POR 015-10
Contract Number G9178-100001/002/CY
Awarded August 5th, 2010
October 5, 2010
Ce rapport est aussi disponible en français sur demande
NC-POR-ROP-GD@HRSDC-RHDCC.GC.CA
Prepared By
Rick Hobbs, Vice President Ottawa
The views and observations expressed in this document do not reflect those of Human Resources and Skills Development Canada (HRSDC). This report was compiled by Leger Marketing based on the qualitative research conducted specifically for this project.
While care and consideration was taken to approximate the target audience, qualitative research should be considered directional only and results should not be projected as representative of the entire audience.
I hereby certify as Senior Officer of Leger Marketing that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not 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: Christian Bourque
This report was prepared by Leger Marketing which was contracted by Human Resources and Skills Development Canada (contract number G9178-100001/002/CY awarded August 5, 2010) to conduct a series of focus groups.
The main objective of the discussion groups was to pre-test new creative elements of the elder abuse (financial abuse) advertising campaign. Three print concepts were tested along with an alternative headline for one of the concepts and stand alone copy (with no graphics).
A total of eight focus groups were conducted August 17-20, 2010. Groups were held in Kitchener (English), Victoria (English), Montreal (French and English) and Quebec City (French). The groups in Kitchener, Victoria and Quebec City were held with seniors (65+). Three groups were comprised of individuals aged 65 to 74 and three groups were held with Canadians aged 75 and older. In addition, two groups were held in Montreal with Canadians aged 40 to 64.
Financial abuse was spontaneously mentioned as a component of elder abuse in most groups and participants were generally knowledgeable of most of the potential sources of financial abuse. Participants listed family members as perpetrators of financial abuse, but also mentioned that care-givers, as well as financial services and trades people could also commit financial abuse. Victims of financial abuse were often identified as those who were more vulnerable due to physical or mental limitations. Even those seniors who volunteered that they had been in situations that might be interpreted as financial abuse did not believe that they would ever become victims of financial abuse. This attitude that “it would not happen in my family” was more prevalent in the 65-74 age groups.
All concepts (see appendix C for concepts tested) have some elements that are effective in communicating the idea of financial abuse, and some elements that can be improved to increase the overall effectiveness. Nevertheless, no single creative appeared to succeed entirely in its current form.
Based on the first impressions and subsequent discussions about the creative, the most effective advertisement overall, was “Crime Scene”. This concept had a high likelihood of cutting through the clutter to have readers stop and read the copy. This ad was seen to target a broader, more appropriate, audience for the campaign and sent a message that would potentially resonate with victims and witnesses alike. A few small improvements in the copy and graphic representations were suggested to increase the ad’s effectiveness.
The least effective ad based on first impressions and subsequent discussions was “Credit”. This ad did not resonate strongly with the audience and had the potential to be confused with another topic. The play on words “giving too much credit” was understood by many, but raised confusion for others, who did not see how this sentence related to trusting relatives with financial matters. Participants believed the ad may be warning about overconsumption or risky financial transactions. Furthermore, they did not see a link with elder abuse, perceiving this ad as a general message to the public at large.
The third concept tested, “Worried”, created a strong emotional connection with a photo of a “worried elderly lady” and participants indicated a strong likelihood of stopping to read the copy. However, the potential audience did not recognize themselves in the photo and were therefore less likely to consider that the message was aimed at them. The photo suggested that an abuse had already occurred and reinforced the idea of seniors as victims. The accompanying text did not resonate and was considered to have limited ability to influence attitudes or behaviour. This concept might be effective with the changes discussed in the core of this report.
The alternate text tested was considered to be more effective as it provided more information than the copy that was used with the three complete ad concepts. Participants preferred the detail provided in outlining the specific ways that elder abuse can happen, something that was perceived to be lacking in the text provided with the visual ads.
There were no major differences noted in the French language groups with regards to ad effectiveness, although the French tagline for the “Credit” ad, “accordez-vous trop de crédit au gens qui vous entourent?” seemed to confuse participants more than in English.
If only one concept is to be developed further, Leger Marketing recommends the “Crime Scene” concept with small changes to the characters/graphics and accompanying text.
“Credit” should be discontinued as a concept, as it does not resonate with the target audience.
“Worried” could be effective with changes to the graphic and accompanying text.
The alternate text should be used as a guide for improving the accompanying text.
Additional detail on the strengths and weaknesses of each concept is provided in the body of the report.
A total of eight face-to-face focus groups were conducted August 17-20, 2010. Groups lasted between 90 minutes and 120 minutes. The overall budget for the project was $50,000.
The target audience for the discussion groups was Canadians aged 65 and older1. While care and consideration was taken to recruit a representative subset of seniors in terms of gender, income and education, qualitative research is directional in nature and should not be considered representative of the audience being examined.
The main objective of the discussion groups was to pre-test new creative elements of the elder abuse (financial abuse) advertising campaign. Specifically, the research sought to:
Six focus groups were held with seniors – groups were of mixed gender. Groups were organized by age with three groups consisting of 65-74 year old Canadians, and three groups consisting of Canadians 75 years of age and older.
Groups were held in the following locations:
Two additional groups were conducted in Montreal (one in English, and one in French) with Canadians aged 40-64 (mixed gender). This audience was included so that the impact of the ads could be assessed by care-givers and potential care-givers to provide insights on the potential impact on the target audience.
The screeners used to recruit the participants can be found in Appendix B. The moderator’s guide can be found in Appendix A. Participants were offered $75 as an honorarium for their time and participation.
Three print concepts were tested along with an alternative headline for one of the concepts (“Credit”) and stand alone copy (with no graphics). The three print concepts were shown in rotating order at each location. The alternate headline was tested after all concepts were shown, and the alternate text was shown last. Along with oversized boards being shown, individuals were given colour copies of the print concepts on 8.5” X 11” paper. The alternative headline was printed on a flip chart and the alternate text was provided on regular paper with a larger font.
The following section details the findings from the focus group sessions.
The moderator’s guide was designed to slowly introduce the topic of financial abuse by beginning with the overarching topic of elder abuse. Seniors were generally aware of the topic on an unprompted basis and accurately reflected many of the key elements of elder abuse, including financial abuse. Perpetrators of elder abuse were considered to be family members, care-givers, employees in retirement homes, and financial and professional services staff (including trades people). Elder abuse was considered to be physical and emotional abuse, including (but not necessarily limited to) verbal abuse, inattentive children, neglect of diet, and financial abuse.
As with elder abuse in general, participants noted that there was a wide range of potential perpetrators of financial abuse. Financial abuse was recognized as commonly occurring between family members although victims were considered to be infirm or less capable to defend or take care of themselves.
“It is the children that exploit their parents.” – Quebec City, 65-74
“It is the vulnerable and infirm, who lose their ability or will, they [the family] go on not spending on them [the elderly], waiting for someone to die.” – Victoria, 65-74
A potential communication issue was noted when participants did not recognize themselves (or even their parents in the 40-64 age groups) as potential victims. Even those who indicated that they had been a victim or were potentially a victim of an act that might be considered financial abuse did not think that it would happen in their family. This was strongly illustrated by a participant in the Kitchener, 65-74 age group who after discussing the issue for 90 minutes declared, “oh, these ads are aimed at us, aren’t they?” The challenge for the communication campaign will be to find characters for the ads that the audience can identify with or someone they know. This opinion was also reflected in the 40-64 age groups, as the young couple in “Crime Scene” was considered young and the elderly lady in “Worried” was considered too old.
“Who are these ads for, somebody like me, I’m 64.” Montreal, 40-64
“Don’t need to reach me, need to reach people who are older.” Kitchener, 65-74
“That is a very old lady [with emphasis on very old, looking at Worried].” Montreal, 40-64
This finding appears particularly important in the context of this campaign because it provides a clear warning that trying to only target the victims may diminish the impact of the ad. If elderly people do not see themselves as potential victims, then the ads will not resonate.
All concepts had elements that were somewhat effective and elements that needed improvements. Participants in all groups noted a lack of diversity in the characters in the ad and pointed out that seniors are not likely to go to a web site.
Participants indicated that the 1-800-O-Canada number was likely to have some information, but seniors only had moderate expectations of receiving helpful information. It was noted that the phone number would only work if it was easy to use and information was received quickly. In general, participants felt it would be sufficient to receive information on financial abuse and what the next steps might be in reporting or preventing financial abuse.
“I would call the number, maybe I’ll learn something.” Kitchener,75+
“I would give it a try but if they hung me up too long, I would try something else.” Victoria, 65-74
“If I knew somebody like this, I would give them that number to call, not me, but for them.” Victoria, 75+
Some participants did note concerns that might prevent them from calling the number such as potentially being forced to speak with police or authority if they report the crime, or not having qualified individuals to help.
“The phone will need to be manned by social workers.” Victoria, 65-74
Seniors indicated a high level of understanding of all concepts and the issues of financial abuse. Most of the key elements of elder abuse and financial abuse were spontaneously mentioned and the potential perpetrators were identified (including family and friends).
One element that was not widely understood, or at least not widely admitted, was that the participants themselves could be victims of financial abuse. Even when relating stories about situations that could have been interpreted as financial abuse, participants did not recognize themselves in the advertisements. Several participants mentioned personal examples that could have been interpreted as financial abuse, but preferred to downplay the impact. This situation illustrates the challenge of communicating how financial abuse impacts everyone, even those seniors who are functioning independently, without cognitive or physical impairments. There is still a widely held belief that the “victim” has some responsibility.
“It’s not an issue of being a senior, it’s an issue of being a damn fool.” Victoria, 75+
The “Credit” concept was not widely understood (specific details are provided with analysis for that ad) or it was confused as an ad for something unrelated to elder abuse. As a result, this concept did not have a strong potential to effectively communicate the issues surrounding financial abuse.
The yellow crime scene banner in the “Crime Scene” concept was recognized as police tape by most participants. Even those who did not recognize it as police crime scene tape found it was eye catching and likely to attract attention.
The image of “Worried” strongly communicates an image of a potential victim. However, while the ad creates a strong emotional reaction, it does not necessarily increase the likelihood of changing attitude or behaviour as participants did not recognize themselves in the image (specific details are provided with the analysis for that ad).
The following section outlines specific feedback for each concept tested.
This concept did not resonate well with the audience. While the hand in the photo was recognized as belonging to a senior, it was not clear and when juxtaposed with the headline, the ad was most likely to be confused for a credit card or banking ad.
“A bit nebulous [headline] should be a more direct question.” Kitchener, 75+
“I would never hand over a credit card.” Victoria, 75+
“This ad seems to be more about credit card fraud and identity theft.” Victoria, 65-74
The conversation in Quebec regarding the card in the photo differed slightly. Participants focused on the card being a debit card (versus a credit card) and not revealing a personal identification number (PIN). This discussion indicates confusion about whether the ad was about fraud or financial abuse. English language groups also indicated uncertainty as to the topic of the ad, but didn’t mention debit cards or PINs.
The alternative headline for credit was preferred, however, a different headline was not sufficient to clarify the ad or increase the effectiveness of the concept.
The strong emotional impact created by the photo of the elderly woman made it very likely that the ad would break through the clutter and be read. However, the text that accompanied the image did not resonate with participants and the key messages were overpowered by the empathetic reaction to the image. The emotional response was at least in part due to the frailty of the subject – participants recognized that the woman was a victim.
“Will stop one’s attention.” Quebec, 65-74
“Visual tugged at my heart strings.” Montreal, 40-64
“Very powerful, an older person who needs help.” Kitchener, 65-74
While recognizing that the woman had already been a victim of financial abuse, participants felt that the ad would not be effective because somebody who was already a victim would not act on the ad or may not be able to act because of their personal situation, physical or mental abilities. Furthermore, the age of the individual did not resonate with participants (particularly the 65-74 age group) as being reflective of themselves so they would not believe the ad was aimed at them.
While this ad was considered to be the most effective overall, it was not without elements that could be improved prior to launch. Overall, the copy had moderate levels of resonance with the audience and the crime scene banner increased the odds that the ad would be read. The scene depicting an older lady with a younger man over a contract or statement was not immediately understood to be a crime scene, and after reflection was not considered to be a realistic portrayal of a scenario involving financial abuse. There were mixed sentiments on the age of the characters, with younger groups (65-74) recognizing themselves in the ad, but older groups (75+) feeling the characters were too young.
“With the son helping it looks more like a help scene than a crime scene.” Kitchener, 75+
“They look too happy, that women should be older, looks totally like she can take care of herself.” Victoria, 75+
“I’m older than both of them.” Kitchener, 75+
“They have matching wedding rings, I thought they were married.” Montreal 40-64
As a result, the overall ad did not effectively communicate financial abuse as well as it might have, but with some small changes would become a more effective advertisement.
This text was considered more effective than the copy used with the ads (in both languages). It provided more examples of what financial abuse was and indicated that even those close to you could commit abuse. The language was considered to be at the appropriate level and resonated well with the audience.
“Very explicit, tells it how it is.” Victoria, 65-74
“…even to loved ones, I think that part is excellent.” Quebec, 75+
The copy (for all ads) was perceived to be lacking in specifics and would benefit from more concrete examples of what specifically constituted financial abuse. The alternate text was widely preferred to the copy of any ad shown. Participants generally liked the copy, noting that the perpetrators of financial abuse could be “family” or “loved ones”. Furthermore, participants commented that both potential victims and their family were identified with “protect yourself and the people you love”.
“It [alternative text] definitely points out something…. Even by loved ones, that is good.”
Kitchener, 65-74
“Very explicit, tells it how it is.” Victoria, 65-74
Seniors did comment on the requirement for larger text in ad copy. The fact that the alternate text was provided in a larger font may have helped its popularity.
The double entendre used in the headline for “Credit” did not work well with this audience. Individuals either did not understand the play on words, or they did not feel it was an effective way to communicate financial abuse.
“It has nothing to do with elder abuse.” Victoria, 65-74
In general, participants noted that the language used could be improved. Words such as coerce and exploited were understood and had moderate levels of support, but general comments by participants reflected a preference for simple words.
“Exploited is a good word.” Quebec, 65-74
“The language they use is probably not the language that victims would recognize.” Victoria, 65-74
The following list of words and comments were suggested by participants as plain language words that would communicate elements of financial abuse:
“Be Aware – suggests a more serious warning.” Kitchener 65-74”
“I think trust is a more specific word.” Victoria, 75+
“Con, pressure, cheat.” Montreal, 40-64
Participants who were not concerned about being a victim were likely to indicate that having a well thought out will with multiple powers of attorney would prevent children from taking advantage of them. This point might resonate in future communications and should be considered in future campaigns.
In all areas the local newspaper was preferred over national newspapers. Television ads were recalled from the first wave of the HRSDC advertising campaign, although the sponsor was not correctly identified. The key message was spontaneously mentioned in several groups, and recalled by several participants after prompting. The following list of magazines was also suggested as being appropriate for financial abuse ads.
English Language
CARP
Time Canada
Maclean’s
Zoomer
Reader’s Digest
Senior Times
French Langauge
Bel Age
Les Affaires
Coup de Pouce
One of the key objectives for the focus groups was to recommend one concept that would be most effective.
Overall, the advertisement that was considered the most likely to stop magazine/newspaper readers, be read, understood and influence attitudes or behaviour was “Crime Scene”. While there were moderate levels of confusion or dislike about elements in the ad, the crime scene banner was correctly identified by most participants. The banner was considered “eye catching” enough to stop readers and encourage them to read the copy. With a few small adjustments, the picture presented on the ad was seen to target a more appropriate audience and to stimulate reflection about not only the victims, but the perpetrators of financial abuse.
“Something like this should’ve been out there years ago.” Montreal, 40-64
“The word ‘crime’ jumps out.” Victoria, 75+
“It is the banner that attracts the eye.” Quebec 75+
The ad copy resonated moderately well with participants although there were several suggestions for improvements. In general, participants preferred the writing from the alternate text because it was seen to provide specific examples or details as to what financial abuse was, or could be. While there was a broad based understanding of the language used in “Crime Scene”, participants indicated that simple language was better.
“Coerce, I prefer persuade or forced, one shouldn’t be coerced if you have your faculties.”
Kitchener, 75+
One suggestion from a participant was to increase the clarity of the banner as a police tape was to add the word “danger” at the beginning or end (additional details are provided with analysis for that ad).
Leger Marketing has the following additional recommendations to improve the overall financial abuse campaign:
The characters in “Crime Scene” should be recast to have:
Participants who were not concerned about being a victim were likely to indicate that having a well thought out will with multiple powers of attorney would prevent children from taking advantage of them. This point might resonate in future communications and should be considered in future campaigns.
Include elements in the concepts to ensure that witnesses, families and friends, not just potential victims, feel concerned with the campaign. This would send the message that the campaign is not “for someone else”, but for all those who may have some concerns.
The copy in the alternate text should be considered when recreating copy for the campaign. The language was considered effective and there were elements that were for most people, not just potential victims.
The “Worried” concept was somewhat effective, however, the combination of the age and frailty and the accompanying text caused the reader to become disconnected from the main message. As shown, the concept tended to reinforce the idea that seniors were victims. The ad copy should be reworked and the graphic should be of a slightly younger individual who is still ‘worried’ but less frail. A younger woman should allow the audience to recognize themselves and the change in copy should emphasize that financial abuse impacts all seniors, not just the frail.
The “Credit” concept was not considered an effective ad and the concept needs to be entirely reworked to have a chance at breaking through the clutter.
NOTE: The moderator’s guide is intended as a tool for ensuring that all relevant issues/topics are covered. Order and specific wording of questions may vary according to the dynamic nature of qualitative discussions.
Group 1, Group 3, English – 75+
Group 2, Group 4, English – 65-74
Group 5, English 40-64
Group 6, French 40-64
Group 7 French 75+
Group 8 French 65-74
Objective: Establish rapport, go over ethical and legal requirements for focus groups
Thank you so much for joining me today. My name is Rick Hobbs, I work for a company called Leger Marketing.
Before we get started, I would like to give you a brief overview of what this project is all about.
Note: Frank and open discussion – no wrong answers or need to come to a consensus
Point out video recording – for notes only
One way mirror
Please be assured that what you tell me today is confidential. At the end of the day, my job is to report back to my client about what has been said, not who said what. No names are ever included in my report or discussions with clients.
Before we start our conversation, there are just a few brief guidelines for our discussion that I would like to go over.
****** Are there any questions before we get started?*****
Objective: Establish rapport, introduce participants
I’d like to start off by going around the table and have you introduce yourself.. Tell me your name, first name only.
Tell me something about yourself, hobbies you may have, or interests.
Objective: Determine awareness of Financial Abuse
Thank-you everyone for sharing that information. We are going to spend the rest of the evening talking about a serious issue affecting Canadian seniors. Keep in mind the points that we talked about at the beginning. I ask you be respectful of everyone’s opinion and feelings.
Ok, great, let’s get started
What comes into your mind when you hear the term Elder Abuse?
Who are the perpetrators of Elder Abuse?
[Probe for element of Finance or ask if not spontaneously mentioned]
What about Financial Abuse?
Are you familiar with this term? What comes into your mind when you hear the term Financial Abuse?
Who is most vulnerable to Financial Abuse, who are the perpetrators?
Objective: Assess first impression and discuss effectiveness of creative
[ROTATE START ORDER]
Crime Scene – 20 minutes
Worried – 20 minutes
Credit – 20 minutes
Credit Alternative Headline – 10 minutes
The main purpose of tonight’s discussion is to look at some proposed advertising. Now it is not a finished ad as you would see it in a magazine or on a billboard. The finished product would appear in magazines or journals and look like other ads you might see.
These ads are going to be about Elder Abuse, more specifically, financial abuse. I would like to get your feedback on them. Sometimes folks are tempted to try and think about how others would react. Please resist this temptation – it is your perspective that I am interested in – tell me what you think.
Show Crime Scene
Using the paper and pens in front of you write down Ad A and using a scale of 1-7, think about this ad in terms of how effective you think it is. 7 is very effective, 4 is effective, and 1 is not at all effective.
Once you let it sink in and think about it for a few moments, whatever hits your mind first, is probably true for you. Write it down and keep it to yourself for now. We will come back and talk about it after looking at all the ads.
We are going to go through this exercise for two more ads.
First now that you have written down your score, I want you to clear your mind before seeing the next one. The goal is to consider each one on its own merits and not try to determine which one is better or worse. You can like them all, or hate them all, it isn’t a contest.
Show Worried [Repeat exercise]
Show Credit [Repeat exercise]
OK let’s start with the first ad [show first ad], who rated this ad a 6 or 7?
What made this ad effective for you?
Probes [to explore if not spontaneously mentioned]
After viewing this ad please tell me how, if at all, it makes you think about the consequences associated with Financial Abuse?
First reaction? What about the images, can we talk about the people in the ad? Do you recognize yourself in these ads?
Impact on your behaviour / thoughts?
Specific parts that are more thought-provoking?
What is this part [Call to action], what sort of response would you expect calling this number?
[Repeat each ad]
Ask about crime scene banner Do you recognize the crime scene tape? Is this a crime scene?
How old are the people in the photo? Do you see yourself in this ad?
Do you see someone you know in this ad (if not a senior)
What about the word coerce? Thoughts on this word?
[continue probe pen and who should be holding the pen]
Would the ad be more effective if the gentleman was handing the pen to the senior?
Ask about degree to which they worry about finances [if not mentioned previously]
How would you react if this happened to you?
How do you feel about the senior shown here? Do you identify with her?
Did anyone notice the word exploited? What are you thoughts on that?
What about the hand in this photo, how old is this individual, [Probe different ages, etc].
Do you identify with this ad?
Credit alternative headline
Same picture
What about this ad with the following headline, DO YOU GIVE PEOPLE YOU TRUST, TOO MUCH CREDIT
TEST - Alternate Text
For the next section, I have just the written part of the ad, I want to read that to you
First impressions, thoughts?
How would you rate this ad?
Likes? Dislikes?
Additional Exercise Time permitting
Go through exercise to circle things they like and underline things they don’t like
Objective: Discuss effectiveness / improvements
A lot of time you hear about ads that break through the clutter, so now thinking about all of the ads we have seen.
Which ad is most likely to get your attention?
From the ads we’ve looked at, which one has the most effective message?
[Discuss each one]
What information do you think you’d get from calling the number/visiting the web site listed on the ads?
Is there an ad that doesn’t work at all, as far as you are concerned? Which ad is in last place?
These are print ads meant for magazines or newspapers. I would like to talk about which magazines and newspapers you read currently. Where would you expect these ads to appear?
Any questions? Thank-you for the great discussion! You have been very helpful and provided terrific feedback. You can see the hostess on your way out for your honorarium, and if you would like more information we have little pamphlets on the subject of Elder Abuse.
Recruitment Screener and Specifications for HRSDC Elder Abuse Communications
Topic: An assessment of advertising material targeted to Elder Financial Abuse
Scope:
8 groups will be conducted:
Timing and Location:
August 17th Kitchener (English)
August 18th Victoria (English)
August 19th Montreal (English)
August 19th Montreal (French)
August 20th Quebec City (French)
Recruitment Specifications:
Traditional focus groups recruit as many as possible up to a maximum of 12 in each group with the expectation that 8-10 will participate in the group
Respondents cannot work for a marketing research, advertising, public relations or newspaper/magazine (on-line included) company – no federal government employees.
Recruitment demographic guidelines
Recruitment methodology
Participants are to be initially recruited and qualified through telephone calls. Reminder phone calls to all participants 1 day prior to the date.
Logistics:
Kitchener – August 17
Metroline Research Group Inc
7 Duke Street West, Suite 301
Kitchener, ON N2H 6N7
(519) 584-7700
Victoria – August 18
Malatest
858 Pandora Ave
Victoria BC
V8W 1P4
(250) 384-2770
1-800-665-5848
Montreal – August 19
Léger Marketing
507 Place d'Armes, Bureau 600
Montréal (Québec), Canada H2Y 2W8
(514) 982-2462
Quebec City – August 20
Léger Marketing
580 Grande-Allee est, suite 580
Quebec (Quebec)
Canada G1R 2K2
418.522.7467
Incentives:
$75 incentives will be provided to participants of focus groups
Screening Questions
Hello, my name is … and I’m calling on behalf of the Government of Canada. Human Resources and Skills Development, a government department is conducting some group discussions in the near future. The purpose of the discussions is to get people’s reactions to and impressions of new communication materials being developed for Human Resources and Skills Development.
All questions deal with matters of opinion, so there are no right or wrong answers. Your participation is very important and we would like your input and feedback in this process. The discussion will be led by a moderator and any information that you provide is strictly private and will not affect your participation in any current or future government program. The discussion will last approximately 2 hours and you will be compensated $75 at the end of the session. We are looking for variety of Canadians 65 and over [Or 40 – 64 for Montreal]
1. Would you be interested in participating?
I have a few questions to ensure that you are eligible.
2. Into which of the following categories does your age fall?
3. Do you or any member of your immediate family work for or have worked for in the past:
(a) The Government of Canada? Yes No
(b) A market research or marketing firm? Yes No
(c) An advertising firm? Yes No
(d) The media (newspapers, TV, radio, magazines)? Yes No
If “Yes” to any of the above, thank and END interview
3. Have you ever attended a group discussion or a one-on-one interview for which you have received a sum of money for your participation?
4. When did you participate in the last focus group or one-on-one interview and what was the topic?
If within the last 6 months and/or related to crime – Thank and END interview.
4A. How many groups or interviews have you taken part of in the past 5 years?
Thank and END if more than 5
Ensure participant can communicate effectively in ENGLISH [FRENCH for FRENCH GROUPS], otherwise end interview
5. Indicate:
To make sure we have a variety of people participating, I have a few additional questions to ensure that you are eligible.
6. What is your marital status?
7. Are you responsible for the care of an older individual or relative?
8. What is the highest level of education you have achieved?
9. What is your employment status?
10. Which of the following describes your total household income, before taxes and deductions, in 2009?
[Recruit a mix]
11. As part of this study, we are interested in speaking to people from different backgrounds.
How long have you lived in Canada?
Thank you for this information.
Would you like to participate in the discussion group?
(Check schedule below and recruit accordingly)
As I mentioned, the discussion will last approximately 2 hours and you will be compensated $75 at the end of the discussion. I want to emphasize that all information will be kept strictly private. Please bring a piece of identification to the discussion as we will be verifying your age and identity.
Could I please have your full name and telephone number.
Name: _______________________________
Phone: ______________________________
You will receive a confirmation phone call a day or two prior to the discussion to verify that you can still participate. Please do not send someone else in your place.
Confirmation call completed: 1. Yes 2. No
Text description of Figure 1: Credit
Text description of Figure 1: Crédit
Text description of Figure 2: Crime Scene
Text description of Figure 2: Scène de crime
Text description of Figure 3: Worried
Text description of Figure 3: Inquiet
Do you give people you trust too much credit?
Accordez-vous trop de crédit aux personnes à qui vous faites confiance?
No one should ever be pressured, forced, or tricked into giving money – even to loved ones. Learn the signs of financial elder abuse to protect yourself and the people you love. If someone you trust is taking advantage of you, help is out there.
It’s Time to Face Reality
www.seniors.gc.ca or call 1 800 O-Canada (1-800-622-6232)
TTY: 1-800-926-9105
Personne, pas même un de vos proches, n’a le droit de vous forcer à lui donner de l’argent par la ruse, la manipulation ou la menace. Protégez-vous et protégez les gens que vous aimez en apprenant à reconnaître les signes de l’exploitation financière des aînés. Si une personne en qui vous avez confiance profite de vous, vous pouvez obtenir de l’aide.
Il est temps d’ouvrir les yeux
Visitez le www.aines.gc.ca ou composez le
1-800 O-Canada (1-800-622-6232)
ATS : 1-800-926-9105
1 Seniors contacted for these discussion groups were those that were able to travel to the focus group facility and may not be representative of all seniors in their age category.