Human Resources and Skills Development Canada

Jobs of the Future Creative Testing – Final Report of Findings

Contract Number : G9178-100001/007/CY

The Strategic Interactive Research Company^TM
www.visioncritical.com

"Ce rapport est aussi disponible en francais sur demande”

Background information

• Contract Number: G9178-100001/007/CY
• POR Number: 057-10
• Contract award date: 21-Oct-10
• Delivery date: 22-Dec-10
• Contracted Cost (including HST): $88,826.48
• For further information, please contact:nc-por-rop-gd@hrsdc-rhdcc.gc.ca

Notes:

As per section 6.2.4 of the Procedures for Planning and Contracting Public Opinion Research Jaideep Mukerji, Vice President of Public Affairs with Vision Critical, certifies that this research project in no way violated the provisions laid out in section 6.2.4 relating to political neutrality and electoral voting intentions. 

Outline

• Methodology
• Executive Summary
• Conclusions
• Section 1: Youth
  • “Christine”
  • “Flash of Inspiration”
  • “Never too soon”
• Section 2: General Population
  • “Chris”
  • “Flash of Inspiration”
  • “Never too late”
• Contact information

Methodology

• A total of eight (8) focus groups were conducted with Canadian youth and members of the general population in four locations. Youth participants were between the ages of 16-20, while members of the general population were over the age of 21.
• Group discussions lasted approximately two hours and participants were paid an incentive of $75 for their participation. English groups were moderated by Jodi Shanoff, while French groups were moderated by Jaideep Mukerji. Groups were conducted in the following locations:

• In addition to discussing television and web banner advertising concepts, participants were asked to complete worksheets in order to obtain their individual feedback. For both types of advertising, participants were asked to use a diagram of a target on which to place a letter corresponding to each execution in order to indicate whether or not the ad resonated with them. Ads which had great relevance or resonance were placed close to or on the bull’s eye of the target, while ads with less resonance were placed in the target’s outer rings.
• In addition to the target worksheet, participants were asked to complete a written series of questions for each of the television executions.

Executive Summary – Research Objectives

Project Background

• Economic recovery continues to be a priority for the Government of Canada in the wake of 2008’s economic downturn. The Government of Canada is therefore launching a campaign (Jobs of the Future) to raise awareness of the need for higher education and skills upgrading among the Canadian working population as a means of helping the economy. Individual Canadians will also benefit from the initiative through the acquisition of skills they need to remain competitive in the economic marketplace.
• The Jobs of the Future campaign has two main goals – first, the campaign seeks to raise awareness among the general public about the importance of gaining new professional skills. The campaign’s second goal is to inform Canadians that the Government of Canada has a number of programs and services in place to help them gain those new skills. In addition to the above mentioned goals, the Jobs of the Future campaign also has two related sub-themes. The first directed at youth (16-20) and the second directed at older workers (40+).

Research Objectives

• The main goal of the research project is to test three creative approaches to the HRSDC’s Jobs of the Future advertising campaign to determine which approach will be the most effective driving the Canadian population to seek more information from specified government sources (jobsofthefuture.gc.ca or 1 800 O-Canada) on acquiring and upgrading skills, post-secondary education and work experience.
• The research will help HRSDC determine which of their three concepts is most effective in communicating the government’s key messages.
• While the results of the research are helpful in establishing the relative strengths and weaknesses of each concept, the qualitative nature of focus groups means that any conclusions presented in this report are directional and cannot be extrapolated to larger segments of Canadian society.

Executive Summary - Youth

General comments:

• Youth felt these ads were more about careers than they were about jobs. This may help explain the fact that concepts A and B tested better since these concepts were more ‘career oriented’ than concept C.
• In Quebec, youth felt some of the jobs displayed were too technical in nature or lacked imagination.
• In general, supers displayed at the bottom of the ad were of some help in communicating the message though for the most part they went un-noticed by youth groups.
• Youth reported being only marginally motivated to go to the website after seeing the ad. While the federal government is generally regarded as a realistic entity to turn to for this kind of information, it is not a top-of-mind resource.
• The “Better Jobs” URL worked for young participants. It was relevant to the message and spoke to the kind of information that would be found on the website.

Web Banners

• Among web banners, the shorter, more direct formats had greater appeal for young participants. Few were interested in “clicking” through on a banner; mousing over appeared more likely to keep their attention. While many youth participants explained that they seldom click on internet ads, there was agreement that a banner concept that used video animation was most likely to catch their attention. Few were inclined to do much reading. Taken together, it appears as though the format of the actual banner and the animation methods it uses will likely be a bigger determinant of the banner’s success than its specific content.

Executive Summary - General Population

General Comments

• Adults more readily grasped the role of the federal government in offering these types of programs than the youth groups, who focused more on the messages of making choices about careers and jobs.
• Of note was the fact that Quebec adults were somewhat incredulous that the federal government would/could offer such programs. There was widespread belief that this was the sole responsibility of the provincial government and the federal government would not ‘be allowed’ to offer programs like this.
• Adults were more likely to remark on the use of the supers and find them an enhancement of the advertising message. The one exception was the “foreign credential recognition program” super in the “Chris” concept. Some participants in Quebec felt the supers could be consolidated to just one or two items since it was a lot of information to process all at once. It was felt that the “job retraining” super was the most relevant to them.
• Adults in general did not take issue with the “Better Jobs” URL. A minority of participants in Waterloo found it somewhat offensive.
• Adults were more likely than youth to be encouraged to visit the website for information.

Web Banners

• As was the case with the youth groups, adults also preferred the brief web banners with little text. The video iteration was also preferred among most gen pop groups.
• In Quebec, some participants commented that the use of the word ‘école’ in the banner ad was slightly pejorative though the concept nevertheless scored well because they liked the message that followed.
• Both adults and youth expected the information at the website to be transactional in nature – clear, concise lists of careers with corresponding qualification requirements, programs offered, and applicable grants, loans and assistance.
• Adults were far more focused on the financial aspect of government assistance than youth. Adults focused on the need to have support while re-training for a new job/career, whereas youth were more focused on where to find information. Youth also expressed interest in knowing specific salaries associated with different jobs.

Executive Summary - Conclusions

• The groups clearly demonstrated that different creative approaches resonated with each audience. The different audiences are at different stages of their lives and careers and therefore latched on to different aspects of the proposed campaigns. Youth groups responded more to the career aspect of the ads given where they are at in their lives. Adult groups responded more to the message that it is not too late to learn new skills and change jobs.
• For these reasons we believe it would be best to create two different television ads, one for each target group. Notwithstanding the qualitative nature of the groups, we believe the findings of the research to date suggest that the “Flash of Inspiration” version would be best suited to youth, while the “Never too late” creative would be most effective among adults.
• Depending on the television message chosen for each audience, both target groups expressed the greatest appreciation for a web banner application that minimized text and incorporated video footage.
• The current URL being considered for this initiative is an appropriate complement to the ads. Both youth and general population participants expressed interest in a website that is straightforward and to the point. The type of information sought differed, to a certain extent, depending on the age group. Youth were most interested in detailed information on specific careers. In particular, they felt it was important the website include specific information like career availability and salary ranges, while older participants in the general population groups were more interested in a website that clearly explained what the federal government was prepared to do for them in terms of providing grants and loans and retraining programs.

Youth

Concept A – “Christine”

“Christine” - Likes and Dislikes

Text description of Figure 1: Concept A1- “Christine” (Youth Version)

Likes

• Relatable
• Realistic – people have a hard time choosing a career
• Variety of career ideas
• Careers are attractive to a broad demographic
• “Stop motion” animation
• Clear focus, easy to understand and positive

Dislikes

• Did not stir up much emotion; boring
• ‘Stop motion’ animation
• Is an overdone concept – similar to other Government of Canada ads
• Not clear whether ad refers to her career choice or government help

“Christine” - Analysis and Comments

Youth were attracted to the stop-motion animation of the Christine ad. They could identify with the indecision portrayed by the character and the guessing game of trying to figure out which career to pursue.

“I’m not the only one unsure about what career I want. There are government programs and information to help you out” – Abbotsford youth

“We’re at that point now in our lives where we are thinking about these same things” – Saguenay youth

“I can relate to this ad because I also had no idea what my career goal was and this shows there are countless opportunities” – Halifax youth

“A classic take and easy to understand. The stop motion will keep the attention of the viewer” – Waterloo youth

Concept B – “Flash of Inspiration”

“Flash of Inspiration” - Likes and Dislikes

Text description of Figure 2: Concept B1 “Flash of Inspiration” (Youth Version)

Likes

• Quote: “inspiration can come from anywhere”
• Diversity: various people in different trades
• Originality, not cliché
• Presents information clearly, straightforward
• Flash transitions for steps to reach career goals
• Shows support for those pursuing their career
• Realistic

Dislikes

• Do not feel younger age groups were portrayed
• Online application process is unclear
• Dislike the robotic assistant
• Too many people and careers
• Money for school is confusing

“Flash of Inspiration” - Analysis and Comments

Ultimately, the “inspiration” version resonated more with youth who understood the device and found it realistic and aspirational. The transition had a particular relevance to their current situation, with many participants noting they agreed inspiration about possible career choices could happen at any time.

“The message is interesting: people need to live their lives and find what inspires them” – Waterloo youth

“Focusing on being ‘inspired’ was a good theme for the ad, as youth need the inspiration” – Abbotsford youth

“I’ve had that exact same thing happen to me – sometimes these flashes come outside of school” – Saguenay youth

“[After seeing this ad I thought] - Inspiration can come from many places. If I get an idea for a career, maybe I can actually do it. ‘Inspired’ is a good word to describe that feeling. – Abbotsford youth

“I liked… the flash transitions – showing steps to reach your career goal” – Halifax youth

Concept C – “Never too soon”

“Never too soon” - Likes and Dislikes

Text description of Figure 3: Concept C1 “Never too soon” (Youth Version)

Likes

• Relatable
• Variety of people in different careers
• Truthful: you need a better education for better jobs
• Gave solutions, practical
• To the point
• High-five with the robot

Dislikes

• Not enough information; not sure there is an opportunity in the future
• Confusing, hard to follow
• “High-fiving a robotic assistant seems silly”
• Not sure what “classic jobs” are

“Never too soon” - Analysis and Comments

The never too soon concept in contrast had very little connection for youth. In particular, the robotic “high-5” was a trivial distraction for many participants. The ad was too staid and “typical” of government advertising, according to youth. While they grasped the concept that new skills would be needed for the jobs of tomorrow, the message did not fit in particularly well with their current situation of still being in school.

“[After seeing this ad I think] I definitely need to go to university, even if I’m just going into a trade” – Abbotsford youth

“It tells you the truth. You will need a better education for better jobs”– Abbotsford youth

“I think it interacts well with the people who want careers in the examples shown in the ad”– Halifax youth

“I like how it is practical and proactively addressing the need for education [but the] high-fiving robotic assistant seems silly”– Abbotsford youth

“The ad focuses too much on blue collar jobs “ Saguenay youth

“It feels too jumpy. It moves scenes too soon and doesn't explain much in the scenes”– Waterloo youth

Web Banners

Christine

Text description of Figure 4: Web Banner – Concept A1- “Christine” (Youth Version)

The Christine banner was generally the least preferred of the web banners. While youth in Saguenay liked the ‘choose your own adventure’ aspect, participants in other groups did not necessarily feel connected to Christine and were somewhat disinterested in helping her choose a career.

Flash of Inspiration

Text description of Figure 5: Web Banner – Concept B1- “Flash of Inspiration” (Youth Version)

The Flash of Inspiration banner was the most popular overall. Participants liked the idea of embedding video in the banner. While many participants said they never clicked on banner ads, the idea of including a video seemed relatively effective in piquing youth participants’ curiosity.

Never Too Soon

Text description of Figure 6:Web Banner – Concept C1- “Never Too Soon” (Youth Version)

The succinctness of this banner concept went over well. Participants were not generally enthused at the prospect of spending any considerable time working through banner ads. That said, the robotic high five, which was unpopular in the television concept, was equally unpopular in the web banner format.

General Population

Concept A – “Chris”

“Chris” - Likes and Dislikes

Text description of Figure 7: Concept A – “Chris”

Likes

• “Stop motion”
• Variety of careers
• Last line is catchy and inviting
• That the government is proactive
• To the point – lets you know where and how to get education loans and grants
• Clarity

Dislikes

• “Stop motion”
• “Supers” do not make sense
• Could use different people, age, gender and ethnicity
• Too much information
• Seems too easy
• Foreign credential recognition does not tie in the ad well

“Chris” - Analysis and Comments

Adults were less drawn to the stop-motion animation of the Chris concept. Many felt as though they had seen this type of animation many times before. For others, the use of a singular character was not representative enough of the Canadian experience.

“Too focused on just one person” – Abbotsford adult

“[This ad says to me that] it is never too late to make a decision to better yourself and the options are endless” – Waterloo adult

“The ad is OK, but somehow not as good as the others” – Saguenay adult

“This advertisement seems very cliché like a community college ad” – Halifax adult

Concept B – “Flash of Inspiration”

“Flash of Inspiration” - Likes and Dislikes

Text description of Figure 8: Concept B – “Flash of Inspiration”

Likes

• Diverse age groups, ethnicities, genders
• Displays present and future opportunities
• Outlines opportunity to be a student at any age
• Says that there are jobs available in Canada for all
• The three workers ended up doing what they want
• Positive and hopeful

Dislikes

• Too familiar, repetitive and unoriginal
• Too drawn out
• Confusing
• Does not mention what type of program or schooling for the first person

“Flash of Inspiration” - Analysis and Comments

In general, most adults did not engage with the “inspiration” concept the same way younger respondents did. When adults preferred this concept, they were usually the youngest within their groups. While inclusive of different scenarios, many adults found the transition from thought to action and the outcomes they provided as unrealistic.

“I feel a bit inspired; I want to check out this site” – Abbotsford adult

“The government is doing something about the lack of skilled Canadians in the work force” - Abbotsford adult

“[I like that] it shows three very different groups of people who all feel they can do better” – Waterloo adult

“A little unrealistic to go from a bike courier to a boardroom” – Saguenay adult

Skeptical: “How do they still pay bills/childcare. Do you really get the job you want?” – Halifax adult

Concept C – “Never too late”

“Never too late” - Likes and Dislikes

Text description of Figure 9: Concept C – “Never too late”

Likes

• Promotes distance education
• Brief and to the point
• Uses two mature people and a new French Canadian
• Highlights trades and skills

Dislikes

• Too short
• Only focused on an older demographic
• Not inspiring
• Unclear, confusing
• Did not strike a chord, unappealing
• Not enough career variety shown

“Never too late” - Analysis and Comments

Most groups preferred the “standard” approach of the “never too late” concept – although Waterloo participants found that the age of the characters portrayed in the concept gave the impression that it was geared towards “older” audiences. This concept was seen as brief, to-the-point, and inclusive of many different job/personal situations. Many respondents were able to relate to the situations portrayed in the ad.

“This ad is also diverse in age, ethnicity, types of previous experiences – no one is trapped in a gender specific career – all is possible if we try – Waterloo adult

“It would have been nice to see different types of people - [different] ages” – Waterloo adult

“[This ad] did well at focusing on older people and showing them it is not too late to retrain” – Waterloo adult

“Tells me it is easy to go back to school and get a loan or grant” – Halifax adult

“I find the message inspiring – it’s true that it is never too late” – Saguenay adult

“Short and sweet. Very appealing. I want to go to the website now” – Abbotsford adult

Web Banners

Chris

Text description of Figure 10: Web Banner – Concept A- “Chris”

As was the case in the youth groups, the Chris concept was the least preferred. Criticisms that it focused too much on one person were carried over from the television ad. Some participants also felt the concept was too involved and “gimmicky”.

Flash of Inspiration

Text description of Figure 11: Web Banner – Concept B- “Flash of Inspiration”

The Flash of Inspiration banner was also the most popular concept among adults. Participants liked the idea of embedding video in the banner and the idea of hovering the mouse over the different characters, which spoke to their desire to have a variety of experiences conveyed to them.

Never Too Late

Text description of Figure 12: Web Banner – Concept B1- “Never Too Late”

This concept also tested well – its simplicity and call to action went over well with participants who expected banner ads to be straight to the point. Participants in Quebec were slightly turned off at the use of the word ‘école’ to describe job retraining since it sounded very junior or something only a younger person would do.

Thank you

Jodi Shanoff, Senior Vice President
Angus Reid Public Opinion
T: 416.642.7699
E: jodi.shanoff@angus-reid.com

Jaideep Mukerji, Vice President
Angus Reid Public Opinion
T: 514-940-1274 – ext. 2106
E: jaideep.mukerji@angus-reid.com