International Experience Canada: Branding Testing Report

Contract number: B8815-170509/001/CY
POR Registration Number: POR 099-16
Contract date: 2017-01-26
Report date: March 22, 2017
Prepared for: Immigration, Refugees and Citizenship Canada
Prepared by: Environics Research

Ce rapport est aussi disponible en français.

For more information on this report: por-rop@cic.gc.ca

Executive summary
Detailed Findings
Appendix A: Methodology
Appendix B: Survey Questionnaires
- English
- French
- German
- Japanese

Executive summary

Background and objectives

International Experience Canada (IEC) offers Canadian youth a unique opportunity to gain valuable work experience while travelling abroad and offers international youth a unique opportunity to gain valuable work experience while travelling in Canada.

The purpose of this research was to test the branding concepts in advance of their official launch to ensure that the concepts were appropriate for the target audiences. The information gained through this public opinion research will be shared throughout the Department to assist it when developing communications products and strategies.

The objectives of the research were to measure the following:

The degree to which the branding concepts resonated with viewers; and
The feelings of the viewers, as a result of viewing the advertising.

Methodology

Two online panel surveys were conducted. The first was with a sample of 1,004 adult Canadians between the ages of 18 and 35 and an additional 500 surveys with international youth between the ages of 18 and 30 or 18 and 35, depending on the country surveyed. Respondents reflected a mix of:

Gender
Age
Region
In Canada, a mix of Canadian-born citizens and newcomers as well as members and non-members of the Indigenous community.

Respondents for this survey were selected from among those who have registered to participate in online surveys. The results of such surveys cannot be described as statistically projectable to the target population. Because the sample is based on those who initially self-selected for participation in the panel, no estimates of sampling error can be calculated.

Cost of research

The contract value of this research (including both surveys) was $39,917.25 (HST included).

Key findings

Name preference

In general, International Experience Canada (IEC) is the preferred name. This is consistent within Canada. gO Canada is preferred in some countries, including the UK, Germany and New Zealand.
IEC resonates most strongly in describing the program and prompting respondents to want to learn more about the program.

Tagline preference

The findings about tagline preference are mixed. Respondents in Canada, New Zealand, and Japan prefer “Connecting you to a world of opportunities”, meanwhile, respondents from the remaining countries generally prefer “Adventure. Experience. Inspire.”
Moreover, while not named as a most preferred tagline, “Broadening your horizons…” is most likely to capture the attention of Canadians, UK residents, and those in New Zealand.
Lastly, while there is no clear preference across countries of taglines to prompt youth to want to learn about the program, “Connecting you to a world of opportunities” is consistently highly rated on this measure in Canada.

Concept preference

The results reveal that concept B consistently tests most strongly among residents across all countries. It is regularly given the highest ratings on appeal, capturing attention, prompting youth across all countries to want to learn more about, as well as participate in, the program. Few respondents provide comments on how to improve concept B; if they do, it generally relates to the amount of white space used.
Concept A was the second preferred concept across all measures tested. Comments on improvements suggest that the colours would be an area to improve upon the concept.
Concept C was the least favourite among all residents. Verbatim comments suggest that the colours and overall look and feel of the materials are not widely appealing.

Political neutrality statement and contact information

I hereby certify as a Senior Officer of Environics Research 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 contain any reference to electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leader.

Megan Tam
Vice President, Public Affairs, Environics Research Group
megan.tam@environics.ca
613-699-8905

Supplier name: Environics Research Group
PWGSC contract number: B8815-170509/001/CY
Original contract date: 2017-01-26

Detailed Findings

Contextual findings

Q. The purpose of the study is to gather opinions on a new branding (name and look) for a program administered by the Government of Canada. The program facilitates work permits for up to two years for youth aged 18 to 35. The program is reciprocal in nature meaning Canadian youth can work abroad in one of 33 partner countries and foreign territories, and youth from these countries can do the same in Canada. The program has three categories of participation: a Working Holiday category which allows youth to work anywhere in the host country to support their travels; an International Co-op (Internship) category which allows targeted experience in their field of study; and a Young Professionals category allowing targeted professional work experience that is within their field of study or career path. To begin, how likely or unlikely are you to participate in a program like the one described above? (n=1504)

All countries
	Canada	United Kingdom	France	Germany	Japan	New Zealand
Likely (7, 8, 9, or 10 out of 10)	62%	65%	73%	70%	49%	61%
Neither (5 to 6)	20%	24%	15%	16%	29%	13%
Unlikely (1 to 4)	18%	11%	11%	14%	22%	26%

Canada only
	Atlantic	Quebec	Ontario	MB/SK	Alberta	British Columbia	Male	Female	18 to 24 years	25 to 30 years	31 to 35 years
Likely (7, 8, 9, or 10 out of 10)	65%	59%	64%	59%	61%	63%	63%	61%	67%	61%	57%
Neither (5 to 6)	22%	18%	19%	15%	20%	26%	20%	20%	21%	22%	16%
Unlikely (1 to 4)	14%	23%	16%	25%	19%	11%	16%	20%	12%	17%	28%

Q. The current survey features names, taglines and creative concepts options that are suggested to inspire the audience to see the benefits of working and travelling abroad. The taglines and names will only appear in English or French. Which language would you prefer to view the materials in?

All countries
	Canada	United Kingdom	France	Germany	Japan	New Zealand
English	80%	100%	2%	100%	100%	100%
French	20%	0%	98%	0%	0%	0%

Canada only
	Atlantic	Quebec	Ontario	MB/SK	Alberta	British Columbia	Male	Female	18 to 24 years	25 to 30 years	31 to 35 years
English	99%	14%	100%	100%	98%	100%	80%	79%	82%	80%	75%
French	1%	86%	0%	0%	2%	0%	20%	21%	18%	20%	25%

Name Preference

Q. The following is a list of proposed program names. Please rank the program names from most preferred to least preferred. (n=1504)

% Most preferred name in all countries
	International Experience Canada	Connexion Canada	gO Canada	Panorama	Avenue
Canada	36%	17%	26%	14%	7%
UK	23%	17%	34%	13%	13%
Germany	22%	18%	30%	20%	10%
New Zealand	24%	21%	36%	15%	4%
France	27%	25%	22%	19%	6%
Japan	33%	19%	17%	12%	19%

Q. The following is a list of proposed program names. Please rank the program names from most preferred to least preferred: Panorama (n=1504)

All countries
	Canada	United Kingdom	France	Germany	Japan	New Zealand
1 – Most preferred	14%	13%	19%	20%	12%	15%
2	18%	14%	13%	16%	16%	12%
3	20%	14%	16%	20%	16%	11%
4	29%	30%	29%	30%	35%	33%
5 – Least preferred	19%	30%	23%	14%	22%	29%

Canada only
	Atlantic	Quebec	Ontario	MB/SK	Alberta	British Columbia	Male	Female	18 to 24 years	25 to 30 years	31 to 35 years
1 – Most preferred	15%	24%	12%	9%	11%	7%	15%	12%	16%	15%	11%
2	16%	20%	17%	18%	17%	15%	19%	17%	18%	18%	16%
3	19%	19%	20%	26%	15%	24%	19%	21%	23%	18%	18%
4	32%	23%	31%	25%	35%	27%	25%	33%	25%	31%	32%
5 – Least preferred	17%	14%	20%	21%	22%	27%	22%	17%	18%	18%	23%

Q. The following is a list of proposed program names. Please rank the program names from most preferred to least preferred: Avenue (n=1504)

All countries
	Canada	United Kingdom	France	Germany	Japan	New Zealand
1 – Most preferred	7%	13%	6%	10%	19%	4%
2	11%	13%	12%	11%	17%	7%
3	17%	16%	12%	17%	18%	15%
4	24%	25%	26%	22%	18%	29%
5 – Least preferred	41%	32%	44%	41%	28%	46%

Canada only
	Atlantic	Quebec	Ontario	MB/SK	Alberta	British Columbia	Male	Female	18 to 24 years	25 to 30 years	31 to 35 years
1 – Most preferred	7%	5%	6%	10%	10%	9%	9%	6%	7%	8%	7%
2	5%	12%	12%	8%	5%	15%	12%	10%	12%	9%	11%
3	15%	16%	14%	25%	20%	22%	18%	15%	18%	17%	15%
4	26%	24%	24%	25%	26%	19%	24%	23%	25%	22%	24%
5 – Least preferred	47%	43%	44%	32%	39%	35%	37%	46%	38%	44%	44%

Q. The following is a list of proposed program names. Please rank the program names from most preferred to least preferred: gO Canada (n=1504)

All countries
	Canada	United Kingdom	France	Germany	Japan	New Zealand
1 – Most preferred	26%	34%	22%	30%	17%	36%
2	23%	21%	20%	24%	24%	18%
3	22%	19%	22%	18%	20%	28%
4	15%	15%	21%	17%	20%	11%
5 – Least preferred	14%	11%	15%	10%	19%	7%

Canada only
	Atlantic	Quebec	Ontario	MB/SK	Alberta	British Columbia	Male	Female	18 to 24 years	25 to 30 years	31 to 35 years
1 – Most preferred	25%	22%	25%	24%	28%	35%	27%	24%	24%	25%	29%
2	25%	17%	25%	24%	22%	27%	21%	25%	23%	25%	21%
3	27%	22%	22%	26%	25%	16%	21%	24%	21%	22%	26%
4	13%	21%	16%	6%	14%	9%	16%	14%	16%	16%	14%
5 – Least preferred	10%	18%	12%	20%	11%	12%	15%	13%	17%	13%	11%

Q. The following is a list of proposed program names. Please rank the program names from most preferred to least preferred: Connexion Canada (n=1504)

All countries
	Canada	United Kingdom	France	Germany	Japan	New Zealand
1 – Most preferred	17%	17%	25%	18%	19%	21%
2	26%	27%	34%	31%	23%	34%
3	25%	24%	23%	19%	26%	22%
4	19%	13%	9%	18%	19%	11%
5 – Least preferred	14%	19%	9%	14%	14%	13%

Canada only
	Atlantic	Quebec	Ontario	MB/SK	Alberta	British Columbia	Male	Female	18 to 24 years	25 to 30 years	31 to 35 years
1 – Most preferred	21%	19%	16%	15%	20%	11%	16%	17%	16%	17%	17%
2	32%	30%	24%	24%	26%	21%	25%	26%	24%	27%	27%
3	19%	23%	30%	16%	27%	22%	25%	26%	24%	28%	24%
4	16%	17%	15%	31%	14%	31%	19%	18%	20%	16%	20%
5 – Least preferred	12%	11%	15%	13%	13%	16%	15%	13%	16%	12%	12%

Q. The following is a list of proposed program names. Please rank the program names from most preferred to least preferred: International Experience Canada (n=1504)

All countries
	Canada	United Kingdom	France	Germany	Japan	New Zealand
1 – Most preferred	36%	23%	27%	22%	33%	24%
2	23%	25%	22%	18%	20%	29%
3	15%	28%	27%	25%	20%	25%
4	13%	17%	14%	14%	9%	16%
5 – Least preferred	12%	8%	10%	22%	17%	5%

Canada only
	Atlantic	Quebec	Ontario	MB/SK	Alberta	British Columbia	Male	Female	18 to 24 years	25 to 30 years	31 to 35 years
1 – Most preferred	31%	30%	41%	42%	31%	38%	32%	41%	36%	36%	36%
2	21%	21%	22%	25%	30%	22%	23%	23%	23%	20%	25%
3	20%	20%	14%	7%	13%	17%	17%	14%	15%	15%	17%
4	13%	15%	14%	13%	11%	13%	15%	12%	14%	15%	11%
5 – Least preferred	15%	13%	9%	13%	15%	10%	12%	11%	11%	14%	10%

Q. To what extent do you feel the proposed names describe the program? (n=1504)

% who say the name describes the program well (rating of 7, 8, 9, or 10 out of 10) in all countries
	International Experience Canada	Connexion Canada	gO Canada	Panorama	Avenue
Canada	79%	61%	57%	39%	30%
UK	74%	64%	64%	35%	31%
Germany	67%	68%	70%	35%	30%
New Zealand	71%	66%	68%	23%	19%
France	84%	79%	62%	52%	36%
Japan	57%	51%	41%	24%	25%

Q. To what extent would you want to learn more about the program based on the name? (n=1504)

% who say the name makes them want to learn more about the program (rating of 7, 8, 9, or 10 out of 10) in all countries
	International Experience Canada	Connexion Canada	gO Canada	Panorama	Avenue
Canada	72%	58%	60%	47%	36%
UK	66%	60%	69%	43%	38%
Germany	61%	68%	67%	39%	38%
New Zealand	70%	61%	68%	32%	29%
France	78%	75%	69%	61%	35%
Japan	49%	48%	45%	30%	26%

Tagline Preferences

Q. The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred. (n=1504)

% Most preferred tagline in all countries
	Take the journey. Bring back the world.	Broaden your horizons…Expand your world.	Connecting you to a world of opportunities.	Adventure. Experience. Inspiration.	Explore. Immerse. Inspire.
Canada	36%	17%	26%	14%	7%
UK	23%	17%	34%	13%	13%
Germany	22%	18%	30%	20%	10%
New Zealand	24%	21%	36%	15%	4%
France	27%	25%	22%	19%	6%
Japan	33%	19%	17%	12%	19%

Q. The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred: Take the journey. Bring back the world. (n=1504)

All countries
	Canada	United Kingdom	France	Germany	Japan	New Zealand
1 – Most preferred	18%	17%	12%	20%	23%	20%
2	21%	23%	17%	22%	11%	18%
3	20%	14%	26%	21%	22%	19%
4	20%	21%	20%	16%	18%	12%
5 – Least preferred	20%	24%	24%	21%	27%	30%

Canada only
	Atlantic	Quebec	Ontario	MB/SK	Alberta	British Columbia	Male	Female	18 to 24 years	25 to 30 years	31 to 35 years
1 – Most preferred	25%	12%	18%	24%	19%	22%	17%	19%	17%	20%	18%
2	23%	25%	20%	21%	15%	25%	21%	21%	21%	24%	17%
3	13%	22%	19%	23%	27%	17%	19%	21%	21%	20%	19%
4	21%	19%	23%	13%	19%	17%	20%	20%	21%	18%	21%
5 – Least preferred	18%	22%	21%	19%	20%	19%	22%	19%	19%	18%	24%

Q. The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred: Broaden your horizons…Expand your world. (n=1504)

All countries
	Canada	United Kingdom	France	Germany	Japan	New Zealand
1 – Most preferred	18%	15%	19%	24%	16%	23%
2	19%	16%	21%	14%	33%	18%
3	22%	28%	24%	24%	16%	18%
4	21%	21%	21%	19%	20%	26%
5 – Least preferred	19%	19%	14%	19%	14%	14%

Canada only
	Atlantic	Quebec	Ontario	MB/SK	Alberta	British Columbia	Male	Female	18 to 24 years	25 to 30 years	31 to 35 years
1 – Most preferred	10%	20%	18%	18%	16%	18%	21%	14%	15%	18%	21%
2	19%	19%	19%	17%	19%	18%	19%	19%	19%	17%	20%
3	29%	23%	24%	18%	23%	15%	22%	23%	24%	20%	23%
4	20%	22%	19%	22%	20%	28%	21%	21%	21%	24%	20%
5 – Least preferred	22%	16%	19%	25%	22%	20%	16%	22%	21%	21%	16%

Q. The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred: Connecting you to a world of opportunities. (n=1504)

All countries
	Canada	United Kingdom	France	Germany	Japan	New Zealand
1 – Most preferred	25%	16%	13%	13%	24%	29%
2	18%	23%	17%	15%	22%	15%
3	17%	17%	17%	18%	19%	23%
4	18%	19%	25%	24%	24%	20%
5 – Least preferred	22%	26%	29%	31%	11%	12%

Canada only
	Atlantic	Quebec	Ontario	MB/SK	Alberta	British Columbia	Male	Female	18 to 24 years	25 to 30 years	31 to 35 years
1 – Most preferred	23%	17%	30%	31%	25%	21%	25%	25%	25%	26%	23%
2	21%	15%	18%	19%	16%	21%	18%	18%	16%	16%	22%
3	18%	18%	17%	17%	18%	18%	18%	16%	18%	18%	17%
4	9%	25%	16%	15%	22%	13%	17%	19%	18%	18%	17%
5 – Least preferred	29%	25%	20%	18%	19%	28%	23%	22%	23%	22%	22%

Q. The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred: Adventure. Experience. Inspiration. (n=1504)

All countries
	Canada	United Kingdom	France	Germany	Japan	New Zealand
1 – Most preferred	19%	28%	28%	25%	20%	20%
2	23%	22%	20%	21%	23%	21%
3	21%	16%	17%	18%	20%	18%
4	20%	23%	20%	24%	15%	23%
5 – Least preferred	17%	11%	15%	12%	22%	18%

Canada only
	Atlantic	Quebec	Ontario	MB/SK	Alberta	British Columbia	Male	Female	18 to 24 years	25 to 30 years	31 to 35 years
1 – Most preferred	14%	33%	14%	12%	16%	17%	17%	21%	19%	19%	18%
2	24%	22%	23%	25%	27%	19%	23%	23%	24%	20%	24%
3	21%	17%	22%	20%	21%	27%	22%	20%	19%	24%	20%
4	33%	16%	20%	29%	18%	19%	21%	19%	20%	21%	20%
5 – Least preferred	9%	12%	22%	14%	19%	18%	16%	18%	17%	17%	18%

Q. The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred: Explore. Immerse. Inspire. (n=1504)

All countries
	Canada	United Kingdom	France	Germany	Japan	New Zealand
1 – Most preferred	20%	23%	28%	17%	16%	8%
2	19%	16%	25%	28%	12%	27%
3	19%	25%	16%	19%	23%	22%
4	21%	17%	14%	18%	23%	18%
5 – Least preferred	21%	20%	18%	18%	26%	25%

Canada only
	Atlantic	Quebec	Ontario	MB/SK	Alberta	British Columbia	Male	Female	18 to 24 years	25 to 30 years	31 to 35 years
1 – Most preferred	28%	18%	19%	15%	24%	22%	20%	21%	23%	18%	19%
2	13%	19%	20%	19%	23%	17%	19%	19%	19%	22%	17%
3	19%	20%	19%	22%	13%	22%	18%	20%	17%	19%	22%
4	17%	17%	23%	20%	21%	23%	21%	21%	21%	19%	23%
5 – Least preferred	23%	26%	19%	24%	19%	16%	23%	19%	20%	23%	20%

Q. To what extent do the following taglines capture your attention? (n=1504)

% who say the tagline captures their attention (rating of 7, 8, 9, or 10 out of 10) in all countries
	Take the journey. Bring back the world.	Broaden your horizons…Expand your world.	Connecting you to a world of opportunities.	Adventure. Experience. Inspiration.	Explore. Immerse. Inspire.
Canada	67%	68%	64%	66%	62%
UK	68%	72%	62%	62%	67%
Germany	64%	67%	62%	70%	68%
New Zealand	54%	62%	59%	50%	58%
France	67%	74%	62%	80%	82%
Japan	43%	44%	52%	37%	38%

Q. To what extent would you want to learn more about the program based on the tagline? (n=1504)

% who say the tagline makes them want to learn more about the program (rating of 7, 8, 9, or 10 out of 10) in all countries
	Take the journey. Bring back the world.	Broaden your horizons…Expand your world.	Connecting you to a world of opportunities.	Adventure. Experience. Inspiration.	Explore. Immerse. Inspire.
Canada	67%	67%	68%	66%	63%
UK	67%	64%	66%	64%	66%
Germany	71%	67%	65%	70%	67%
New Zealand	59%	61%	60%	57%	54%
France	72%	71%	69%	85%	78%
Japan	36%	38%	44%	36%	38%

Image Preferences

Canada

The following 12 images were tested among respondents in Canada who would travel outbound to other countries:

Outbound picture 1

The image above presents a woman sitting at a table at an outdoor cafe.

Outbound picture 2

The image above presents a baker standing in a bread bakery.

Outbound picture 3

The image above presents a point of view perspective from a hiker on a hill.

Outbound picture 4

The image above presents a man writing at an desk in an office space.

Outbound picture 5

The image above presents five friends gathered on a beach at sunset.

Outbound picture 6

The image above presents a person wearing a hat while backpacking through a field.

Outbound picture 7

The image above presents a couple taking a picture of themselves in Paris, France.

Outbound picture 8

The image above presents three friends taking a picture of themselves in Rome, Italy.

Outbound picture 9

The image above presents a moped on a cobblestone street.

Outbound picture 10

The image above presents a man slicing cheese at shop.

Outbound picture 11

The image above presents a woman standing in a crowd in a city square.

Outbound picture 12

The image above presents a man bottle feeding a sheep.

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite. (n=1004)

% Most preferred picture in Canada
	Canada
Outbound picture 1	13%
Outbound picture 2	21%
Outbound picture 3	3%
Outbound picture 4	1%
Outbound picture 5	5%
Outbound picture 6	7%
Outbound picture 7	17%
Outbound picture 8	5%
Outbound picture 9	6%
Outbound picture 10	8%
Outbound picture 11	11%
Outbound picture 12	2%

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite: Canada (n=1004)

% Most preferred picture in Canada
	Outbound picture 1	Outbound picture 2	Outbound picture 3	Outbound picture 4	Outbound picture 5	Outbound picture 6	Outbound picture 7	Outbound picture 8	Outbound picture 9	Outbound picture 10	Outbound picture 11	Outbound picture 12
Ranked 1 to 4	30%	26%	52%	25%	41%	43%	19%	40%	27%	27%	33%	37%
Ranked 5 to 8	38%	30%	27%	33%	33%	34%	30%	35%	37%	33%	34%	34%
Ranked 9 to 12	32%	43%	21%	42%	26%	23%	51%	25%	35%	40%	33%	29%

Q. Why is this picture your favourite?

Outbound picture 3:

“Aesthetically it is beautiful. It immediately makes me wonder what the air feels like there, it makes me want to be there.”
“Because I love mountains”
“Because of the beautiful mountains. This picture looks like an adventure”
«Elle parle de liberté, d'accomplissement, de fierté, de bonheur, et de dépaysement.»
“Gives a sense of wide open space and freedom, and a nice combination of colours.”
“I get a sense of adventure and wanderlust from this picture. The scenery is beautiful.”
“I like the colours.”
“To me it looks like they are actually immersed in the nature of the country they are in. This looks peaceful, enjoyable and motivating.”

Q. Why is this picture your least favourite?

Outbound picture 7:

“Bad lighting, not interesting, unclear. Nothing captivating.”
“Because it is more of a personal photo.”
“I don't know who these people are and it looks like a weird selfie.”
« elle est beaucoup trop simple. »
“It is just a selfie at the Arch in France. This does't say anything about the purpose of the advertisement.”
“It's just kind of bland.”
« Semble etre une photo personnel. Ne represente pas le programme. »

International countries

The following 12 pictures were tested among respondents in the United Kingdom, French, Germany, Japan and New Zealand who would travel inbound to Canada:

Inbound picture 1

The image above presents four friends jumping off of a dock and into a lake.

Inbound picture 2

The image above presents four friends hiking in a grassy field between mountains.

Inbound picture 3

The image above presents three office workers reviewing a paper document.

Inbound picture 4

The image above presents a smiling barista working in a coffee shop.

Inbound picture 5

The image above presents four friends skating on an outdoor skating rink.

Inbound picture 6

The image above presents three friends camping in mountains.

Inbound picture 7

The image above presents a woman kayaking in a mountain lake.

Inbound picture 8

The image above presents two friends mountain biking.

Inbound picture 9

The image above presents a woman smiling while wearing ski equipment.

Inbound picture 10

The image above presents a man exploring a city that resembles Montreal, QC.

Inbound picture 11

The image above presents a couple taking a picture of themselves in downtown Toronto, ON.

Inbound picture 12

The image above presents five servers bussing plates in a cafe.

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite. (n=500)

% Most preferred picture in international countries
	United Kingdom	France	Germany	Japan	New Zealand
Inbound picture 1	13%	13%	10%	13%	10%
Inbound picture 2	21%	9%	16%	15%	13%
Inbound picture 3	3%	7%	3%	8%	4%
Inbound picture 4	1%	2%	4%	9%	2%
Inbound picture 5	5%	7%	3%	6%	3%
Inbound picture 6	7%	4%	10%	8%	14%
Inbound picture 7	17%	25%	24%	13%	32%
Inbound picture 8	5%	9%	3%	4%	4%
Inbound picture 9	6%	7%	6%	5%	1%
Inbound picture 10	8%	1%	6%	8%	4%
Inbound picture 11	11%	13%	13%	7%	10%
Inbound picture 12	2%	3%	2%	4%	3%

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite: United Kingdom (n=100)

Picture rankings: United Kingdom
	Inbound picture 1	Inbound picture 2	Inbound picture 3	Inbound picture 4	Inbound picture 5	Inbound picture 6	Inbound picture 7	Inbound picture 8	Inbound picture 9	Inbound picture 10	Inbound picture 11	Inbound picture 12
Ranked 1 to 4	44%	56%	15%	19%	28%	39%	52%	39%	23%	28%	40%	17%
Ranked 5 to 8	34%	23%	33%	46%	45%	36%	25%	35%	37%	33%	29%	25%
Ranked 9 to 12	22%	22%	52%	35%	27%	25%	22%	27%	40%	39%	31%	58%

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite: France (n=100)

Picture rankings: France
	Inbound picture 1	Inbound picture 2	Inbound picture 3	Inbound picture 4	Inbound picture 5	Inbound picture 6	Inbound picture 7	Inbound picture 8	Inbound picture 9	Inbound picture 10	Inbound picture 11	Inbound picture 12
Ranked 1 to 4	47%	48%	20%	21%	28%	43%	56%	36%	19%	21%	43%	18%
Ranked 5 to 8	31%	36%	30%	32%	42%	25%	28%	35%	37%	40%	32%	31%
Ranked 9 to 12	22%	16%	50%	47%	30%	32%	16%	29%	44%	39%	25%	51%

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite: Germany (n=100)

Picture rankings: Germany
	Inbound picture 1	Inbound picture 2	Inbound picture 3	Inbound picture 4	Inbound picture 5	Inbound picture 6	Inbound picture 7	Inbound picture 8	Inbound picture 9	Inbound picture 10	Inbound picture 11	Inbound picture 12
Ranked 1 to 4	45%	55%	16%	19%	34%	45%	55%	29%	21%	26%	39%	15%
Ranked 5 to 8	36%	30%	32%	38%	33%	35%	30%	34%	33%	40%	36%	25%
Ranked 9 to 12	19%	15%	52%	43%	33%	20%	15%	37%	46%	34%	24%	61%

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite: Japan (n=100)

Picture rankings: Japan
	Inbound picture 1	Inbound picture 2	Inbound picture 3	Inbound picture 4	Inbound picture 5	Inbound picture 6	Inbound picture 7	Inbound picture 8	Inbound picture 9	Inbound picture 10	Inbound picture 11	Inbound picture 12
Ranked 1 to 4	41%	40%	37%	29%	25%	42%	38%	31%	22%	38%	28%	39%
Ranked 5 to 8	27%	33%	33%	30%	49%	35%	34%	36%	32%	28%	34%	29%
Ranked 9 to 12	32%	27%	30%	41%	26%	23%	28%	32%	46%	34%	38%	42%

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite: New Zealand (n=100)

Picture rankings: New Zealand
	Inbound picture 1	Inbound picture 2	Inbound picture 3	Inbound picture 4	Inbound picture 5	Inbound picture 6	Inbound picture 7	Inbound picture 8	Inbound picture 9	Inbound picture 10	Inbound picture 11	Inbound picture 12
Ranked 1 to 4	52%	58%	11%	10%	33%	60%	56%	26%	21%	27%	34%	11%
Ranked 5 to 8	30%	31%	24%	39%	42%	23%	26%	42%	38%	39%	39%	28%
Ranked 9 to 12	19%	11%	65%	51%	24%	17%	18%	31%	41%	34%	27%	62%

Q. Why is this picture your favourite?

Inbound picture 2:

“Adventure, freedom, group.”
“It looks like a group of friends on an adventure exploring the world.”
“It shows the nature of Canada and the people who exist in this photo they seemed so happy”
“It's got stunning rocks in the background and a group of people, showing you that you can travel with your friends in a beautiful environment.”
Inbound picture 7:
“Beautiful scenery with eye-catching colour. Presents the idea of a huge new world to explore.”
“Gorgeous scenery and an adventurous challenge!!!”
“It's exploring the world around you if you were in Canada.”
“Looks nice and relaxing. Calm and peace. Lovely scenery.”
“The Scenery is Great and the Picture. The whole is colourful and the water looks great.”

Q. Why is this picture your least favourite?

Inbound picture 3:

« elle n'est pas originale, ne montre rien du monde extérieur. »
“It looks generic and impersonal.”
“Too business oriented, does not give the feeling of opportunity, feels trapping.”
“Not particularly interesting. Nothing exciting, nothing new.”
« je la trouvent moin belle plus fade sans saveur. »

Inbound picture 12:

“Blurring and the people are moving fast so that the camera doesn’t have the clear picture they want.”
« elle ne m'inspire pas du tout, cette image pourrait avoir lieu n'importe où, elle ne nous montre pas que l'on voyage. »
“It's very blurry and nondescript. This could be any country.”
“The busy nature of the picture conveys a stressful work environment, not something I’d want to travel across the world to experience.”

Concept Evaluation

The following three concepts were tested among all respondents. Each concept included an example of a web banner ad, a paper brochure and a Facebook post. The pictures used in each concept were some of the pictures tested earlier in the survey and therefore were different for international respondents than Canadian respondents.

Concept A

The image above presents concept A, which uses bright green colour and a wavy design.

Concept B

The image above presents concept B, which uses white space and contrasting blue colour with a sketched globe and paper airplane design.

Concept C

The image above presents concept C, which uses a dark blue wash and blurred lines.Q.The following is a list of the concepts. Please rank the concepts from most preferred to least preferred. (n=1504)

Concept A
	Canada	United Kingdom	France	Germany	Japan	New Zealand
First	31%	24%	28%	34%	28%	24%
Second	41%	41%	36%	45%	40%	45%
Third	29%	35%	36%	21%	32%	31%

Concept B
	Canada	United Kingdom	France	Germany	Japan	New Zealand
First	44%	54%	53%	51%	46%	61%
Second	31%	33%	26%	30%	36%	20%
Third	25%	13%	20%	19%	19%	19%

Concept C
	Canada	United Kingdom	France	Germany	Japan	New Zealand
First	25%	23%	19%	15%	27%	16%
Second	28%	26%	38%	25%	24%	35%
Third	46%	51%	43%	60%	49%	50%

Q.To what extent do you like or dislike this concept? (n=1504)

% who say they like the concept (rating of 7, 8, 9, or 10 out of 10) in all countries
	Concept A	Concept B	Concept C
Canada	60%	69%	46%
UK	51%	64%	48%
Germany	67%	75%	40%
New Zealand	48%	70%	35%
France	60%	86%	55%
Japan	34%	48%	26%

Q.To what extent does the concept capture your attention? (n=1504)

% who say the concept captures their attention (rating of 7, 8, 9, or 10 out of 10) in all countries
	Concept A	Concept B	Concept C
Canada	60%	66%	47%
UK	54%	63%	49%
Germany	59%	69%	42%
New Zealand	51%	69%	38%
France	52%	77%	51%
Japan	34%	42%	24%

Q.To what extent would you want to learn more by grabbing a brochure or clicking on a link based on this concept? (n=1504)

% who say the concept makes them want to learn more about the program (rating of 7, 8, 9, or 10 out of 10) in all countries
	Concept A	Concept B	Concept C
Canada	55%	65%	43%
UK	51%	63%	44%
Germany	61%	69%	43%
New Zealand	44%	62%	30%
France	55%	74%	50%
Japan	30%	37%	24%

Q.To what extent would you want to participate in the program based on this concept? (n=1504)

% who say the concept makes them want to participate in the program (rating of 7, 8, 9, or 10 out of 10) in all countries
	Concept A	Concept B	Concept C
Canada	54%	64%	44%
UK	48%	62%	47%
Germany	53%	69%	40%
New Zealand	43%	64%	28%
France	51%	72%	48%
Japan	30%	38%	22%

Q.Using your mouse, please click on the area(s) that you would improve and in the text box, explain what improvements you would make.

Concept A
	Canada (n=357)	International (n=152)
Dislike green shade	28%	35%
Choose better colour scheme	22%	19%
Change pictures	6%	16%
Wiggly lines are distracting	9%	7%

Concept B
	Canada (n=297)	International (n=127)
Too much white	31%	35%
Make it more professional	10%	0%
Too boring	9%	2%
Add more details about the program	7%	10%
Change pictures	5%	8%

Concept C
	Canada (n=429)	International (n=161)
Pictures are blurry	31%	21%
Zoom/speed effect makes it look too futuristic	19%	22%
Too busy	15%	6%
Choose better colour scheme	14%	13%
Change pictures	12%	15%

Appendix A: Methodology

The results of this research are based on an online survey, in six countries, conducted as follows:

Summary of online survey
Country	Sample size	Language of Survey	Target age
Canada	1,004	English and French	18 to 35 years
United Kingdom	100	English and French	18 to 30 years
Japan	100	Japanese, English and French	18 to 30 years
Germany	100	German, English and French	18 to 35 years
New Zealand	100	English and French	18 to 35 years

Survey respondents were selected from registered members of an online panel. Because the samples used in online panel surveys are based on self-selection and not a probability sample, no formal estimates of sampling error can be calculated. The non-probability sampling approach was chosen since it allows participants to see the concepts being tested and is also a cost-efficient way to reach youth and international populations.

Sample design and weighting

The samples were designed to achieve completed surveys with 1500 adults in 6 countries (as outlined above) Survey participants were recruited via an online panel, and quotas were set to ensure the sample were generally representative of the Canadian population by age, gender and region. The Canadian sample was stratified by region to allow for meaningful coverage of lower population areas:

Summary of sampling in Canada
Region	% of population	Unweighted sample (n)
Atlantic Canada	7%	99
Quebec	24%	222
Ontario	38%	340
Manitoba/Saskatchewan	7%	103
Alberta	11%	120
British Columbia	13%	120
Canada	100%	1004

At the analysis stage, the survey data were weighted to the national adult population (region, age and gender) in each of the six countries.

Questionnaire design

Environics reviewed the questionnaires provided by IRCC and recommended minimal revisions to ensure the research objectives were met and all questions were appropriately worded. Upon approval from IRCC, the questionnaires were translated into French using Environics’ professional translators. Translation of the Japanese and German surveys were undertaken by IRCC.

Prior to finalizing each survey for field, a pre-test (soft launch) was conducted in English and French. The pre-test assessed the questionnaires in terms of question wording and sequencing, respondent sensitivity to specific questions and to the survey overall, and to determine the survey length; standard Government of Canada pre-testing questions were also asked. No changes were required to either survey following the pre-test, and because of this, all of the pre-test interviews were kept as part of the final samples.

All versions of the final study questionnaires are included in Appendix B.

Fieldwork

The surveys were conducted by Environics using a secure, fully featured web-based survey environment. The average length of time to complete the survey was 12 minutes. The fieldwork dates were February 22, 2017 to March 7, 2017.

Environics’ data analysts programmed the questionnaires then performed thorough testing to ensure accuracy in set-up and data collection. This validation ensured that the data entry process conformed to the surveys’ basic logic. The data collection system handles sampling invitations, quotas and questionnaire completion (skip patterns, branching, and valid ranges).

All respondents were offered the opportunity to complete the surveys in their official language of choice. All research work was conducted in accordance with the Standards for the Conduct of Government of Canada Public Opinion Research – Online Surveys and the standards set by the Marketing Research and Intelligence Association (MRIA), as well as applicable federal legislation (Personal Information Protection and Electronic Documents Act, or PIPEDA). The survey was registered with the MRIA’s research registration system, which permits the public to verify the legitimacy of a survey, inform themselves about the industry and/or register a complaint.

Completion results

The completion results are presented in the following table.

Summary of completion results
Contact disposition	Canada	France	Germany	Japan	UK	New Zealand
Total invitations (c)	8,560	410	248	1,380	526	543
Total completes (d)	1,004	100	100	100	100	100
Qualified break-offs (e)	102	28	13	34	9	11
Disqualified (f)	109	15	10	43	13	5
Not responded (g)	6,643	239	125	1,203	395	423
Quota filled (h)	702	28	0	0	9	4
Contact rate = (d+e+f+h)/c	22%	42%	50%	13%	25%	22%
Participation rate = (d+f+h)/c	21%	35%	44%	10%	23%	20%

Respondent profile (weighted)

The following tables present the weighted distribution of survey participants by key demographic and other variables.

Region
	Weighted %
Atlantic	6%
Quebec	23%
Ontario	38%
Manitoba/Saskatchewan	7%
Alberta	12%
British Columbia	13%

Place of birth & length of time in Canada

Place of birth & length of time in Canada
	Weighted %
Canada	83%
Another country (total)	16%
Another country (<10 years)	8%
Another country (10 years or more)	8%

Household income
	Weighted %
< $40,000	26%
$40,000 – just under $60,000	21%
$60,000 - just under $100,000	27%
$100,000 or more	17%

Education
	Weighted %
High school or less	15%
College	42%
University	42%

Gender
	Weighted %
Male	50%
Female	50%

Age
	Weighted %
18-24 years	41%
25-30 years	30%
31-35 years	29%

Non-response bias analysis

A non-response bias analysis is typically conducted by comparing a profile of the final sample to the profile of the actual population of Canada (most recent Census information). Since age, gender and region were based on quotas set to ensure the final sample was representative, they cannot form the basis of comparison. However, the final samples somewhat under-represent those with high school or less education or those born outside Canada, which is a typical pattern for online panel-based surveys in Canada (i.e., these individuals are less likely to be members of online panels).

Sample profile (unweighted)

Data are unweighted and percentaged on those giving a response to each demographic question.

Place of birth

Canada percentage uses Statistics Canada figures for the total population whereas the survey only sampled adults 18+ years.

Place of birth
	Survey %	Canada %
Canada	84	79
Other	16	21

Education level

Canada percentage uses Statistics Canada education figures for Canadians aged 25 to 64 years whereas the survey sampled adults 18+ years. Actual census categories differed from those used in this survey and have been recalculated to correspond.

Education level
	Survey %	Canada %
High school diploma or less	15	40
Trades/college/post sec no degree	43	32
University degree	38	28

Appendix B: Survey Questionnaires

English

Survey Introduction

Subject Line: Survey for the Government of Canada/FRENCH SUBJECT LINE

E-mail Invite Text:

Hello/Bonjour,

Un message en français suit.

The Government of Canada is conducting this research survey to gather opinions on a new branding (name and look) for a program administered by the Government of Canada. Environics has been hired to administer the survey.

The survey is approximately 12 minutes. Your participation in the study is voluntary and completely confidential. All your answers will remain anonymous and will be combined with responses from all other participants.

This survey has been registered with the Research Registration System. Click here if you wish to verify its authenticity. To view our privacy policy, click here.

To proceed to the survey, please click on the following link (or copy and paste it into your browser):

[Insert URL]

Please complete this survey no later than [DATE].

Thank you for taking the time to complete this survey.

[Insert French invitation text]

[In France, Germany and Japan, French, German and Japanese text is presented first before the English]

Bilingual Landing Page:

Welcome and thank you for your interest in this study. The purpose of this study is to gather opinions on a new branding (name and look) for a program administered by the Government of Canada. The study is being conducted on behalf of the Government of Canada.

This survey has been registered with the Research Registration System. Click here if you wish to verify its authenticity. To view our privacy policy, click here.

During the survey, please do not use your browser’s FORWARD and BACK buttons. Instead, please always use the button below to move forward through the survey.

Simply choose your preferred language and click on the forward arrow at the bottom of the page to begin the survey.

Insert French Landing Page Text

[Insert Drop Down Menu For English or French Language Selection]

[In France, Germany and Japan, French, German and Japanese text is presented first before the English. As well, German and Japanese replacet the French text option in language selection]

Survey Screening

Q. In what year were you born? [Record year – XXXX]

Prefer not to say (Go to age bracket question. Otherwise skip to region)

[If prefers not to provide a precise birth year, ask:]

Q. Would you be willing to tell us in which of the following age categories you belong?

18 to 24
25 to 30
31 to 35 Thank and terminat if country is United Kingdom or Japan
36 and older (Thank and terminate)
Refused (Thank and terminate)

[Canada only]

Q. In which province or territory do you live?

British Columbia
Alberta
Saskatchewan
Manitoba
Ontario
Quebec
New Brunswick
Nova Scotia
Prince Edward Island
Newfoundland and Labrador
Yukon
Nunavut
Northwest Territories
Don’t know/Refused [Thank and terminate]

[UK only]

Q. In what region do you currently live?

North East
North West
Yorkshire and The Humber
East Midlands
West Midlands
East
London
South East
South West
Scotland
Wales
Ireland
Don't know/Refused

[New Zealand only]

Q. In what region do you currently live?

Northland region
Auckland region
Waikato region
Bay of Plenty region
Gisborne region
Hawke's Bay region
Taranaki region
Manawatu-Wanganui region
Wellington region
Tasman region
Nelson region
Marlborough region
West Coast region
Canterbury region
Otago region
Southland region
Don't know/Refused

Q. Which gender do you identify with?

Male
Female
Other

Background

The purpose of the study is to gather opinions on a new branding (name and look) for a program administered by the Government of Canada. The program facilitates work permits for up to two years for youth aged 18 to 35.

The program is reciprocal in nature meaning Canadian youth can work abroad in one of 33 partner countries and foreign territories, and youth from these countries can do the same in Canada. The program has three categories of participation: a Working Holiday category which allows youth to work anywhere in the host country to support their travels; an International Co-op (Internship) category which allows targeted experience in their field of study; and a Young Professionals category allowing targeted professional work experience that is within their field of study or career path.

Q. To begin, how likely or unlikely are you to participate in a program like the one described above?

10 – Very likely
9
8
7
6
5
4
3
2
1 – Not at all likely

Q. The current survey features names, taglines and creative concepts options that are suggested to inspire the audience to see the benefits of working and travelling abroad. The taglines and names will only appear in English or French. Which language would you prefer to view the materials in?

English
French

Questions

Q1.

The following is a list of proposed program names. Please rank the program names from most preferred to least preferred. To rank the items, click an item from the list on the left and drag it to the box on the right. The item at the top will be considered your most preferred program name, while the item on the bottom will be considered your least preferred program name.

[Insert rank order question. Randomize program names]

Panorama
Avenue
gO Canada
Connexion Canada
International Experience Canada

Q1.1

To what extent do you feel the proposed names describe the program?

[Program as grid. Randomize program names]

Panorama
Avenue
gO Canada
Connexion Canada
International Experience Canada
10 – Describes the program very well
9
8
7
6
5
4
3
2
1 – Does not describe the program at all

Q1.2

To what extent would you want to learn more about the program based on the name?

[Program as grid. Randomize program names]

Panorama
Avenue
gO Canada
Connexion Canada
International Experience Canada
10 – Would greatly like to learn more
9
8
7
6
5
4
3
2
1 – Do not want to learn more

Q2.

The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred. To rank the items, click an item from the list on the left and drag it to the box on the right. The item at the top will be considered your most preferred tagline, while the item on the bottom will be considered your least preferred tagline.

[Insert rank order question. Randomize taglines]

Take the journey. Bring back the world.
Broaden your horizons…Expand your world.
Connecting you to a world of opportunities.
Adventure. Experience. Inspiration.
Explore. Immerse. Inspire.

Q2.1

To what extent do the following taglines capture your attention?

[Program as grid. Randomize taglines]

Take the journey. Bring back the world.
Broaden your horizons…Expand your world.
Connecting you to a world of opportunities.
Adventure. Experience. Inspiration.
Explore. Immerse. Inspire.
10 – Captures my attention completely
9
8
7
6
5
4
3
2
1 – Does not capture my attention at all

Q2.2

To what extent would you want to learn more about the program based on the tagline?

[Program as grid. Randomize taglines]

Take the journey. Bring back the world.
Broaden your horizons…Expand your world.
Connecting you to a world of opportunities.
Adventure. Experience. Inspiration.
Explore. Immerse. Inspire.
10 – Would greatly like to learn more
9
8
7
6
5
4
3
2
1 – Do not want to learn more

Q2.3

I am going to show you a set of 12 pictures.

Please rank the pictures from most to least favourite, starting from 1 to 12, where 1 is your most favourite and 12 is your least favourite.

Q2.4

[For top ranked picture] Why is this picture your favourite?

Q2.5

[For lowest ranked picture] Why is this picture your LEAST favourite?

Q3.

We will now show you three creative concepts that represent the look and feel of the brand, including colours and imagery. There is placeholder text to show you where the words will go on the final promotional material. For each creative concept, we will present examples of promotional material (web banner, social media post and brochure cover) and then ask you some follow-up questions.

The following is a list of the concepts. Please rank the concepts from most preferred to least preferred. To rank the items, click an item from the list on the left and drag it to the box on the right. The item at the top will be considered your most preferred concept, while the item on the bottom will be considered your least preferred concept.

[Insert rank order question. Randomize concepts.]

Concept A
Concept B
Concept C

[Randomize Concepts A, B And C]

Concept A

Q3.1

To what extent do you like or dislike this concept?

10 – Like the concept very much
9
8
7
6
5
4
3
2
1 – Do not like the concept at all

Q3.2

To what extent does the concept capture your attention?

10 – Captures my attention completely
9
8
7
6
5
4
3
2
1 – Does not capture my attention at all

Q3.3

To what extent would you want to learn more by grabbing a brochure or clicking on a link based on this concept?

10 – Would greatly like to learn more
9
8
7
6
5
4
3
2
1 – Do not want to learn more

Q3.4

To what extent would you want to participate in the program based on this concept?

10 – Would greatly like to participate in the program
9
8
7
6
5
4
3
2
1 – Do not want to participate in the program at all

Q3.5

Using your mouse, please click on the area(s) that you would improve and in the text box, explain what improvements you would make.

[Open-ended text box]

Concept B

Q3.6

To what extent do you like or dislike this concept?

10 – Like the concept very much
9
8
7
6
5
4
3
2
1 – Do not like the concept at all

Q3.7

To what extent does the concept capture your attention?

10 – Captures my attention completely
9
8
7
6
5
4
3
2
1 – Does not capture my attention at all

Q3.8

To what extent would you want to learn more by grabbing a brochure or clicking on a link based on this concept?

10 – Would greatly like to learn more
9
8
7
6
5
4
3
2
1 – Do not want to learn more

Q3.9

To what extent would you want to participate in the program based on this concept?

10 – Would greatly like to participate in the program
9
8
7
6
5
4
3
2
1 – Do not want to participate in the program at all

Q3.10

Using your mouse, please click on the area(s) that you would improve and in the text box, explain what improvements you would make.

[Open-ended text box]

Concept C

Q3.11

To what extent do you like or dislike this concept?

10 – Like the concept very much
9
8
7
6
5
4
3
2
1 – Do not like the concept at all

Q3.12

To what extent does the concept capture your attention?

10 – Captures my attention completely
9
8
7
6
5
4
3
2
1 – Does not capture my attention at all

Q3.13

To what extent would you want to learn more by grabbing a brochure or clicking on a link based on this concept?

10 – Would greatly like to learn more
9
8
7
6
5
4
3
2
1 – Do not want to learn more

Q3.14

To what extent would you want to participate in the program based on this concept?

10 – Would greatly like to participate in the program
9
8
7
6
5
4
3
2
1 – Do not want to participate in the program at all

Q3.15

Using your mouse, please click on the area(s) that you would improve and in the text box, explain what improvements you would make.

[Open-ended text box]

Section 4. Demographics

Now I would like to ask you a few last questions for statistical purposes only.

Q4.1 [Base all]

What language did you first learn at home in childhood and still understand?

English
French
Japanese
German
Other: specify

Q4.2 [Base: If 4.1≠1]

How well can you speak English?

Poorly
Fairly well
Well
Very well
Cannot speak or understand English

Q4.3 [BASE: IF 4.1≠ 2]

How well can you speak French?

Poorly
Fairly well
Well
Very well
Cannot speak or understand French

Q4.4

[Canada only]

Were you born in Canada?

Yes
No
Refused

Q4.5

[Canada only] [base if q4.4=2]

In what year did you come to Canada?

Record year:

Refused

Q4.6

[Canada only]

Did your parents immigrate to Canada from another country?

One parent
Both parents
No
Refused

Q4.7

[Canada only]

Are you an Indigenous person, that is, First Nations (North American Indian), Métis or Inuk (Inuit)?

Yes
No
Refused

Q4.8

[Canada only]

What is the highest level of formal education that you have completed to date?

Elementary school or less
Secondary school
Some post-secondary
College, vocational or trade school
Undergraduate university program
Graduate or professional university program
Refused

[UK only]

What is the highest level of formal education that you have completed to date?

Incomplete Secondary Education (Below GC SE / O Level)
Secondary Education Completed (A Level or equivalent)
Secondary Education Completed (GCSE / O Level / CSE or equivalent)
Some Vocational or Technical Qualifications
Vocational or Technical Qualifications Completed (e.g. HND, NVQ)
University Education Completed (First Degree e.g. BA, BSc)
Postgraduate Education Completed (e.g. Masters)
Doctorate, Post-doctorate or equivalent (Higher Degree)
Prefer not to answer

[New Zealand only]

What is the highest level of formal education that you have completed to date?

Incomplete Secondary (high school) Education
Secondary Education Completed
Some University or Vocational Certification (Polytechnic Certificate)
Vocational or Professional Certification Completed (Polytechnic Diploma)
University Education Completed
Doctorate, Post-doctorate or equivalent Completed
Postgraduate Education Completed
Prefer not to answer

Q4.9

[Canada only]

Which of the following categories best describes your current employment status? Are you…

Working full-time, that is, 35 or more hours per week
Working part-time, that is, less than 35 hours per week
Self-employed
Unemployed, but looking for work
A student attending school full-time
Retired
Not in the workforce [e.g. full-time homemaker, unemployed, not looking for work]
Other
Prefer not to answer

[UK only]

Which of the following categories best describes your current employment status? Are you…

Full-time (30 or more hours per week)
Part-time
Contract, Freelance or Temporary Employee
Self-employed
Semi-retired
Retired
Homemaker
Stay-at-Home Parent
Full-time Student
Part-time Student (working MORE than 30 hours per week)
Part-time Student (working LESS than 30 hours per week)
Unemployed
None of the above

[New Zealand only]

Which of the following categories best describes your current employment status? Are you…

Full-time (30 or more hours per week)
Part-time
Contract, Freelance or Temporary Employee
Self-employed
Semi-retired
Retired
Homemaker
Stay-at-Home Parent
Full-time Student
Part-time Student (working MORE than 30 hours per week)
Part-time Student (working LESS than 30 hours per week)
Unemployed
None of the above

Q4.10

[Canada only]

Which of the following best describes your total household income? That is, the total income of all persons in your household combined, before taxes. Is it ...?

Under $20,000
$20,000 to just under $40,000
$40,000 to just under $60,000
$60,000 to just under $80,000
$80,000 to just under $100,000
$100,000 to just under $150,000
$150,000 and above
Refused

[UK only]

Which of the following best describes your total household income? That is, the total income of all persons in your household combined, before taxes. Is it ...?

Under £10,000
£10,000 - £19,999
£20,000 - £29,999
£30,000 - £39,999
£40,000 - £49,999
£50,000 - £59,999
£60,000 - £69,999
£70,000 - £79,999
£80,000 - £89,999
£90,000 - £99,999
£100,000 - £149,999
£150,000 - £199,999
£200,000 - £499,999
£500,000 or more
Prefer not to answer

[New Zealand only]

Which of the following best describes your total household income? That is, the total income of all persons in your household combined, before taxes. Is it ...?

$1–$5,000
$5,001–$10,000
$10,001–$15,000
$15,001–$20,000
$20,001–$25,000
$25,001–$30,000
$30,001–$40,000
$40,001–$50,000
$50,001–$70,000
$70,001–$100,000
$100,001 or More
Prefer not to answer

Q4.11

In general, how interested are you in international travel?

Very interested
Somewhat interested
Not very interested
Not interested at all

[Base all]

END. That concludes the survey. Thank you very much for your thoughtful feedback. It is much appreciated.

French

Survey Introduction

Subject Line: Survey for the Government of Canada / Sondage pour le gouvernement du Canada

E-mail Invite Text:

Hello/Bonjour,

Un message en français suit.

Le gouvernement du Canada effectue une étude visant à connaître l’opinion de la population sur une nouvelle stratégie de marque (nom et image) pour un programme administré par le gouvernement du Canada. Les services d’Environics ont été retenus pour mener ce sondage.

Il vous faudra environ 12 minutes pour répondre au sondage. Votre participation à l’étude est volontaire et entièrement confidentielle. Toutes vos réponses demeureront anonymes et seront combinées à celles des autres participants.

Ce sondage est enregistré dans le Système d’enregistrement des sondages. Veuillez cliquer ici pour vérifier son authenticité. Pour voir notre politique de confidentialité, cliquez ici.

Pour commencer le sondage, veuillez cliquer sur le lien qui suit (ou copier et coller ce lien dans la fenêtre de votre navigateur) :

[Insert URL]

Veuillez répondre au sondage d’ici le [DATE].

Merci de prendre le temps de remplir ce sondage.

[Insert English invitation text]

[In France, Germany and Japan, French, German and Japanese text Is presented first before the English]

Bilingual Landing Page

Bienvenue et merci de l’intérêt que vous portez à cette étude. L’objectif de cette dernière est de connaître l’opinion de la population sur une nouvelle stratégie de marque (nom et image) pour un programme administré par le gouvernement du Canada. Cette étude est menée pour le compte du gouvernement du Canada.

Ce sondage est enregistré dans le Système d’enregistrement des sondages. Veuillez cliquer ici pour vérifier son authenticité. Pour voir notre politique de confidentialité, cliquez ici.

Tout au long du sondage, veuillez éviter d’utiliser les boutons SUIVANT et PRÉCÉDENT de votre navigateur. Veuillez plutôt utiliser le bouton ci-dessous pour passer d’une étape à l’autre.

Veuillez simplement sélectionner la langue dans laquelle vous désirez répondre au sondage, puis cliquer sur la flèche « SUIVANT », tout au bas de la page, pour commencer.

Insert English Landing Page Text

[Insert Drop Down Menu For English or French Language Selection]

[In France, Germany and Japan, French, German and Japanese text is presented first before the English. As well, German and Japanese replacet the French text option in language selection]

Survey Screening

Q. En quelle année êtes-vous né(e)? (Veuillez inscrire l’année — XXXX)

Je préfère ne pas répondre (Go to age bracket question. Otherwise skip to region)

[If prefers not to provide a precise birth year, ask:]

Q. Pourriez-vous nous dire auquel des groupes d’âge suivants vous appartenez?

De 18 à 24 ans
De 25 à 30 ans
De 31 à 35 ans (Thank and terminate if country is United Kingdom or Japan)
36 ans et plus (Thank and terminate)
Refus (Thank and terminate)

[Canada only]

Q. Dans quelle province ou quel territoire demeurez-vous actuellement?

Colombie-Britannique
Alberta
Saskatchewan
Manitoba
Ontario
Québec
Nouveau-Brunswick
Nouvelle-Écosse/li>
Île-du-Prince-Édouard
Terre-Neuve-et-Labrador
Yukon
Nunavut
Territoires du Nord-Ouest
Je ne sais pas/refus [Thank and terminate]

Q. À quel genre considérez-vous appartenir?

Homme
Femme
Autre

Background

L’objectif de cette étude est de connaître l’opinion de la population sur une nouvelle stratégie de marque (nom et image) pour un programme administré par le gouvernement du Canada. Ce programme facilite l’obtention d’un permis de travail pour une période pouvant aller jusqu’à deux ans chez les jeunes âgés de 18 à 35 ans.

Ce programme a un caractère de réciprocité, ce qui signifie que les jeunes Canadiens peuvent travailler à l’étranger, dans l’un des 33 pays et territoires partenaires du Canada, et que les jeunes de ces pays peuvent faire de même au Canada. Ce programme comporte trois catégories : une catégorie « vacances-travail », qui permet à un jeune de travailler n’importe où dans un pays hôte afin de subvenir à ses besoins alors qu’il voyage; une catégorie « stage coop international », qui permet à un jeune d’obtenir de l’expérience de travail ciblée dans son domaine d’études; et une catégorie « jeunes professionnels », qui permet à un jeune d’obtenir de l’expérience de travail professionnel ciblée dans son domaine d’études ou son parcours de carrière.

Q. Pour commencer, dans quelle mesure est-il probable que vous participiez à un programme comme celui décrit plus haut?

10 – Très probable
9
8
7
6
5
4
3
2
1 – Pas du tout probable

Q. Le présent sondage présente des options de noms, de slogans et de concepts publicitaires susceptibles d’amener le public visé à voir les avantages associés au fait de travailler et de voyager à l’étranger. Ces slogans et ces noms apparaîtront uniquement en anglais ou en français. Dans quelle langue préféreriez-vous les voir?

Anglais
Français

Questions

Q1.

Vous trouverez ci-dessous une liste de propositions de noms pour le programme. Veuillez classer ces noms par ordre de préférence, de celui que vous aimez le plus à celui que vous aimez le moins. Pour établir ce classement, cliquez sur un élément de la liste, à gauche, et faites-le glisser vers la boîte à droite. L’élément tout en haut sera considéré comme le nom de programme que vous aimez le plus, alors que celui tout en bas sera considéré comme le nom de programme que vous aimez le moins.

[Insert rank order question. Randomize program names]

Panorama
Avenue
Vas-y Canada
Connexion Canada
Expérience internationale Canada

Q1.1

À votre avis, dans quelle mesure chacun des noms proposés décrit-il le programme?

[Program as grid. Randomize program names]

Panorama
Avenue
Vas-y Canada
Connexion Canada
Expérience internationale Canada
10 – Décrit très bien le programme
9
8
7
6
5
4
3
2
1 – Ne décrit pas du tout le programme

Q1.2

Dans quelle mesure chacun de ces noms vous incite-t-il à en apprendre plus sur le programme?

[Program as grid. Randomize program names]

Panorama
Avenue
Vas-y Canada
Connexion Canada
Expérience internationale Canada
10 – M’incite grandement à en apprendre plus
9
8
7
6
5
4
3
2
1 – Ne m’incite pas à en apprendre plus

Q2.

Vous trouverez ci-dessous une liste de propositions de slogans associés au nom du programme. Veuillez classer ces slogans par ordre de préférence, de celui que vous aimez le plus à celui que vous aimez le moins. Pour établir ce classement, cliquez sur un élément de la liste, à gauche, et faites-le glisser vers la boîte à droite. L’élément tout en haut sera considéré comme le slogan que vous aimez le plus, alors que celui tout en bas sera considéré comme le slogan que vous aimez le moins.

[Insert rank order question. Randomize taglines]

Saisissez l’occasion… goûtez au monde entier.
Voyez grand… Voyez le monde!
Branchez-vous sur un monde de possibilités.
Rêvez l’aventure, vivez l’expérience.
Voyagez, apprenez, imprégnez-vous.

Q2.1

Dans quelle mesure chacun des slogans suivants capte-t-il votre attention?

[Program as grid. Randomize taglines]

Saisissez l’occasion… goûtez au monde entier.
Voyez grand… Voyez le monde!
Branchez-vous sur un monde de possibilités.
Rêvez l’aventure, vivez l’expérience.
Voyagez, apprenez, imprégnez-vous.
10 – Capte complètement mon attention
9
8
7
6
5
4
3
2
1 – Ne capte pas du tout mon attention

Q2.2

Dans quelle mesure chacun de ces slogans vous incite-t-il à en apprendre plus sur le programme?

[Program as grid. Randomize taglines]

Saisissez l’occasion… goûtez au monde entier.
Voyez grand… Voyez le monde!
Branchez-vous sur un monde de possibilités.
Rêvez l’aventure, vivez l’expérience.
Voyagez, apprenez, imprégnez-vous.
10 – M’incite grandement à en apprendre plus
9
8
7
6
5
4
3
2
1 – Ne m’incite pas à en apprendre plus

Q2.3

Nous allons vous présenter une série de 12 photos.

Veuillez les classer par ordre de préférence à l’aide d’une échelle de 1 à 12, où 1 signifie que cette photo est celle que vous aimez le plus et 12, celle que vous aimez le moins.

Q2.4

[For top ranked picture] Pourquoi cette photo est-elle celle que vous aimez le plus?

Q2.5

[For lowest ranked picture] Pourquoi cette photo est-elle celle que vous aimez le MOINS?

Q3.

Vous verrez maintenant trois concepts publicitaires qui représentent le style et l’image de la marque, y compris ses couleurs et ses éléments visuels. Vous verrez également un espace réservé au texte, afin de vous indiquer où seront placés les mots sur les documents promotionnels définitifs. Pour chaque concept publicitaire, nous vous présenterons des exemples de documents promotionnels (bandeau publicitaire, message sur les médias sociaux et couverture de brochure), puis vous poserons des questions de suivi.

Vous trouverez ci-dessous une liste de concepts. Veuillez classer ces concepts par ordre de préférence, de celui que vous aimez le plus à celui que vous aimez le moins. Pour établir ce classement, cliquez sur un élément de la liste, à gauche, et faites-le glisser vers la boîte à droite. L’élément tout en haut sera considéré comme le concept que vous aimez le plus, alors que celui tout en bas sera considéré comme le concept que vous aimez le moins.

[Insert rank order question. Randomize concepts.]

Concept A
Concept B
Concept C

[Randomize Concepts A, B And C]

Concept A

Q3.1

Dans quelle mesure ce concept vous plaît-il?

10 – Ce concept me plaît énormément
9
8
7
6
5
4
3
2
1 – Ce concept ne me plaît pas du tout

Q3.2

Dans quelle mesure ce concept capte-t-il votre attention?

10 – Capte complètement mon attention
9
8
7
6
5
4
3
2
1 – Ne capte pas du tout mon attention

Q3.3

Dans quelle mesure ce concept vous incite-t-il à vous procurer une brochure ou à cliquer sur un lien pour en apprendre plus?

10 – M’incite grandement à en apprendre plus
9
8
7
6
5
4
3
2
1 – Ne m’incite pas à en apprendre plus

Q3.4

Dans quelle mesure ce concept vous incite-t-il à participer à ce programme?

10 – M’incite grandement à participer à ce programme
9
8
7
6
5
4
3
2
1 – Ne m’incite pas du tout à participer à ce programme

Q3.5

À l’aide de votre souris, veuillez cliquer sur les parties que vous amélioreriez et, dans la zone de texte, expliquer les améliorations que vous apporteriez.

[Open-ended text box]

Concept B

Q3.6

Dans quelle mesure ce concept vous plaît-il?

10 – Ce concept me plaît énormément
9
8
7
6
5
4
3
2
1 – Ce concept ne me plaît pas du tout

Q3.7

Dans quelle mesure ce concept capte-t-il votre attention?

10 – Capte complètement mon attention
9
8
7
6
5
4
3
2
1 – Ne capte pas du tout mon attention

Q3.8

Dans quelle mesure ce concept vous incite-t-il à vous procurer une brochure ou à cliquer sur un lien pour en apprendre plus?

10 – M’incite grandement à en apprendre plus
9
8
7
6
5
4
3
2
1 – Ne m’incite pas à en apprendre plus

Q3.9

Dans quelle mesure ce concept vous incite-t-il à participer à ce programme?

10 – M’incite grandement à participer à ce programme
9
8
7
6
5
4
3
2
1 – Ne m’incite pas du tout à participer à ce programme

Q3.10

À l’aide de votre souris, veuillez cliquer sur les parties que vous amélioreriez et, dans la zone de texte, expliquer les améliorations que vous apporteriez.

[Open-ended text box]

Concept C

Q3.11

Dans quelle mesure ce concept vous plaît-il?

10 – Ce concept me plaît énormément
9
8
7
6
5
4
3
2
1 – Ce concept ne me plaît pas du tout

Q3.12

Dans quelle mesure ce concept capte-t-il votre attention?

10 – Capte complètement mon attention
9
8
7
6
5
4
3
2
1 – Ne capte pas du tout mon attention

Q3.13

Dans quelle mesure ce concept vous incite-t-il à vous procurer une brochure ou à cliquer sur un lien pour en apprendre plus?

10 – M’incite grandement à en apprendre plus
9
8
7
6
5
4
3
2
1 – Ne m’incite pas à en apprendre plus

Q3.14

Dans quelle mesure ce concept vous incite-t-il à participer à ce programme?

10 – M’incite grandement à participer à ce programme
9
8
7
6
5
4
3
2
1 – Ne m’incite pas du tout à participer à ce programme

Q3.15

À l’aide de votre souris, veuillez cliquer sur les parties que vous amélioreriez et, dans la zone de texte, expliquer les améliorations que vous apporteriez.

[Open-ended text box]

Section 4. Demographics

Nous aimerions maintenant vous poser quelques questions supplémentaires, à des fins strictement statistiques.

Q4.1 [BASE ALL]

Quelle est la première langue que vous avez apprise à la maison durant votre enfance et que vous comprenez toujours?

Anglais
Français
Japonais
Allemand
Autre (veuillez préciser)

Q4.2 [Base: if 4.1≠1 or 2]

Dans quelle mesure parlez-vous l’anglais?

Mal
Assez bien
Bien
Très bien
Je ne parle ni ne comprends l’anglais

Q4.3 [Base: if 4.1≠1 or 2]

Dans quelle mesure parlez-vous le français?

Mal
Assez bien
Bien
Très bien
Je ne parle ni ne comprends le français

Q4.4

[Canada only]

Êtes-vous né(e) au Canada?

Oui
Non
Refus

Q4.5

[Canada only] [base if q4.1=2]

En quelle année êtes-vous arrivé(e) au Canada?

Inscrire l’année :

Refus

Q4.6

[Canada only]

Vos parents ont-ils immigré au Canada en provenance d’un autre pays?

Un parent
Les deux parents
Non
Refus

Q4.7

[Canada only]

Êtes-vous une personne autochtone, c’est-à-dire membre des Premières Nations (amérindienne), métisse ou inuk (inuite)?

Oui
Non
Refus

Q4.8

Ask supplier if these definitions/brackets make sense in all countries.]

Quel est le niveau de scolarité le plus élevé que vous avez terminé à ce jour?

Études primaires ou moins
Études secondaires
Études postsecondaires en partie
Études collégiales, école de formation professionnelle, école de métiers
Études universitaires de premier cycle
Études supérieures ou universitaires professionnelles
Refus

Q4.9

[Base all. Ask supplier if these definitions/brackets make sense in all countries.]

Laquelle des catégories suivantes décrit le mieux votre situation d’emploi actuelle?

Travailleur(se) à temps plein, c’est-à-dire 35 heures ou plus par semaine
Travailleur(se) à temps partiel, c’est-à-dire moins de 35 heures par semaine
Travailleur(se) autonome
Sans emploi, mais à la recherche d’un emploi
Étudiant(e) à temps plein
Retraité(e)
Je ne fais pas partie de la population active (p.ex., personne au foyer à temps plein / sans emploi, ne cherchant pas de travail)
Autre
Je préfère ne pas répondre

Q4.10

[Base all. Ask supplier if these definitions/brackets make sense in all countries.]

Laquelle des catégories suivantes décrit le mieux le revenu total de votre ménage, c’est-à-dire le total des revenus avant impôts de toutes les personnes vivant sous votre toit?

Moins de 20 000 $
De 20 000 $ à moins de 40 000 $
De 40 000 $ à moins de 60 000 $
De 60 000 $ à moins de 80 000 $
De 80 000 $ à moins de 100 000 $
De 100 000 $ à moins de 150 000 $
150 000 $ et plus
Refus

Q4.11

En général, dans quelle mesure êtes-vous intéressé(e) par les voyages internationaux?

Très intéressé(e)
Plutôt intéressé(e)
Pas très intéressé(e)
Pas du tout intéressé(e)

[Base All]

END. Voilà qui termine le sondage. Nous vous remercions infiniment et vous sommes très reconnaissants de vos commentaires réfléchis.

German

Survey Introduction

Subject Line: Umfrage für die kanadische Regierung / Survey for the Government of Canada

E-mail Invite Text:

Guten Tag,

Die kanadische Regierung führt diese Umfrage durch, um Meinungen zu einer neuen Marke (Bezeichnung und Erscheinungsbild) für ein Programm der kanadischen Regierung zu sammeln. Die Firma Environics wurde mit der Durchführung der Umfrage beauftragt.

Die Umfrage dauert ungefähr 12 Minuten. Ihre Teilnahme an der Umfrage ist freiwillig und wird vertraulich behandelt. Alle Ihre Antworten bleiben anonym und werden mit den Antworten aller anderen Teilnehmer zusammengefasst.

Diese Umfrage ist im Research Registration System registriert. Klicken Sie hier, um die Authentizität der Umfrage zu überprüfen. Klicken Sie hier, um unsere Datenschutzbestimmungen zu lesen.

Um die Umfrage durchzuführen, klicken Sie bitte auf den folgenden Link (oder kopieren Sie ihn und fügen Sie ihn in Ihren Browser ein):

[Insert URL]

Bitte beantworten Sie die Fragen bis spätestens XXXX.

Vielen Dank für Ihre Teilnahme an dieser Umfrage.

[Insert English invitation text]

[In France, Germany and Japan, French, German and Japanese text Is presented first before the English]

Bilingual Landing Page

Herzlich Willkommen und vielen Dank für Ihr Interesse an dieser Umfrage. Zweck der Umfrage ist es, Meinungen zu einer neuen Marke (Bezeichnung und Erscheinungsbild) für ein Programm der kanadischen Regierung zu sammeln. Die Umfrage wird im Namen der kanadischen Regierung durchgeführt.

Diese Umfrage ist im Research Registration System registriert. Klicken Sie hier, um die Authentizität der Umfrage zu überprüfen. Klicken Sie hier, um unsere Datenschutzbestimmungen zu lesen.

Benutzen Sie während der Umfrage bitte nicht die VOR- und RÜCK-Tasten Ihres Browers. Benutzen Sie stattdessen ausschlieβlich die unten angezeigten Tasten, um zur jeweils nächsten Seite zu gelangen.

Wählen Sie Ihre bevorzugte Sprache und klicken Sie auf den Vorwärtspfeil unten auf der Seite, um mit der Umfrage zu beginnen.

This survey has been registered with the Research Registration System. Click here if you wish to verify its authenticity. To view our privacy policy, click here.

During the survey, please do not use your browser’s FORWARD and BACK buttons. Instead, please always use the button below to move forward through the survey.

Simply choose your preferred language and click on the forward arrow at the bottom of the page to begin the survey.

Survey Screening

Q. In welchem Jahr wurden Sie geboren? [Geben Sie das Jahr an – XXXX]

Ich möchte diese Frage nicht beantworten (Go to age bracket question. Otherwise skip to region)

[If prefers not to provide a precise birth year, ask:]

Q. Würden Sie uns mitteilen, zu welcher Altersgruppe Sie gehören?

18 bis 24
25 bis 30
31 bis 35 (Thank and terminate if country is United Kingdom or Japan)
36 und älter (Thank and terminate)
keine Antwort (Thank and terminate)

[Germany only]

Q. Wählen Sie eine Antwort.

Baden-Württemberg
Bayern
Berlin
Brandenburg
Bremen
Hamburg
Hessen
Mecklenburg-Vorpommern
Niedersachsen
Nordrhein-Westfalen
Rheinland-Pfalz
Saarland
Sachsen
Sachsen-Anhalt
Schleswig-Holstein
Thüringen
Weiβ nicht/keine Antwort

Q. Mit welchem Geschlecht identifizieren Sie sich?

männlich
weiblich
unbestimmt

Background

Zweck dieser Umfrage ist es, Meinungen zu einer neuen Marke (Bezeichnung und Erscheinungsbild) für ein Programm zu sammeln, dass von der kanadischen Regierung angeboten wird. Das Programm erleichtert es jungen Menschen von 18 bis 35 Jahren eine Arbeitserlaubnis zu erhalten, die bis zu zwei Jahre gültig ist.

Das Programm beruht auf Gegenseitigkeit. Dies bedeutet, dass kanadische junge Erwachsene im Ausland in einem von 33 Partnerländern und –territorien arbeiten können, und junge Erwachsene aus diesen Ländern in Kanada arbeiten können. Es gibt drei Teilnahmekategorien: einen Arbeitsurlaub, der es jungen Leuten ermöglicht, im Gastland zu arbeiten, um ihre Reise zu finanzieren; eine internationale Co-op-Kategorie (Praktikum) mit einer Tätigkeit, die auf das jeweilige Fachgebiet der Teilnehmer zugeschnitten ist, und die Kategorie „Young Professionals“, in der Berufserfahrung gesammelt werden kann, die auf das jeweilige Fachgebiet oder die jeweilige Berufslaufbahn der Teilnehmer zugeschnitten ist.

Q. Bitte beantworten Sie zuerst, wie wahrscheinlich es wäre, dass Sie an einem Programm wie dem oben genannten teilnehmen würden?

10 – sehr wahrscheinlich
9
8
7
6
5
4
3
2
1 – überhaupt nicht wahrscheinlich

Q. Die Umfrage beinhaltet Bezeichnungen, Slogans und kreative Konzepte, die der Zielgruppe die Vorteile des Arbeitens und Reisens im Ausland nahebringen sollen.

Die Bezeichnungen und Slogans erscheinen nur in Englisch und Französisch. Welche Sprache würden Sie für das Informationsmaterial bevorzugen?

Englisch
Französisch

Questions

Q1

Im folgenden sehen Sie eine Liste mit Vorschlägen für die Bezeichnung des Programms. Bitte ordnen Sie die Bezeichnungen in der Reihenfolge „am meisten bevorzugte Bezeichnung“ bis „am wenigsten bevorzugte Bezeichnung“ und ziehen Sie dazu die jeweilige Bezeichnung in den Kasten auf der rechten Seite. Ganz oben auf der Liste steht dann Ihre am meisten bevorzugte Bezeichnung, und am Ende der Liste Ihre am wenigsten bevorzugte Bezeichnung.

[Insert rank order question. Randomize program names]

Panorama
Avenue
gO Canada
Kanada verbindet
Kanada international erleben

Q1.1

Inwieweit beschreiben die vorgeschlagenen Bezeichnungen Ihrer Meinung nach das Programm?

[Program as grid. Randomize program names]

Panorama
Avenue
gO Canada
Kanada verbindet
Kanada international erleben
10 – Beschreibt das Programm sehr gut
9
8
7
6
5
4
3
2
1 – Beschreibt das Programm überhaupt nicht

Q1.2

Ausgehend von der Bezeichnung, in welchem Umfang würden Sie gerne mehr über das Programm erfahren?

[Program as grid. Randomize program names]

Panorama
Avenue
gO Canada
Kanada verbindet
Kanada international erleben
10 – Ich möchte unbedingt mehr über das Programm erfahren
9
8
7
6
5
4
3
2
1 – Ich möchte nicht mehr über das Programm erfahren

Q2

Im Folgenden sehen Sie eine Liste der vorgeschlagenen Slogans, die zusätzlich zur Bezeichnung erscheinen sollen. Bitte ordnen Sie die Slogans in der Reihenfolge „am meisten bevorzugter Slogan“ bis „am wenigsten bevorzugter Slogan“ und ziehen Sie dazu die jeweilige Slogans in den Kasten auf der rechten Seite. Ganz oben auf der Liste steht dann Ihr am meisten bevorzugter Slogan, und am Ende der Liste Ihr am wenigsten bevorzugter Slogan.

[Insert rank order question. Randomize taglines]

Gehen Sie auf Reisen. Kehren Sie mit reichen Erfahrungen zurück.
Erweitern Sie Ihren Horizont...und Ihre Welt wird gröβer.
Wir verbinden Sie mit einer Welt voller Möglichkeiten
Abenteuer. Erfahrungen. Inspiration.
Erforschen. Eintauchen. Begeistern.

Q2.1

In welchem Umfang erwecken die folgenden Slogans Ihr Interesse?

[Program as grid. Randomize taglines]

Gehen Sie auf Reisen. Kehren Sie mit reichen Erfahrungen zurück.
Erweitern Sie Ihren Horizont...und Ihre Welt wird gröβer.
Wir verbinden Sie mit einer Welt voller Möglichkeiten
Abenteuer. Erfahrungen. Inspiration.
Erforschen. Eintauchen. Begeistern.
10 – Erweckt mein Interesse sehr stark
9
8
7
6
5
4
3
2
1 – Erweckt mein Interesse überhaupt nicht

Q2.2

Inwieweit würden Sie mehr über das Programm erfahren wollen, wenn Sie den Slogan sehen?

[Program as grid. Randomize taglines]

Gehen Sie auf Reisen. Kehren Sie mit reichen Erfahrungen zurück.
Erweitern Sie Ihren Horizont...und Ihre Welt wird gröβer.
Wir verbinden Sie mit einer Welt voller Möglichkeiten
Abenteuer. Erfahrungen. Inspiration.
Erforschen. Eintauchen. Begeistern.
10 – Ich möchte unbedingt mehr über das Programm erfahren
9
8
7
6
5
4
3
2
1 – Ich möchte nicht mehr über das Programm erfahren

Q2.3

Ich zeige Ihnen jetzt 12 Bilder.

Bitte bewerten Sie die Bilder mit den Zahlen 1 bis 12, wobei 1 „gefällt mir am besten“ und 12 „gefällt mir am wenigsten“ bedeutet.

Q2.4

[For top ranked picture] Warum gefällt Ihnen dieses Bild am besten?

Q2.5

[For lowest ranked picture] Warum gefällt Ihnen dieses Bild am wenigsten?

Q3

Wir zeigen Ihnen nun drei kreative Konzepte, einschlieβlich Farben und bildlicher Darstellungen, die das Erscheinungsbild und das Gefühl, dass die Marke vermitteln soll, repräsentieren. Ein Platzhaltertext zeigt an, wo der Text in der endgültigen Version stehen wird. Für jedes kreative Konzept zeigen wir Ihnen Beispiele des Werbematerials (Webbanner, Social Media Post und Titelbild der Broschüre) und stellen Ihnen dann einige Fragen dazu.

Im Folgenden sind die Konzepte aufgelistet. Bitte ordnen Sie die Konzepte in der Reihenfolge „am meisten bevorzugtes Konzept“ bis „am wenigsten bevorzugtes Konzept“ und ziehen Sie dazu das jeweilige Konzept in den Kasten auf der rechten Seite. Ganz oben auf der Liste steht dann Ihr am meisten bevorzugtes Konzept, und am Ende der Liste Ihr am wenigsten bevorzugtes Konzept.

[Insert rank order question. Randomize concepts.]

Konzept A
Konzept B
Konzept C

[Randomize Concepts A, B And C]

Concept A

Q3.1

In welchem Umfang gefällt Ihnen dieses Konzept, bzw. gefällt es Ihnen nicht?

10 – Mir gefällt dieses Konzept sehr gut
9
8
7
6
5
4
3
2
1 – Mir gefällt dieses Konzept überhaupt nicht

Q3.2

In welchem Umfang erweckt das Konzept Ihre Interesse?

10 – Erweckt mein Interesse sehr stark
9
8
7
6
5
4
3
2
1 – Erweckt mein Interesse überhaupt nicht

Q3.3

Inwieweit möchten Sie, auf Grundlage dieses Konzepts, mehr erfahren, indem Sie eine Broschüre mitnehmen oder auf einen Link klicken?

10 – Ich möchte unbedingt mehr erfahren
9
8
7
6
5
4
3
2
1 – Ich möchte nicht mehr erfahren

Q3.4

In welchem Umfang würden Sie, auf der Grundlage dieses Konzepts, an dem Programm teilnehmen wollen?

10 – Ich möchte unbedingt an dem Programm teilnehmen
9
8
7
6
5
4
3
2
1 – Ich möchte an dem Programm überhaupt nicht teilnehmen

Q3.5

Klicken Sie bitte mit der Maus auf das Feld/die Felder, die Sie gerne verbessern würden und führen Sie in der Textbox näher aus, welche Verbesserungen Sie vorschlagen würden.

[Open-ended text box]

Concept B

Q3.6

In welchem Umfang gefällt Ihnen dieses Konzept, bzw. gefällt es Ihnen nicht?

10 – Mir gefällt dieses Konzept sehr gut
9
8
7
6
5
4
3
2
1 – Mir gefällt dieses Konzept überhaupt nicht

Q3.7

In welchem Umfang erweckt das Konzept Ihre Interesse?

10 – Erweckt mein Interesse sehr stark
9
8
7
6
5
4
3
2
1 – Erweckt mein Interesse überhaupt nicht

Q3.8

Inwieweit möchten Sie, auf Grundlage dieses Konzepts, mehr erfahren, indem Sie eine Broschüre mitnehmen oder auf einen Link klicken?

10 – Ich möchte unbedingt mehr erfahren
9
8
7
6
5
4
3
2
1 – Ich möchte nicht mehr erfahren

Q3.9

In welchem Umfang würden Sie, auf der Grundlage dieses Konzepts, an dem Programm teilnehmen wollen?

10 – Ich möchte unbedingt an dem Programm teilnehmen
9
8
7
6
5
4
3
2
1 – Ich möchte an dem Programm überhaupt nicht teilnehmen

Q3.10

Klicken Sie bitte mit der Maus auf das Feld/die Felder, die Sie gerne verbessern würden und führen Sie in der Textbox näher aus, welche Verbesserungen Sie vorschlagen würden.

[Open-ended text box]

Concept C

Q3.11

In welchem Umfang gefällt Ihnen dieses Konzept, bzw. gefällt es Ihnen nicht?

10 – Mir gefällt dieses Konzept sehr gut
9
8
7
6
5
4
3
2
1 – Mir gefällt dieses Konzept überhaupt nicht

Q3.12

In welchem Umfang erweckt das Konzept Ihre Interesse?

10 – Erweckt mein Interesse sehr stark
9
8
7
6
5
4
3
2
1 – Erweckt mein Interesse überhaupt nicht

Q3.13

Inwieweit möchten Sie, auf Grundlage dieses Konzepts, mehr erfahren, indem Sie eine Broschüre mitnehmen oder auf einen Link klicken?

10 – Ich möchte unbedingt mehr erfahren
9
8
7
6
5
4
3
2
1 – Ich möchte nicht mehr erfahren

Q3.14

In welchem Umfang würden Sie, auf der Grundlage dieses Konzepts, an dem Programm teilnehmen wollen?

10 – Ich möchte unbedingt an dem Programm teilnehmen
9
8
7
6
5
4
3
2
1 – Ich möchte an dem Programm überhaupt nicht teilnehmen

Q3.15

Klicken Sie bitte mit der Maus auf das Feld/die Felder, die Sie gerne verbessern würden und führen Sie in der Textbox näher aus, welche Verbesserungen Sie vorschlagen würden.

[Open-ended text box]

Section 4. Demographics

Zum Abschluss würde ich Ihnen gerne noch ein paar Fragen stellen, die lediglich statistischen Zwecken dienen.

Q4.1 [BASE ALL]

Welche Sprache haben Sie zu Hause in Ihrer Kindheit als erstes gelernt, und verstehen Sie diese Sprache noch?

Englisch
Französisch
Japanisch
Deutsch
Andere: bitte angeben

Q4.2 [Base: if 4.1≠1 or 2]

Wie gut sprechen Sie Englisch?

Nicht so gut
Relativ gut
Sehr gut
Ausgezeichnet
Ich spreche oder verstehe kein Englisch

Q4.3 [Base: if 4.1≠1 or 2]

Wie gut sprechen Sie Französisch?

Nicht so gut
Relativ gut
Sehr gut
Ausgezeichnet
Ich spreche oder verstehe kein Französisch

Q4.8

[Germany only]

Was ist das höchste Ausbildungsniveau, das Sie erreicht haben?

Abgebrochene Sekundarstufe I (kein Pflichtschulabschluss)
Abgeschlossene Sekundarstufe I oder II (Pflichtschulabschluss/Diplom-/Abschlussprüfung/Matura)
Abgebrochenes Universitätsstudium, Fachhochschule oder berufsbildende Schule
Abgeschlossene berufsbildende Schule oder Hochschule (z. B. Diplom-/ Berufsreifeprüfung)
Universitätsausbildung abgeschlossen (Bachelor)
Postgraduale Ausbildung abgeschlossen (z. B. Master, Magister, Diplomingenieur
Doktorat, Postdoktorat oder gleichwertiges abgeschlossen
Ich möchte diese Frage nicht beantworten

Q4.9

[Germany only]

Welche der folgenden Beschreibungen trifft am besten auf Ihre Beschäftigungssituation zu?

Vollzeit als Arbeitnehmer beschäftigt (30 Stunden oder mehr pro Woche)
Teilzeit als Arbeitnehmer beschäftigt
Leiharbeiter, freier Mitarbeiter oder Zeitarbeiter
Selbstständig
In Altersteilzeit
In Rente
Hausfrau/-mann
Elternteil zu Hause
Vollzeitstudent(in)
Teilzeitstudent (mit Arbeitsverhältnis für MEHR als 30 Stunden pro Woche)
Teilzeitstudent (mit Arbeitsverhältnis für WENIGER als 30 Stunden pro Woche)
Arbeitslos
Nichts davon

Q4.10

[Germany only]

Was entspricht dem Einkommen Ihres gesamten Haushalts am ehesten, d.h. das gesamte Einkommen aller in Ihrem Haushalt lebenden Personen vor Steuerabzug. Beträgt es...?

Weniger als €20.000
€20,000 - €39,999
€40,000 - €59,999
€60,000 - €79,999
€80,000 - €99,999
€100.000 - €149.999
€150.000 - €299.999
€300.000 - €499.999
Mehr als €500.000
Ich möchte diese Frage nicht beantworten

Q4.11

Wie interessiert sind Sie im allgemeinen an internationalen Reisen?

Sehr interessiert
Etwas interessiert
Nicht sehr interessiert
Überhaupt nicht interessiert

[Base All]

END. Das Interview ist nun beendet. Vielen Dank für Ihre Teilnahme und Ihr ausführliches Feedback.

Japanese

Survey Introduction

Subject Line: カナダ政府による調査/仏語の項目 / Survey for the Government of Canada

E-mail Invite Text:

こんにちは。

カナダ政府が管理するプログラムの新しいブランド化（名称とスタイル）についてご意見を伺いたく、政府はこの世論調査を実施しています。Environics（コンサルタント会社）が調査の管理のために雇用されました。

世論調査には12分程お時間を要します。参加は任意で回答内容は秘密厳守されます。回答は全て無記名で他の参加者からの回答と合わせられます。

この世論調査はリサーチ・レジストレーション・システムに登録されています。信憑性を確認したい場合には、ここをクリックして下さい。プライバシーポリシーをご覧になるには、ここをクリックして下さい。

世論調査を開始するには、以下のリンクをクリックして下さい（又はブラウザへコピー貼り付けして下さい）

[URL]

この世論調査はXXXX日まで行われます。

この世論調査にご協力いただき有難うございます。

[Insert English invitation text]

[In France, Germany and Japan, French, German and Japanese text Is presented first before the English]

Bilingual Landing Page

この調査にご協力いただき有難うございます。この調査の目的は、カナダ政府が管理するプログラムの新しいブランド化（名称とスタイル）について意見を集めることです。調査はカナダ政府により行われています。

調査には12分程お時間を要します。参加は任意で回答内容は秘密厳守されます。回答は全て無記名で他の参加者からの回答と合わせられます。

この調査はリサーチ・レジストレーション・システムに登録されています。信憑性を確認するには、ここをクリックして下さい。プライバシーポリシーをご覧になるには、ここをクリックして下さい。

調査の回答中には「進む」ボタンも「戻る」ボタンも使用しないで下さい。その代わりにその下にあるボタンを調査回答中は常にご使用下さい。

言語を選択し、ページ下にある次ページへ進む矢印をクリックすると調査が開始します。

This survey has been registered with the Research Registration System. Click here if you wish to verify its authenticity. To view our privacy policy, click here.

During the survey, please do not use your browser’s FORWARD and BACK buttons. Instead, please always use the button below to move forward through the survey.

Simply choose your preferred language and click on the forward arrow at the bottom of the page to begin the survey.

Survey Screening

Q. 生まれた年度は？[年度を xxxxとご記入下さい]

回答したくない (Go to age bracket question. Otherwise skip to region)

[If prefers not to provide a precise birth year, ask:]

Q. 以下の年齢層で当てはまるものを選択して下さい。（任意）

18 歳から24歳
25 歳から30歳
回答拒否
(Thank and terminate)

[Japan Only]

Q. お住まいの地域や都市をお選びください。

北海道
青森県
岩手県
宮城県
秋田県
山形県
福島県
茨城県
栃木県
群馬県
埼玉県
千葉県
東京都
神奈川県
新潟県
富山県
石川県
福井県
山梨県
長野県
岐阜県
静岡県
愛知県
三重県
滋賀県
京都府
大阪府
兵庫県
奈良県
和歌山県
鳥取県
島根県
岡山県
広島県
山口県
徳島県
香川県
愛媛県
高知県
福岡県
佐賀県
長崎県
熊本県
大分県
宮崎県
鹿児島県
沖縄県
分からない/回答拒否

Q. ご自分に該当する性別をご回答下さい。

男性
女性
その他

Background

調査の目的は、カナダ政府が管理するプログラムの新しいブランド化（名称とスタイル）について意見を集めることです。このプログラムにより、18 歳から35歳の若者が最長2年間の労働許可証取得しやすくなります。

このプログラムは事実上相互受け入れプログラムでありカナダ人の青年が33の提携国や他国の領土の中の一つの国で就労でき、一方でこれらの国出身の青年たちもカナダで就労できます。このプログラムには３つのカテゴリーがあります：「ワーキングホリデー」カテゴリーでは青年が受け入れ国内どこでも就労し、交通費が保障されます。「国際インターンシップ」カテゴリーでは自分の学術の専門分野で目的とした経験を積むことが出来ます。「ヤング・プロフェッショナル」カテゴリーでは対象となる専門職の経験を自分の専門分野又はキャリアにおいて積むことが出来ます。

Q. ず最初に、上記に述べられたようなプログラムに参加したい気持ちはどの程度ありますか？

10 – 非常に参加したい
9
8
7
6
5
4
3
2
1 – 全く参加したくない。

Q. この調査では、一般の方に海外での就労及び旅行の利益を理解してもらえるように、名前やキャッチフレーズ、独創的概念のオプションを主に取り上げています。キャッチフレーズと名前は英語又は仏語のみで表記されます。この世論調査の資料をどの言語で見たいですか？

英語
仏語

Questions

Q1

下記は提案されているプログラム名のリストです。最もお気に入りの名前から最も気に入らなかった項目を順位を付けて下さい。順位付けるには、左側にあるリストから選んだ項目をクリックして右側のボックスまで移して下さい。一番上にある名前が最も気に入ったプログラム名で一番下にある名前が最も気に入らなかったプログラム名だと判断されます。

[Insert rank order question. Randomize program names]

パノラマ
アヴニュー
ゴー・カナダ
コネクション・カナダ
インターナショナル・エクスペリエンス・カナダ

Q1.1

提案されている名前は、どの程度、プログラムを表現していると思いますか？

[Program as grid. Randomize program names]

パノラマ
アヴニュー
ゴー・カナダ
コネクション・カナダ
インターナショナル・エクスペリエンス・カナダ
10 – プログラムを上手く表現している。
9
8
7
6
5
4
3
2
1 – プログラムを全く表現していない。

Q1.2

名前から、どの程度プログラムについてもっと知りたいと思いますか？

[Program as grid. Randomize program names]

パノラマ
アヴニュー
ゴー・カナダ
コネクション・カナダ
インターナショナル・エクスペリエンス・カナダ
10 – 非常に知りたい。
9
8
7
6
5
4
3
2
1 – これ以上知りたくはない。

Q2

下記は提案されたキャッチフレーズ又はスローガンで、プログラム名に添えられるものです。キャッチフレーズを最も気に入ったものから最も気に入らなかったものまで順位を付けて下さい。順位を付けるには、左側にあるリストから選んだ項目をクリックして右側のボックスまで移して下さい。一番上にある名前が最も気に入ったキャッチフレーズで一番下にある名前が最も気に入らなかったキャッチフレーズだと判断されます。

[Insert rank order question. Randomize taglines]

旅に出よう。海外で得たものを持ち帰ろう。
視野を広げよう。世界を広げよう。
様々なチャンスのある世界へ繋がろう。
冒険。経験。刺激。
探求する。浸る。呼び起こす。

Q2.1

下記のキャッチフレーズに、どの程度、惹きつけられますか？

[Program as grid. Randomize taglines]

旅に出よう。海外で得たものを持ち帰ろう。
視野を広げよう。世界を広げよう。
様々なチャンスのある世界へ繋がろう。
冒険。経験。刺激。
探求する。浸る。呼び起こす。
10 – 完全に惹きつけられる。
9
8
7
6
5
4
3
2
1 – 全く惹きつけられない。

Q2.2

キャッチフレーズに基づき、どの程度プログラムについて知りたいと思いますか？

[Program as grid. Randomize taglines]

旅に出よう。海外で得たものを持ち帰ろう。
視野を広げよう。世界を広げよう。
様々なチャンスのある世界へ繋がろう。
冒険。経験。刺激。
探求する。浸る。呼び起こす。
10 – 非常に知りたい。
9
8
7
6
5
4
3
2
1 – これ以上知りたくはない。

Q2.3

12枚の写真をお見せします。

最も好ましい写真から最も好ましくない写真までを、1 から12までランク付けして下さい。

Q2.4

[For top ranked picture] 何故この写真を一番好ましいと思いましたか？

Q2.5

[For lowest ranked picture] 何故この写真が一番好ましくないと思いましたか？

Q3

色彩とイメージを含む、ブランドの外形と雰囲気を表した３つの独創的概念をお見せします。最終版のプロモーション資料に記されるプレースホルダーテキストをお見せします。各独創的概念について、プロモーションの資料（ウェブサイトバナー広告、ソーシャルメディアでの記載、パンフレットの表紙）のサンプルをお見せし、追加質問をさせていただきます。

下記は概念のリストです。最も気に入った概念から最も気に入らなかった概念までを順位を付けて下さい。順位を付けるためには、左側にあるリストから選んだ項目をクリックして右側のボックスまで移して下さい。一番上にある項目が最も気に入った概念で、一番下にある項目が最も気に入らなかった概念だと判断されます。

[Insert rank order question. Randomize concepts.]

概念A
概念B
概念C

[Randomize Concepts A, B And C]

Concept A

Q3.1

どの程度、この概念を好きですか、それとも好きではないですか？

10 – すごく好き
9
8
7
6
5
4
3
2
1 – 全然好きではない

Q3.2

どの程度、この概念に惹かれますか？

10 – すごく惹かれる。
9
8
7
6
5
4
3
2
1 – 全く惹かれない。

Q3.3

この概念に基づいたパンフレットを貰ったり、リンクにクリックしたりして、どの程度、もっと知りたいと思いますか？

10 – すごく知りたい。
9
8
7
6
5
4
3
2
1 – 全然知りたくない。

Q3.4

この概念に基づいたプログラムにどの程度参加したいと思いますか？

10 – プログラムに是非参加したい。
9
8
7
6
5
4
3
2
1 – プログラムには全然参加したくない。

Q3.5

マウスを使用して、テキストボックスの内で改善してほしい部分をクリックして下さい。どのような改善をしてほしいのかを説明して下さい。

[Open-ended text box]

Concept B

Q3.6

どの程度、この概念を好きですか、それとも好きではないですか？

10 – すごく好き
9
8
7
6
5
4
3
2
1 – 全然好きではない

Q3.7

どの程度、この概念に惹かれますか？

10 – すごく惹かれる。
9
8
7
6
5
4
3
2
1 – 全く惹かれない。

Q3.8

この概念に基づいたパンフレットを貰ったり、リンクにクリックしたりして、どの程度、もっと知りたいと思いますか？

10 – すごく知りたい。
9
8
7
6
5
4
3
2
1 – 全然知りたくない。

Q3.9

この概念に基づいたプログラムにどの程度参加したいと思いますか？

10 – プログラムに是非参加したい。
9
8
7
6
5
4
3
2
1 – プログラムには全然参加したくない。

Q3.10

マウスを使用して、テキストボックスの内で改善してほしい部分をクリックして下さい。どのような改善をしてほしいのかを説明して下さい。

[Open-ended text box]

Concept C

Q3.11

どの程度、この概念を好きですか、それとも好きではないですか？

10 – すごく好き
9
8
7
6
5
4
3
2
1 – 全然好きではない

Q3.12

どの程度、この概念に惹かれますか？

10 – すごく惹かれる。
9
8
7
6
5
4
3
2
1 – 全く惹かれない。

Q3.13

この概念に基づいたパンフレットを貰ったり、リンクにクリックしたりして、どの程度、もっと知りたいと思いますか？

10 – すごく知りたい。
9
8
7
6
5
4
3
2
1 – 全然知りたくない。

Q3.14

この概念に基づいたプログラムにどの程度参加したいと思いますか？

10 – プログラムに是非参加したい。
9
8
7
6
5
4
3
2
1 – プログラムには全然参加したくない。

Q3.15

マウスを使用して、テキストボックスの内で改善してほしい部分をクリックして下さい。どのような改善をしてほしいのかを説明して下さい。

[Open-ended text box]

Section 4. Demographics

最後に、幾つかの質問を今回の調査のためにさせていただきます。

Q4.1 [BASE ALL]

幼年時代に家庭で初めて学び、未だに理解できる言語は？

英語
仏語
日本語
ドイツ語
その他：具体的に

Q4.2 [Base: if 4.1≠1 or 2]

どのくらい英語を話せますか？

ほとんど話せない
少し話せる
普通に話せる
上手に話せる
英語を話せないし理解できない。

Q4.3 [Base: if 4.1≠1 or 2]

どのくらい仏語を話せますか？

ほとんど話せない
少し話せる
普通に話せる
上手に話せる
仏語を話せないし理解できない。

Q4.8

[Japan Only]

現在までの最終学歴を教えてください。

中等教育未終了（中学卒業以下）
中等教育修了（中学卒業または同等レベル）
大学または職業学校中退
職業資格または専門的資格取得（職業専門コース、専門学校など)
大学教育修了（学位：文学士号、理学士号）
大学院教育（大学院など）
博士号、博士課程終了後または同等レベル（上級学位）
答えたくない

Q4.9

[Japan Only]

下記のカテゴリーであなたの現在の職業を最も上手く説明しているものはどれですか？

常勤（週30時間以上）
非常勤
契約社員、フリーランス、臨時雇い
自営業
半ば退職している
定年退職している
専業主婦／主夫
子持ちの主婦／主夫
フルタイムの学生
パートタイムの学生（週に30時間以上働いている）
パートタイムの学生（週に30時間未満働いている）
無職
上記以外

Q4.10

[JAPAN ONLY]

下記のうち、一家の総収入に最も当てはまるものはどれですか？税引き前の、家族全員の総収入です。１つ選択してください

300万円未満
300万円以上400万円未満
400万円以上500万円未満
500万円以上600万円未満
600万円以上700万円未満
700万円以上800万円未満
800万円以上900万円未満
900万円以上1000万円未満
1000万円以上1100万円未満
1100万円以上1200万円未満
1200万円以上1300万円未満
1300万円以上1400万円未満
1400万円以上
答えたくない

Q4.11

一般的に、海外旅行にはどの程度興味がありますか？

かなり興味がある。
多少興味がある。
あまり興味がない。
全然興味がない。

[Base All]

END. 調査はこれで終了となります。ご協力に感謝します。

International Experience Canada: Branding Testing Report

Table of Contents

Executive summary

Background and objectives

Methodology

Cost of research

Key findings

Name preference

Tagline preference

Concept preference

Political neutrality statement and contact information

Detailed Findings

Contextual findings

Q. The current survey features names, taglines and creative concepts options that are suggested to inspire the audience to see the benefits of working and travelling abroad. The taglines and names will only appear in English or French. Which language would you prefer to view the materials in?

Name Preference

Q. The following is a list of proposed program names. Please rank the program names from most preferred to least preferred. (n=1504)

Q. The following is a list of proposed program names. Please rank the program names from most preferred to least preferred: Panorama (n=1504)

Q. The following is a list of proposed program names. Please rank the program names from most preferred to least preferred: Avenue (n=1504)

Q. The following is a list of proposed program names. Please rank the program names from most preferred to least preferred: gO Canada (n=1504)

Q. The following is a list of proposed program names. Please rank the program names from most preferred to least preferred: Connexion Canada (n=1504)

Q. The following is a list of proposed program names. Please rank the program names from most preferred to least preferred: International Experience Canada (n=1504)

Q. To what extent do you feel the proposed names describe the program? (n=1504)

Q. To what extent would you want to learn more about the program based on the name? (n=1504)

Tagline Preferences

Q. The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred. (n=1504)

Q. The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred: Take the journey. Bring back the world. (n=1504)

Q. The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred: Broaden your horizons…Expand your world. (n=1504)

Q. The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred: Connecting you to a world of opportunities. (n=1504)

Q. The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred: Adventure. Experience. Inspiration. (n=1504)

Q. The following is a list of proposed taglines, or slogans, that will accompany the program name. Please rank the taglines from most preferred to least preferred: Explore. Immerse. Inspire. (n=1504)

Q. To what extent do the following taglines capture your attention? (n=1504)

Q. To what extent would you want to learn more about the program based on the tagline? (n=1504)

Image Preferences

Canada

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite. (n=1004)

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite: Canada (n=1004)

Q. Why is this picture your favourite?

Q. Why is this picture your least favourite?

International countries

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite. (n=500)

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite: United Kingdom (n=100)

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite: France (n=100)

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite: Germany (n=100)

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite: Japan (n=100)

Q. I am going to show you a set of 12 pictures. Please rank the pictures from most to least favourite: New Zealand (n=100)

Q. Why is this picture your favourite?

Q. Why is this picture your least favourite?

Concept Evaluation

Concept A

Concept B

Concept C

Q.To what extent do you like or dislike this concept? (n=1504)

Q.To what extent does the concept capture your attention? (n=1504)

Q.To what extent would you want to learn more by grabbing a brochure or clicking on a link based on this concept? (n=1504)

Q.To what extent would you want to participate in the program based on this concept? (n=1504)

Q.Using your mouse, please click on the area(s) that you would improve and in the text box, explain what improvements you would make.

Appendix A: Methodology

Sample design and weighting

Questionnaire design

Fieldwork

Completion results

Respondent profile (weighted)

Non-response bias analysis

Sample profile (unweighted)

Place of birth

Education level

Appendix B: Survey Questionnaires

English

Survey Introduction

Bilingual Landing Page:

Survey Screening

Q. In what year were you born? [Record year – XXXX]

Q. Would you be willing to tell us in which of the following age categories you belong?

Q. In which province or territory do you live?

Q. In what region do you currently live?

Q. In what region do you currently live?

Q. Which gender do you identify with?

Background

Q. To begin, how likely or unlikely are you to participate in a program like the one described above?

Q. The current survey features names, taglines and creative concepts options that are suggested to inspire the audience to see the benefits of working and travelling abroad. The taglines and names will only appear in English or French. Which language would you prefer to view the materials in?