POR Registration #: 018-10
Contract #: G9178-100001/004/CY
Contract Date: Aug. 10, 2010
Cost (inc. HST): $54,912.35
Prepared for:
Human Resources and Skills Development Canada
nc-por-rop-gd@hrsdc-rhdcc.gc.ca
« Ce rapport est aussi disponible en français »
October 2010
Budget 2007 announced the Registered Disability Savings Plan (RDSP), the Canada Disability Savings Grant (grant) and the Canada Disability Savings Bond (bond) to help people with disabilities and their families save for long-term financial security. Providing Canadians with necessary information to learn about and apply for an RDSP, grant and bond is essential to the success of this initiative, particularly as the RDSP is relatively new and complex.
It is estimated that 380,000 Canadians (age 60 and under) are eligible for the Disability Tax Credit, and thus potentially eligible for the RDSP. As such, there is a need for increased awareness and take-up of the RDSP, grant and bond. The initial advertising campaign to promote the RDSP was designed to create overall awareness of the RDSP, grant and bond. New print creative materials are being developed to specifically target parents of children with disabilities (children aged 49 and under).
The purpose of the research was to test creative concepts for new print ads among the primary intended target audience, parents or legal guardians of children with disabilities (children aged 49 and under). The three print ad concepts were Pen Power, Verres, and Equation. Also tested was a “short copy” version of the body copy, and a “long copy” version which provided additional information about eligibility requirements. The fieldwork was conducted September 14-16, 2010.
Overall Impact of the Ads: While some participants were the parent/guardian of a person with a disability for whom a RDSP had already been established, for the majority a RDSP had not yet been set up. Virtually all of the latter participants said that as a result of seeing the advertising they would take the next step of finding out more about the RDSP, typically by going to the disabilitysavings.gc.ca website (the ads also provided a 1-800 number). While to some extent the focus group environment may have contributed to this positive impact, the following were specific factors that motivated intent to take action:
Ad Concept Preference: Pen Power was preferred by a wide margin over both Verres and Equation in all locations and groups. Most participants said they would be more likely to stop and read Pen Power, and most said they preferred it overall in terms of appearance and the headline. Key perceived strong points included:
Pen Power was initially presented using the Mother/Daughter version of the ad, and the Adult version was introduced later in the discussion. There were three significant issues with the Mother/Daughter version of Pen Power raised by participants which will need to be addressed:
Reactions to Body Copy: The three ad concepts were first presented and discussed using the “short copy” versions of the body copy. Following this discussion, the “long copy” version was introduced, and participants were asked to compare the two versions.
Overall, it will be a judgment call as to which version of the copy should be used. Providing the images in Pen Power can be revised to also convey adult eligibility for the RDSP, the short copy version is sufficient to attract attention and to motivate the target group to seek more detailed information on the web or by phone. For some, the long copy version is perceived to provide useful information on eligibility, although they would likely see this information subsequently on the web (or by phone) as well. If the long copy version is used, the French text should be examined further, as it appears to generate some confusion around the distinction between age 49 and age 60.
I hereby certify as a Senior Officer of Sage Research Corporation 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:
Rick Robson
Vice-President
Sage Research Corporation
The Government of Canada has demonstrated a strong commitment to people with disabilities and their families. Budget 2007 announced the Registered Disability Savings Plan (RDSP), the Canada Disability Savings Grant (grant) and the Canada Disability Savings Bond (bond) to help people with disabilities and their families save for long-term financial security. Budget 2010 proposed improvements to the RDSP to provide Canadians with disabilities and their families with more flexibility when saving for the future.
The RDSP is a long-term savings plan; earnings accumulate tax-free until money is withdrawn from the RDSP. Any person under the age of 60 who is eligible for the Disability Tax Credit (Disability Amount) and resident in Canada can establish an RDSP.
The RDSP, grant and bond became available to Canadians in December 2008. In 2008, the total number of people with disabilities who were eligible to claim the Disability Tax Credit on their income tax return was:
To help people save, the Government will make two types of deposits into RDSPs:
Providing Canadians with necessary information to learn about and apply for an RDSP, grant and bond is essential to the success of this initiative, particularly as the RDSP is relatively new (launched in 2008) and complex. Human Resources and Skills Development Canada (HRSDC) wishes to assist and support target populations to overcome barriers that may impede their awareness of and uptake of the RDSP, grant and bond. HRSDC, through the Office for Disability Issues (ODI), has therefore developed a multi-pronged outreach strategy to increase awareness and uptake of the RDSP, grant and bond.
One component of the outreach strategy is an advertising campaign to increase awareness and uptake of the RDSP, grant and bond. Between December 2008 and May 31, 2010, more than 32,000 plans had been registered. It is estimated that 380,000 Canadians (age 60 and under) are eligible for the Disability Tax Credit, and thus potentially eligible for the RDSP. As such, there is a need for increased awareness and take-up of the RDSP, grant and bond. The initial campaign to promote the RDSP was designed to create overall awareness of the RDSP, grant and bond. New print and internet creative materials are being developed to specifically target parents of children with disabilities (children aged 49 and under).
The purpose of the research was to test creative concepts for new print ads among the primary intended target audience, parents or legal guardians of children with disabilities (children aged 49 and under). The three print ad concepts were Pen Power, Verres, and Equation. The specific research objectives included:
A total of six 2-hour focus groups were conducted Sept. 14-16, 2010, with two English-language groups in both Halifax and Vancouver, and two French-language focus groups in Montreal. There were 7 to 10 participants in each focus group, and a total of 50 participants.
Qualified participants were parents or legal guardians of a child with a disability. The specific requirements were:
In each focus group, the participants included a mix of men and women, and included parents/guardians of individuals with different types of disabilities. There was also a mix in terms of the age of the person with a disability, with some being under the age of majority, and others being over. Some participants were the parent/guardian of a person with a disability for whom a RDSP had already been established, but for the majority a RDSP had not yet been set up for the person with a disability.
Other requirements for the parent/legal guardian participants included:
Participants were paid an incentive of $135.00. This is higher than average because of the low incidence of the population and because participants may have had to make special child care arrangements in order to attend the groups.
With regard to the focus group procedure, participants first viewed and discussed the “short copy” versions of the three ad concepts. In the case of Pen Power, the initial presentation used the Mother/Daughter version of this ad; the Adult version was introduced during discussion of the concept.
Subsequently, participants viewed and discussed the “long copy” version as compared to the “short copy” version. Note that because of the widespread preference for Pen Power over the other two concepts, the short versus long copy discussion was done in the context of the Pen Power ad.
It is important to note that this research was qualitative in nature, not quantitative. As such, the results provide an indication of participants’ views about the topics explored, but cannot be statistically generalized to the full population.
Qualitative research does, however, produce a richness and depth of response not readily available through other methods of research. It is the insight and direction provided by qualitative research that makes it an appropriate tool for exploring reactions to the draft RDSP advertising concepts.
While some participants were the parent/guardian of a person with a disability for whom a RDSP had already been established, for the majority a RDSP had not yet been set up for the person with a disability. Virtually all of the latter participants said that as a result of seeing the advertising they would take the next step of finding out more about the RDSP, typically by going to the disabilitysavings.gc.ca website (the ads also provided a 1-800 number).
While to some extent the focus group environment may have contributed to this positive impact, the following were specific factors that motivated intent to take action:
Pen Power was preferred by a wide margin over both Verres and Equation in all locations and groups. Most participants said they would be more likely to stop and read Pen Power, and most said they preferred it overall in terms of appearance and the headline. Note that the body copy was similar across the three concepts, and so did not strongly differentiate the concepts. Reactions to the body copy are discussed in the next chapter.
Text description of Figure 1: Pen Power – Mother/Daughter
Pen Power was widely preferred in all groups both in terms of likelihood of getting attention and overall appeal. Both the use of pictures of people with a disability (and of a parent in the main picture) and the headline attracted attention and created an emotional response to the ad.
With regard to the use of pictures: Neither Verres nor Equation used pictures of people, and many participants ranked them below Pen Power because of this. The pictures played several roles:
With regard to the headline: The headline – in both English and French – was widely perceived as being attention-getting and as evoking an emotional response. The key device is the use of the word afraid (m’inquiète in French), crossed out and replaced with the word planning (planifie in French). The word afraid was perceived as stating an emotion that parents sometimes feel and which they therefore identify with, and replacing that word with planning evokes a sense of hope and of some ability to deal with the fear.
It’s just no longer being afraid. It’s now planning and looking ahead instead of being afraid of what you have right now to deal with. (Halifax)
My daughter has a fatal disease and, you know, planning for the future well, we live for today. I do love [Pen Power] the best out of all of them, but my first reaction was why am I going to bother planning. Why am I going to save for when she’s 30 or 40 if she is not going to live that long. And then I reread it and said you know what? I’m still allowed to be afraid, but I can plan. Because I have to remain optimistic that she’s going to continue on. So the phrase itself all in all, because it’s the parent who is saying it, that’s the grabber, that’s what made me read the rest. (Halifax)
Le mot «m’inquiète», c’est toujours cela qu’on ressent. (The word « m’inquiète », it’s what we feel all the time.) (Montreal)
We can all relate to that fear for our children’s future, and I actually like that they crossed out the word “afraid.” It [“afraid”] brings out certain emotions in all of us, and they changed it to the word “planning.” You’re being proactive and doing something about it. So I like that. (Vancouver)
In the groups, the moderator probed whether the “softer” word “worried” (me préoccupe in French) might be more appropriate. Most participants immediately objected to using this softer word: they said that “afraid” better captures the intensity of feeling parents sometimes have.
Don’t dumb it down because we know what our lives are. (Halifax)
I think a lot of people are afraid for their children’s future for what will happen to them when they’re gone. So I’m not offended by that “afraid” because you are afraid. And “planning”, I’d rather plan than be afraid. (Vancouver)
There were three significant issues with the Mother/Daughter version of Pen Power raised by a number of participants and which will need to be addressed: the main mother/daughter image, the range of pictures shown, and the swoosh design.
Main mother/daughter image: Quite a few participants did not immediately realize that the girl in the picture is seated in a wheelchair – e.g., some thought she was sitting in her mother’s lap. This can create some initial confusion as to what the ad is about – e.g., several thought the ad might be about an education savings plan for children, and did not immediately realize it was about a savings plan specific to people with disabilities. An image should be used where the child more visibly has a disability so that people can more easily and quickly determine the general topic area of the ad.
Range of pictures shown: There was quite a bit of discussion in the groups about the range of pictures shown. In general, participants used the pictures as clues with respect to who might be eligible for the RDSP. As well, some were sensitive to whether the range of pictures shown are reasonably representative of the diversity of disabilities people may have. In this context, the two most commonly mentioned issues were the age range depicted, and whether the images should include people with “invisible” disabilities (more precisely, “invisible” in a still photograph).
Text description of Figure 2: Pen Power – Adult
There are two important points to note in this regard:
There was one other suggestion pertaining to the pictures: several suggested there should also be an image of a father – e.g., together with the mother in the main image, or in one of the “swoosh” pictures.
Swoosh Design: As indicated above, participants felt it important to portray a variety of people with disabilities. In this regard, participants much preferred the swoosh design in the Adult Pen Power ad because it allows the use of larger pictures as compared to the swoosh design used in the Mother/Daughter ad.
Below are some minor potential issues with the Pen Power ad concept. These are minor in the sense they were mentioned by small numbers of participants, and it is a judgment call as to whether it is useful or appropriate to act on them.
Text description of Figure 3: Verres
Only a small number of participants preferred the Verres concept in terms of likelihood of getting attention and overall appeal. These participants found the image of the glass half full of water to be attention-getting, together with the headline, Helping to see the future differently.
However, the much more common reaction was that picture and headline do not evoke anything related specifically to people with disabilities – that is, many participants saw little connection with the content of the ad. Some participants said their initial impression was that the ad was about something else altogether – e.g., drinking and driving, water purification, or an environmental ad.
Notably, some participants did see a connection with the topic of disability, but were offended: they perceived the ad is implying that people with disabilities are “half-full” compared to people without disabilities. This sort of reaction probably makes it inadvisable to proceed with the Verres concept.
I don’t like being told that my life is half full. (Halifax)
I felt kind of appalled that they would think somebody with a disability was half full. (Vancouver)
I thought it was a bit offensive like saying they’re not like a full glass, the people with a disability aren’t a full glass. So right away I just got my back up and I thought, well, they’re not half a person. (Vancouver)
With regard to the body copy, a few participants commented they perceived an ambiguity in the scope of reference of the phrase, even if no contribution is made, as grammatically it appeared that it could be referring to the grant as well as the bond (With matching grants of up to $3,500 a year and a bond of up to $1,000 a year – even if no contribution is made – the Government of Canada’s . . .). Note that this reaction did not occur for either the Pen Power or Equation body copy, both of which use punctuation to separate the references to the grant and bond.
The Equation ad concept consisted of a pair of ads that would appear on consecutive pages of a magazine or newspaper.
Text description of Figure 4: Equation
Only a small number of participants preferred the Equation concept in terms of likelihood of getting attention and overall appeal. Among these participants, the main perceived positive aspects of the concept were:
The main issue most participants had with the ad stemmed from the lack of pictures: they said they would be unlikely to stop and read this sort of text-only ad. By comparison, they felt the Pen Power ad was much more inviting. As well, some described Equation as being “cold” or “clinical.” Many felt that it is important for an ad on the RDSP to show pictures of people with disabilities, and this contributed to the widespread preference for Pen Power over Equation.
Several participants objected to the use of Peace of Mind in this ad concept, as they said this is an over-promise: while the RDSP is a good thing, it is not enough to give a parent/guardian categorical “peace of mind.” Note that the phrase peace of mind was also used in the Pen Power concept, but there it was qualified as a little peace of mind. Perhaps because of this qualifier, the phrase did not elicit the same sort of negative reaction from some participants that it did in the Equation ad.
The three ad concepts were first presented and discussed using the “short copy” versions of the body copy. Following this discussion, the “long copy” version was introduced, and participants were asked to compare the short and long versions both in terms of impact on getting attention and overall preference. Because most preferred the Pen Power concept, presentation and discussion of the short versus long copy versions was done in the context of this concept.
For reference, the following shows the short and long copy versions of Pen Power. Also shown are larger images of just the body copy component:
Text description of Figure 5: Pen Power
Overall, there was relatively little spontaneous expression of comprehension issues, although this was a bit more common in the French-language groups than in the English-language groups:
That said, most understood the larger point that these involve government contributions to the RDSP, which increases interest in learning more about the RDSP.
The moderator asked participants whether overall the amount of information in the ad was “too much”, “too little” or “just right.” Most participants said the amount of information was just right, and they did not want either more or less. Several said they would prefer to have more information about eligibility and/or age requirements.
Overall, these results indicate that the short copy version works well to create interest, and is sufficient to motivate people in the target group to learn more about the RDSP, typically by going to the website.
There is one important proviso to this conclusion that applies to Pen Power. As discussed earlier, many participants felt that the collection of pictures shown in the Mother/Daughter ad needs to be revised to include images of adults with a disability. This was because with the current collection of pictures, the ad tended to be perceived as implying the RDSP is for children with disabilities (i.e., children under the age of majority). The use of a second ad showing adults with a disability can help, but does not address the risk of misunderstanding among those who see only the Mother/Daughter ad. If the collection of pictures in Mother/Daughter can be suitably revised to include adults, then the short copy version is sufficient to reach and motivate the target audience. However, if this cannot be done, then it would be important to address the age eligibility matter in the copy – which would suggest using the long copy version.
Before participants read the long copy version, they were first shown the boards for the short and long copy versions of Pen Power, and asked whether they would be more likely to stop and read one compared to the other.
Overall, there was no clear trend: about half said long vs. short would make no difference, and the balance were about equally split between being more likely to read the short vs. being more likely to read the long copy version.
Our conclusion is that on the criterion of likelihood of getting attention, there is no compelling reason to favour one version over the other.
After participants were given an opportunity to read the long copy version of Pen Power and compare it to the short version, they were asked which they would prefer be used.
In the English-language sessions, somewhat more participants favoured the long copy version as compared either to preferring the short copy version or having no preference. In the French-language groups the majority preferred the short copy version.
Potential parent/guardian participants will usually be identified through referral, so that usually the recruiter will know the name of the person they are trying to reach.
Hello, I'm ___________ of R.I.S. Christie, a marketing research company. We are conducting research for the Government of Canada. May I please speak with (name)?
[When connected, re-introduce yourself] This research project is about some communication materials the Government of Canada is developing that will provide information on a certain government program available to people with a disability.
As part of the research project, we are organizing discussion groups with people who are the parent or legal guardian of a person with a disability who is eligible for the Disability Tax Credit. Participants in the discussion groups will be asked to provide their opinions and ideas. We are having a few of these sessions, and would be interested in possibly having you participate.
Your participation is voluntary. All information collected, used and/or disclosed will be used for research purposes only and administered per the requirements of the Privacy Act. The names of participants will not be provided to the government. May I continue?
I need to ask you some 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.
0) Record gender:
1a) Are you yourself the parent of a person who has a disability, whether they live with you or not?
1b) Are you yourself currently the legal guardian of a person with a disability, whether they live with you or not?
2) I would like to ask you some questions about the person with a disability of whom you are a parent or legal guardian.
What is the age of the person with the disability? Is he or she . . . (read list)
In Nova Scotia and B.C. (19 is age of majority), ask:
In Quebec (18 is age of majority), ask:
3) Is the person with a disability male or female?
4) What is the general nature of the person’s disability?
Note to recruiter: Recruit a mix of different types of disabilities
5) In the discussion groups, we will be talking about a program available to people with a disability who have claimed the Disability Tax Credit on their federal income tax return, or for whom this has been claimed on their behalf by a parent, caregiver or guardian. The Disability Tax Credit is also called the Disability Amount on the federal income tax return. On the most recent federal income tax return, was the Disability Tax Credit, or Disability Amount, claimed and received for the person with a disability?
Note to recruiter: If person does not know, ask if they would check, and arrange a call-back
6) With regard to the person with a disability for whom you are a parent or legal guardian, does she or he…..? (Read list)
7) I would now like to ask you some questions about yourself, so we can get a good cross-section of people in the groups. We would like to talk to people in different age groups. Into which one of the following groups should I place you? (Read list)
8) Do you, or does anyone in your household, work for . . . ? (Read list)
If “yes” to any, thank and terminate
9a) As I mentioned to you earlier, we are organizing some discussion groups among people like yourself. Have you ever taken part in such discussion groups?
Prefer at least 1/3 “no”, but because of low incidence this can be loosened if need be
9b) And when was the last time you attended a discussion group?
9c) What topics have you ever discussed?
(If related to disability issues, thank and terminate)
9d) In the past 5 years, how many discussion groups have you attended? Would you say less than 5 in total, or would you say 5 or more?
10) How long have you lived in your province? Would you say . . . (read list)
11a) Do you have any accessibility requirements to participate in the discussion group?
If “yes”, ask what assistance is required to facilitate attending and participating in the group discussion. If possible, make suitable arrangements. Check with Sage Research if you have any questions about feasibility of making suitable arrangements.
11b) Participants in the discussion session will be asked to give their opinions about some print advertising materials. Would you be comfortable doing this?
This should be answered taking into account any arrangements made in Q.11a. If person still says “no”, then thank and terminate.
Thank you. We would like to invite you to participate in one of our group discussions. Refreshments will be provided, and you will be paid $135 for your participation. The discussion will last 2 hours, and will be held:
[Insert location/date/time]
Someone from our office will be calling you back to confirm these arrangements. Could I please have your name and phone number where we can reach you during the evening and during the day? (As appropriate, ask for email address)
Name:
Address:
Evening phone: Work phone:
Email:
Thank you very much!
Recruited by:
Confirmed by:
Les personnes soignantes/tuteurs participants seront habituellement identifiés par le biais de recommandation. Donc, habituellement le recruteur connaîtra le nom de la personne qu’il tente de rejoindre.
Bonjour. Je m’appelle ____ de R.I.S. Christie, une société d’études de marché. Nous effectuons un sondage pour le gouvernement fédéral du Canada. Est-ce que je peux parler avec (nom)?
[Une fois en ligne, présentez-vous de nouveau] Ce projet de recherche porte sur certains documents de communication que le gouvernement du Canada élabore et ces documents fourniront de l’information au sujet d’un certain programme gouvernemental offert aux gens atteints d’une invalidité.
Dans le cadre de ce projet de recherche, nous organisons des groupes de discussion avec des personnes qui sont les parents ou les tuteurs légaux d’une personne atteinte d’invalidité, qui est admissible au crédit d’impôt pour personnes handicapées. On sollicitera les opinions et les idées des participants aux groupes de discussion. Nous organisons quelques-unes de ces sessions et nous serions intéressés à ce que vous y participiez.
Votre participation est tout à fait volontaire. Tous les renseignements recueillis, utilisés et(ou) divulgués seront utilisés à des fins de recherche seulement et ils seront administrés en conformité avec les exigences de la Loi sur la protection des renseignements personnels. Les noms des participants ne seront pas transmis au gouvernement. Est-ce que je peux continuer?
Je dois vous poser quelques questions pour voir si vous correspondez au type de personne que nous recherchons pour cette recherche.
Note à l’intention du recruteur : Lorsque vous mettez fin à un appel avec quelqu’un, dites : Merci pour votre coopération. Nous avons déjà un nombre suffisant de participants qui ont un profil semblable au vôtre. Donc, il nous est impossible de vous inviter à participer.
0) Inscrivez le sexe :
1a)Êtes-vous personnellement la mère ou le père d’une personne ayant une invalidité, que cette personne habite avec vous ou non?
1b) Êtes-vous, vous-même, présentement le tuteur légal d’une personne ayant une invalidité, que cette personne habite avec vous ou non ?
2) J’aimerais vous poser quelques questions sur la personne ayant une invalidité et dont vous êtes la mère ou le père ou le tuteur légal.
Quel âge a la personne invalide? A-t-il ou a-t-elle . . . (lisez la liste)?
Au Québec (18 est l'âge de la majorité), demandez:
3) La personne atteinte d’une invalidité est-elle un homme ou une femme?
4) Quelle est la nature générale de l’invalidité de la personne?
Note au recruteur : recrutez une combinaison de différents types d’invalidité
5) Lors des groupes de discussion, nous discuterons d’un programme offert aux gens atteints d’une invalidité et qui ont réclamé le crédit d’impôt pour personnes handicapées sur leur déclaration d’impôt sur le revenu fédéral ou pour lesquels ce crédit a été réclamé en leur nom par une mère ou un père, une personne soignante ou un tuteur légal. Le crédit d’impôt pour personnes handicapées s’appelle également le montant pour personnes handicapées dans la déclaration d’impôt sur le revenu fédéral.
Dans la déclaration d’impôt sur le revenu fédéral la plus récente, est-ce que le crédit d’impôt pour personnes handicapées ou le montant pour personnes handicapées a été réclamé et reçu pour la personne atteinte d’une invalidité?
Note au recruteur : si la personne ne le sait pas, demandez si elle voudrait bien vérifier et fixez un rappel
6) En ce qui concerne la personne atteinte d’une invalidité pour laquelle vous êtes la mère, le père ou le tuteur légal, est-ce que cette personne…..? (Lisez la liste)
7) J’aimerais vous poser quelques questions à votre sujet, afin que nous obtenions un échantillon varié de personnes faisant partie des groupes de discussion. Nous aimerions discuter avec des personnes de différents groupes d’âges. Dans quel groupe, parmi les suivants, vous classez-vous? (Lisez la liste)
8) Est-ce que vous ou toute autre personne dans votre ménage, travaillez dans l’un des domaines suivants? (Lisez la liste)
Si « oui» à un, remerciez et terminez
9a) Comme je l’ai mentionné nous organisons quelques groupes de discussion auprès de personnes comme vous. Avez-vous déjà participé à de tels groupes de discussion?
Préférence d’au moins 1/3 « non », mais en raison d’une faible incidence, on peut assouplir cette proportion, au besoin
9b) Et à quand remonte la dernière fois que vous avez participé à un groupe de discussion?
9c) Quels sujets ont été discutés?
(Si les sujets se rapportent aux questions d’invalidité, remerciez et terminez)
9d) Au cours des 5 dernières années, à combien de groupes de discussion avez-vous participé? Diriez-vous moins que 5 au total ou diriez-vous 5 ou plus ?
10) Depuis combien de temps habitez-vous dans votre province? Diriez-vous … (lisez la liste)?
11a) Avez-vous des exigences d’accessibilité quelconques pour participer au groupe de discussion?
Si « oui », demandez quel type d’assistance est nécessaire pour faciliter la participation à la discussion de groupe. Si possible, prenez les dispositions convenables. Renseignez-vous auprès de Sage Research si vous avez des questions sur la faisabilité de prendre des dispositions convenables.
11b) On demandera aux participants à la séance de discussion de faire part de leurs opinions sur des documents publicitaires imprimés. Seriez-vous à l’aise de faire ceci ?
Cette question doit être répondu compte tenu des dispositions prises à Q.11a. Si la personne répond toujours « non », alors remerciez-la et terminez.
Merci. Nous aimerions vous inviter à participer à l’une de nos discussions de groupe. Des rafraîchissements seront servis et vous recevrez 135 $ pour votre participation. La discussion durera 1 heures et 45 minutes et aura lieu à :
[Lisez l’endroit/la date/l’heure]
Une personne de notre bureau vous téléphonera pour confirmer ces détails. Est-ce que vous pourriez me donner votre nom et votre numéro de téléphone, où nous pouvons vous rejoindre le soir et le jour ? (Au besoin, demandez l’adresse de courriel)
Nom:
Adresse:
Téléphone le soir: Téléphone au travail:
Adresse de courriel :
Merci beaucoup !
Recruté par :
Confirmé par :
(2-hour in-person groups)
a) Introduce self, and explain purpose of research: This research is being sponsored by the Government of Canada. The Government will be running an advertisement campaign in the next several months about the Registered Disability Savings Plan. The advertising campaign will include print ads such as you might see in a magazine or newspaper. They have several ideas for how to do the print ads. I am going to show you the different ideas they have for how to do these ads, and ask you for your opinions.
One thing that all of you have in common is that you are the parent or legal guardian of a person with a disability. So, this advertising campaign might be relevant to you and your family.
b) Review group discussion procedures:
c) Participant self-introductions: first name, and the nature of the disability of the person for whom you are the parent or guardian
Note: The concepts presented at this stage will be the “short copy” versions.
a) Overview of procedure: The Government of Canada is planning to run an advertising campaign that includes print ads that would appear in various magazines and newspapers.
They have three alternative ideas for how to do the print ad. I’m going to show you all three ideas and ask you to fill in some short questionnaires on your reactions. After you have seen all three ideas and filled in the questionnaires, we will discuss your reactions.
b) Present print ads: I will show you each of the ad concepts one at a time, and after each ad will ask you to fill in a short questionnaire on your reactions.
You will see that some of the ads use pictures of people. At this stage, none of these ads are in final, professionally photographed form. So, the photography may look a little blurry or low resolution, or the person shown may have a disability that does not appear to be eligible for the Registered Disability Savings Plan. The finished ad would use professional, high resolution photography, and would depict people clearly elegible for the Registered Disability Savings Plan. I want you to use what you see to imagine what the professionally finished ads would look like, and then react to the ads on that basis.
a) Display all 3 print ad concept boards
b) Do preference vote: Do votes on overall preference and on likelihood of looking at the ad. Use the results to decide order of discussion.
c) Whether participants already have an RDSP: Before we discuss your reactions, does anyone here have a child or someone for whom your are a guardian who has already had a Registered Disability Savings Plan (RDSP) set up? If yes: how did you or they learn about the RDSP?
Everyone else: For how many of you was seeing these ads tonight the first time you had heard about the RDSP?
d) Discuss each print ad concept
Among those who most prefer the concept:
Among those who did not pick as their most preferred concept: Although this was not your most preferred print ad concept, do you still feel it is an acceptable approach for the Government of Canada to use, or do you feel it is not an acceptable approach?
Among those who think the concept is acceptable (albeit not preferred): Ask the series of questions above, starting with “how likely to stop and read”
Among those who think the concept is not acceptable: Why do you feel that way?
When discussing Pen Power:
a) In all the concepts you looked at, the amount of detailed text was about the same in terms of the number of words. They are considering using another version of the detailed text that is longer in terms of the number of words. They will need to make a decision which one to go with – the shorter version that you have seen, or this longer version I am about to show you. When they produce the ad, they will only use one version of the text, and I would like to get your opinions on which version works better.
b) Impact on getting attention: Before I let you read the longer text, I first want to find out whether it has any impact on how likely you would be to stop and read the ad if you were looking through a magazine or newspaper. Including more text in the ad changes the appearance of the ad, and I want to know what impact this has on your likelihood of reading the ad.
When giving your opinion, please use the visual concept you liked best – that is, G, N or R.
(Display the 3 “short copy” boards, and the 3 “long copy” boards)
Do vote: Overall, which would you be more likely to stop and read, the “short copy” version, the “long copy” version, or does it make no difference?
Discuss reasons.
c) Reaction to text:
The text is largely the same on all 3 ad concepts, so I’ll pass out just one concept for you to read. (pass out example, and review Text Questionnaire)
Do vote on preference, and discuss reasons.
For those who prefer the “long text” version, probe to understand and prioritize what specific additional pieces of information are most important. (i.e., is all of the additional information important, or only certain items)
a) Based on what you have seen here, how likely are you or your child to set up a RDSP? (question applies to those who have not already done so). Why/why not?
b) What sorts of magazines or newspapers would you like to see these ads in?
c) Thank participants for their input
1) Based just on the appearance of the ad and the headline, how likely would you be to stop and read this ad if you saw it while looking through a magazine or newspaper? (Please circle one number below)
2) Overall, taking everything into consideration, including both the appearance and content of the ad, how would you rate this print ad? (Please circle one number below)
3) What are your thoughts and feelings after seeing this ad?
4) Please write down anything that you particularly like about this ad:
5) Please write down anything that you don’t like about this ad, anything that you found confusing, or any suggestions you may have:
1) Based just on the appearance of the ad and the headline, how likely would you be to stop and read this ad if you saw it while looking through a magazine or newspaper? (Please circle one number below)
2) Overall, taking everything into consideration, including both the appearance and content of the ad, how would you rate this print ad? (Please circle one number below)
3) What are your thoughts and feelings after seeing this ad?
4) Please write down anything that you particularly like about this ad:
5) Please write down anything that you don’t like about this ad, anything that you found confusing, or any suggestions you may have:
1) Based just on the appearance of the ad and the headline, how likely would you be to stop and read this ad if you saw it while looking through a magazine or newspaper? (Please circle one number below)
2) Overall, taking everything into consideration, including both the appearance and content of the ad, how would you rate this print ad? (Please circle one number below)
3) What are your thoughts and feelings after seeing this ad?
4) Please write down anything that you particularly like about this ad:
5) Please write down anything that you don’t like about this ad, anything that you found confusing, or any suggestions you may have:
The 3 print ads you looked at were labeled R, N and G.
1) Based just on the appearance of the ads and the headlines, please write in below the letter of the print ad you would be most likely to stop and read if you came across it in a magazine or newspaper. Which would you be second most likely to stop and read?
2) Overall, taking everything into consideration, including both appearance and content, please write in below the letter of the print ad you like most, the ad you like 2nd most, and the ad you like least.
Taking everything into consideration – that is, the overall appearance of the ads, the information content, and the options to get more information on the Web or by telephone – what is your preference?
What makes you say that?
(Groupes avec participants d’une durée de 2 heures)
a) Présentez-vous et expliquez le but de la recherche : Cette recherche est parrainée par le gouvernement du Canada. Le gouvernement fera une campagne publicitaire sur le Régime d’épargne-invalidité d’ici quelques mois. Cette campagne publicitaire inclura des annonces imprimées, comme vous pourriez en voir dans un magazine ou un journal. Le gouvernement a plusieurs idées quant à la manière de faire les annonces imprimées. Je vais vous montrer les différentes idées du gouvernement concernant la manière de faire ces publicités et je solliciterai vos opinions par la suite.
Une des choses que vous avez tous en commun, c’est que vous êtes la mère, le père ou le tuteur légal d’une personne handicapée. Donc, cette campagne publicitaire pourrait être pertinente pour vous et votre famille.
b) Passez en revue les procédures relatives à la discussion de groupe :
c) Autoprésentation des participants : prénom et la nature de l’handicap ou de l’invalidité de la personne dont vous êtes la mère, le père ou le tuteur légal
Note : Les concepts présentés à ce stade-ci seront les versions « courtes ».
a) Survol de la procédure : Le gouvernement du Canada prévoit exécuter une campagne publicitaire incluant des annonces imprimées qui apparaîtraient dans divers magazines et journaux.
Le gouvernement a trois idées différentes quant à la manière de faire l’annonce imprimée. Je vais vous montrer les trois idées et vous demander de répondre à de brefs questionnaires portant sur vos réactions. Après avoir vu les trois idées et rempli les questionnaires, nous discuterons de vos réactions.
b) Présentez les annonces imprimées : Je vais vous montrer les concepts publicitaires, un à la fois, et après chacun, je vous demanderai de répondre à un bref questionnaire concernant vos réactions.
Vous verrez que dans certaines annonces, on voit des photos de personnes. À ce stade-ci, aucune de ces annonces n’est présentée sous forme finale avec photos professionnelles. Donc, la photo pourrait être un peu floue ou être de faible résolution ou la personne pourrait avoir une invalidité ou un handicap qui semble ne pas être admissible au Régime enregistré d’épargne-invalidité. L’annonce sous forme finale montrerait une photo professionnelle de haute résolution ainsi que des personnes clairement admissibles au Régime enregistré d’épargne-invalidité. D’après ce que vous voyez, tentez d’imaginer à quoi ressembleraient les annonces finies professionnellement, puis me faire part de vos réactions aux annonces sur cette base.
a) Présenter les panneaux des 3 concepts d’annonces imprimées
b) Prendre un vote de préférence: Faites des votes pour connaître la préférence en général et la probabilité de regarder l’annonce. Utiliser les résultats pour décider de l’ordre de la discussion.
c) Si les participants ont déjà un REEI : Avant de discuter de vos réactions, est-ce que l’un d’entre vous avez un enfant ou une personne pour laquelle vous êtes le tuteur légal et qui s’est déjà inscrit à un régime enregistré d’épargne-invalidité (REEI)? Si « oui » : comment avez-vous ou ont-ils pris connaissance du REEI ?
Pour tous les autres participants : Pour combien d’entre vous était-ce la première fois ce soir que vous avez entendu parler du REEI en voyant ces annonces?
d) Discuter chaque concept d’annonce imprimée
Parmi ceux qui ont préféré le concept:
Parmi ceux qui ne l’ont pas choisi comme concept préféré : Bien que cette annonce imprimée n’ait pas été votre préférée, croyez-vous quand même que cette approche serait acceptable et que le gouvernement du Canada pourrait l’utiliser ou croyez-vous que ce n’est pas une approche acceptable?
Parmi ceux qui croient que le concept est acceptable (bien qu’il ne soit pas leur préféré): Posez la série de questions ci-dessus en commençant par « à quel point seriez-vous susceptible de lire »
Parmi ceux qui croient que le concept n’est pas acceptable : Pourquoi êtes-vous de cet avis?
Lors de la discussion de Pen Power :
a) Dans tous les concepts que vous avez regardés, la quantité de texte détaillé était environ la même en termes du nombre de mots. Le gouvernement songe à utiliser une autre version du texte détaillé qui est plus longue en termes du nombre de mots. Il devra prendre une décision quant à la version à utiliser – la version plus courte que vous avez vue ou la version plus longue que je m’apprête à vous montrer. Lorsqu’il produira l’annonce, il n’utilisera qu’une version du texte, et j’aimerais connaître vos opinions sur la version qui est plus efficace.
b) Impact sur l’attention que l’annonce attire : Avant de lire le texte plus long, je veux tout d’abord savoir si cela a un impact sur la probabilité à laquelle vous liriez l’annonce si vous la voyiez dans un magazine ou un journal. Plus il y a du texte dans l’annonce, plus son apparence change et je veux savoir quel impact cela exerce sur votre probabilité de la lire.
Lorsque vous me donnerez votre opinion, veuillez utiliser le concept visuel que vous préférez – c’est-à-dire G, N ou R.
(Montrez les 3 panneaux avec « texte court » et les 3 panneaux avec « texte long »)
Faites un vote : En général, quelle version seriez-vous le plus susceptible de lire, la version « texte court », la version « texte long » ou cela ne fait-il aucune différence ?
Discutez des raisons.
c) Réaction au texte :
Le texte est principalement le même pour les 3 concepts d’annonce. Donc, je vais distribuer un concept seulement que vous pourrez lire. (Distribuez l’exemple et passez en revue le questionnaire relatif au texte).
Faites un vote sur les préférences et discutez des raisons.
Pour ceux qui préfèrent la version du « texte long », sondez pour comprendre et prioriser quels sont les éléments d’information supplémentaires particuliers qui sont les plus importants (c’est-à-dire est-ce que toutes les informations supplémentaires sont importantes ou certains éléments seulement ?)
a) D’après ce que vous avez vu ici, à quel point êtes-vous susceptible ou votre enfant de prendre un REER? (La question s’applique à ceux qui ne l’ont pas encore fait). Pourquoi / pourquoi pas ?
b) Dans quels types de magazines ou de journaux aimeriez-vous voir ces annonces ?
c) Remerciez les participants de leurs commentaires.
1) D’après l’apparence de l’annonce et le titre seulement, à quel point seriez-vous susceptible de lire cette annonce si vous la voyiez dans un magazine ou un journal? (Veuillez encercler un nombre ci-dessous)
2) En général, tout bien considéré, incluant l’apparence et le contenu de l’annonce, quelle évaluation donneriez-vous à cette annonce imprimée? (Veuillez encercler un nombre ci-dessous)
3) À quoi pensez-vous et que ressentez-vous après avoir vu cette annonce?
4) Veuillez écrire tout ce que vous aimez particulièrement à propos de cette annonce :
5) Veuillez écrire tout ce que vous n’aimez pas de cette annonce, tout ce qui, à votre avis, portait à confusion ou toutes suggestions que vous pourriez avoir :
1) D’après l’apparence de l’annonce et le titre seulement, à quel point seriez-vous susceptible de lire cette annonce si vous la voyiez dans un magazine ou un journal? (Veuillez encercler un nombre ci-dessous)
2) En général, tout bien considéré, incluant l’apparence et le contenu de l’annonce, quelle évaluation donneriez-vous à cette annonce imprimée? (Veuillez encercler un nombre ci-dessous)
3) À quoi pensez-vous et que ressentez-vous après avoir vu cette annonce?
4) Veuillez écrire tout ce que vous aimez particulièrement à propos de cette annonce :
5) Veuillez écrire tout ce que vous n’aimez pas de cette annonce, tout ce qui, à votre avis, portait à confusion ou toutes suggestions que vous pourriez avoir :
1) D’après l’apparence de l’annonce et le titre seulement, à quel point seriez-vous susceptible de lire cette annonce si vous la voyiez dans un magazine ou un journal? (Veuillez encercler un nombre ci-dessous)
2) En général, tout bien considéré, incluant l’apparence et le contenu de l’annonce, quelle évaluation donneriez-vous à cette annonce imprimée? (Veuillez encercler un nombre ci-dessous)
3) À quoi pensez-vous et que ressentez-vous après avoir vu cette annonce?
4) Veuillez écrire tout ce que vous aimez particulièrement à propos de cette annonce :
5) Veuillez écrire tout ce que vous n’aimez pas de cette annonce, tout ce qui, à votre avis, portait à confusion ou toutes suggestions que vous pourriez avoir :
Les 3 annonces imprimées, que vous avez regardées, portaient les lettres R, N et G.
1) D’après l’apparence des annonces et les titres seulement, veuillez écrire la lettre de l’annonce imprimée que vous seriez le plus susceptible de lire si vous la voyiez dans un magazine ou un journal. Laquelle serait la deuxième annonce que vous seriez le plus susceptible de lire?
2) En général, tout bien considéré, incluant l’apparence et le contenu, veuillez écrire la lettre de l’annonce imprimée que vous préférez, la deuxième que vous avez aimée le plus et celle que vous avez aimée le moins.
Tout bien considéré – c’est-à-dire l’apparence générale des annonces, le contenu de l’information et les options pour obtenir plus d’informations sur le Web ou par téléphone – quelle est votre préférence?
Pourquoi dites-vous cela?