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Title page 1

Contents 4

1. Executive Summary 5

1.1. Background and Objectives 5

1.2. Campaign Aims 5

1.3. Purpose and Objectives 6

1.4. Qualitative Methodology 6

1.5. Overview of the Findings - Qualitative Research 8

1.6. Quantitative Methodology 10

1.7. Overview of the Findings - Quantitative Research 12

1.8. Notes on Interpretation of the Research Findings 13

1.9. Political Neutrality Statement and Contact Information 14

2. Detailed Results - Qualitative Research 15

2.1. Challenges and consumer's support 15

2.2. Concept testing 15

Comments and impressions on the concept "IT CAN HAPPEN TO ANYONE" 15

Comments and impressions on the concept "HARD TO SEE" 16

Comments and impressions on the concept "IT'S NOT ALWAYS THIS OBVIOUS" 17

2.3. Preferred concept 18

2.4. Closing line 18

2.5. Comments and impressions on the Website landing page 18

2.6. Materials 19

3. Detailed Results - Quantitative Research 22

3.1. Exposure to Government of Canada advertisements 22

3.1.1. Exposure to Government of Canada advertisements in the past three weeks 22

3.1.2. Recall from the most recent Government of Canada advertisement 22

3.1.3. Exposure to Government of Canada advertising about consumer protection over the past three weeks 23

3.1.4. Sources where the consumer protection advertisement was viewed, read, or heard 23

3.1.5. Recollections of the Consumer Protection Ad 24

3.2. Consumer and economic perspectives 25

3.2.1. Agreement on multiple factors related to Canada's economy 25

3.2.2. Awareness of issues and policies related to consumers 26

3.2.3. Priorities for the Government of Canada 27

3.2.4. Frequency of experienced deceptive consumer practices 28

3.2.5. Satisfaction with telecommunications services in Canada 29

3.2.6. Familiarity with Government of Canada programs that support and protect consumers 30

Appendix 31

A.1. Quantitative Methodology 31

A.2. Survey Questionnaire 41

A.3. Qualitative Instrument 51

A.3.1. Moderator's guide 51

A.3.2. Screener 58

Tables 7

Table 1. Details of the discussion sessions 7

Figures 22

Figure 1. Exposure to Government of Canada advertisement in the past three weeks 22

Figure 2. Recall from the most recent Government of Canada advertisement 22

Figure 3. Exposure to Government of Canada advertising about consumer protection over the past three weeks 23

Figure 4. Sources where the consumer protection advertisement was viewed, read or heard 23

Figure 5. Recollections of the Consumer Protection Ad 24

Figure 6. Agreement on multiple factors related to Canada's economy 26

Figure 7. Awareness of issues and policies related to consumers 26

Figure 8. Priorities for the Government of Canada 27

Figure 9. Frequency of experienced deceptive consumer practices 28

Figure 10. Satisfaction with telecommunications services in Canda 29

Figure 11. Familiarity with Government of Canda programs that support and protect consumers 30

Appendix Tables 32

Table 1. Distribution of respondents by Region 32

Table 2. Distribution of respondents by Gender 32

Table 3. Distribution of respondents by Age 32

Table 4. Distribution of respondents by Newcomers 33

Table 5. Distribution of respondents by Indigenous People 33

Table 6. Distribution of respondents by People living with a disability 33

Table 7. Distribution of respondents by Income 33

Table 8. Unweighted and Weighted Sample Distribution by Region 34

Table 9. Unweighted and Weighted Sample Distribution by Age 35

Table 10. Unweighted and Weighted Sample Distribution by Gender 35

Table 11. Unweighted and Weighted Sample Distribution by Maternal language 35

Table 12. Unweighted and Weighted Sample Distribution by Education 35

Table 13. Unweighted and Weighted Sample Distribution by Presence of children in the household 35

Table 14. Weight factors by Profile 36

Table 15. Weight Factors by Region 38

Table 16. Weight Factors by language and region 39

Table 17. Weight Factors by Education level 39

Table 18. Weight Factors by Presence of children in the household 40

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