form of scientific, social, policy and public opinion research.  Focus group and interview research is not designed to help a group reach a consensus or to make decisions, but rather to elicit the full range of ideas, attitudes, experiences and opinions of a selected sample of participants on a defined topic.  Because of the small numbers involved the participants cannot be expected to be thoroughly representative in a statistical sense of the larger population from which they are drawn and findings cannot reliably be generalized beyond their number.

The key findings from the research are presented below.

• The interpretations participants made about each symbol concept were derived from the shapes, colours, and the imagery that appeared in the symbols.  All of these were important factors influencing participants’ impressions and understanding of the intended messages. 
• The circular and triangular shapes of the symbols were easily recognized by all participants although these shapes did not necessarily imply any other meaning to all participants. The octagonal shape was referred to as a stop sign, inferring meaning to all participants immediately.
• Children (5-12) could identify all the shapes, but did not attach much meaning to the circle or triangle. On the other hand, some youth (13-17) and adults (18+) inferred “caution” from the triangular shape.
• With respect to the imagery, participants (particularly children) derived a lot of meaning from the hand.  For children (5-12), it reminded them of the “don’t walk” symbol at pedestrian crossings.  When asked to describe what the hand inferred, children suggested “stop,” “don’t touch,” or “don’t do something”.
• The cannabis leaf was less recognizable to participants of all ages. None of the children (5-9) recognized it. Some of the children (10-12) recognized the leaf, as did most youth (13-17) and adults (18+).
• The acronym, THC, was the least recognizable image used in the symbols.  None of the children (5-12), some of the youth (13-17), and, many (but not all) of the adults knew what THC referred to.  While, many did not understand the meaning of the acronym, the block letter font was foreboding.  Interestingly, many adults, especially parents, felt that the acronym would be a good conversation starter with their children because they anticipated their children having questions about the acronym.
• On the question of size, most participants (of all ages) said that their interpretation of the symbols did not change much when provided with the larger versions. However, there was a sense that the larger versions were easier to see, particularly the versions that included the cannabis leaf (in that the jagged edges of the leaf were much more legible), that the colours popped more, and that the symbols would better capture their attention.
• In terms of colour, participants felt the red background was attention-grabbing and that it conveyed a sense of warning, caution, and danger.  Reactions to the yellow background were varied.  Some, mainly children (5-12), argued that it was not as noticeable or impactful; that the red background more effectively conveyed a sense of danger.  Some youth (13-17) and adults (18+), compared the yellow symbols to other symbols familiar to them that denote corrosive, toxic and/or dangerous products.

Research Firm: 
Earnscliffe Strategy Group Inc. (Earnscliffe)
Contract Number:  HT372-174070/001/CY
Contract award date:  December 20, 2017

I hereby certify as a Representative of Earnscliffe Strategy Group that the final 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 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:
Stephanie Constable
Principal, Earnscliffe

January 30, 2018

INTRODUCTION 

Earnscliffe Strategy Group (Earnscliffe) is pleased to present this report to Health Canada summarizing the results of the focus testing of cannabis symbols.

The Government of Canada has committed to legalize, strictly regulate and restrict access to cannabis. On April 13, 2017, the Government of Canada introduced Bill C-45, an Act respecting cannabis and to amend the Controlled Drugs and Substances Act, the Criminal Code and other Acts (the Cannabis Act) in the House of Commons. To support implementation of the proposed Act, regulations would need to be enacted in a range of areas, including the packaging and labelling of cannabis, to ensure that the risks and harms of cannabis are appropriately addressed under the legal framework.

As part the regulations that will support the implementation of the proposed Cannabis Act the Government of Canada is proposing that a standardized cannabis symbol be included on the package of all cannabis products. The purpose of the symbol would be to warn people a product contains cannabis and prevent accidental ingestion of products containing cannabis, in particular by children and youth.

Focus group research was required to test the effectiveness of the different symbol concepts and provide evidence to choose an appropriate symbol that would warn people, children and youth in particular, that a product contains cannabis.  Feedback from this research will help Health Canada to introduce a symbol that is understood by, and resonates with, the target audiences, particularly children and youth, and creates an awareness of the effects of using products containing cannabis and reducing the risk of accidental ingestion of products containing cannabis.

The objective of the research is to test and ascertain the effectiveness of the possible cannabis symbols on target audiences.  The specific objectives of the research are to:

• Evaluate each of the potential symbols and determine if the content is:
  • Clearly understood by the audience(s);
  • Credible, relevant and of value to the audience(s);
  • Appealing and appropriate to the audience(s);
  • Memorable in the minds of the audience(s); and,
  • Able to motivate the audience(s) to take personal action(s).
  • To elicit suggestions for potential changes to ensure the symbols resonate with the target audience.

To meet these objectives, Earnscliffe conducted a comprehensive wave of qualitative research.  In total, there were fifteen qualitative sessions with four different segments of the Canadian population. The sessions were organized as follows:

• Six interviews (2 per city) with children between the ages of 5 and 9;
• Three triads (1 per city) with children between the ages of 10 and 12;
• Three focus groups (1 per city) with youth ages 13-17; and,
• Three focus groups (1 per city) with adults 18+.     

The research took place in Toronto, ON (January 15); Vancouver, BC (January 16) and Quebec City, QC (January 16).  The focus groups in Quebec City were conducted in French.  The sessions ranged from 30 minutes in length to one hour. Written consent was obtained from parents for child and youth participation in the focus groups.

The research explored the effectiveness of seven possible symbols and colour and size variations of each on target audiences. Participants were asked to identify the meaning of both the symbols and shapes presented, and which symbols participants felt were most suitable as warning signs. Participants were also asked to comment on the size and colour of each symbol, with the objective of determining which symbols are the most effective and motivate the audiences to take the appropriate personal action. Appended to this report are the screeners, discussion guides and symbols in both English and French.

For the purposes of this report, it is important to note that qualitative research is a form of scientific, social, policy and public opinion research.  Focus group research is not designed to help a group reach a consensus or to make decisions, but rather to elicit the full range of ideas, attitudes, experiences and opinions of a selected sample of participants on a defined topic.  Because of the small numbers involved the participants cannot be expected to be thoroughly representative in a statistical sense of the larger population from which they are drawn, and findings cannot reliably be generalized beyond their number.

DETAILED FINDINGS

This qualitative report is divided into two sections.  The first section summarizes the overarching observations that can be made of the symbols generally.  The second section explores reactions and feedback to each of the symbols.

General Observations

The results of the focus testing suggest that a number of symbols could be effective at communicating the intended purpose of the symbol; and, hopefully, prevent accidental ingestion of products containing cannabis by people, in particular by children and youth.

The interpretations participants made about each symbol were derived from the shapes, the imagery that appeared in the symbols; and, the colours of the symbols.  All of these were important factors influencing participants’ impressions and understanding of the intended messages. 

SHAPES

The circular and triangular shapes of the symbols were easily recognized by all participants although these shapes did not necessarily imply any other meaning to all participants.  The octagonal shape, on the other hand, was not referred to as an octagon but rather as a stop sign which inferred meaning to participants of all ages.  Participants, including children (5-12) inferred by the octagonal shape (stop sign) that one should not do something; in this case, not touch the product, not smoke cannabis, not do drugs, etc.

With respect to the triangle and circle, while children (5-12) could identify the shapes, they did not necessarily attach much in the way of meaning to those two shapes; although, some said the circle resembled the stop sign (mostly because of the colour). 

Some youth (13-17) and adults (18+), on the other hand, inferred “caution” from the triangular shape; comparing it to the more widely recognized yield sign.  There was a sense among some that the triangle was not as powerful a deterrent as the stop sign, while others felt that it was appropriate in the context of legalization; serving as a warning to pause and reflect before choosing to use or purchase cannabis products.

IMAGERY

With respect to the imagery, participants (particularly children) derived a lot of meaning from the hand.  For children (5-12), it reminded them of the “don’t walk” symbol at pedestrian crossings.  When asked to describe what the hand inferred, children suggested “stop,” “don’t touch,” or “don’t do something”.

The cannabis leaf, on the other hand, was less recognizable to participants of all ages.  None of the children (5-9) recognized the cannabis leaf, although one child knew it depicted something bad.  Some children (10-12) recognized the cannabis leaf, as did most (if not all) of the youth (13-17) and adults (18+). 

For children (5-9) that did not recognize the cannabis leaf, their interpretations of the symbols with a cannabis leaf tended to revolve around a warning about the presence or proximity of harmful plants (i.e., poison ivy). 

As we will see later, some youth (13-17) and adults (18+) interpreted some symbols depicting the cannabis leaf as an indication of a location or vendor of cannabis.

The acronym THC was the least recognizable of the imagery used in the symbols.  None of the children 5-12, some of the youth (13-17), and, many (but not all) of the adults knew what THC referred to.  Interestingly, adults and parents, in particular, felt that symbols with the acronym would be helpful conversation starters with their children because they anticipated their children having questions about the acronym.  Further, some of those who already knew what THC referred to, suggested that the acronym – in block letters – was a more serious element than a graphic of a leaf and might make a symbol have more of a foreboding effect.

With respect to the hand touching the leaf, there were different interpretations.  Some participants felt that the imagery with the hand in front of the leaf implied that one should not touch the leaf (or cannabis).  This was more powerful for some as compared to the execution where the leaf is in the hand, which some felt did not suggest avoidance of cannabis, necessarily.

COLOURS

In terms of colour, participants felt the red background was attention-grabbing and that it conveyed a sense of warning, caution, and danger.  It also proved to be particularly relevant and meaningful in combination with the octagonal shape, particularly for children (5-9) and (10-12), given their recognition of the stop sign.

Toward the latter part of the groups, participants were shown three symbols in which the red background colour was replaced with yellow.  Reactions to the yellow background were varied.  Some, mainly children (5-12), argued that it was not as noticeable or impactful; that the red background more effectively conveyed a sense of danger.  Others, mainly youth (13-17) and adults (18+), compared the yellow symbols to other symbols familiar to them that denote corrosive, toxic and/or dangerous products.  Those who appreciated this more cautionary approach felt that it may be more appropriate given the potential legalization of cannabis as opposed to the more overt directive that was implied by the red background.  

Also worth mentioning, many participants commented on the use of black to shade or accentuate some of the symbols.  Those who noticed that visual element argued that it was attention-grabbing and helped to convey a sense of warning. 

As a final measure, participants were shown the seven symbols in a larger size.  When asked whether the larger sizes implied different meanings, participants (of all ages) said that their interpretation did not change much when provided with the larger versions. However, there was a sense that the larger versions were easier to see, particularly the versions that included the cannabis leaf (in that the jagged edges of the leaf were much more legible), that the colours popped more, and that the symbols would better capture their attention.  Some adults (18+) suggested that the smaller symbol may be less noticeable on packaging or a label particularly if there were other stimuli (i.e., words, logos/brands, etc.) competing for their attention.  Some also commented that the larger symbol implied a stronger warning.

The following summarizes the results specific to the seven executions in addition to the overarching observations made above.

Reactions to Specific Executions

Symbols	Reactions
	Participants felt that the most compelling aspects of this symbol were the red colour and the hand in front of the leaf. Most, including children (5-9), recognized the hand as a signal to not do something, although a few adults thought it was a greeting more than a warning.
	Given the limited understanding of the acronym, participants derived very little meaning from this symbol.
	The triangular shape was interpreted by youth (13-17) and adults (18+) as a cautionary sign; drawing significance from the yield sign.  Children did not have the same recognition with the shape, although they did recognize the “don’t walk” hand. A few adults (18+) suggested that this symbol inferred cannabis would be available where the symbol appeared given the cannabis leaf in the hand.
	The triangular shape and hand inferred caution, but some participants mostly children (5-12) and some youth and adults were not familiar with the acronym.  The block letters and black font of the acronym were described as foreboding by many participants.
	While the shape was recognized as a stop sign, some participants (mainly youth and adults) felt this symbol looked more like a cannabis company brand than it did a warning sign; indicating a location or vendor of cannabis.
	Similarly, given the limited understanding of the acronym, participants derived very little meaning from this symbol other than the stop sign.
	When asked which symbol was best if the Government of Canada wanted to tell children and youth not to touch cannabis or a product that contained cannabis, this was often selected as the preferred symbol. Participants, including children (10-12), felt that this could potentially reach more people given the triple-layered message:  recognizable shape and colour (stop sign); the image of the cannabis leaf; and, the written reference to THC. As mentioned earlier, adults and parents felt that this symbol would be the most effective conversation-starter, as they suspected their children might ask questions about THC. The added visual impact of the block letters with the black background was described as attention-grabbing and foreboding, by many participants of all ages.

CONCLUSIONS

Results of the focus testing suggest that a number of symbols could be effective at communicating the intended purpose of the symbol; and, hopefully, prevent accidental ingestion of products containing cannabis by people, in particular by children and youth.

The interpretations participants made about each symbol were derived from the shapes, the imagery that appeared in the symbols; and, the colours of the symbols.  All of these were important factors influencing participants’ impressions and understanding of the intended messages. 

The various shapes of the symbols presented to participants were easily recognized but implied different meanings for some participants. Participants immediately recognized the triangle and the circle, but the octagon was fairly consistently referred to as a stop sign. Participants, including children (5-12) inferred by the octagonal shape (stop sign) that one should not do something; in this case, not touch the product, not smoke cannabis, not do drugs, etc.

With respect to the imagery, participants, particularly children, derived a lot of meaning from the hand which resembled the “don’t walk” symbol at pedestrian crossings and implied “stop,” “don’t touch,” or “don’t do something”.  The cannabis leaf, on the other hand, was less recognizable to participants of all ages, particularly children (5-9). Their interpretations of the symbols depicting the cannabis leaf tended to revolve around a warning about the presence or proximity of harmful plants (i.e., poison ivy).  The acronym THC was the least recognizable of the imagery used in the symbols.  While many were unsure of the meaning, the block letters implied a sense of foreboding.

Finally, participants of all ages felt the red background was attention-grabbing and that it conveyed a sense of warning, caution, and danger.  The yellow background was described by children (5-12) as less impactful or noticeable.  Some youth (13-17) and adults (18+) compared the yellow symbols to other symbols familiar to them that denote corrosive, toxic and/or dangerous products.

APPENDIX A: DISCUSSION GUIDE

INTRODUCTION

[FOR INTERVIEWS WITH CHILDREN (5-9), THE FOLLOWING WILL BE ADDRESSED PREDOMINANTLY TO THE PARENT]:

Moderator introduces herself/himself and her/his role:  role of moderator is to ask questions, make sure everyone has a chance to express themselves, keep track of the time, be objective/no special interest

• The name of the firm the moderator works for, and the type of firm that employs them (i.e. an independent marketing research firm)
• The research purpose and research sponsor, described, at a minimum.  The Government of Canada is developing symbols that will be applied to legal cannabis products.
• Role of participants: speak openly and frankly about opinions, remember that there are no wrong answers and no need to agree with each other
• Reminder not to reveal their family name or any other personal information during the discussion that is not pertinent to this discussion
• Results are confidential and reported all together/individuals are not identified/participation is voluntary. If there are any concerns about the confidentiality around marijuana still being an illegal substance and their own usage of it: reiterate that questions around drug usage will not be asked in this research; emphasize on how the results are analyzed and kept confidential.
• The length of the session (30 minutes/40 minutes/60 minutes)
• The presence of any observers, their role and purpose, and the means of observation (one-way mirror, teleconference/webstreaming; colleagues viewing in the back room and listening in remotely)
• The presence and purpose of any recording being made of the session (audio and video taping of the discussion
• Turn off cell phones for the duration of the discussion

Moderator will go around the table and ask participants to introduce themselves.

SYMBOL TESTING

INTERVIEWS WITH CHILDREN (5-9)

Hi [INSERT NAME]. My name is Stephanie/Doug.  I have invited you here tonight because I need your help with something.  I want to show you some signs and I want to know what you think about them.

ALL OTHER TRIADS/GROUPS

Tonight, we’re going to be reviewing a variety of symbols that are being proposed by the Government of Canada.  We have three different symbols to show you with variations of each. 

[MODERATOR TO SHOW EACH SYMBOL (AND ITS ACCOMPANYING OPTIONS) ONE AT A TIME IN RANDOMIZED ORDER.  FOR EACH SYMBOL, MODERATOR TO ASK THE FOLLOWING QUESTIONS]:

• What does this symbol mean?  What is it trying to say to you?
• What stands out most?  Why?
• What does the shape of the sign mean?  Does it look like any other sign that you’ve seen before?
• What would you do if you saw this symbol?  Why?

[AS APPLICABLE BASED ON CONCEPT SHOWN]: 

• [FOR CHILDREN (5-12)/YOUTH (13-17)] What kind of plant/leaf is that?  What does the plant/leaf mean?
• [FOR CHILDREN (5-12)/YOUTH (13-17)] Why do you think they put a hand near the plant/leaf?  What are they trying to say?
• What do you think the letters THC mean? 
• Of these options of this sign, which do you think is best (as a warning or not) – the one with the leaf or the one with the letters THC?  Why?

[MODERATOR TO SHOW LARGER SIZE OPTION]:

What do you think of this size? 

• Does it mean something different to you?
• Is it more or less clear?  Why?
• Is it better or worse?  Why?

WRAP-UP OF ALL SYMBOLS

• [FOR CHILDREN (5-9), MODERATOR TO SCATTER SYMBOLS ON THE FLOOR AND ASK CHILD TO PICK ONE]:  Which of these do you think is the best warning sign?   Why did you pick that symbol? Let’s say the Government wanted to tell you NOT to touch, which symbol is the best?  Why?
• [FOR TRIADS WITH CHILDREN (10-12) AND GROUPS WITH YOUTH (13-17)] Which of these do you think is the best warning sign?  Why did you pick that symbol?   Let’s say the Government wanted to inform you that a product contained cannabis, which of these symbols is best?  Why?
• [FOR ADULTS (18+)] Which of these do you think is the best warning sign?  Why did you pick that symbol?  Let’s say the Government wanted to tell children and youth NOT to touch a product, which of these symbols is best?  Why?

Let me show you one more option of your favourite symbol. 

[MODERATOR TO SHOW SYMBOL IN YELLOW]

What about using yellow as the predominant colour instead of red? 

• Does it mean something different to you?
• Is it more or less clear?  Why?
• Is it better or worse (as a warning sign)?  Why?

WRAP-UP

MODERATOR TO CHECK IN THE BACK ROOM AND PROBE ON ANY ADDITIONAL AREAS OF INTEREST.

• This concludes what we needed to cover tonight.  We really appreciate you taking the time to come down here to share your views.  Your input is very important.
• Reminder to those in the first and second groups about reserving comments so as not to influence those waiting at reception for the next group.

APPENDIX B:  SCREENER

TORONTO Monday, January 15, 2018

• SESSION 1:  Interview with child (5-9) [30 minutes], 5:00 pm
• SESSION 2:  Interview with child (5-9) [30 minutes], 5:45 pm
• SESSION 3:  Triad with children (10-12) [40 minutes], 6:30 pm
• SESSION 4:  Group with youth (13-17) [60 minutes], 7:30 pm
• SESSION 5:  Group with adults (18+) [60 minutes], 8:30 pm

QUEBEC CITY Tuesday, January 16, 2018

• SESSION 1:  Interview with child (5-9) [30 minutes], 5:00 pm
• SESSION 2:  Interview with child (5-9) [30 minutes], 5:45 pm
• SESSION 3:  Triad with children (10-12) [40 minutes], 6:30 pm
• SESSION 4:  Group with youth (13-17) [60 minutes], 7:30 pm
• SESSION 5:  Group with adults (18+) [60 minutes], 8:30 pm

VANCOUVER Tuesday, January 16, 2018

• SESSION 1:  Interview with child (5-9) [30 minutes], 5:00 pm
• SESSION 2:  Interview with child (5-9) [30 minutes], 5:45 pm
• SESSION 3:  Triad with children (10-12) [40 minutes], 6:30 pm
• SESSION 4:  Group with youth (13-17) [60 minutes], 7:30 pm
• SESSION 5:  Group with adults (18+) [60 minutes], 8:30 pm

• Respondent’s name:
• Respondent’s phone number:  (home)
• Respondent’s phone number: (work)
• Respondent’s fax number:
• Respondent’s email:
• Sample source:  panel   random   client   referral
• Interviewer:   
• Date:
• Validated:
• Quality Central:
• On list:
• On quotas:

Hello, my name is [NAME] and I’m calling on behalf of Earnscliffe, a national public opinion research firm.  We are organizing a series of discussion groups on issues of importance to Canadians, on behalf of the Government of Canada. We are looking for people who would be willing to participate in a discussion group.  Participants will receive an honorarium for their participation.  May I continue?

• Yes CONTINUE
• No THANK AND TERMINATE

Participation is voluntary.  We are interested in hearing your opinions; no attempt will be made to sell you anything or change your point of view.  The format is a ‘round table’ discussion led by a research professional.  All opinions expressed will remain anonymous and views will be grouped together to ensure no particular individual can be identified.  But before we invite you to attend, we need to ask you a few questions to ensure that we get a good mix and variety of people.  May I ask you a few questions?

• Yes CONTINUE
• No THANK AND TERMINATE

READ TO ALL:  “This call may be monitored or audio taped for quality control and evaluation purposes.

ADDITIONAL CLARIFICATION IF NEEDED:

• To ensure that I (the interviewer) am reading the questions correctly and collecting your answers accurately;
• To assess my (the interviewer) work for performance evaluation;
• To ensure that the questionnaire is accurate/correct (i.e. evaluation of CATI programming and methodology – we’re asking the right questions to meet our clients’ research requirements – kind of like pre-testing)
• If the call is audio taped, it is only for the purposes of playback to the interviewer for a performance evaluation immediately after the interview is conducted or it can be used by the Project Manager/client to evaluate the questionnaire if they are unavailable at the time of the interview – all audio tapes are destroyed after the evaluation.
• The personal information you provide is governed in accordance with the Privacy Act and we will only collect the minimum relevant information we need to complete discussion groups.
• Your / Your child’s views, opinions and feedback are personal information. The personal information you / your child provides as a research participant will be collected, used, retained and disclosed by Health Canada in accordance with the Privacy Act and is being collected under the authority of section 4 of the Department of Health Act. You / your child also have the right to file a complaint with the Privacy Commissioner of Canada if you think personal information has been handled improperly.
• In limited and specific situations, your personal information may be disclosed without your consent in accordance with subsection 8(2) of the Privacy Act. In addition to protecting your personal information, the Privacy Act gives you the right to request access to and correction of your personal information. For more information about these rights, or about our privacy practices, please contact Health Canada’s Privacy Coordinator at 613-948-1219 or privacy-vie.privee@hc-sc.gc.ca. You also have the right to file a complaint with the Privacy Commissioner of Canada if you think your personal information has been handled improperly.
• Your participation and/or your child’s participation is voluntary and you are free to withdraw them, and they themselves are free to withdraw, at any time. 

S1. Do you or any member of your household work for…

• A marketing research firm
• Yes 1
• No 2
• A magazine or newspaper, online or print
• Yes 1
• No 2
• A radio or television station
• Yes 1
• No 2
• A public relations company
• Yes 1
• No 2
• An advertising agency or graphic design firm
• Yes 1
• No 2
• An online media company or as a blog writer
• Yes 1
• No 2
• The government, whether federal, provincial or municipal
• Yes 1
• No 2
• The field of drug treatment
• Yes 1
• No 2
• Law enforcement
• Yes 1
• No 2

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

S2. DO NOT ASK – NOTE GENDER ENSURE GOOD MIX

• Male 1 
• Female 2
• Prefer not to identify as either male or female 3

S3.  Could you please tell me which of the following age categories you fall into?  Are you...

ENSURE GOOD MIX OF AGES IN ALL SESSIONS

• Under 18 years 1 ASK TO SPEAK TO ADULT 18+
• 18-24 years 2 
• 25-29 years 3 
• 30-34 years 4 
• 35-44 years  5 
• 45-54 years 6 
• 55-64 years 7 
• 65+ years 8 CONTINUE FOR SESSION 5 (MAX 1)
• DK/NR 9 THANK AND TERMINATE

FOR THOSE UNDER 18, ONCE ADULT IS ON THE LINE, GO BACK TO INTRODUCTION

S4. Do you normally reside in the [INSERT CITY] area?

• Yes 1 CONTINUE 
• No 2 THANK AND TERMINATE

S5. What is your current employment status?

• Working full-time 1 ENSURE GOOD MIX FOR SESSION 5
• Working part-time 2 
• Self-employed 3 
• Retired   4 
• Unemployed 5 
• Student 6 
• Other 7 
• DK/NR 9 THANK AND TERMINATE

S6. 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]? 

ENSURE GOOD MIX OF INCOME FOR SESSION 5

• Under $20,000 1 RECRUIT 3 FROM $40K AND BELOW
• $20,000 to under $40,000 2 
• $40,000 to under $60,000 3 RECRUIT 4 FROM $40K-$80K
• $60,000 to under $80,000 4
• $80,000 to under $100,000 5 RECRUIT 5 FROM $80K+
• $100,000 to under $150,000 6
• $150,000 or more 7
• DK/NR 9 THANK AND TERMINATE

S7. What is the last level of education that you have completed?

• Some high school only 1 
• Completed high school 2 
• Some college/university 3 
• Completed college/university 4
• Post-graduate studies 5 
• DK/NR  9 THANK AND TERMINATE

S9. Are you a parent or guardian of a child between the ages of 5 and 17?

• Yes 1  CONTINUE
• No 2 CONTINUE FOR SESSION 5 (SKIP TO S20)

PLEASE ENSURE A MINIMUM OF 5/12 FOR SESSION 5 (ADULT 18+) ARE PARENTS.

S10. Do you have a child between the ages of 5 and 9 that lives with you at least half the time?

• Yes 1  CONTINUE FOR SESSION 1 & 2, SKIP TO S13
• No 2 GO TO S11

S11. Do you have a child between the ages of 10 and 12 that lives with you at least half the time?

• Yes 1  CONTINUE FOR SESSION 3, SKIP TO S13
• No 2 GO TO S12

S12. Do you have a child between the ages of 13 and 17 that lives with you at least half the time?

• Yes 1  CONTINUE FOR SESSION 4
• No 2 GO TO S20

TO PARENTS OF CHILDREN 5-17:

IF RECRUITING CHILD:  CONTINUE

IF RECRUITING PARENT (FOR ADULTS 18+):  SKIP TO S20

NOTE:  DO NOT RECRUIT CHILD(REN) OF DIFFERENT AGE GROUPS AND/OR PARENTS FROM SAME HOUSEHOLD

S13. As part of this study, we are conducting a series of discussions with children between the ages of 5 and 17. With your permission, we would like to invite your child to attend a discussion on [INSERT DATE] at [TIME]?  It will last [INSERT DURATION] and your child will receive [INSERT AMOUNT] for their time.  To compensate you for your time and transportation, you will also receive an honorarium of [INSERT AMOUNT] if you are required to accompany your child to the facility and are present at the facility to pick up the honorarium. 

These groups are being conducted on behalf of Health Canada to help them explore the topic of youth and cannabis.  Please note, while it is not our intention to ask any questions about your child’s own possible drug use, that subject may come up.  The discussion will focus on their opinions of different symbols about the potential harms/health effects of cannabis use.  Your written consent for your child to participate in the discussion will be required upon arrival. 

[FOR SESSIONS 1 AND 2]  The discussion with your child would be a one-on-one discussion between a trained moderator and your child.  You would be invited to accompany your child in the discussion room although we would ask that you observe silently.

[FOR SESSION 3 AND 4]  You would be invited to accompany your child to the discussion group and would be welcome to wait for your child at reception.

Would your child be available to attend on [INSERT DATE] at [TIME]?

• Yes 1  CONTINUE
• No 2 “IN THAT CASE, WOULD YOU BE ABLE TO PARTICIPATE?”

SKIP TO S20

S14. Is the child who would be participating a male or a female or prefers not to identify as either male or female?

ENSURE GOOD MIX

• Male 1  
• Female 2 
• Prefer not to identify as either male or female 3 NO MINIMUM FOR THIS GROUP

S15. What is the age of the child who would be participating?

ENSURE GOOD MIX FOR ALL SESSIONS

• 5 1 
• 6 2
• 7 3
• 8 4
• 9 5
• 10 6
• 11 7
• 12 8
• 13 9 
• 14 10
• 15 11
• 16 12
• 17 13

S16. [FOR SESSIONS 3 AND 4]  In order to ensure we have a mix of participants in the room, we need to ask them some qualifying questions.  May we speak with your son or daughter if it is convenient to speak with them now?

• Yes 1  WAIT TO SPEAK TO CHILD
• Yes, but they are not available now 2 RESCHEDULE
• No 3 THANK AND TERMINATE

[FOR SESSIONS 3 AND 4]  TO CHILD (10-17):

Hello, my name is [INSERT NAME] and I’m calling on behalf of Earnscliffe, a national public opinion research firm.  We are organizing a series of discussion groups on issues related to youth and drugs on behalf of Health Canada (Government of Canada).  [FOR SESSION 3]  Up to 5 children will be taking part and for their time, participants will receive an honorarium of [INSERT AMOUNT].  [FOR SESSION 4]  Up to 10 adolescents will be taking part and for their time, participants will receive an honorarium of [INSERT AMOUNT].  But before we invite you to attend, we need to ask you a few questions to ensure that we get a good mix/variety of people.  May I continue?

• Yes CONTINUE
• No THANK AND TERMINATE

Participation is voluntary.  We are interested in hearing your opinions; no attempt will be made to sell you anything or change your point of view.  The format is a ‘round table’ discussion led by a research professional.  All opinions expressed will remain anonymous and views will be grouped together to ensure no particular individual can be identified.  It is important that you understand that all of your answers will be kept confidential, including from your parents.  Your answers will be used for research purposes only and will help ensure we have a mix of participants in the room.

S17. For the purposes of this project, we need to ensure that we are speaking with children between the ages of 10 and 17 years.  Are you between the ages of 10 and 17?

• Yes CONTINUE
• No THANK AND TERMINATE

S18. How old are you?

• 10 1 ENSURE GOOD MIX OF AGES
• 11 2
• 12 3
• 13 4  
• 14 5
• 15 6
• 16 7 
• 17 8

S19. Sometimes participants are also asked to write out their answers to a questionnaire, read materials or watch TV commercials 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 THANK AND TERMINATE
• No CONTINUE

[INTERVIEWER NOTE:  TERMINATE IF RESPONDENT OFFERS ANY REASON SUCH AS SIGHT OR HEARING PROBLEM, A WRITTEN OR VERBAL LANGUAGE PROBLEM, A CONCERN WITH NOT BEING ABLE TO COMMUNICATE EFFECTIVELY OR IF YOU HAVE A CONCERN.]

IF CHILD QUALIFIES, PLEASE REQUEST TO SPEAK TO THEIR PARENT AND PROCEED TO PRIVACY QUESTIONS.

NOTE:  DO NOT RECRUIT PARENT (ADULTS 18+) AND CHILDREN (5-17) FROM THE SAME HOUSEHOLD.

S20. Have you participated in a discussion or focus group before?  A discussion group brings together a few people in order to know their opinion about a given subject.

• Yes 1  
• No 2 SKIP TO S24
• DK/NR 9 THANK AND TERMINATE

S21. When was the last time you attended a discussion or focus group?

• If within the last 6 months 1 THANK AND TERMINATE
• If not within the last 6 months 2 CONTINUE
• DK/NR   9   THANK AND TERMINATE

S22. How many of these sessions have you attended in the last five years?

• If 4 or less 1 CONTINUE
• If 5 or more   2 THANK AND TERMINATE
• DK/NR   9   THANK AND TERMINATE

S23. And what was/were the main topic(s) of discussion in those groups?

IF RELATED TO CANNABIS, DRUGS, GOVERNMENT POLICY ON DRUGS, THANK AND TERMINATE 

S24.  Participants in discussion groups are asked to voice their opinions and thoughts.  How comfortable are you in voicing your opinions in front of others?  Are you… (READ LIST)

• Very comfortable 1 MINIMUM 4 PER GROUP
• Somewhat comfortable 2 CONTINUE
• Not very comfortable 3 THANK AND TERMINATE
• Not at all comfortable 4 THANK AND TERMINATE
• DK/NR 9 THANK AND TERMINATE

S25.  Sometimes participants are asked to read text and/or review images during the discussion.  Is there any reason why you could not participate? 

• Yes 1 THANK AND TERMINATE
• No 2 CONTINUE
• DK/NR 9 THANK AND TERMINATE

S26. The discussion group will take place on [INSERT DATE @ TIME] for [INSERT DURATION] and participants will receive [INSERT AMOUNT] for their time. Would you be willing to attend?

• Yes 1 RECRUIT
• No 2 THANK AND TERMINATE
• DK/NR 9 THANK AND TERMINATE

PRIVACY QUESTIONS

Now I have a few questions that relate to privacy, your personal information and the research process.  We will need your consent on a few issues that enable us to conduct our research.  As I run through these questions, please feel free to ask me any questions you would like clarified.

P1)  First, we will be providing the hosting facility and session moderator with a list of respondents’ names and profiles (screener responses) so that they can sign you into the group. This information will not be shared with the Government of Canada department organizing this research. Do we have your permission to do this? I assure you it will be kept strictly confidential.

• Yes 1 GO TO P2
• No 2 READ RESPONDENT INFO BELOW

We need to provide the facility hosting the session and the moderator with the names and background of the people attending the focus group because only the individuals invited are allowed in the session and the facility and moderator must have this information for verification purposes.  Please be assured that this information will be kept strictly confidential. GO TO P1A

P1a) Now that I’ve explained this, do I have your permission to provide your name and profile to the facility?

• Yes 1 GO TO P2
• No 2 THANK & TERMINATE

P2) An audio and/or video tape of the group session will be produced for research purposes.  The tapes will be used only by the research professional to assist in preparing a report on the research findings and will be destroyed once the report is completed. 

Do you agree to be audio and/or video taped for research purposes only?

• Yes 1 THANK & GO TO P3
• No 2 READ RESPONDENT INFO BELOW

It is necessary for the research process for us to audio/video tape the session as the researcher needs this material to complete the report. 

P2a) Now that I’ve explained this, do I have your permission for audio/video taping?

• Yes 1 THANK & GO TO P3
• No 2 THANK AND TERMINATE

P3) Each month we submit the names of individuals that have participated in our focus groups to the Marketing Research and Intelligence Association Qualitative Central system (www.mria-arim.ca). Qualitative Central serves as a centralized database to review participation in qualitative research and focus groups. You will not be contacted for any reason whatsoever as a result of being on this list.

Do we have your permission to submit your name and phone number to MRIA’s Qualitative Central system?

• Yes 1 THANK & GO TO INVITATION
• No 2 GO TO P3A

P3a) To participate in this focus group we must have your permission to add your name to the Qualitative Central system as it is the only way for us to ensure the integrity of the research process and track participation in qualitative research. The system is maintained by the industry body, the Professional Marketing Research Society, and is solely used to track your participation in qualitative research (such as focus groups). You will not be contacted for any reason whatsoever as a result of being on this list.

Now that I've explained this do I have your permission to add your name to our qualitative central list?

• Yes 1 THANK & GO TO INVITATION
• No 2 THANK & TERMINATE

AS REQUIRED, ADDITIONAL INFO FOR THE INTERVIEWER:

Please be assured that this information is kept confidential and is strictly accessed and used by professional market research firms to review participation and prevent “professional respondents” from attending sessions.  Research firms participating in MRIA’s Qualitative Central require your consent to be eligible to participate in the focus group - the system helps ensure the integrity of the research process.

AS REQUIRED, NOTE ABOUT MRIA:

The Marketing Research and Intelligence Association is a non-profit organization for marketing research professionals engaged in marketing, advertising, social, and political research. The Society's mission is to be the leader in promoting excellence in the practice of marketing and social research and in the value of market information.

Invitation:

Wonderful, you qualify to participate in one of our discussion sessions. As I mentioned earlier, the group discussion will take place the evening of [INSERT DATE AND TIME] for up to [INSERT DURATION].

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:  [PROVIDE FACILITY NAME AND 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 health card, a student card, or 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 [INSERT PHONE NUMBER] at our office. Please ask for [NAME].  Someone will call you in the days leading up to the discussion to remind you.

So that we can call you to remind you about the discussion group or contact you should there be any changes, can you please confirm your name and contact information for me?

• First name
• Last Name
• Email 
• Daytime phone number
• Evening 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 discussion group. If they still refuse THANK & TERMINATE.

APPENDIX C: Symbols