Trade School Initiative Phase I - (Focus Group — Concept Test)

Prepared for the:
Public Affairs Branch
Canada Revenue Agency
FINAL REPORT
August 2009
POR# 085-09
Contract #46558-104596/001/CY

Prepared by:
Corporate Research Associates

Le rapport complet en français sera fourni sur demande.

To request a full copy of this report, please contact Library and Archives Canada at:
613-996-5115 or 1-866-578-7777 or www.collectionscanada.ca

Media Enquiries:
Media Relations
Canada Revenue Agency
4th Floor 555 MacKenzie Avenue
Ottawa ON K1A 0L5
media.relations@cra-arc.gc.ca

Executive Summary

The Trade School Initiative Phase I (Focus Group – Concept Testing) study was undertaken by Corporate Research Associates Inc. on behalf of the Canada Revenue Agency to direct selected initiatives sponsored by the Federal Provincial Territorial Underground Economy Working Group (FPTUEWG). More specifically, the study aimed at assessing reactions to specific educational materials among students and recent graduates in construction-related trades. Materials tested consisted of a package that includes one information card and one DVD; a 5-minute video found on the DVD; and a website. A variety of elements were assessed including relevance, clarity, key messages, and call to action. Further, two surveys (labelled, "True or False" and "Attitudinal") were assessed for comprehension and overall reaction, as well as brief discussions on the format used for a third survey identified as "IAT". To achieve the study objectives, a total of six focus groups were conducted in three locations (Ottawa, ON; Moncton, NB; and Vancouver, BC) with the target audience, from July 13th to 15th, 2009. In each of Ottawa and Moncton, one group was conducted in English while the second group was held in French. In Vancouver, both groups were held in English. Each discussion lasted approximately 2 hours. The contracted value is $36,132.40, excluding applicable taxes.

Study findings suggest that the educational materials tested do not compel the target audience to effectively reflect on the underground economy and each individual’s role addressing this matter. The key messages of the toolkit that includes one information card, one labelled DVD on which is found a 5-minute video and one website are unclear and at times confusing. The information card’s intent was deemed as offering information on accessing inexpensive tools and resources to succeed as a tradesperson, as well as stating the illegal nature of the underground economy. Both topics are not introduced seamlessly, leaving the audience confused as to the materials’ intent. The video clearly communicated the illegal and undesirable nature of participating to the underground economy, while the perceived focus of the website lied in informing apprentices and tradespersons regarding the resources and tools available to ensure they are successful in their trade.

The lack of clear consistency between topics of all campaign components, as well as the lack of a single focus left participants confused and suspicious regarding the materials’ intent. To alleviate these suspicions, it is recommended that the FPTUEWG considers focusing on one key message in all communications material (e.g., resources for successful apprentices/tradespersons) while introducing elements regarding the underground economy more subtlety and only where relevant and appropriate. Furthermore, presenting the advantages of not taking part in the underground economy appeared to hold greater appeal than highlighting the negative impact of such practice.

It was also believed that high school students would be much more permeable to key messages regarding the underground economy as they haven’t experienced this practice yet either as a tradesperson or a customer. First year / level trade students may also receive the intended message more positively, though they would not be interested in information on setting up a trade practice. By contrast, those in the last year / level of their training are much more interested in information on working as a tradesperson or starting a business, while they have little interest in knowing more about the underground economy. This is especially the case among the many students and apprentices who have experienced this practice during their field training. As such, consideration should be given to tailor the messages to the various target audiences within the trades (early stage students, later stage students, ands graduates).

Elements of the education materials appeared to position the target audience as being high school students rather than trade students and apprentices. Indeed, the simple layout, vibrant colours, and "loose" font, and the use of images to replace the letters in the title all contribute to making the print material looks unprofessional and immature. Furthermore, the video’s format, using still images, "pop-up" bubbles, and stereotypical characters enhances this feeling. The campaign’s key character, the male tradesperson wearing a gold hard hat, is not compelling or believable. These findings suggest that the materials’ design should be reviewed accordingly.

On a positive note, the website elicited much favourable reactions due to the relevance and appeal of its content. Topics covered are of interest to both students (apprentices or not) and recent graduates. That said, as noted above, the relationship between the topic of the underground economy and the other topics covered isn’t clear, suggesting a more seamless approach is required to improve the message’s credibility. The simplicity, attractiveness, and effectiveness of the website’s layout contributed to its appeal.

A brief discussion on a "True or False" survey suggests the need to reword selected questions using simpler language. Questions included on a short "Attitudinal" questionnaire are leading and would likely elicit biased responses. The IAT test format elicited mixed responses with some liking the entertaining and unique nature of the survey format while others expressed concern with the time limit and the perception of a knowledge test rather than an opinion survey.

In conclusion, as it moves forward with the development of educational materials on business components and the underground economy for trade students, the FPTUEWG should align its message to each of the audiences within this target group. Further, the key messages must be clarified and presented seamlessly. This will ensure the message remains credible and relevant to the target audience.

Date modified:

2010-01-13