ARCHIVED Annual Report 2003-2004

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Highlights of Key Public Opinion Research Projects

Natural Resources Canada

Public opinion research at Natural Resources Canada (NRCan) supported policy and program development (e.g., tracking awareness and understanding of climate change and Kyoto, EnerGuide, Energy Star and ethanol-blended gasoline); communications planning and evaluation (e.g., pre-testing ads for the One-Tonne Challenge, post-testing for major Energy Star print and TV ad campaigns); client satisfaction; and internal communications. The Department continues to expand its use of subscription and syndicated research products to support public environment analysis, and as a cost-effective means of exploring gaps in understanding of opinion on certain issues (e.g., corporate social responsibility) and among certain populations.

Web site development and evaluation accounted for one third of the year's projects. This included research for the on-line version of The Atlas of Canada, the Office of Energy Efficiency (OEE) Web site and the Government of Canada Science and Technology Cluster Site, for which NRCan is the lead department. Research for the latter project included focus groups with a variety of audiences, an on-line survey of federal stakeholders and in-depth usability testing with students. The results of this multi-stage research program are vital to the development of a cluster site that provides effective access for Canadians to high-quality, on-line Science and Technology information and other services of the Government of Canada and its partners.

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