Pre-testing and Evaluation of the “Make Change
that Counts: Managing Your Money in a Changing World” Ad Campaign
Focus Group and ACET Methodological
Report
Prepared
for the Financial Consumer Agency of Canada (FCAC)
Supplier: Leger Marketing Inc.
Contract
Number: CW2335352
Contract Value: $100,567.74
Award Date:
October 25, 2023
Delivery Date: June 10, 2024
POR
Registration Number: POR 078-23
For more information on this report, please contact the Financial
Consumer Agency of Canada at:
info@fcac-acfc.gc.ca
Ce rapport est
aussi disponible en français
Pre-testing and Evaluation of the
“Make Change that Counts: Managing Your Money in a Changing World” Ad Campaign
Focus Group and ACET Methodological
Report
Prepared for the Financial
Consumer Agency of Canada
Supplier Name: Leger
Marketing Inc.
May 2024
This public opinion research report provides the results of the focus groups conducted pre-campaign, as well as a methodological report for pre- and post-campaign online surveys conducted by Leger Marketing Inc. on behalf of the Financial Consumer Agency of Canada. The focus group research was conducted with 64 Canadians between November 21st and November 23rd, 2024. The ACET pre-campaign survey was conducted with 2,003 respondents from the Canadian general public aged 18 years and older, between January 5 and January 12, 2024. The ACET post-campaign survey was conducted with 2,014 respondents from the Canadian general population aged 18 years and older, between April 1 and 9, 2024.
Cette publication
est aussi disponible en français sous le titre : Essai préliminaire et évaluation de la campagne publicitaire « Faisons des
changements qui comptent : Gérer votre argent dans un monde en évolution » :
Groupe de discussion et rapport méthodologique de l’OECP.
This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from the Financial Consumer Agency of Canada. For more information on this report, please contact the Financial Consumer Agency of Canada at: info@fcac-acfc.gc.ca
Financial Consumer Agency of Canada
427 Laurier Avenue West, 5th Floor
Ottawa ON K1R 7Y2
Catalogue Number: FC5-84/2024E-PDF
International Standard Book Number (ISBN): 978-0-660-72365-5
Related publications (registration number: POR 078-23):
© His Majesty the King
in Right of Canada, as represented by the Minister of Finance Canada, 2024
Table
of Contents
Political Neutrality Certificate
Project
Background and Research Methodology
Research
Purpose and Objectives
Context
of Qualitative Research
Detailed
Findings (Qualitative Pre-testing)
Concept
1 - “Housing on the Mind”
Concept
2 - “Home Finances Toolbox”
Concept
3 - “Keeping up with the Joneses”
Conclusion
& Final Recommendations
Appendix
A: Qualitative Research
Appendix
B: Quantitative Research (ACET)
B.1.3
Data Cleaning and Tabulation
B.2.1
Survey Questionnaires: Pre-Campaign
B.2.2
Survey Questionnaires: Post-Campaign
Leger was contracted by the Financial Consumer Agency of
Canada (FCAC) to conduct concept
testing and campaign evaluation using the Advertising
Campaign Evaluation Tool (ACET) for the 2023-2024 ad campaign “Make
Change that Counts: Managing Your Money in a Changing World.” A total of eight (8) online focus groups
were conducted from November 21st to November 23rd, 2023,
with Canadian residents 18 or older. Participants were recruited from across
Canada to take part in a 90-minute focus group, held virtually. A total of six
(6) groups were conducted in English and two (2) groups were conducted in
French. In addition, the
pre-campaign survey was conducted with 2,003 respondents from the Canadian
general population aged 18 years and older, between January 5 and January 12,
2024. The post-campaign survey was conducted with 2,014 respondents from the
Canadian general population aged 18 years and older, between April 1 and 9,
2024. The following summarizes the findings from the qualitative
research study and the methodological
report on findings from the ACET surveys designed to determine the effectiveness of the advertising campaign in
shifting attitudes, beliefs, and behaviours by measuring awareness of the
subject matter with the target audiences.
The Financial Consumer Agency of Canada (FCAC) is an independent federal government agency mandated to protect Canadian financial consumers. FCAC supervises federally regulated financial entities, ensuring that they comply with consumer protection measures set out in legislation, public commitments, and codes of conduct. It also promotes financial education to strengthen the knowledge, skills and confidence of Canadians and raise awareness of consumer rights and responsibilities.
Strengthening the financial literacy of Canadians is a
key pillar of FCAC’s consumer protection mandate. Canadians face an
increasingly complex and digital financial marketplace. For this reason, it is
more important than ever that Canadians have the knowledge, skills, and
confidence to make informed decisions about their personal finances. Financial
literacy is important not only for the financial well-being of individuals, but
also for the economy.
The rising cost of living has left many Canadians
increasingly stressed and worried about their financial futures. While
inflation in Canada has slowed in recent months, the cost of living remains
high. As of July 2023, inflation rose 3.3% year over year. In addition, the
Bank of Canada rapidly increased its policy rate from 0.25% in March 2022 to
the level of 4.75%, bringing higher mortgage rates along with it. Higher
interest rates have resulted in many homeowners experiencing financial
difficulties. They have also put additional pressure on Canada’s rental market.
Higher rates have not only created more demand for rental properties as
homebuyers wait for borrowing costs to come down, but they have also increased
rent prices as landlords pass off higher costs to tenants.
At the same time, the number of highly indebted
households in Canada has risen. This is on top of already historically high
debt levels in Canada. According to the Bank of Canada’s Financial System
Review, more households are carrying large mortgage debt and households with
high debt burdens are especially vulnerable if their incomes decline. Renters,
who represent 41.2% of Canadians, are also struggling to keep up with their
financial commitments and are more likely than homeowners to report that their
debt had increased since 2019.
Given that mortgage holders and renters are increasingly
facing financial challenges, it is important that they have access to
authoritative and unbiased financial information, tools, and resources to help
them confidently make informed decisions. Strengthening the financial literacy
of Canadians will help decrease their risk of vulnerability and increase their
resilience in financially challenging times.
On top of personal financial challenges, Canadians face a
daunting financial landscape. The marketplace for financial products, services,
and advice is complex, constantly changing and increasingly digital. There is a
wide range of product choices, an overwhelming amount of information available
through financial websites and financial apps, and more people and companies
providing advice on money and finances. As a result, it is more difficult to
navigate the financial marketplace, know who to trust, and how to make the best
decisions for one’s circumstances. This is especially problematic for people
with limited financial knowledge.
National
advertising campaign
FCAC’s national multimedia campaign that ran from
January 15 to March 31, 2024, aimed to strengthen the financial literacy of
Canadians and help them build financial resilience in a continually changing
economic landscape. Under the theme of “Managing Your Money in a Changing
World”, FCAC’s national campaign focused on helping Canadian financial
consumers manage their money and navigate the financial marketplace as they
consider their housing and home financing options in today’s financially
challenging times.
The purpose of the qualitative research was to conduct
a pre-test of the advertising creative concepts to guide decisions related to
the selection of the most effective creative concept and assist with the
finalization of creative elements for the ads. The purpose of the quantitative
research was to conduct the campaign evaluation using the standardized
Advertising Campaign Evaluation Tool (ACET). Pre- and post-campaign ACETs are
used for all major Government of Canada advertising campaigns to consistently evaluate
campaigns and comply with key requirements in the Government of Canada
Communications Policy.
The campaign’s research objectives included three components:
1.
Qualitative
pre-testing of creative concepts: The goal
was to choose the creative concept that resonated the most with the target
audiences and performed the best in terms of meeting the campaign objectives.
2.
Quantitative pre-campaign evaluation using the
standardized ACET baseline online survey: The goal was to assess pre-campaign
awareness of the subject matter, including:
·
Aided and unaided awareness of general Government of
Canada advertisements or other advertisements related to the campaign topic;
·
Aided and unaided awareness of the subject matter.
3.
Quantitative post-campaign
evaluation using the standardized ACET post-campaign online survey: The goal was to
measure the post-campaign awareness of the subject matter, including:
·
Aided and unaided awareness of FCAC’s ads and general Government of
Canada ads;
·
Recall of key campaign messages;
·
Whether the ads were attention grabbing, relevant, difficult to follow,
about an important topic, and provided new information;
·
Whether any action was taken as a result of seeing or hearing FCAC’s ads;
· Awareness of who was responsible for creating the ads.
Pre-testing of creative concepts (qualitative
research)
A qualitative (focus group) research approach was used
to pre-test the creative
concepts for final feedback before being released in the media. The
target audience for the research included working-aged Canadians (18 to 65+)
with participants recruited from the following targets:
· Homeowners
with a mortgage
· Canadians
considering buying a home in the next 12 to 24 months
· Renters
The qualitative research to pre-test the creative concepts comprised of eight (8) online focus groups. The groups took place from November 21st to November 23rd, 2023, with Canadian residents 18 or older (with a maximum of one participant 65+ in each group). Participants were recruited from across Canada to take part in a 90-to-100-minute focus group, held virtually. A total of six (6) groups were conducted in English and two (2) groups were conducted in French. A total of sixty-four (64) participants took part in the focus groups and all participants were provided with $100 as an honorarium. All participants were recruited per established industry standards and per the recruitment specifications of the Standards for the Conduct of Government of Canada Public Opinion Research—Qualitative Research. The participants were screened using Leger’s online panel and then validated and recruited by phone.
The focus groups evaluated three video ads and nine social
media ads, distributed across three distinct concepts: Housing on the Mind, Home
Finances Toolbox, and Keeping up with the Joneses. Each concept was represented
by one storyboard video and three social media ads. All participants viewed all
the ads from each concept, and the sequence of the concepts presented was
varied.
This report presents the
findings from these focus groups. Caution must be exercised when interpreting
the results from this research, as qualitative research is directional only.
Results cannot be attributed or extrapolated to the overall population under
study, with any degree of confidence.
Pre- and post-campaign ACET (quantitative
research)
For the ACET, the target audience was Canadians
18 years of age and older. Data for both the pre- and post-campaign surveys was
gathered from Leger’s panel LEO. LEO has approximately 400,000 members
nationally and has a retention rate of 90%. The panel is made up of Web users
profiled on different sociodemographic variables. The
majority of Leger’s panel members (61%) have been recruited randomly
over the phone over the past decade, making it highly similar to the actual
Canadian population on many demographic characteristics. Leger ensured that the
sample reflected the key demographics of Canadians by age, gender, and region.
All recruiting, fieldwork procedures followed the Standards for the Conduct of Government of
Canada Public Opinion Research—Online Surveys.
The pre-campaign ACET baseline survey of
Canadians aged 18+ years of age was undertaken online from January 5 to 12, 2024.
It required an average of approximately four (4) minutes to administer for both
the French and English versions. There was a total of 2,003 useable surveys
completed in the pre-campaign evaluation.
The post-campaign ACET survey of Canadians aged
18+ years of age was undertaken online from April 1 to 9, 2024. It required an
average of approximately six (6) minutes to administer for both the French and
English versions. There was a total of 2,014 useable surveys completed in the
post-campaign evaluation.
No margin of error can be associated with a non-probability
sample (i.e., a web panel in this case, where respondents
opt-in to the panel). For comparative purposes, though, probability samples of
2,003/2,014 respondents would have a margin of error of ±2.2%, 19 times out of
20.
Given that the
pre- and post-campaign ACET was conducted using online survey methodology and
the sample drawn from an internet panel is a non-probability sample, the data
collected cannot be extrapolated to the Canadian general public
adult population. Respondents for this survey were selected from among those
who had volunteered or registered to participate in online surveys. The results
of such surveys cannot be described as statistically projectable to the target
population. The data has been weighted to reflect the demographic composition
of the target population.
The pre-testing
helped to select a concept to move forward with and checked that the creative
concepts did not contain any hidden disasters and the overall reactions to them
were positive.
Among the
three concepts shown (Concepts 1-3), Housing on the Mind (Concept 1) was
the preferred by the majority of participants and
received high praise across all demographic segments. Home Finances Toolbox (Concept 2) was
the second most preferred concept of the three and evoked positive to neutral
reaction. While keeping up with the Joneses (concept 3) was
the least preferred among the participants, it was appreciated by participants
for the look and feel of the static social media ads, finding them
"eye-catching" and "memorable”.
Although
none of the concepts were deemed problematic, it's crucial to approach them
with care, particularly when addressing renters and individuals with lower
incomes. Participants with fixed incomes or financial challenges were often the
first to question the effectiveness of the tools and resources offered by the
government.
Given some questions about the effectiveness of the tools
and resources offered, providing
information on the type of support that is being offered would be a valuable
aspect to include, as well as emphasizing the utility of the tools regardless
of the user situation (renter, homeowner, or prospective home buyer).
“Housing
on the Mind” (Concept 1)
The Housing on the Mind concept garnered significant approval from the majority of participants, cutting across all demographic groups, and was particularly praised for its compelling and clear messaging. The concept’s approach, which featured literal imagery of houses on individuals' heads, resonated deeply with participants, especially those between the ages of 18-40, who found the images both unique and memorable. While some described the images as “jarring”, this was not necessarily a negative element since most indicated the ad would prompt a double take.
The concept was widely perceived as impactful and effective due to its literal and unique approach that resonated with the majority of participants. Many participants believed the Housing on the Mind concept demonstrated what Canadians are worried about in terms of housing and finances and would encourage them to take action (visit the website/investigate the resources).
The few participants who didn't prefer Housing on the Mind cited the imagery as off-putting and inappropriate for government messaging. They found the ads initially confusing, requiring a complete viewing for comprehension and criticized social media versions for busy visuals and a lack of a clear call to action.
Overall, while the concept received some critical reaction in terms of clarity and the appeal of visuals, it was most likely to capture the attention of a broad audience among the tested concepts and effectively communicated its key message about government resources available to tackle housing affordability issues.
“Home Finances Toolbox” (Concept 2)
The Home Finances Toolbox concept was also well liked and ranked as the second most preferred concept among the three presented. The focus on the toolbox was seen as interesting and the imagery was generally liked. Participants concurred that the core message of the campaign was to provide access to financial tools that aid in making informed decisions across various housing scenarios. The toolbox analogy was well-received, with many considering it an effective concept for the campaign. The idea of categorizing the tools into three groups, each tailored to specific informational needs, was also met with approval.
Several participants felt that this concept might appeal predominantly to older Canadians, critiquing it as somewhat boring and lacking the engaging elements for widespread attention. Some mixed reactions also emerged regarding toolbox symbolism, with some participants finding the imagery irrelevant or limited to those interested in actual tools. Some participants also found the storyboard concept confusing, especially concerning the implied connection between homeownership tasks and a renter ordering takeout, which was perceived as unclear and potentially negative. Critiques included a lack of information in the video leaving participants desiring more clarity, as well as the perception that the messaging in the video and the social media ads were not cohesive.
Overall, feedback on this concept was generally positive or neutral. Participants in Montreal and Halifax were more likely to select Home Finances Toolbox as the preferred concept in comparison to GTA/Ottawa and Vancouver.
“Keeping up with the Joneses” (Concept 3)
Although Keeping up with the Joneses was the least
preferred concept among the participants, it was acknowledged for the visual
appeal of its static social media ads, which were described as
"eye-catching" and "memorable." Most participants found the
message of the concept clear and easy to understand, interpreting the main
message as the government providing tools to help Canadians make informed
financial decisions, particularly in relation to purchasing a home or mortgage
renewal.
Participants, especially in the French language groups, perceived a lack of proposed solutions in the Keeping up with the Joneses concept. While the portrayal of Canadian families living the same lifestyle but not being at the same level of preparedness was well liked, the comparison of two families and the idea of life being about comparison were disliked across all groups. The visuals also evoked some skepticism about the government website's potential to significantly improve financial situations and concerns that the concept may not resonate with renters.
Opinions were divided on whether the Keeping up with the Joneses concept would appeal exclusively to homeowners or if its messaging would also resonate with renters and potential home buyers. Some participants, especially concerning the storyboard, believed that the concept did not target renters.
The total
project expenditure was $100,567.74 including HST, for qualitative
concept testing and the quantitative pre- and post-campaign ACET surveys.
I hereby certify as a representative of Leger Marketing Inc. that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Policy on Communications and Federal Identity and the Directive on the Management of Communications.
Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate or ratings of the performance of a political party or its leaders.
Signed
Llisa Morrow, Associate Vice-President
Leger Marketing Inc.
May 14, 2024
The rising cost of living has left many
Canadians increasingly stressed and worried about their financial futures.
While inflation in Canada has slowed in recent months, the cost of living
remains high. As of July 2023, inflation rose 3.3% year over year[1]. In
addition, the Bank of Canada rapidly increased its policy rate from 0.25% in
March 2022 to the level of 4.75%, bringing higher mortgage rates along with it.
Higher interest rates have resulted in many homeowners experiencing financial
difficulties. They have also put additional pressure on Canada’s rental market.
Higher rates have not only created more demand for rental properties as
homebuyers wait for borrowing costs to come down, but they have also increased
rent prices as landlords pass off higher costs to tenants[2].
At the same time, the number of highly
indebted households in Canada has risen. This is on top of already historically
high debt levels in Canada. According to the Bank of Canada’s Financial System
Review, more households are carrying large mortgage debt and households with
high debt burdens are especially vulnerable if their incomes decline. They will
also feel the impact of higher interest rates on their budgets more than others
(particularly those with variable rate mortgages) and face more financial strain
when they renew their mortgages at higher rates. Furthermore, given the
significant increase in house prices since 2020, a growing number of households
have taken out sizeable mortgages relative to their income to purchase a house.
As a result, many recent homebuyers do not have enough home equity to borrow
against and would have limited access to secured forms of credit if their
income declined[3].
A mortgage is the most common and significant
type of debt held by Canadians. FCAC’s COVID-19 Financial Well-Being Survey
found that more than one third (35.5%) of Canadians hold a mortgage and
two-thirds of mortgage holders are struggling to meet their financial
commitments.
Renters, who represent 41.2% of Canadians,
are also struggling to keep up with their financial commitments and are more
likely than homeowners to report that their debt had increased since 2019.
However, the group with the largest jump in respondents reporting more debt was
mortgage holders. The proportion of mortgage holders who needed to use their
savings or borrow money for daily expenses has increased and now matches that
of renters[4].
Given that mortgage holders and renters are
increasingly facing financial challenges, it is important that they have access
to authoritative and unbiased financial information, tools, and resources to
help them confidently make informed decisions. Strengthening the financial
literacy of Canadians will help decrease their risk of vulnerability and
increase their resilience in financially challenging times.
On top of personal financial challenges,
Canadians face a daunting financial landscape. The marketplace for financial
products, services, and advice is complex, constantly changing and increasingly
digital. There is a wide range of product choices, an overwhelming amount of
information available through financial websites and financial apps, and more
people and companies providing advice on money and finances. As a result, it is
more difficult to navigate the financial marketplace, know who to trust, and how
to make the best decisions for one’s circumstances. This is especially
problematic for people with limited financial knowledge.
National advertising campaign
FCAC’s national multimedia campaign that ran from January 15 to March
31, 2024, aimed to strengthen the financial literacy of Canadians and help them
build financial resilience in a continually changing economic landscape. Under
the theme of “Managing Your Money in a Changing World”, FCAC’s national
campaign focused on helping Canadian financial consumers manage their money and
navigate the financial marketplace as they consider their housing and home
financing options in today’s financially challenging times.
The campaign promoted financial tools and resources related to renting
or buying a home and choosing, renewing, and paying a mortgage to equip
consumers with the knowledge they need to confidently make informed financial
decisions. This included FCAC’s comprehensive consumer information and tools to
help strengthen their financial literacy, information on government programs to
help them rent or buy a home, mortgage relief options for those struggling to
keep up with their financial commitments, and information on their rights when
dealing with federally regulated financial institutions, such as banks –
because a better-informed consumer is a better protected consumer.
The purpose of the qualitative
research was to conduct a pre-test of the advertising creative concepts to
guide decisions related to the selection of the most effective creative concept
and assist with the finalization of creative elements for the ads. The purpose
of the quantitative research was to conduct the campaign evaluation using the
standardized Advertising Campaign Evaluation Tool (ACET). Pre- and
post-campaign ACETs are used for all major Government of Canada advertising
campaigns to consistently evaluate campaigns and comply with key requirements
in the Government of Canada Communications Policy.
The campaign’s
research objectives included three components:
1. Qualitative pre-testing of creative concepts: The goal was to
choose the creative concept that resonated the most with the target audiences
and performed the best in terms of meeting the campaign objectives. The
secondary objective was to ensure that the chosen concept did not have any red
flags.
2.
Quantitative pre-campaign evaluation using the
standardized ACET baseline online survey: The goal was to assess pre-campaign awareness of the
subject matter, including:
· Aided and unaided awareness of general
Government of Canada advertisements or other advertisements related to the
campaign topic;
· Aided and unaided awareness of the subject
matter.
3.
Quantitative post-campaign evaluation using the
standardized ACET post-campaign online survey: The goal was to measure the post-campaign awareness of the subject matter, including:
· Aided and unaided awareness of FCAC’s ads and general
Government of Canada ads;
· Recall of key campaign messages;
· Whether the ads were attention grabbing, relevant,
difficult to follow, about an important topic, and provided new information;
· Whether any action was taken as a result of seeing or
hearing FCAC’s ads;
·
Awareness of who was responsible for creating the ads.
A qualitative (focus group) research approach was used
to pre-test the campaign concepts for final feedback before being released in
the media. The target audience for the research included Canadians 18 or older
with participants recruited from the following targets:
· Homeowners
with a mortgage
· Canadians
considering buying a home in the next 12 to 24 months
· Renters
A total of eight online focus groups were conducted,
with each group viewing all the creative concepts. The sequence in which the concepts
were presented was varied across the groups.
Focus Groups:
Of the eight (8) groups completed, six (6) were conducted in English and two (2) were conducted in French. All groups were conducted in the evening and completed between November 21st and 23rd, 2023. A total of sixty-five (65) participants took part in the discussion groups, all of which were conducted online using Leger’s virtual focus group platform. The English language groups were moderated by Llisa Morrow, Associate Vice-President with Leger and the French language groups were moderated by Sebastien Poitras, Vice-President with Leger. The groups lasted approximately one hundred and twenty (120) minutes and all participants were provided with $100 as a thank you for their time. All participants were recruited per established industry standards and per the recruitment specifications for the Government of Canada.
Group Schedule:
·
Group 1: Gen Pop (18-65+), Greater Toronto Area/Ottawa
- English (9 participants)
· Group
2: Gen Pop (18-65+), Greater Toronto Area/Ottawa - English (10 participants)
· Group
3: Gen Pop (18-65+), Montréal - French (8 participants)
· Group
4: Gen Pop (18-65+), Montréal - French (9 participants)
· Group
5: Gen Pop (18-65+), Vancouver - English (8 participants)
· Group
6: Gen Pop (18-65+), Vancouver - English (6 participants)
· Group
7: Gen Pop (18-65+), Halifax – English (8 participants)
· Group
8: Gen Pop (18-65+), Halifax - English (7 participants)
Focus
groups are an ideal way of conducting qualitative research that allows for a
moderator-directed, informal discussion with a variety of different
participants with different demographic backgrounds, habits, and attitudes. Qualitative
research allows for in-depth questioning and important discussions among the
participants to help determine attitudes, behavioural habits and patterns, and
perceptions related to the research topic. Using a focus group approach allows
for the moderator to adjust questioning in response to participants feedback
and reactions within the group. The primary focus is on uncovering participant’s
feelings and opinions driven by their current awareness of the subject matter
and the world around them. It is important to note that qualitative techniques
used in market research are structured to provide insight and direction rather
than quantitative data and numeric measurements. Throughout this report, we
occasionally use participant counts and percentages to illustrate differences,
but these references should be used only as a guide and not thought of as valid
quantitative data due to the small sample size and overall qualitative research
method used for the study.
An online focus group approach was chosen for the research structure. Using Leger’s virtual focus group platform called FOCUS, participants were able to connect to the discussion group using the virtual meeting platform. The online focus group approach allowed participants from across the country to participate, not limiting the focus groups to specific geographical locations.
A warm-up series of questions is typically used to help participants start thinking about the topics to be discussed during the group. At the beginning of each focus group, participants were asked questions related to their housing situation: whether they owned a home or rented, whether their mortgage was up for renewal, and what their experience of purchasing a home or renting has been like. There was a mix of renters, homeowners, and prospective home buyers in each group.
For those who own a home, some said that their mortgage is up for renewal soon and it’s a bit scary as they don’t know what to expect, or it is stressful because they are expecting a large increase in their interest rate and mortgage payments.
For those who rent, many have said that rent has increased a great deal in the last few years, giving them less spending money. Those in Montreal are an exception, with more people saying they are happy with the experience of renting and haven’t had any issues. Many Canadians say they are looking to buy a home within the next couple of years – while some have doubts about whether this is possible, others simply say they are keeping an eye on the market. The high cost of a down payment was mentioned as a significant barrier, and some participants mentioned that there are many other costs associated with home ownership that may contribute to its difficulty.
It is important to note that the order in which the concepts/ads were presented varied for each focus group. Each concept/ad was shown and discussed collectively before proceeding to the next. Images and descriptions of each concept and ad are available in Appendix A.
After reviewing the video and the social media images for Housing on
the Mind, participants shared what they believed to be the main message and
purpose of the concept. Frequent response themes included:
· To inform the public that FCAC has
tools on their website that can help with budgeting and housing costs
· Acknowledging that housing costs are
a huge worry for Canadians
· To reassure the public by letting
them know the FCAC has tools to help them
· If you have questions about housing,
there is a place you can go to find answers
· The tools that FCAC provides are for
everyone: renters, homeowners, and prospective home buyers
· Visit the government website for
tips and tools
This concept was generally preferred over the other two
concepts. Many participants said the houses on people’s heads was attention
grabbing and an interesting concept. A few found it confusing or didn’t like
the imagery, but many could understand what the ad was trying to convey: that
housing is a huge worry for a lot of Canadians, and that worry can take over. Participants felt that this ad reflected how
people really feel. A lot of younger participants said that housing costs are
something that worry them a lot, and this series of ads spoke to that. A
Vancouver participant said “it taps into the anxiety
people are feeling.”
Participants were asked for both their positive
and negative reactions to the concept. In terms of positive reactions,
participants found the imagery attention grabbing and impactful. It was a
message that many could relate to, and one Quebec participant said, “it
reflects my worries.” The tagline “It’s
hard to focus on anything else when housing costs are on your mind” resonated
well across groups, and participants said it was relevant due to the high cost
of living.
In terms of negative reactions, some
participants thought the imagery of houses for heads was a little bit
weird. Some participants felt that more information should be given
about what tools are available on the website. Participants from Halifax were
more likely to say it was a bit silly and that it was geared towards a younger
audience.
Many
participants across groups said they would go to the Government of Canada website.
Those who said they would not visit the website said it was because they
already have the tools they need, or they were skeptical of how the government
can help them with housing costs.
· Some participants liked the red-light scene, and said it’s true that you can’t focus on anything else
· Some participants said it wasn’t clear that there’s help for renters too
· A few participants said this was confusing at first, and they didn’t know what was going on; but by the end it was very clear
· Some participants didn’t like the house head imagery and found it jarring or off-putting
· A few participants said there wasn’t a clear call to action
· A few participants thought the wording such as, “Will I ever be able to buy?” sounded hopeless and could be rephrased as “How can I buy?”
·
It was pointed out that it’s just young people
in the images, but this issue affects Canadians of all ages. One older
participant from Quebec mentioned that there should be some older people in the
images too.
During polling, everyone (64 out of 64) indicated the message being communicated was important. Nine-in-ten (57 out of 64) believed the concept was effective in getting their attention and communicating the message. Half (34 out of 64) indicated that Housing on the Mind would be the concept that would most encourage them to take action; fewer than one-in-ten (4 out of 64) chose it as the concept they liked least.
After reviewing the images for Home Finances Toolbox, participants
shared what they believed to be the main message and purpose of the concept.
Frequent response themes included:
· Providing access to financial tools:
Accessing tools to aid in making informed
financial decisions related to housing, encompassing aspects such as mortgages,
renting, and budgeting.
· Government support through online
resources: The Canadian government is deploying
online resources to assist individuals in understanding the financial aspects
of their living situations, providing comprehensive information and funding
options in one accessible place.
· Empowering informed decision-making: Tools to empower individuals to make decisions and navigate changes to
mortgages, rents, and financial matters related to home ownership.
· Tools for various housing
situations: Highlighting the existence of tools
for mortgage renewal, home buying, and rental situations, offering assistance
and guidance for diverse housing scenarios.
Most of the reactions to this concept were positive or neutral. Participants commented that they were confused by the concept and imagery at first but, as the storyboard unfolded and the social media ads were presented, the concept became clear. Participants with adult children in Halifax said this ad concept might grab their attention to look for information to help their children with housing/budgeting. While the toolbox analogy was understood well and the messaging was seen as important, many felt that the concept was 'boring’, and the video and static message was not as cohesive.
Participants were
asked for both their positive and negative reactions to the concept. In terms
of positive reactions, the toolbox analogy was
well-received, seen as a good and effective concept for the campaign. The
messaging was seen as important. Described as a buzzword, the term “toolbox”
immediately communicated the concept, making it effective and easily
understandable. Participants appreciated the brevity and clarity of the
campaign, especially the use of the toolbox concept. Participants also
responded positively to the concept of separating the toolbox into three
groups, allowing more specific information to each group’s needs, rather than
presenting general information.
In terms of negative reactions, many participants did not think the imagery was relevant and the reactions to toolbox symbolism were mixed at best. There was some confusion about the storyboard ad concept, particularly in interpreting the woman's reaction to expenses and the implied connection between homeownership tasks and ordering takeout by a renter, which is seen as unclear and potentially negative. Some also thought that the video did not provide enough information, leaving participants wanting more clarity. Some participants did not see a clear connection between the video and social media ads, expressing a preference for a more cohesive message. Several participants considered the concept less engaging compared to other concepts.
The
campaign strongly encouraged visiting the government website for information on
mortgages, rent, or homebuying, emphasizing the use of smart devices for
accessing relevant tools. Participants felt urged to take
action and access free government resources, even if some ads implied
rather than explicitly provided a link. The overarching message was expressed
as exploring FCAC resources on housing with the theme "It Pays to Know”.
One of the participants commented: “It’s interesting. I’m financially literate
so I don’t need to rely on this toolbox, but I would click to see what’s there.
I might use the information in the future when buying a house.” (Male,
18-24, Vancouver, Renter).
· The toolbox analogy made sense to participants across groups and was quite natural.
· Some didn’t understand the relevance of food take out imagery. Others expressed that food delivery imagery could hint at targeting younger people exclusively.
· Some found the toolboxes a bit confusing and did not automatically make them think of home ownership.
· Toolboxes were viewed as a natural analogy. They were seen as modern and useful, and the imagery was liked by most. However, some found them a bit confusing and did not automatically make them think of home ownership.
· Participants’ reactions to the social media ads were generally neutral. They understood the messaging and images but did not necessarily think it would grab their attention. Some said the concept was somewhat boring.
During polling, nearly all (60 out
of 64) indicated the message being communicated was important. Four-in-five (53
out of 64) believed the concept was effective in getting their attention and
communicating the message. Four-in-ten (24 out of 64) chose this as the one
that would encourage them to take action;
fewer than one-in-ten (5 out of 64) chose it as the concept they liked least.
After reviewing the images for Keeping up with the Joneses,
participants shared what they believed to be the main message and purpose of
the concept. Frequent response themes included:
· Empowering financial
decision-making:
Providing tools to help individuals make informed and appropriate financial
choices, particularly in relation to housing.
· Website utilization for financial
management:
Encouragement to use the government website for preparation regarding housing
needs and planning for the future.
· Cost management and bill payment: Focus on tools that assist in
managing costs, staying on top of bills, and being prepared for financial
changes related to housing.
· Preparation for economic changes: Emphasis on the importance of
preparing for various economic situations, with tools available to help
calculate and navigate potential financial challenges.
· Financial education and health: Promotion of financial education
for good financial health, including setting money aside for unexpected
expenses to avoid coming up short.
· Straightforward message: The overall message is
straightforward, suggesting the use of financial tools to manage one's
finances, especially in relation to property.
Out of the
three concepts, this concept was least preferred. The video ad offered a
comparison between two families, which was well received by some and poorly
received by others. Several participants thought the concept was divisive and
did not appreciate the comparative nature of the storyboard concept. Older
participants (55+) were more likely to be familiar with the “Keeping up with
the Joneses” reference (English groups only) in comparison to younger
participants (18-24). While it may not have been the most
preferred concept, a lot of participants favoured the look and feel of the
static social media ads and felt they were “eye-catching” and “memorable’. Those
in Halifax were more likely than other regions to choose this concept as their favourite, while participants from Ontario were more likely
to indicate this as their least favourite concept.
In terms of positive reactions, the reference to the Joneses was seen as
a “fun nod to pop culture”. Several participants across all groups had positive
reactions to the static social media ads and the message was clear and easy to
understand. There were some positive reactions to the “keep on top” phrase.
In terms of negative reactions, participants across all groups,
including the French language groups, thought the concept involved the
comparison of two families, with a sentiment that life should not be about
comparing oneself to others. Some expressed skepticism about the government
website's ability to drastically improve individual financial situations,
suggesting that the concept lacked nuance. Many pointed out that it was geared
towards only homeowners so might not resonate with renters. Participants,
particularly in the French language groups, did not think the concept proposed
a solution. One of the participant commented: “The
concept makes sense but there is no staying power. I don’t think it is the best
way to communicate staying on top of your finances” (Vancouver Female 41-54
Homeowner).
Overall, there were mixed reactions to the phrase “Keeping up with the Joneses”.
Younger participants were more likely not to understand the reference. Additionally,
this concept resonated the least with renters and prospective home buyers. Some
specifically commented that the storyboard concept was not targeted towards
renters, while those considering purchasing a home believed this concept was
targeted toward homeowners. They believed the information provided on the
website would primarily be for those in a mortgage renewal situation.
· The element of competition and “you’re responsible for your own finances” came through very clearly, and not necessarily in a positive light. Some participants found the concept simplistic and felt it did not adequately address renters' needs, despite recognizing the messaging's consistent promotion of tools for both renting and mortgages, guiding users to the website for future living decisions.
·
Not everyone was familiar with the phrase
“Keeping up with the Joneses”. Some viewed the phrase as a cliché, as cute but
out of touch with today's economic reality, especially for young people trying
to enter the housing market.
· Participants generally had a positive reaction to both of these phrases,” Keeping up with the Joneses” and “Do like the Tremblay's”, citing they were simple and easy to understand. It is noteworthy to mention that a few thought the phrases in their entirety were too textually wordy.
· The ads were perceived as more relevant for first-time homebuyers or renters, focusing on the costs associated with buying a house and looking at one's budget.
· There was recognition that renters are also impacted by factors like interest rates and increasing costs, but the ads were criticized for being moralized and implying control over uncontrollable factors, like rent increases and utility costs.
· A suggestion was made to change the messaging from "Be in control" to "Learn to manage your expenses related to housing," to better reflect the lack of control renters may have.
During polling, the majority (57 out
of 64) indicated the message being communicated was important. Seven-in-ten (49
out of 64) believed the concept was effective in getting their attention and
communicating the message. Those who indicated the message was not effective
said it was because the concept didn’t speak to their financial situation. One
in ten (6 out of 64) selected Keeping up with the Joneses as the concept
that would encourage them to take action; half (35 out
of 64) chose it as the concept they liked least.
·
The concept Housing
on the Mind was selected to move forward due to its strong resonance across
focus groups and its frequent selection as the favorite in polls. It presented
no significant concerns.
·
Although each
concept had its merits, Keeping up with the
Joneses elicited stronger negative reactions and was often deemed the least
favorite, indicating its polarizing nature.
·
The chosen
concept should cater to various age groups and financial circumstances,
ensuring inclusivity.
·
It's crucial to
provide detailed information about the support being offered. Canadians are
eager to understand what benefits they can expect from these resources and how
they differ from other available options.
·
Given that many
Canadians regard the government as a credible information source but also blame
it for the rising cost of living and housing issues, careful wording is
essential. The language used should responsibly address financial management
without assigning undue blame.
·
Keeping the ads
concise, clear, and easy to understand will likely encourage more Canadians to
engage and seek further information by clicking on provided links.
·
Avoid imagery
that suggests competition and comparison, as this does not sit well with many
Canadians. Instead, focus on empathetic portrayals that respect individuals'
financial challenges, especially in the current economic climate where many
feel the pressure and struggle to save. This approach will likely foster a more
positive reception and engagement with the ads.
Storyboard
Social media ad 1
Social media ad 2
Social media ad 3
Image descriptions:
Storyboard
· Someone
with a house for a head is stopped in their car at a red light. The light turns
green and they are still stopped.
· Someone
with a house for a head is standing at the cashier in grocery store. The scene
changes to show the cashier looking upset because the person is distracted. The
person then opens their wallet.
· Someone
with an apartment building for a head pours coffee. The coffee overflows and
spills.
· We
see the person with an apartment building head from behind; they are on their
laptop. The scene switches to show them from the front. It is a woman with a
normal head, looking relieved.
· The image of the woman blurs and large black text appears at the centre of the screen: “Learn more at Canada.ca/It-pays-to-know.”
Social media ad 1
· Black text at the top of the ad reads: “Is buying a home on your mind? Use our free Mortgage Qualifier Tool to see if you can qualify for a mortgage and learn about programs and resources that can help.”
· Below the text is a portrait of a person with a beige detached house in place of their head. The person is standing outside, in an alleyway.
· A big yellow text box in front of person says, “Will I ever be able to buy?”
· The Government of Canada wordmark is displayed below the image, on the bottom of the ad.
Social media ad 2
· Black text at the top of the ad reads: “Is paying rent on your mind? we have tools and resources to help you manage your expenses, make a budget, and prepare for unexpected situations.”
· Below the text is a portrait of a person with a high-rise apartment building in place of their head. The person is standing outside, in front of a building on a street corner.
· A big yellow text box in front of person says, “Is my rent going up?”
· The Government of Canada wordmark is displayed below the image, on the bottom of the ad.
Social media ad 3
· Black text at the top of the ad reads: “Mortgage renewal on your mind? We have tools and resources to help you prepare financially, like our free Mortgage Calculator that can tell you what your payments could be when you renew.”
· Below the text is a portrait of a person with a blue detached house in place of their head. The person is standing outside on a sidewalk.
· A big yellow text box in front of person says, “Will rates keep rising?”
· The Government of Canada wordmark is displayed below the image, on the bottom of the ad.
Storyboard
Social media ad 1
Social media ad 2
Social media ad 3
Image descriptions:
Storyboard
· A
woman reads a paper while sipping a beverage in her kitchen.
· She
is now holding a toolbox shaped like a house.
· A
man walks down the street and sees a “For Sale” sign in front of a house. His
hand is in his pocket.
· His
hand is now holding a toolbox shaped like a house.
· A
woman opens her door to receive a food delivery. One hand is holding a toolbox
shaped like a house.
· She
stands at the door smiling, holding the food bag and the toolbox. She goes
inside to eat ramen and has the toolbox on the table.
· The
next scene switches among the three people. The first woman is looking at a
tablet. The man is looking at his phone. The last woman is looking at a laptop.
· We see the laptop screen. The URL “Canada.ca/It-pays-to-know” is visible.
· The laptop blurs and large black text appears at the centre of the screen: “Learn more at Canada.ca/It-pays-to-know.”
Social media ad 1
· Black text at the top of the ad reads: “Thinking about buying a home? With our toolbox of resources and calculators, like our free Mortgage Qualifier tool, we can help you make a plan.”
· Below the text is an image with a greenish yellow background. At the bottom right, there is a black line drawing of a toolbox shaped like a house with tools sticking out of it.
· The upper part of the image contains black text that says: “The Homebuyer’s Financial Toolbox.”
· The Government of Canada wordmark is displayed below the image, on the bottom of the ad.
Social media ad 2
· Black text at the top of the ad reads: “About to renew your mortgage? We have tools and resources to help you prepare financially, like our free Mortgage Calculator. Safety glasses not included.”
· Below the text is an image with a green background. At the bottom right, there is a black line drawing of a toolbox shaped like a house with tools sticking out of it.
· The upper part of the image contains black text that says: “The Mortgage Renewal Financial Toolbox.”
· The Government of Canada wordmark is displayed below the image, on the bottom of the ad.
Social media ad 3
· Black text at the top of the ad reads: “Renting? Our Home Finances Toolbox comes in handy when you need help managing your expenses, budgeting, and preparing for unexpected situations.”
· Below the text is an image with a purple background. At the bottom right, there is a black line drawing of a toolbox shaped like an apartment building with tools sticking out of it.
· The upper part of the image contains black text that says: “The Renter’s Financial Toolbox.”
· The Government of Canada wordmark is displayed below the image, on the bottom of the ad.
Social media ad 1
Social media ad 2
Social media ad 3
Image
descriptions:
· Two
families are shown side by side standing in front of their houses. Black text
appears over each one: “The Smiths” and “The Joneses.”
· Both
dads are shown with a kid in the kitchen. Both moms are shown getting into
their cars in the garage.
· Next,
both couples are seen looking over a sheet of paper. The Smiths are frowning.
The Joneses are smiling.
· Mr.
Smith falls backward and a pile of papers flies into the air. Mr. Jones sits at
the table with his paper smiling.
· The image of the two men blurs and large black text appears at the centre of the screen: “Learn more at Canada.ca/It-pays-to-know.”
Social media ad 1
· Black text at the top of the ad reads: “Down payments, pre-approvals, mortgages…As a home buyer, it can be hard to keep on top of it all. That’s why we have free tools and resources that can help you.”
· Below the text is an image of the upper portion of a blue house.
· A triangular yellow-green text box covers the upper left corner of the image, and in navy text says: “It can be hard to keep up with the cost of housing.”
· The Government of Canada wordmark is displayed below the image, on the bottom of the ad.
Social media ad 2
· Black text at the top of the ad reads: “Rent, utilities, insurance – it’s a lot to keep on top of. That’s why we have free tools and resources to help you manage your expenses and make informed decisions.”
· Below the text is an image of the upper portion of a white apartment building.
· A triangular yellow-green text box covers the upper left corner of the image, and in navy text says: “Keep on top of your housing costs.”
· The Government of Canada wordmark is displayed below the image, on the bottom of the ad.
Social media ad 3
· Black text at the top of the ad reads: “Is your mortgage renewal coming up? Keep on top of it with our free tools and resources, like our Mortgage Calculator, to help you prepare financially.”
· Below the text is an image of three detached houses in a row.
· A triangular yellow-green text box covers the upper left corner of the image, and in navy text says: “Keep on top of your home finances.”
· The Government of Canada wordmark is displayed below the image, on the bottom of the ad.
Hello/Bonjour,
may I please speak with _____________? My name is ________ and I am calling on
behalf of Leger, a national opinion research firm. Would
you prefer that I continue in English or French? Préférez-vous
continuer en français ou en anglais?”.
We are calling today to see if you are interested in
participating in upcoming online Focus Group research, the focus group will
discuss advertising ideas that the Government of Canada is planning to share
with Canadians.
Participation
is voluntary and all your answers will be kept confidential and will be used
for research purposes only. We are
simply interested in hearing your opinions – no attempt will be made to sell
you anything. The online discussion is
led by a research professional with Leger. Only first names are used to
identify your comments during the discussion. Transcripts of the session will
be produced for research purposes. The transcripts will be used only by the
research professional to assist in preparing a report on
the research findings and will be destroyed once the report is completed.
READ TO ALL:
“The
information collected through the research is subject to the provisions of the
Privacy Act, the legislation of the Government of Canada, and to the provisions
of relevant provincial privacy legislation.]
All those who participate in the research will receive
a $100 e-transfer as a token of appreciation for their time. The total
time commitment to participate is approximately 90-120 minutes.
For more information about this research, visit
Canadianresearchinsightscouncil.ca and do a search using this project
registration # 20231027-LE776
A2. The group discussions we are organizing are going
to be held over the Internet. They are going to be "online focus
groups". Participants will need to have access to a reliable laptop or
desktop computer, a high-speed Internet connection, and a WebCam in order to
participate in the group. You would need to be in a place that is quiet and
free of distractions for the duration of the discussion, with no distractions
like other people, children or pets. Would you be able to participate with
these requirements?
|
Yes |
1 |
CONTINUE |
|
No |
2 |
THANK AND CONCLUDE |
Would you be interested in participating in the focus
group?
[IF YES, CONTINUE to READ ALL].
q IF YES,
CONTINUE
q IF NO, TRY
TO SET A CALL BACK OR THANK AND TERMINATE
Before I can invite you to attend there are a few
questions I need to ask to see if you qualify. This will take few minutes (e.g. 5 minutes)
May I ask you a few questions? [YES =
CONTINUE]
q
Halifax [Group 7,8]
q
Montreal [Group 3,4]
q
Greater Toronto Area [Group
1,2]
q
Ottawa [Group 1,2]
q
Vancouver [Group 5,6]
[Interviewer NOTE: If the respondent from GTA, Ottawa,
Halifax, or Vancouver prefers to speak in French, they can be recruited for
groups 3 & 4, regardless of location. Similarly, if the respondent from
Montreal prefers to speak in English, they can recruited
for group 2]
[Interviewer Note: Group 1 and 2: Aim for a good mix
among GTA and Ottawa residents]
2. Please tell me if you or any member of your immediate
family works in or has retired from:
|
|
✔ |
|
Media, such a newspaper, TV or radio station |
|
|
Advertising or Communications |
|
|
Market or Public opinion research |
|
|
Journalism |
|
[IF YES TO
ANY OF Q2: THANK AND TERMINATE]
NOTE: FOR TERMINATION SAY –
UNFORTUNATELY THAT CATEGORY IS FILLED FOR THIS SESSION. THANK YOU FOR YOUR TIME.
q Female
q
Under 18 [TERMINATE]
q
18-24
q
25-40
q
41-54
q
55-64
q
65 plus [MAX 1 IN EACH
GROUP]
q
Refuse [THANK &
TERMINATE]
5.
What is your marital status? [AIM for a mix]
q Single
q Common-law partner/ Married
q Separated/ Divorced
q Widowed
q Refuse [THANK & TERMINATE]
5A.
Can you estimate in which of the
following groups your household income falls
[WATCH
MINIMUM QUOTAS AND AIM FOR MIX OF INCOME RANGES]:
q Less than $40,000 [MINIMUM 1 per group]
q $40,000 to just under $60,000
q $60,000 to just under $80,000
q $80,000 to just under $100,000
q $100,000 to just under $150,000
q
Over $150,000
q
Refuse [THANK &
TERMINATE]
q
Own my home
q
Rent my home [2 per group]
q
Other
q
Refuse [THANK &
TERMINATE]
q
Yes [At least 4 per group]
q
No
q
Refuse [THANK &
TERMINATE]
7A. [YES AT Q7] Can you
please tell me which type of mortgage interest rate you have? [READ LIST AND
CHECK ALL THAT APPLY]
q [Ask Homeowners only] Fixed Rate Mortgage
q [Ask Homeowners only] Variable Rate Mortgage
q Don’t know
7B. [HOMEOWNERS] Do you
anticipate renewing your mortgage within the next 3-6 months?
q
Yes
q
No
q
Don’t know
q
Yes [at least 2 per group]
q
No
q
Refuse
q
Employed full time
q
Employed part-time
q
Self-employed
q
Not employed
q
Retired
q
Student
q
Unable to work/ Employed but
on leave (due to disability/ maternity/ paternity etc)
q
Other
q
Refuse [THANK &
TERMINATE]
q Less than a high school diploma
q High school degree or equivalent
q Bachelor’s degree
q Master’s degree
q Professional degree
q Doctorate
q Refuse [THANK & TERMINATE]
q Born in Canada
q Immigrated to Canada more than ten years ago
q Immigrated to Canada one to ten years ago
q Immigrated to Canada less than one year ago
q Refuse [THANK & TERMINATE]
q Black
q East/Southeast Asian
q Indigenous (First Nations, Inuk, Inuit, Métis)
q Latino
q Middle Eastern
q South Asian
q White
q Other Specify
q Don’t know
q Prefer not to answer
[INTERNAL
NOTE] Each participant should
qualify as at least one of the following:
1. Own a home with a mortgage (preferably a variable rate
mortgage)
2. Looking to purchase a new house in the next 12 to 24
months
3. Rent a home
13. As I mentioned earlier, you are being invited to an
online group discussion where you will be asked to type in answers to questions
from the moderator as well as possibly questions put forward by other
participants in a chat/text-based format. How comfortable are you participating
in a discussion forum in this manner? Would you say you are very comfortable,
somewhat comfortable, not very comfortable or not at all comfortable?
|
|
✔ |
Instruction |
|
Very comfortable |
|
CONTINUE |
|
Somewhat comfortable |
|
CONTINUE |
|
Not very comfortable |
|
THANK & TERMINATE |
|
Not at all comfortable |
|
THANK & TERMINATE |
|
Don’t know |
|
THANK & TERMINATE |
14. Have you ever attended a consumer group discussion, an
interview or survey which was arranged in advance and for which you received a
sum of money?
q Yes [CONTINUE TO Q15]
q No [SKIP TO
Q17]
15. When was the last time you attended a focus
group? PLEASE SPECIFY
__________________
[STAND BY IF IN THE six months]
16. [IF ATTENDED GROUPS IN PAST ASK SIX MONTHS] What was the topic of the research groups you
attended in the past six months?
_______________________________________________________
[TERMINATE IF FINANCE RELATED]
17. Sometimes participants are also asked to type out
their answers in a questionnaire, read or watch material during the
discussion. Is there any reason why you
could not participate in any of this?
q Yes PROBE TO UNDERSTAND BUT IF UNABLE TO DO ANY OF ABOVE THANK &
TERMINATE]
q No [CONTINUE]
Read to Stand-by Respondents
May I please have a daytime contact
number, an evening contact number and an email address, if you have one, so
that we can contact you as soon as possible if an opening becomes available. [RECORD
CONTACT INFO]
PRIVACY SECTION
Now I have a few questions that relate to privacy, your personal
information and the research process. We will need your consent on a few
issues that enable us to conduct our research. As I run through these
questions, please feel free to ask me any questions you would like
clarified.
P1) First, we will provide the session
moderator with a list of respondents’ names and profiles (screener responses)
so
that they can sign you into the group.
This information will not be shared with the Government of Canada. Do we have
your permission to do this? I assure
you it will be kept strictly confidential.
|
Yes |
1 GO TO P2 |
|
No |
2 Read information below and P1A |
We need to provide the online platform and session
moderator with the names and background of the people attending the focus
group because only the individuals invited are allowed in the session and the
facility and moderator must have this information for verification
purposes. Please be assured that this information will be kept strictly
confidential. GO TO P1A
P1a) Now that I’ve explained
this, do I have your permission to provide your name and profiles to the
online platform
and moderator?
|
Yes |
1 GO TO P2 |
|
No |
2 THANK AND CONCLUDE |
P2) A recording of the group session
will be produced for research purposes. The recording will only be used
by the
team of researchers at Léger to assist in preparing a report on
the research findings. Do you agree to be recorded for
research purposes only?
|
Yes |
1 GO TO INVITATION |
|
No |
2 Read information below and P2A |
It is necessary for the research process for us to record the
session as the researcher needs this material to complete the
report. When the report is finalized the recordings are destroyed.
P2a) Now that I’ve explained
this, do I have your permission for recording?
|
Yes |
1 GO TO INVITATION |
|
No |
2 THANK AND CONCLUDE |
|
Tuesday, November 21, 2023 q Group 1: Online GTA/Ottawa (18-65+) – English (5:30 PM Eastern) q Group 2: Online GTA/Ottawa (18-65+) – English (7:30 PM Eastern) Wednesday, November 22, 2023 q Group 3: Online Montreal (18-65+) – French (5:30 PM
Eastern) q Group 4: Online Montreal (18-65+) – French (7:30 PM Eastern) q Group 5: Online Vancouver (18-65+) –
English (5:30 PM Pacific) (8:30pm Eastern) q Group 6: Online Vancouver (18-65+) – English (7:30 PM Pacific) (10:30pm
Eastern) Thursday, November 23, 2023 q Group 7: Online Halifax (18-65+) – English (5:30 PM
Atlantic) (4:30pm
Eastern) q Group 8: Online Halifax (18-65+) – English (7:30 PM Atlantic) (6:30pm
Eastern) |
[INV1] As I
mentioned earlier, the online group discussion will take place [INSERT
DATE/TIME].
The groups are conducted via a video group discussion. You will be
required to log-in a few minutes prior to the start time [5:30pm/7:30pm]. The moderator will ask questions in the
video discussion as well as display some material. A video camera associated with your
computer is required for the discussion. Would you be willing
to participate?
q
Yes [CONTINUE]
q No [THANK
& TERMINATE]
Great, I would like to invite you to
participate in an Online Focus Group. All participants who attend will receive $100
e-transfer as a thank you for their time.
I want to tell you a bit more about
how the online focus group will run:
All you would need is access to a
computer with High-speed Internet and a video camera. The group will have 8 to
10 participants. You can participate on a tablet or a smartphone as well,
however we recommend using a laptop or desktop. The device must be video
enabled.
You will be required to log-in about
5 to 10 minutes prior to the beginning of the group [5:30pm/7:30pm].
Participating in the group is very easy and you only need to contribute to the
discussion and provide your opinion.
In the next couple of days, a
confirmation email will be sent out with all this information. The day before
the group takes place you will receive an email with your log in instruction
and special password.
If you have never participated in an
online focus group that is O.K- you will be provided with all the instructions
by the moderator via email and you can ask questions at any time. Again, it is
very user friendly.
You should know that in addition to
the moderators, there may be other people from the department’s
creative/research team observing the session.
You should also know that a transcript of the sessions will be kept to
assist in preparing a report on the research findings and will be destroyed
once the report is completed.
This is standard for research studies
of this nature. Please be assured,
however, that any transcripts will be used for research purposes only and that
your comments will be treated confidentially.
Participants will receive an $100
e-transfer; the e-transfer will be sent out 10-15 business days after
the groups are completed. They will be sent to your email address.
Given all that I’ve just outlined,
would you be willing to commit to and participate in the online focus group?
q Yes [CONTINUE
& RECORD ALL CONTACT INFORMATION ON PAGE 1]
q No [THANK
& TERMINATE]
Your attendance is very important to the success of this research, we are depending on you to
attend.
Your attendance is extremely important
since we only ask a small number of people to participate. If for any reason you are unable to
participate, please let me know as soon as possible so we can find someone to
fill your spot. Because we are looking
for specific types of people, please do not have anyone log on in your
place. I can be reached at [XXXXX].
To ensure that the focus
groups run smoothly, we remind you:
·
To
make sure you are connected to the Internet and logged on 5 to 10 minutes in
advance of the group
·
To
turn off your cellular phones – to avoid disruptions during the group.
·
Make
sure your WebCam is ON and functional
·
To
bring reading glasses, if necessary, to be able to go over the material.
·
To
make sure you will be located in a quiet and well lit room (luminous)
·
That
the session will be recorded for analysis purposes only.
We look forward to seeing you on:
Tuesday, November 21, 2023
q Group 1: Online GTA/Ottawa (18-65+) – English (5:30 PM
Eastern)
q Group 2: Online GTA/Ottawa (18-65+) – English (7:30 PM Eastern)
Wednesday, November 22, 2023
q Group 3: Online Montreal (18-65+) – French (5:30 PM
Eastern)
q Group 4: Online Montreal (18-65+) – French (7:30 PM Eastern)
q Group 5: Online Vancouver (18-65+) –
English (5:30 PM Pacific) (8:30pm Eastern)
q Group 6: Online Vancouver (18-65+) – English (7:30 PM Pacific) (10:30pm Eastern)
Thursday, November 23, 2023
q Group 7: Online Halifax (18-65+) – English (5:30 PM
Atlantic) (4:30pm
Eastern)
q Group 8: Online Halifax (18-65+) – English (7:30 PM Atlantic) (6:30pm Eastern)
Objective
(internal only - Not read to participants)
FCAC’s national multimedia campaign “Make
Change that Counts: Managing Your Money in a Changing World” will focus on
helping Canadian financial consumers manage their money and navigate the
financial marketplace as they consider their housing and home financing options
in today’s financially challenging times.
The campaign will promote financial tools
and resources related to renting or buying a home and choosing, renewing, and
paying for a mortgage to equip consumers with the knowledge they need to
confidently make informed financial decisions. This include FCAC's
comprehensive consumer information and tools to help strengthen their financial
literacy, information on government programs to help them rent or buy a home,
mortgage relief options for those struggling to keep up with their financial
commitments, and information on their rights when dealing with federally
regulated financial institutions, such as banks - because a better-informed
consumer is a better protected consumer.
The objective of the qualitative work is
to review the different ad creative approaches to capture overall impressions,
glean which concept is most preferred, and act as a check for anything that may
be ill received or problematic.
Introduction & DISCUSSION Guidelines (7 minutes)
· Introduce the
moderator and Leger
· The sponsor of this
research is the Financial Consumer Agency of Canada, a federal agency of the
Government of Canada that is responsible for protecting the rights and
interests of consumers of financial products and services. [MODERATOR Link to background on role of FCAC
https://www.canada.ca/en/financial-consumer-agency/corporate/about.html ]
· Participation is
voluntary, length of session is 1.5hrs to 2 hrs,
(explain if there is a break)
· Today we will be
reviewing some creative materials about managing personal finances and I will
be asking you some specific questions to gather your feedback.
· Only talking with a
few groups of people across Canada, thus your observations and opinions are
important.
· Conduct of the
discussion
o
Not
all at once, please use your “hands up” button
o
Please
keep your mic on mute unless you are speaking (helps to eliminate background
noise)
o
There
is no correct or wrong answers. I Want to get individual thoughts and opinions—I’m
not looking for a consensus.
o
I
will encourage individual group members to participate.
o
Please
bring a paper, and pen, have it in-front of you. We will ask you to jot some
ideas or answers that you will later share with the group!
· Recording and
presence of observers from FCAC. They won’t participate in the discussion.
· Confirm that
individual identities, and responses will be kept confidential. Use of first
names. The purpose is not to report on individuals, but instead to get a better
understanding of the opinions of different members of the Canadian society.
· Explain what to do if
anyone needs technical advice.
Now I would like to
quickly go around and have everyone introduce themselves, first name is fine
and where you are located, province or city is fine.
WARM-UP (10 MINUTES)
1.
Tell
me about your housing situation right now? Do you rent, have a mortgage,
thinking about purchasing a home?
Is anyone’s mortgage up for renewal in the
next six months? Or was renewed recently? What was that experience like?
2.
For
those who are thinking of purchasing a home, what has that experience been like
for you so far?
3.
For
those who are renting, what has been your experience?
REVIEW OF CONCEPTS (45 MINUTES)
I have some images that I would like to show you to get your
reactions.
I am going to share my screen and show you several images. As I am
showing them to you, I would like you to answer the questions I ask using the
paper in front of you. We will all record our answers and then we will discuss
as a group. So, for now, we will save our comments until we open up the
discussion. Sound good?
FIRST CONCEPT - #1 (15
minutes per concept)
[SHOW SLIDE # VISUAL OF THE
FIRST CONCEPT – CHECK ROTATION ORDER OF CONCEPTS – last page]
EXPLAIN WHAT AN ANIMATIC STORYBOARD IS: An animatic story board is a
way to present an ad concept that will be in video format using a slideshow
with simple sketches. For now, please focus on the overall concept that will be
in video format with live actors in its final form.
MODERATOR NOTE: Play the storyboard video followed by the Social Media
Static Images
ALLOW A FEW SECONDS TO REVIEW.
Before we get into a discussion about this concept, I want you to
answer a few questions for me.
1.
Using
the chat feature [IF NECESSARY, DESCRIBE WHERE CHAT FEATURE IS] send me/the
moderator a short message of what you feel is the main message or purpose of
this advertisement.
2.
What
are your initial reactions to the concept? DISCUSS
·
What
did you like?
·
What
did you dislike?
3.
What
was the main message? REFER TO CHATS AS NECESSARY
Next are a couple of poll questions….
4.
POLL
QUESTION #1a How important is the message being communicated?
·
Very
important
·
Somewhat
important
·
Not
very important
·
Not
at all important
5.
POLL
QUESTION #1b How effective is the advertisement in getting your attention and
communicating the message?
·
Very
effective
·
Somewhat
effective
·
Not
very effective
·
Not
at all effective
DISCUSSION – USE POLL RESULTS AND CHAT FEEDBACK TO PROBE DURING THE
DISCUSSION
SHOW SLIDE WITH ALL THREE SOCIAL STATIC IMAGES WHILE ASKING THE
FOLLOWING QUESTIONS:
6.
The
social media ads and the storyboard concept inform you of what? What action do
they encourage? PROBE: Where did the ad
direct you to go? [ Canada.ca/It-pays-to-know]
[Moderator
note: If the answers are straight-forward, then move on and don't spend too
much time on this question.]
·
Would
you do this?
·
What
do you expect this site (Canada.ca/It-pays-to-know) to provide?
Moderator instruction: ASK
SPECIFIC CONCEPT PROBES BELOW AND THEN REPEAT GENERAL APPROACH ABOVE FOR
CONCEPTS 2 AND 3
SPECIFIC CONCEPT PROBES
Concept #1 – Housing on the Mind (10 minutes)
[Moderators note: In the storyboard, there is a frame where the man is
at the grocery store. We want to steer away from talking about the cost of
groceries and keep the focus on housing costs.]
7. What is your impression of the visuals? Do
they make sense? Tell me more about this.
·
What
do you think of the questions that each ad puts forward (Will I ever be able to
buy/ Is my rent going up/ Will rates keep rising?) Are these relevant to you?
How so?
Do
you believe these are questions that Canadians are asking themselves?
Concept #2 – Keeping up the Joneses (10 minutes)
9.
What
is your impression of the visuals? Do they make sense? Tell me more about this.
10.
What
about the phrase from the storyboard, “We can’t help you keep up with the
Joneses. But we can help you keep on top of your finances.” Does this make
sense to you? (MODERATOR TO PAY SPECIAL ATTENTION TO ANYONE WHO MIGHT BE
CONFUSSED BY THIS PHRASE SUCH AS YOUNGER PARTICIPANTS OR NEW CANADIANS)
·
What
do you think of the phrase, “It can be hard to keep up with the cost of
housing? Is that true? Do agree with
that statement?
·
What
do you think of the phrase, “Keep on top of your housing costs.” Is this clear?
What do you think this means? PROBE: What does housing costs mean to
you?
·
What
do you think of the phrase, “Keep on top of your home finances.” Is this clear?
What do you think this means? PROBE: What does home finances mean to
you?
11.
[Moderator’s note: In the storyboard, the focus is on mortgage renewal
which is so specific that some participants could say this ad isn’t for me
because I rent, or I don’t have a mortgage to renew. If this happened, it could
be probed further to see if it’s too specific.]
·
You
indicated this ad might not be for you because it is targeted for those who are
renewing their mortgage. Do you think the messaging of this add is too specific
and that it might not resonate with those who are not in a mortgage renewal
situation?
·
What
could change in the wording of the ad to make it more relevant to others (I.e.,
renters/home buyers)?
Concept #3- The Home Finance Toolbox (10 minutes)
12.
What
is your impression of the visuals? Do they make sense? Tell me more about this.
13.
What
about the phrase from the storyboard, “We’re equipping Canadians with tools
and resources to make informed decisions about their home finances.” Does
this make sense to you?
14.
What
do you think about the concept of the financial toolbox (The home buyers/
Mortgage renewal/ The Renters financial toolbox). Is this concept clear? Tell
me about this.
15.
Would
you prefer to have a vanity URL that matches the concept? For example,
Canada.ca/home-finances-toolbox, as opposed to Canada.ca/It-pays-to-know. Does
this make a difference to you?
WRAP-UP OVERVIEW DISCUSSION (15 minutes)
16.
POLL
QUESTION (1C) Which of the three concepts would most encourage you to take
action?
·
Keeping
up with the Joneses
·
The
Home Finance Toolbox
17.
POLL QUESTION (2C) Was there a concept that you
didn’t like? Please use the chat function to tell me why you didn’t like the
concept?
·
Housing
on the Mind
·
Keeping
up with the Joneses
·
The
Home Finance Toolbox
·
None-
liked all the concepts
DISCUSS RESULTS
18.
Those who selected concept 1/2/3 as preferred, what
was the reason for this? DISCUSS FOR EACH CONCEPT
What made this
concept stand-out from the others?
FINAL WRAP UP (5 MINUTES)
[FINAL QUESTION FROM OBSERVERS]
Those are all of my questions for today but before I let you go, are
there any other final thoughts or comments that you would like to share?
On behalf of the Financial Consumer Agency of Canada and Léger, thank
you for your time and great feedback.
CONCEPT ROTATION GRID
|
GROUP |
Order of Discussion |
||
|
First |
Second |
Third |
|
|
Grp 1 GTA/Ottawa (5:30pm EST) |
#1 Housing on the mind |
#2 Keeping up |
#3 Tool Box |
|
Grp 2 GTA/Ottawa (7:30pm EST) |
#3 Tool Box |
#1 Housing on the mind |
#2 Keeping up |
|
Grp 3 Montreal (5:30pm EST) |
#2 Keeping up |
#3 Tool Box |
#1 Housing on the mind |
|
Grp 4 Montreal (7:30pm EST) |
#1 Housing on the mind |
#2 Keeping up |
#3 Tool Box |
|
Grp 5 Vancouver (8:30pm EST) |
#3 Tool Box |
#1 Housing on the mind |
#2 Keeping up |
|
Grp 6 Vancouver (10:30pm EST) |
#2 Keeping up |
#3 Tool Box |
#1 Housing on the mind |
|
Grp 7 Halifax (4:30pm EST) |
#1 Housing on the mind |
#2 Keeping up |
#3 Tool Box |
|
Grp 8 Halifax (6:30pm EST) |
#3 Tool Box |
#1 Housing on the mind |
#2 Keeping up |
This evaluation
utilized the Government of Canada’s Advertising Campaign Evaluation Tool (ACET)
and was administered to a sample of Canadian adults 18 years old and older.
Quantitative research was conducted through online surveys, using Computer
Aided Web Interviewing (CAWI) technology. The online-based data collection
regimen entailed pre- and post-advertising campaign data collection conducted
in two waves. This approach permits a comparison of awareness and opinions over
time, as compared to other Government of Canada commissioned advertising
campaigns.
As a CRIC Member, Leger adheres to the most stringent guidelines for quantitative research. The survey was conducted in accordance with Government of Canada requirements for quantitative research, including the Standards for the Conduct of Government of Canada Public Opinion Research— Series A – Fieldwork and Data Tabulation for Online Surveys.
Respondents were
assured of the voluntary, confidential, and anonymous nature of this research.
As with all research conducted by Leger, all information that could allow for
the identification of participants was removed from the data, in accordance
with the Privacy Act.
The
questions utilized in this study were based on the Government of Canada’s
standard Advertising Campaign Evaluation Tool questionnaire. No ads were
displayed in the pre-campaign wave as the pre-advertising survey was aimed at
assessing recall and opinions prior to FCAC’s new 2023-2024 advertising
campaign. In the post-campaign wave, the respondents were shown four ads (one
video and 3 images) from the campaign and were subsequently asked a series of
questions about the advertisements. Leger ensured that respondents were able to
complete the survey on various platforms including computers, tablets, or
smartphones. English and French pre-test surveys were collected in both pre-
and post-campaign evaluation waves.
To make
sure that online respondents answered the survey properly and seriously, Leger
inserted two validation questions. Our experience shows that including such
questions reduces the likelihood that respondents do not read the questions. In
addition, any respondent that answered the survey in less than 30% of the
median completion time was automatically removed from the sample as such speeds
are simply not achievable when reading questions properly. The questionnaires
were not altered in any other way, including the wording, order, and coding of
questions.
The
questionnaire is available in Appendix A2.
Leger owns and
operates an Internet panel of more than 400,000 Canadians from coast to coast.
An Internet panel is made up of Web users profiled on different
sociodemographic variables. The majority of Leger’s panel members (61%) have
been recruited randomly over the phone over the past decade, making it highly
similar to the actual Canadian population on many demographic characteristics.
An important part of our internal testing of the survey is to ensure the survey is programmed correctly. To help with this, we run a survey “simulation” which automatically inserts many cases of randomly generated data so we can see how the survey works along every possible path and for every possible response. Effectively, a simulation essentially runs imitation samples through the program to make it easier to review for correct skip logic and programming instructions. Leger also tested the survey manually to explore every path and response as well as to assess the usability and visual appeal of the survey.
Once the team was
certain about the functionality of the survey using simulation and testing the
programming, the surveys were pre-tested. Pre-test is a soft launch with a
small portion of respondents. It allowed the collected data to be reviewed to
ensure accuracy and to identify any programming aspects that should be
modified. Pre-tests were conducted in both official languages for both waves. For
the pre-campaign baseline survey, the pre-test was conducted on
January 5, 2024, and completed 37 interviews in English and 5 interviews in
French. For the post-campaign survey, Leger conducted the pre-test on April 1,
2024. For this round, 34 English interviews and 3 French interviews were
conducted.
After the pre-test results were checked and found to have no concerns, the surveys were launched for the data collection phase. The pre-campaign wave was conducted with 2,003 respondents from the Canadian general population aged 18 years and older, between January 5 and January 12, 2024. The post-campaign wave was conducted with 2,014 respondents from the Canadian general population aged 18 years and older, between April 1 and 9, 2024. The survey invitations as well as reminder invitations were sent to panel members during the data collection period. Fieldwork was monitored and reviewed on an ongoing basis to ensure target quotas were being met.
Since a sample drawn from an Internet panel is not probabilistic in nature, the margin of error cannot be calculated for this project. Respondents for the surveys were selected from among those who have volunteered or registered to participate in online surveys. The results of such surveys cannot be described as statistically projectable to the target population. The data have been weighted to reflect the demographic composition of the target population. Because the sample is based on those who initially self-selected for participation, no estimates of sampling error can be calculated.
Based on data from Statistics Canada’s 2021 national census, Leger weighted the results of this survey by age, gender, language, education and presence of children in the household within each region of the country.
Overall
Participation rate for each wave was ~10%. The following table provides detailed calculation of the Web survey’s participation
rate. The participation rate is calculated using the
following formula: Participation rate / response rate = R ÷ (U + IS + R).
Table B.1 Participation Rate Calculation
|
|
Pre-Campaign
Wave |
Post-Campaign
Wave |
|
Invalid cases |
215 |
248 |
|
Invitations mistakenly sent to people
who did not qualify for the study |
215 |
248 |
|
Incomplete or missing email addresses |
0 |
0 |
|
Unresolved (U) |
17,093 |
18,149 |
|
Email invitations bounce back |
48 |
11 |
|
Email invitations unanswered |
17,045 |
18,138 |
|
In-scope non-responding units (IS) |
53 |
128 |
|
Non-response from eligible respondents |
0 |
0 |
|
Respondent refusals |
0 |
0 |
|
Language problem |
0 |
0 |
|
Selected respondent not available
(illness; leave of absence; vacation; other) |
0 |
0 |
|
Early breakoffs |
53 |
128 |
|
Responding units (R) |
2,222 |
2,265 |
|
Surveys disqualified – quota filled |
0 |
0 |
|
Completed surveys disqualified for other
reasons |
219 |
251 |
|
Completed interviews |
2,003 |
2,014 |
|
POTENTIALLY
ELIGIBLE (U+IS+R) |
19,368 |
20,542 |
|
Participation rate= R/(U + IS + R) |
10.3% |
9.8% |
The participation rates were within the range of what is normally recorded for general population web surveys.
Once the data collection was completed, the data collected in each wave was processed, cleaned and tabulated.
A basic comparison of the unweighted and weighted sample sizes was
conducted to identify any potential non-response bias that could be introduced
by lower response rates among specific demographic subgroups (see tables
below).
The following table provides the geographic distribution of respondents,
before and after weighting. The weighting adjusted for some minor discrepancies
so that each province has a representative importance in the results.
Table B.2 Unweighted and Weighted Sample
Distribution by Province
|
Province |
Pre-campaign Unweighted |
Pre-campaign Weighted |
Post-campaign Unweighted |
Post-campaign Weighted |
|
136 |
135 |
139 |
136 |
|
|
Quebec |
460 |
464 |
468 |
466 |
|
Ontario |
773 |
779 |
772 |
781 |
|
Prairies |
132 |
121 |
132 |
126 |
|
Alberta |
222 |
224 |
223 |
225 |
|
British Columbia |
280 |
280 |
280 |
281 |
|
Total |
2,003 |
2,003 |
2,014 |
2,014 |
The following tables present the demographic distribution of
respondents, according to gender and age. The adjustments made by weighting are
minor, and in no way can we believe that the small differences observed in the effective
samples could have introduced a non-response bias for either of these two
sample subgroups.
Table
B.3 Unweighted and Weighted Sample Distribution by Gender
|
Gender |
Pre-campaign Unweighted |
Pre-campaign Weighted |
Post-campaign Unweighted |
Post-campaign Weighted |
|
Male |
971 |
968 |
983 |
969 |
|
Female |
1,023 |
1,027 |
1,016 |
1,030 |
|
Total |
1,994 |
1,995 |
1,999 |
1,999 |
Note: Gender-diverse people and answer refusals
make up the rest of the sample.
Regarding age distribution, the weighting process has corrected some
discrepancies. The actual distribution of the sample generally
follows the distribution of age groups in the actual population. In this case,
it is unlikely that the observed distributions introduce a non-response bias
for a particular age group. Weighting allowed the weights to be corrected
without further manipulation.
Table B.4 Unweighted and Weighted Sample
Distribution by Age Group
|
Age |
Pre-campaign Unweighted |
Pre-campaign Weighted |
Post-campaign Unweighted |
Post-campaign Weighted |
|
Between 18 and 34 |
504 |
528 |
507 |
534 |
|
Between 35 and 55 |
661 |
647 |
656 |
649 |
|
55 and over |
838 |
828 |
851 |
830 |
|
Total |
2,003 |
2,003 |
2,014 |
2,013 |
There is no evidence from the data that having
achieved a different age or gender distribution prior to weighting would have
significantly changed the results for this study.
The following tables present the weighting
factors applied to the database according to the different respondent profiles.
Table B.5 Weight Factors
|
Labels |
Pre-Campaign Wave Weights |
Post-Campaign Wave
Weights |
|
BC/YK: M 18-24 |
1.256457192 |
1.733112991 |
|
BC/YK: M 25-34 |
0.947152912 |
1.979499263 |
|
BC/YK: M 35-44 |
0.977032436 |
0.644088072 |
|
BC/YK: M 45-54 |
0.994401346 |
0.952214522 |
|
BC/YK: M 55-64 |
0.860601037 |
1.456874458 |
|
BC/YK: M 65+ |
0.944360068 |
1.342090409 |
|
BC/YK: F 25-34 |
1.859473038 |
1.632203938 |
|
BC/YK: F 35-44 |
0.938301016 |
1.120571011 |
|
BC/YK: F 45-54 |
0.963984927 |
0.800313182 |
|
BC/YK: F 18-24 |
1.495434009 |
0.900108756 |
|
BC/YK: F 55-64 |
0.892374619 |
0.783306527 |
|
BC/YK: F 65+ |
0.919390146 |
0.768590623 |
|
AB/NT: M 18-24 |
1.744388011 |
1.53118487 |
|
AB/NT: M 25-34 |
1.190423527 |
1.194202523 |
|
AB/NT: M 35-44 |
1.364150221 |
1.824640949 |
|
AB/NT: M 45-54 |
1.225765458 |
1.084991159 |
|
AB/NT: M 55-64 |
0.755206973 |
0.909125251 |
|
AB/NT: M 65+ |
0.645025869 |
0.668642619 |
|
AB/NT: F 25-34 |
1.269574727 |
0.955203741 |
|
AB/NT: F 35-44 |
0.968465832 |
1.073807615 |
|
AB/NT: F 45-54 |
0.999424343 |
0.959005838 |
|
AB/NT: F 18-24 |
1.140354148 |
1.143974198 |
|
AB/NT: F 55-64 |
1.228447658 |
0.840236837 |
|
AB/NT: F 65+ |
0.780381503 |
0.840848363 |
|
SK/MB/NU: M
18-24 |
3.01295571 |
1.932570048 |
|
SK/MB/NU: M
25-34 |
1.410535804 |
0.841487124 |
|
SK/MB/NU: M
35-44 |
2.200205936 |
0.760152794 |
|
SK/MB/NU: M
45-54 |
2.226920048 |
1.425566219 |
|
SK/MB/NU: M
55-64 |
1.395276637 |
0.707175798 |
|
SK/MB/NU: M 65+ |
0.698671397 |
1.052226985 |
|
SK/MB/NU: F
25-34 |
3.01295571 |
3.006012024 |
|
SK/MB/NU: F
35-44 |
0.81394983 |
1.444302209 |
|
SK/MB/NU: F
45-54 |
1.046194525 |
0.944190177 |
|
SK/MB/NU: F
18-24 |
0.573798344 |
1.255651279 |
|
SK/MB/NU: F
55-64 |
0.9133091 |
1.651672548 |
|
SK/MB/NU: F 65+ |
1.675795966 |
0.596613139 |
|
ON: M 18-24 |
0.90947566 |
0.912362788 |
|
ON: M 25-34 |
0.966999802 |
1.062457115 |
|
ON: M 35-44 |
0.973977676 |
1.062777422 |
|
ON: M 45-54 |
0.870212363 |
0.987463354 |
|
ON: M 55-64 |
1.296461225 |
0.850377163 |
|
ON: M 65+ |
1.055147398 |
0.981979108 |
|
ON: F 25-34 |
1.279602916 |
1.808800698 |
|
ON: F 35-44 |
1.135483129 |
1.016416732 |
|
ON: F 45-54 |
0.958036391 |
1.00612819 |
|
ON: F 18-24 |
0.990299651 |
0.978391182 |
|
ON: F 55-64 |
0.983957723 |
1.095043311 |
|
ON: F 65+ |
0.91980795 |
0.958913284 |
|
QC: M 18-24 |
1.287456061 |
0.844470479 |
|
QC: M 25-34 |
0.822947766 |
0.648654452 |
|
QC: M 35-44 |
0.791668131 |
0.847126698 |
|
QC: M 45-54 |
1.07227046 |
1.014207272 |
|
QC: M 55-64 |
0.8336278 |
1.348829271 |
|
QC: M 65+ |
1.509296363 |
1.048214506 |
|
QC: F 25-34 |
0.748621214 |
0.678320512 |
|
QC: F 35-44 |
0.919169351 |
0.922087251 |
|
QC: F 45-54 |
0.976939816 |
1.1944251 |
|
QC: F 18-24 |
0.922182754 |
0.950113199 |
|
QC: F 55-64 |
1.061145425 |
0.946234692 |
|
QC: F 65+ |
1.343614626 |
1.65892914 |
|
ATL: M 18-24 |
|
1.471580389 |
|
ATL: M 25-34 |
1.845244792 |
1.485803791 |
|
ATL: M 35-44 |
1.047083783 |
1.295768356 |
|
ATL: M 45-54 |
0.97611955 |
0.7364176 |
|
ATL: M 55-64 |
0.993334376 |
0.966645559 |
|
ATL: M 65+ |
0.930443972 |
0.745718329 |
|
ATL: F 25-34 |
2.212768227 |
1.616834278 |
|
ATL: F 35-44 |
1.163042422 |
1.047702254 |
|
ATL: F 45-54 |
1.105723864 |
1.389562926 |
|
ATL: F 18-24 |
1.582359746 |
1.710505266 |
|
ATL: F 55-64 |
1.264253784 |
1.306779029 |
|
ATL: F 65+ |
1.24155748 |
0.863877923 |
Any survey that is conducted is potentially subject to bias or error.
When a survey is conducted
with a sample of the population, different types of biases or errors can occur
such as: sampling error, measurement errors, non-response bias, processing
error. Sampling error cannot be measured given that the contact records
utilized in the data collection process were derived from an online panel,
which is to say, a non-probability sample source. Having stated that, measures
were taken in the implementation of the data collection to ensure sufficient
completed surveys were obtained from demographic groups traditionally regarded
as central in quantitative survey research, such as gender, age,
region/province.
With respect to non-sampling error, several steps were taken to minimize
bias. All surveys utilized online interviewing technology to ensure proper
survey skip patterns were followed and to minimize errors due to data entry and
data capture. The French and English survey instruments from each campaign were
pre-tested with a small sample of respondents to ensure the survey material was
easily understood by respondents, and that the resultant data were being
captured properly. In terms of coverage, the surveys were conducted based on a
randomized sampling of panel records for the target audience drawn from an
online general population panel.
ADVERTISING CAMPAIGN EVALUATION TOOL
BASELINE AND POST-CAMPAIGN SURVEY
TEMPLATE
Baseline sections should
be asked before the ads have run in the media.
All sections should be
asked after the ads have run in the media.
INTRODUCTION [ASK IN BASELINE AND
POST-CAMPAIGN SURVEYS]
Thank you for taking a few minutes
to complete this survey on current issues that matter to Canadians. Si vous préférez répondre à ce sondage en français,
veuillez cliquer sur français
[SWITCH TO FRENCH VERSION].
Your participation is voluntary and your responses will be kept entirely
confidential. The survey takes about [BASELINE: 5 minutes /
POST-CAMPAIGN: 7 minutes] to complete.
START
SURVEY
Click here if you
wish to verify the authenticity of this survey. To view our privacy policy, click
here.
If you require any
technical assistance, please contact XXX.
a)
Does anyone in your household work for any of the following
organizations?
SELECT ALL THAT APPLY
o
a marketing research firm
o
a magazine or newspaper
o
an advertising agency or graphic design
firm
o
a political party
o
a radio or television station
o
a public relations company
o
the federal or provincial government
o
none of these organizations
IF “NONE OF THESE
ORGANIZATIONS” CONTINUE, OTHERWISE THANK AND TERMINATE.
b)
What is your gender?
o Male
o Female
o Other
o Prefer not to answer
c)
In what year were you born?
YYYY
ADMISSIBLE RANGE 1900-2006
IF > 2006, THANK AND
TERMINATE
ASK D IF QUESTION C IS
LEFT BLANK
d)
In which of the following age categories do you belong?
SELECT ONE ONLY
IF “LESS THAN 18 YEARS
OLD” OR “BLANK”, THANK AND TERMINATE
e)
In which province or territory do you live?
SELECT ONE ONLY
o
Alberta
o
British Columbia
o
Manitoba
o
New Brunswick
o
Newfoundland and Labrador
o
Northwest Territories
o
Nova Scotia
o
Nunavut
o
Ontario
o
Prince Edward Island
o
Quebec
o
Saskatchewan
o
Yukon
IF NO PROVINCE OR
TERRITORY IS SELECTED, THANK AND TERMINATE
f)
Which of the following best describes your housing arrangement?
o
Own your home with a mortgage
o
Own your home without a mortgage
o
Rent your home
o
Neither own nor rent your home
o
Don’t know
CORE QUESTIONS [ASK IN BASELINE AND
POST-CAMPAIGN SURVEYS]
ASK ALL RESPONDENTS
Q1:
Over the
past three weeks, have you seen, read or heard any advertising from the
Government of Canada?
o yes
o no => GO TO T1A
Q3:
Think about the most recent Government of Canada
ad that comes to mind. What do you remember about this ad?
CAMPAIGN-SPECIFIC QUESTIONS [ASK IN
BASELINE AND POST-CAMPAIGN SURVEYS]
ASK ALL RESPONDENTS
T1A:
Over the
past three weeks, have you seen, read or heard any Government of Canada
advertising about free financial tools and resources to help Canadians manage
their home finances?
o Yes
o No => GO TO T1D
T1B:
Where have you seen, read or heard this ad about free
financial tools and resources to help Canadians manage their home finances?
[NOTE:
SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER
MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE
FINAL VERSION OF THE QUESTIONNAIRE]
SELECT ALL THAT APPLY
|
Broadcasting |
|
|
Radio |
In-store audio system |
|
Online / digital |
|
|
Reddit |
Snapchat |
|
La Presse |
Digital/Streaming radio (e.g., Spotify, Podcast) |
|
Web search (e.g., Google, Bing) |
TikTok |
|
Internet website |
Rate-Hub |
|
LinkedIn |
YouTube |
|
Online news sites |
|
|
Out-of-home (indoor and outdoor signage) |
|
|
Residence (condo building) |
Office/workplace |
|
Elevator |
Street furniture |
|
Digital billboard |
Shopping mall |
|
Transit (e.g., Inside/outside bus/subway or bus shelter) |
|
|
Mandatory option(s): |
|
|
Other, specify: |
|
T1C:
What do you remember about this ad?
ASK ALL RESPONDENTS
CAMPAIGN
SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE ADDED HERE
T1D:
T1Da. Have you heard anything about Financial
Literacy Month?
o
Yes, I have heard about it and I am familiar
with the details
o
Yes, I have heard about it and I know some of
the details
o
Yes, I have heard about it but I don’t know any
of the details [SKIP TO T1Db]
o
Not sure [SKIP TO T1E]
T1Db. Where have you seen, read or heard about
Financial Literacy Month? Select all that apply. [ACCEPT MULTIPLE RESPONSES]
o
cinema
o
Internet
website
o
magazines
o
newspaper
(daily)
o
newspaper
(weekly or community)
o
outdoor billboards
o
pamphlet or
brochure in the mail
o
public transit
(bus or subway)
o
radio
o
television
o
Twitter
o
YouTube
o
Facebook
o
Instagram
o
LinkedIn
o
Snapchat
o
Spotify
o
Other, specify
___________________
T1E: To the best of your knowledge, does the government of Canada have a department or agency that provides free financial tools and resources for Canadians?
o
Yes, I have heard about it and I am familiar
with the agency and/or department
o
Yes, I have heard about it and I know some
information about the agency and/or department
o
Yes, I have heard about it but I don’t know the
agency and/or department
o
No, I haven’t heard anything about it 2
T1F: To the best of your
knowledge, does the government of Canada
have a department or agency dedicated to financial
education and consumer protection?
o
Yes, I have heard about it and I am familiar
with the agency and/or department
o
Yes, I have heard about it and I know some
information about the agency and/or department
o
Yes, I have heard about it but I don’t know the
agency and/or department
o
No, I haven’t heard anything about it 2
T1G: Have you heard
of the Financial Consumer Agency of Canada or FCAC?
o
Yes, I have heard about the FCAC and I am
familiar with its mandate
o
Yes, I have heard about the FCAC and I know
some information about its mandate
o
Yes, I have heard about the FCAC but I don’t
know its mandate
o
No, I haven’t heard about them
T1H: Have
you ever used online financial management tools or resources?
o yes
o
no
T1I:
Have you ever used financial management
tools or resources offered by the FCAC? [ONLY ASK IF YES TO T1G]
o yes
o
no
T1J: Would you ever use financial management
tools or resources offered by the FCAC? [ONLY ASK IF YES TO T1G]
o yes
o no [SKIP TO T1Ja]
T1Ja: If no, why?
AD RECALL
QUESTIONS [ASK IN POST-CAMPAIGN SURVEY ONLY]
T1H:
Here are
some ads that have recently been broadcast on various media. Click here to
watch.
[INSERT
VIDEO, PRINT AND RADIO ADS]
[CLICK TO GO
TO THE NEXT PAGE]
Over the past three weeks, have you seen, read or
heard these ads?
o yes
o no => GO TO T1J
T1I:
Where have you seen, read or heard these ads?
[NOTE:
SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER
MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE
FINAL VERSION OF THE QUESTIONNAIRE]
SELECT ALL THAT APPLY
|
Broadcasting |
|
|
Radio |
In-store audio system |
|
Online / digital |
|
|
Reddit |
Snapchat |
|
La Presse |
Digital/Streaming radio (e.g., Spotify, Podcast) |
|
Web search (e.g., Google, Bing) |
TikTok |
|
Internet website |
Rate-Hub |
|
LinkedIn |
YouTube |
|
Online news sites |
|
|
Out-of-home (indoor and outdoor signage) |
|
|
Residence (condo building) |
Office/workplace |
|
Elevator |
Street furniture |
|
Digital billboard |
Shopping mall |
|
Transit (e.g., Inside/outside bus/subway or bus shelter) |
|
|
Mandatory option(s): |
|
|
Other, specify: |
|
T1J:
What do you think is the main point these ads are trying to get across?
T1K:
Please indicate your level of agreement with the
following statements about these ads?
RANDOMIZE STATEMENTS
|
|
1 Strongly Disagree |
2 |
3 |
4 |
5 Strongly Agree |
|
These ads catch my
attention |
o |
o |
o |
o |
o |
|
These ads are relevant
to me |
o |
o |
o |
o |
o |
|
These ads are difficult
to follow |
o |
o |
o |
o |
o |
|
These ads do not favour
one political party over another |
o |
o |
o |
o |
o |
|
These ads talk about an
important topic |
o |
o |
o |
o |
o |
|
These ads provide new
information |
o |
o |
o |
o |
o |
|
These
ads clearly convey that the Government of Canada has free financial tools and
resources to help manage home finances |
o |
o |
o |
o |
o |
DEMOGRAPHIC QUESTIONS [ASK IN BASELINE AND
POST-CAMPAIGN SURVEYS]
D1:
Which of
the following categories best describes your current employment status? Are
you…
SELECT ONE ONLY o working full-time (30 or more hours per week)
o working part-time (less than 30 hours per week)
o self-employed
o unemployed, but looking for work
o a student attending school full-time
o retired
o not in the workforce (Full-time homemaker or unemployed but not looking for work)
o other employment status
D2:
What is the highest
level of formal education that you have completed?
SELECT ONE
ONLY
o grade 8 or less
o some high school
o high school diploma or equivalent
o registered Apprenticeship or other trades
certificate or diploma
o college, CEGEP or other non-university
certificate or diploma
o university certificate or diploma below
bachelor's level
o bachelor's degree
o postgraduate degree above bachelor's level
D3:
Are there any children
under the age of 18 currently living in your household?
o yes
o no
D4:
Which of the following categories best describes your total annual household
income, including income from all household members, before taxes are deducted?
SELECT ONE
ONLY
o under $20,000
o between $20,000 and $40,000
o between $40,000 and $60,000
o between $60,000 and $80,000
o between $80,000 and $100,000
o between $100,000 and $150,000
o between $150,000 and $200,000
o $200,000 and above
o
prefer
not to say
D5:
Where were you born?
o born in Canada
o
Ê Specify the country:
ASK IF D5=BORN OUTSIDE
CANADA
D6:
In what year did you
first move to Canada?
YYYY
ADMISSIBLE RANGE: 1900-2024
D7:
What is the language
you first learned at home as a child and still understand?
SELECT UP
TO TWO
o
English
o
French
o
Other language, specify
___________________
That concludes the survey. This survey was conducted on behalf of the Financial Consumer Agency of Canada. In the coming months the report will be available from Library and Archives Canada. We thank you very much for taking the time to answer this survey, it is greatly appreciated. ADVERTISING CAMPAIGN EVALUATION TOOL
BASELINE AND POST-CAMPAIGN SURVEY
TEMPLATE
Baseline sections should
be asked before the ads have run in the media.
All sections should be
asked after the ads have run in the media.
INTRODUCTION [ASK IN BASELINE AND
POST-CAMPAIGN SURVEYS]
Thank you for taking a few minutes
to complete this survey on current issues that matter to Canadians. Si vous préférez répondre à ce sondage en français,
veuillez cliquer sur français
[SWITCH TO FRENCH VERSION].
Your participation is voluntary and your responses will be kept entirely
confidential. The survey takes about [BASELINE: 5 minutes /
POST-CAMPAIGN: 7 minutes] to complete.
START
SURVEY
Click here if you
wish to verify the authenticity of this survey. To view our privacy policy, click
here.
If you require any
technical assistance, please contact XXX.
g)
Does anyone in your household work for any of the following
organizations?
SELECT ALL THAT APPLY
o
a marketing research firm
o
a magazine or newspaper
o
an advertising agency or graphic design
firm
o
a political party
o
a radio or television station
o
a public relations company
o
the federal or provincial government
o
none of these organizations
IF “NONE OF THESE
ORGANIZATIONS” CONTINUE, OTHERWISE THANK AND TERMINATE.
h)
What is your gender?
o Male
o Female
o Other
o Prefer not to answer
i)
In what year were you born?
YYYY
ADMISSIBLE RANGE 1900-2006
IF > 2006, THANK AND
TERMINATE
ASK D IF QUESTION C IS
LEFT BLANK
j)
In which of the following age categories do you belong?
SELECT ONE ONLY
IF “LESS THAN 18 YEARS
OLD” OR “BLANK”, THANK AND TERMINATE
k)
In which province or territory do you live?
SELECT ONE ONLY
o
Alberta
o
British Columbia
o
Manitoba
o
New Brunswick
o
Newfoundland and Labrador
o
Northwest Territories
o
Nova Scotia
o
Nunavut
o
Ontario
o
Prince Edward Island
o
Quebec
o
Saskatchewan
o
Yukon
IF NO PROVINCE OR
TERRITORY IS SELECTED, THANK AND TERMINATE
l)
Which of the following best describes your housing arrangement?
o
Own your home with a mortgage
o
Own your home without a mortgage
o
Rent your home
o
Neither own nor rent your home
o
Don’t know
CORE QUESTIONS [ASK IN BASELINE AND
POST-CAMPAIGN SURVEYS]
ASK ALL RESPONDENTS
Q1:
Over the
past three weeks, have you seen, read or heard any advertising from the
Government of Canada?
o yes
o no => GO TO T1A
Q3:
Think about the most recent Government of Canada
ad that comes to mind. What do you remember about this ad?
CAMPAIGN-SPECIFIC QUESTIONS [ASK IN
BASELINE AND POST-CAMPAIGN SURVEYS]
ASK ALL RESPONDENTS
T1A:
Over the
past three weeks, have you seen, read or heard any Government of Canada
advertising about free financial tools and resources to help Canadians manage
their home finances?
o Yes
o No => GO TO T1D
T1B:
Where have you seen, read or heard this ad about
free financial tools and resources to help Canadians manage their home
finances?
[NOTE:
SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER
MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE
FINAL VERSION OF THE QUESTIONNAIRE]
SELECT ALL THAT APPLY
|
Broadcasting |
|
|
Radio |
In-store audio system |
|
Online / digital |
|
|
Reddit |
Snapchat |
|
La Presse |
Digital/Streaming radio (e.g., Spotify, Podcast) |
|
Web search (e.g., Google, Bing) |
TikTok |
|
Internet website |
Rate-Hub |
|
LinkedIn |
YouTube |
|
Online news sites |
|
|
Out-of-home (indoor and outdoor signage) |
|
|
Residence (condo building) |
Office/workplace |
|
Elevator |
Street furniture |
|
Digital billboard |
Shopping mall |
|
Transit (e.g., Inside/outside bus/subway or bus shelter) |
|
|
Mandatory option(s): |
|
|
Other, specify: |
|
T1C:
What do you remember about this ad?
ASK ALL RESPONDENTS
CAMPAIGN
SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE ADDED HERE
T1D:
T1Da. Have
you heard anything about Financial Literacy Month?
o
Yes, I have heard about it and I am familiar
with the details
o
Yes, I have heard about it and I know some of
the details
o
Yes, I have heard about it but I don’t know any
of the details [SKIP TO T1Db]
o
Not sure [SKIP TO T1E]
T1Db. Where have you seen, read or heard about
Financial Literacy Month? Select all that apply. [ACCEPT MULTIPLE RESPONSES]
o
cinema
o
Internet
website
o
magazines
o
newspaper
(daily)
o
newspaper
(weekly or community)
o
outdoor billboards
o
pamphlet or
brochure in the mail
o
public transit
(bus or subway)
o
radio
o
television
o
Twitter
o
YouTube
o
Facebook
o
Instagram
o
LinkedIn
o
Snapchat
o
Spotify
o
Other, specify
___________________
T1E: To the best of your knowledge, does the government of Canada have a department or agency that provides free financial tools and resources for Canadians?
o
Yes, I have heard about it and I am familiar
with the agency and/or department
o
Yes, I have heard about it and I know some
information about the agency and/or department
o
Yes, I have heard about it but I don’t know the
agency and/or department
o
No, I haven’t heard anything about it 2
T1F: To the best of your
knowledge, does the government of Canada
have a department or agency dedicated to financial
education and consumer protection?
o
Yes, I have heard about it and I am familiar
with the agency and/or department
o
Yes, I have heard about it and I know some
information about the agency and/or department
o
Yes, I have heard about it but I don’t know the
agency and/or department
o
No, I haven’t heard anything about it 2
T1G: Have you heard
of the Financial Consumer Agency of Canada or FCAC?
o
Yes, I have heard about the FCAC and I am
familiar with its mandate
o
Yes, I have heard about the FCAC and I know
some information about its mandate
o
Yes, I have heard about the FCAC but I don’t
know its mandate
o
No, I haven’t heard about them
T1H: Have
you ever used online financial management tools or resources?
o yes
o
no
T1I:
Have you ever used financial management
tools or resources offered by the FCAC? [ONLY ASK IF YES TO T1G]
o yes
o
no
T1J: Would you ever use financial management
tools or resources offered by the FCAC? [ONLY ASK IF YES TO T1G]
o yes
o no [SKIP TO T1Ja]
T1Ja: If no, why?
AD RECALL
QUESTIONS [ASK IN POST-CAMPAIGN SURVEY ONLY]
T1H:
Here are
some ads that have recently been broadcast on various media. Click here to
watch.
[CLICK TO GO
TO THE NEXT PAGE]
Over the past three weeks, have you seen, read or
heard these ads?
o yes
o no => GO TO T1J
T1I:
Where have you seen, read or heard these ads?
[NOTE:
SELECT FROM LIST ALL MEDIA USED IN THE CAMPAIGN. YOU MAY ALSO INCLUDE OTHER
MEDIA OF YOUR CHOICE. HEADINGS ARE FOR GUIDANCE ONLY AND NOT TO BE USED IN THE
FINAL VERSION OF THE QUESTIONNAIRE]
SELECT ALL THAT APPLY
|
Broadcasting |
|
|
Radio |
In-store audio system |
|
Online / digital |
|
|
Reddit |
Snapchat |
|
La Presse |
Digital/Streaming radio (e.g., Spotify, Podcast) |
|
Web search (e.g., Google, Bing) |
TikTok |
|
Internet website |
Rate-Hub |
|
LinkedIn |
YouTube |
|
Online news sites |
|
|
Out-of-home (indoor and outdoor signage) |
|
|
Residence (condo building) |
Office/workplace |
|
Elevator |
Street furniture |
|
Digital billboard |
Shopping mall |
|
Transit (e.g., Inside/outside bus/subway or bus shelter) |
|
|
Mandatory option(s): |
|
|
Other, specify: |
|
T1J:
What do you think is the main point these ads are trying to get across?
T1K:
Please indicate your level of agreement with the
following statements about these ads?
RANDOMIZE STATEMENTS
|
|
1 Strongly Disagree |
2 |
3 |
4 |
5 Strongly Agree |
|
These ads catch my
attention |
o |
o |
o |
o |
o |
|
These ads are relevant
to me |
o |
o |
o |
o |
o |
|
These ads are difficult
to follow |
o |
o |
o |
o |
o |
|
These ads do not favour
one political party over another |
o |
o |
o |
o |
o |
|
These ads talk about an
important topic |
o |
o |
o |
o |
o |
|
These ads provide new
information |
o |
o |
o |
o |
o |
|
These
ads clearly convey that the Government of Canada has free financial tools and
resources to help manage home finances |
o |
o |
o |
o |
o |
DEMOGRAPHIC QUESTIONS [ASK IN BASELINE AND
POST-CAMPAIGN SURVEYS]
D1:
Which of
the following categories best describes your current employment status? Are
you…
SELECT ONE ONLY o working full-time (30 or more hours per week)
o working part-time (less than 30 hours per week)
o self-employed
o unemployed, but looking for work
o a student attending school full-time
o retired
o not in the workforce (Full-time homemaker or unemployed but not looking for work)
o other employment status
D2:
What is the highest
level of formal education that you have completed?
SELECT ONE
ONLY
o grade 8 or less
o some high school
o high school diploma or equivalent
o registered Apprenticeship or other trades
certificate or diploma
o college, CEGEP or other non-university
certificate or diploma
o university certificate or diploma below
bachelor's level
o bachelor's degree
o postgraduate degree above bachelor's level
D3:
Are there any children
under the age of 18 currently living in your household?
o yes
o no
D4:
Which of the following categories best describes your total annual household
income, including income from all household members, before taxes are deducted?
SELECT ONE
ONLY
o under $20,000
o between $20,000 and $40,000
o between $40,000 and $60,000
o between $60,000 and $80,000
o between $80,000 and $100,000
o between $100,000 and $150,000
o between $150,000 and $200,000
o $200,000 and above
o
prefer
not to say
D5:
Where were you born?
o born in Canada
o
Ê Specify the country:
ASK IF D5=BORN OUTSIDE
CANADA
D6:
In what year did you
first move to Canada?
YYYY
ADMISSIBLE RANGE: 1900-2024
D7:
What is the language
you first learned at home as a child and still understand?
SELECT UP
TO TWO
o
English
o
French
o
Other language, specify ___________________
That concludes the survey. This survey was conducted on behalf of the Financial Consumer Agency of Canada. In the coming months the report will be available from Library and Archives Canada. We thank you very much for taking the time to answer this survey, it is greatly appreciated. [1] The Daily – Consumer
Price Index, July 2023 (statscan.gc.ca)
[2] https://www.bnnbloomberg.ca/rental-market-will-suffer-most-amid-bank-of-canada-interest-rate-hike-experts-1.1930028Error!
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