ARCHIVED Annual Report 2002-2003

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Highlights of Key Public Opinion Research Projects

Natural Resources Canada

A significant measure of public opinion research at Natural Resources Canada (NRCan) was conducted in the areas of energy use and technology, energy efficiency and, in collaboration with Environment Canada, climate change. Among the key projects this year was the qualitative evaluation of a Government of Canada "look" for climate change communications products and the adaptation of this look to advertising for related departmental programs (e.g., EnerGuide).

Public opinion research at NRCan involved a range of custom and syndicated projects in areas of policy and program development, communications planning and evaluation, Web site evaluation, and client satisfaction research. The Department also continued its use of syndicated studies to enhance its public environment intelligence.

NRCan used the Government of Canada's Advertising Campaign Evaluation Tool (ACET) to post-test three separate phases of a significant climate change advertising campaign in the period September 2002 to March 2003. The use of ACET for major campaign evaluation, and the use of the Service Improvement Initiative's Common Measurement Tool (CMT) for client satisfaction measurement, is becoming standard practice.

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