Custom research studies—17th Annual Report on Government of Canada Public Opinion Research Activities

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Public opinion research (POR) is one way of evaluating government policies, programs and communications efforts.

Custom research studies allow the government to obtain data and information on specific topics. They are designed to get answers to a variety of questions from one or many audiences.

The following section lays out a few examples of research projects contracted during the fiscal year and highlights the business volume by department and supplier. A full list of custom research studies is available in the Appendices of this report.

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Examples of research studies conducted during the fiscal year

Survey of Canadians’ knowledge and behaviours related to food safety

Each year, about 4 million Canadians are affected by domestically acquired food-borne illnesses (food poisoning, from pathogens such as norovirus, salmonella and listeria). Health Canada’s survey set out to assess public awareness, attitudes, knowledge and behaviours related to food safety. The information gathered by the survey will be used to help Canadians better understand food safety and the precautions that can be taken to protect against food-borne illnesses.

The survey found a clear demand for more information on safe food handling, particularly from among “at-risk” groups (for example, older adults, pregnant women and individuals with compromised immune systems). 

The survey report recommends that public education efforts focus on:

  • increasing awareness of the types of foods that are commonly associated with food-borne illnesses such as canned and raw seafood, deli meats, raw eggs and unpasteurized cheeses
  • providing information on self-protective behaviours for food handling, preparation and storage including washing reusable bags, using food thermometers to check cooking temperatures and properly storing, defrosting and reheating foods
  • developing targeted communications for “at-risk” groups and encouraging them to take extra care to protect themselves from food poisoning
  • raising awareness of appropriate cooking techniques. For example, some consumers who purchase frozen breaded chicken products believe these products only need to be re-heated and not fully cooked

Source: Survey of Canadians’ Knowledge and Behaviours Related to Food Safety (registration number: POR 035-17)

Public opinion research on drug-impaired driving

In step with the government’s plan to regulate and implement recreational cannabis, Public Safety Canada conducted research to assess public awareness of the risks associated with drug-impaired driving.

The research included an online survey of 2,000 Canadians, and 8 focus groups with younger Canadians aged 16 to 24. The information gathered through this research helped with the development of a national public awareness campaign to combat drug-impaired driving.

The survey results show that many cannabis users (especially young users) seem to underestimate the dangers of drug-impaired driving. Some key findings from the research included:

  • over one-quarter (28%) of people who have ever smoked cannabis reported they have operated a vehicle under the influence of drugs
  • 1 in 3 (32%) of Canadians aged 16 to 24 have been a passenger in a vehicle with a cannabis-impaired driver
  • 50% of Canadians aged 16 to 24 see cannabis-impaired driving as more socially acceptable than driving under the influence of alcohol

Among the many comments by participants in the focus groups with younger Canadians include:

  • “I personally wouldn’t want to go in a car if someone’s high, but I think it also depends, it affects people in different ways”
  • “I don’t see it as bad as drinking and driving”

Source: Public Opinion Research on Drug-impaired Driving (registration number: POR 019-17)

Survey on opioid awareness, knowledge and behaviours

Health Canada conducted an online survey to assess Canadians’ baseline knowledge, awareness levels and behaviours regarding opioids.

According to the survey, 22% of respondents reported having taken opioids at some point in the past year. Among those respondents, 77% indicated that they always or usually had a prescription. By contrast, 1 in 5 (20%) only sometimes, rarely or never had a prescription.

Respondents seemed to be knowledgeable about opioids. However, they appeared less familiar with fentanyl, a potent synthetic opioid that is often illegally produced and sold on the streets, frequently mixed with other drugs.

The survey also provided insight into Canadians’ views on the opioid crisis and the stigma related to opioid use and opioid use disorder.

Source: Baseline Survey on Opioid Awareness, Knowledge and Behaviours for Public Education (registration number: POR 016-17)

Survey findings will inform a campaign to help prevent opioid overdoses and related deaths and harms related to problematic use of opioids. The survey also provides a baseline of information for future studies.

Oceans Protection Plan and confidence in marine safety

The Oceans Protection Plan is a national strategy designed to improve marine safety and responsible shipping, protect Canada’s marine environment, and offer new possibilities for Indigenous peoples and coastal communities. Transport Canada recognized that public opinion research was needed to assess confidence in Canada’s marine safety system.

Roughly 7 in 10 (69%) Canadians have some confidence in Canada’s marine safety system, as opposed to 15% who say they not confident. The results suggest a recent bolstering in confidence, as 1 in 5 Canadians feel their confidence in Canada’s marine safety system has increased over the past 5 years, compared with 13% who feel it has eroded during that time.

Results are similar for Indigenous peoples in Canada. However in coastal communities, lowered confidence exceeds bolstered confidence.

Source: Oceans Protection Plan: Canadians Confidence in Marine Safety (registration number: POR 048-17)

Public opinion research on the online consumption of copyrighted content

Innovation, Science and Economic Development Canada, in partnership with Canadian Heritage, conducted a public opinion research survey of Canadians’ online consumption of copyrighted content.

The purpose of the survey was to generate data to better understand the prevalence of copyright infringement in Canada and the attitudes and conditions that drive behaviour in this regard. The survey looked at online consumption of 6 types of copyrighted content: music, movies, TV shows, computer software, video games and e-books. A total of 3,301 Canadians aged 12 years and over were surveyed online and by telephone in November 2017. The survey adopted the same methodology used in the United Kingdom and Australia, thus allowing for country comparisons for similar surveys.

The survey found that Canadians are active consumers of copyrighted content online. For example, the survey found:

  • 80% of Internet users consumed digital content online during the 3 month period covered by the survey
  • a large majority (74%) of Canadians who consumed online content (any or all types of content) did so without infringing copyright laws
  • conversely, 26% of these online consumers infringed copyright laws at least once during the 3 month period covered by the survey

Source: Study of Online Consumption of Copyrighted Content: Attitudes Toward and Prevalence of Copyright Infringement in Canada (registration number: POR 011-17)

This research was undertaken in part to support the Parliamentary review of the Copyright Act. The research findings will help policy makers evaluate how Canada’s Copyright Act is keeping pace with an ever-changing technological environment and evolving marketplace. The research results should also provide the opportunity to raise awareness, educate and promote a dialogue among Canadians about copyright norms and values.

Survey of understanding and awareness of sport-related concussions

Sport-related concussions are a recognized public health concern, but how much do Canadians know about this issue? To learn more about Canadians’ awareness of concussions and their knowledge of potential preventive measures and treatment, the Public Health Agency of Canada surveyed 1,895 adults and 391 health care providers. Particular emphasis was put on sport-related concussions that have an effect on children and youth.

At the time when the research was conducted, there were no definitive concussion guidelines and no comprehensive approach to address concussions. Hence, the research findings helped inform the development of tools and resources to support concussion recognition, prevention and management.

The survey found that only 40% of respondents could recognize the basic signs and symptoms of a concussion. It also highlighted that just half of the respondents (46%) knew how to provide immediate assistance to people who sustained a sport-related concussion, or knew where to get information on concussions (51%).

Source: Baseline Survey on Understanding and Awareness of Sport-related Concussions (registration number: POR 021-17)

Volume of custom research studies by department

A total of 34 departments contracted custom public opinion research studies in the  April 1, 2017 to March 31, 2018 fiscal year.

Note

The amounts reported represent the contract value. This includes amendments to increase or reduce the contract value during the 2017 to 2018 fiscal year.

Table 1: Volume of custom research studies by department in the April 1, 2017 to March 31, 2018 fiscal year
Department Number of research studies Contract value
Agriculture and Agri-Food Canada 2 $156,413.90
Atlantic Canada Opportunities Agency 1 $24,869.04
Canada Border Services Agency 1 $207,284.94
Canada Revenue Agency 6 $410,690.59
Canada School of Public Service 1 $142,434.24
Canadian Food Inspection Agency 2 $182,327.36
Canadian Heritage 7 $325,743.98
Canadian Radio-television and Telecommunications Commission 2 $224,899.61
Canadian Security Intelligence Service 1 $57,325.35
Canadian Transportation Agency 1 $24,860.00
Department of Finance Canada 3 $396,998.73
Department of Justice Canada 1 $245,876.70
Employment and Social Development Canada 8 $473,747.10
Financial Consumer Agency of Canada 2 $81,093.32
Global Affairs Canada 2 $137,493.36
Health Canada 26 $2,887,486.80
Immigration, Refugees and Citizenship Canada 5 $518,066.07
Innovation, Science and Economic Development Canada 4 $389,547.16
Library and Archives Canada 1 $39,988.44
National Defence 3 $155,062.10
National Energy Board 1 $11,955.40
Natural Resources Canada 5 $438,003.43
Office of the Superintendent of Financial Institutions Canada 3 $158,106.39
Offices of the Information and Privacy Commissioners of Canada 1 $58,737.40
Parks Canada 5 $598,954.59
Privy Council Office 4 $1,428,029.26
Public Safety Canada 1 $175,633.64
Public Services and Procurement Canada 8 $298,767.77
Royal Canadian Mounted Police 2 $169,596.22
Shared Services Canada 1 $113,762.75
Status of Women Canada 1 $43,567.15
Transport Canada 1 $187,265.86
Treasury Board of Canada Secretariat 1 $209,862.47
Veterans Affairs Canada 6 $354,843.08
Total 119 $11,329,294.20

Volume of custom research studies by supplier

In total, the government awarded contracts for custom public opinion research services to 22 research firms. These firms delivered various research services, ranging from survey data collection to full qualitative and/or quantitative research services (research design, data collection, analysis and reporting).

Note

The amounts reported represent the contract value. This includes amendments to increase or reduce the contract value during the 2017 to 2018 fiscal year. The negative figures (written with a minus sign in front) indicate that these contracts were issued in a previous fiscal year, but have been amended downward in the reporting year.

Table 2: Volume of custom research studies by supplier in the April 1, 2017 to March 31, 2018 fiscal year
Supplier Number of research studies Contract value
AC Nielsen Company of Canada 3 $118,392.36
Advitek Inc. 1 $24,860.00
Corporate Research Associates Inc. 13 $721,853.41
Ekos Research Associates Inc. 19 $2,122,258.94
Elemental Data Collection Inc. 2 $85,206.75
Environics Research Group Limited 11 $822,869.58
Foreign Policy 1 -$12,499.00
Forum Research Inc. 1 $407,794.40
Gregg, Kelly, Sullivan and Woolstencroft: The Strategic Counsel 3 $359,966.93
Ipsos-Reid Corporation 5 $1,275,705.76
Kantar TNS Inc. 6 $594,981.48
Leesman Limited 1 $18,150.00
Léger Marketing 9 $671,999.64
NRG Research Group 1 $47,121.00
Phoenix SPI 13 $1,423,934.84
Pollara 2 $134,809.00
Quorus Consulting Group Inc. 7 $635,073.92
RIWI Corp. 1 $24,860.00
Sage Research Corporation 3 $191,049.10
SOM Inc. 1 $3,542.55
The Earnscliffe Strategy Group Inc. 15 $1,633,633.54
Vox Pop Labs Inc. 1 $23,730.00
Total 119 $11,329,294.20

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