CRA Concept and Message Testing 2009

Prepared for the:
Public Affairs Branch
relations.media@cra-arc.gc.ca
FINAL REPORT
October 2009
POR Number: POR 040-09
Contract Number: 46558-100519/001/CY

Prepared by:
Phoenix SPI is a ‘Gold Seal Certified’ Corporate Member of the MRIA

Executive Summary

Phoenix SPI was commissioned by the Canada Revenue Agency (CRA) to undertake focus groups to evaluate advertising materials developed for Phase III of the Tax Relief Measures advertising campaign. The objective was to determine which of two conceptual approaches, applied to television and print ads, would be most effective in achieving the following:

• Raising awareness of the tax relief measures introduced by the Government of Canada;
• Increasing the number of individuals who claim the tax credits and benefits to which they may be entitled;
• Increasing the number of individuals who file electronically and on time;
• Increasing the number of Canadians who believe that the Government of Canada is committed to delivering tax relief to individuals and families; and
• Increasing the number of Canadians who believe that filing an income tax return may be financially beneficial to them.

Results from this research will be used to help ensure that the advertising delivers the government's messages clearly to the target audience, that the creative concept resonates with the target audience(s), and that individuals avail themselves of the various credits and/or benefits to which they may be entitled.

The research was conducted in two phases. The first phase included eight focus groups held September 28-29, 2009 in the following four locations (2 per city): Halifax, Montreal (French), Toronto, and Vancouver. The purpose of this phase of the research was to determine which conceptual approach was perceived to be most effective in achieving the objectives identified above. The second phase included four focus groups held January 13, 2010, with two groups in Montreal (French) and two in Toronto. The purpose of this phase of the research was a final verification of the creative approach selected as a result of phase 1.

The target audience for both phases of this study was members of the Canadian general public, with a mix of the following: low- and middle-income Canadians, individuals with school-age children, homeowners, tradespersons, and seniors.

Date modified:

2010-07-09