ID CODE
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Millward Brown Goldfarb
ON
THE
ROADTo
QUITTING (R2Q) FINAL REpORTMILLWARD BROWN GOLDFARB
JUNE,
2003PROJECT 20101276 POR-02-108
BACKGROUND
RESEARCH OBJECTIVES
METHODOLOGY
DET AILED FINDINGS
ApPENDIX
Screeners
Moderator' s Guide
T ABLE OF CONTENTS
3 3 4 5
2 Millward Brown
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Background
Health Canada' s cessation information faIls un der the first long-term objective of the Tobacco Control Programme (reduce the number of people who smoke from 25% to 20%). Q4L and R2Q provide information and guidance to smokers who are thinking of quitting. Both are available in softcopy (Web) and hardcopy. The booklets are cut-downs of the more extensive information available on the TCP Internet site (quit4life.com and www.goSmokefree.ca/quitting/road).
Smokers generally fall into one of 5 stages of change: pre-contemplation (not thinking of quitting), contemplation (probably considering quitting within the next 30 days, seeking information), preparation (looking for resources, planning, thinking about a definite quit date, modifying behaviour [eg: cutting down]), action (stopping smoking, dealing with withdrawal), and maintenance (avoiding temptations, developing long-term strategies for staying smokefree).
Research Objectives
To assess the effectiveness of the cessation information by testing the electronic and hard copies of these with the specifie target audiences identified further below.
1. To determine the usefulness of the Web product from the point-of-view of user- friendliness, tone and quality of information. More specificaIly, how relevant is the information to the user's requirements? Is the information easy to understand? If the candidate is at an earlier cessation stage, would the information provided be enough to get them to an action stage? Would they seek additional assistance locally (quit groups, medical professionals, etc) or would they be likely to look for additional online self-help resources?
2. To compare the online product with the hardcopy version using the criteria outlined above. Are the .two complementary? Compared to the online product, should there be more information in the brochures? Or should the existing information in the pamphlet be delivered along with other counseling in school or community settings?
3. To identify gaps in the information that might make these smokers more confident about moving to an action stage. Conversely, there is a need to identify areas where there might be too much information offered.
4. To determine how and where smokers would most like to get cessation information given the choice between self-help (Web, brochures), group sessions at public health clinics (or similar), telephone counseling, or private in-person counseling?
3
Methodology
A total of 5 mini-focus groups were conducted in five markets; one in each of the following:
•
Toronto•
Victoria•
Montreal•
Trois Rivieres•
HalifaxOne mini-group was conducted in each market with smokers over the age of 19 (with an emphasis on the 40-54 age group).
Participants were asked to evaluate both a website and a booklet / brochure. Each rnini- focus group session lasted approximately 2 hours.
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DET AILED FINDINGS
On the Road to Quitting (R2Q) Website
Participants in the adult group were exposed to the 'On the Road to Quitting (R2Q)' website; a site that has been designed by Health Canada to assist those over the age of 19 quit smoking. They were given 20 minutes to browse through the site and record their thoughts on a piece of paper. At the completion of the 20 minutes, the moderator asked the participants to log off of the site (and their web browsers) and then led them in a detailed discussion of the website.
Reaction To The Website Is Generally Positive
Adult participants seern to be more open to the 'Road to Quitting' concept. This may be due to the fact that many have considered quitting or have actually quit smoking before.
Many adult participants felt that the website contained good information and is a step in the right direction. There is a sense that although the site does not contain much 'new news', it is still regarded as being a useful tool for those with the mindset to quit smoking. Sorne participants in the adult groups said that they were in the process of quitting or were very serious about wanting to quit.
Participants appreciated the positive approach communicated on the site. They liked the
'idea that people were not chastised as being 'failures' for quitting and then having
another cigarette. The focus of the site is 'how you get there', rather than 'shock' or 'scare' tactics, which is refreshing to participants.
Sorne participants felt that there may be too much information on' the site, but they acknowledged that with only 20 minutes to view the site, the amount of information was a little overwhelrning.
The profile was seen as a useful tool, however, a few participants had difficulty trying to figure out how to access the questions. They felt that this was not very weIl laid out on the front page and that perhaps a link could be provided that made it clearer for users.
Sorne participants were a little disappointed with the actual profile questionnaire, in that sorne of the questions were perceived to be unclear. Specifically, sorne participants felt that the question "Do you believe or hope that smoking won't hurt you?" should have been separated into two different questions.
A few of those who entered their e-mail address and received their profile were somewhat disappointed in the results. They felt that the profile was too general (in that it could be applied to many individuals), too lengthy and not as 'scientific' as they felt it would be.
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One participant in Victoria had visited the site before and filled out her electronic profile.
Her profile was e-mailed to her and she felt it was an accurate depiction of her smoking behaviour.
A few participants offered sorne suggestions for improvement on the R2Q site, including adding testimonials of 'real life' people who have either quit or who have tried to quit, but failed for now. They would like to see the steps these people have taken in order to quit. Along these lines, sorne expressed an interest in being able to submit their own stories. They were not sure if this feature was already offered on the site dueto the brief period of time they were given to explore the site, but they would welcome this feature.
Many participants pointed out that it is important to show the benefits of being 'smoke
free', as weil as offer encouragement to those who are trying to quit. Although the occasional 'scare tactic' such as showing graphie images of lungs or gums, for example are effective, there is a sense that those who want to quit would like see sorne of the benefits associated with not smoking. This gives them more encouragement to quit.
Smokers, both young and old, already feel ostracized for their habit and instead of being
'guilted' to quit, they would like to see sorne positive ideas alongside the negative ones.
With that in mind, participants in the Halifax market would prefer if the site was re- named, removing the word 'quitting' altogether. Sorne suggestions included 'On the Road to a Better Life' or 'On the Road to Encouragement'.
A few participants in Halifax visited the Quit4Life page and found this page to be very appealing. They mentioned that they were going to show the page to their children.
Adult participants, particularly those with children expect to see anti-smoking or quitting campaigns targeted at youths. Most of these individuals started smoking in their teens and feel that if you can reach smokers in these age groups, you have a good chance of stopping smoking behaviour early.
Reaction To The Brochure Was Also Positive
Perceptions of the brochure was positive across all markets. Participants liked the facts included throughout the brochure, as weIl, many felt that the images used represented 'real people', which was appealing. Many adult participants would prefer the brochure over the website because the information is available to them in a compact package.
Along these lines, there were several comments that the brochure was a condensed version of what participants would find on the Internet site.
The 'action plan' included at the end of the brochure was also seen as being positive.
The idea of putting a 'quit date' down in writing was felt to be effective.
The 'tracking card' was the only aspect of the brochure that drew a mixed response. For
instance, English participants liked the size of the 'tracking card', in that it was small enough to fit in a cigarette pack. French participants were less impressed with the size of
6 Millward Brown
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the 'tracking card', stating that it was too small to write on and thus, that they probably would not use it.
Adult participants felt that the website and the brochure were very complementary and they made for an effective 'one-two' punch. In sorne markets (ie. Halifax, Montreal, Trois Rivieres), participants said that the y would use the brochure first and th en use the R2Q site in order to get more detailed information about areas that interested them. In this sense, the brochure could be seen as a 'primer' for those interested in obtaining quitting information, while the website allows those interesting in quitting the opportunity to 'dig deeper'.
7
ApPENDIX - SCREENER, MODERA TOR'S GUIDE
8 Millward Brown
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PROJECT #20101276 March 19,2003 - Final
MILLWARD BROWN GOLDFARB
SCREENER - GROUP C - ON THE ROAD TO QUlTTING
Good moming/ aftemoon/ evening. This is from Millward Brown Goldfarb, an independent research firm. We are conducting a study on behalf of Health Canada with people in the area. We are not selling anything, rather we are simply interested in yom attitudes and opinions. May I have a few moments of yom time?
1. We are interested in people' s occupations. Do you, or does anyone living in yom household work for any of the following?
Advertising agency Newspaper
Radio or television station
Market or opinion research company Website Design company
o o o o o
o o o o o
IF "YES" TO ANY OF THE ABOVE THANK AND TERMINA TE
2) In which of the following age categories do you fall? [DO NOT READ, CHECK ONE]
18 or un der
10 TERMINATE
19 to 24 0
25 to 39 0
40 to 44 0
45 to 54 0
55 and over 10 TERMINATE
4 PARTICIPANTS IN EACH GROUP SHOULD BE BETWEEN THE AGES OF 40 AND 54.
9 ~~~) Millward Brown
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3) Record Gender:
Male Fernale
o o
CHECK QUOTAS
4) Do you currently use the Internet at least once a week? Do not include times when you logged on just to check or send e-mail.
Yes No
o o
THANK AND TERMINA TE5) Have you ever srnoked cigarettes?
Yes 0
No 0 THANK AND TERMINA TE DK / REFUSE 0 THANK AND TERMINA TE
6) Do you currently smoke cigarettes? That is, do you smoke at least 5 cigarettes per day ? Yes 0 SKIP TO Q.8
No 0 ASKQ.7
DK / REFUSE 0 THANK AND TERMINA TE 7) Have you quit smoking in the past 6 months?
Yes 0 ASKQ.9
No 0 THANK AND TERMINA TE DK / REFUSE 0 THANK AND TERMINA TE
8) How likely is it that you will try to quit smoking in the next 12 months? Is it. ..
Very Iikely 0
Somewhat likely 0 Not very likely 0 Not Iikely at all 0
CHECK QUOTAS
AT LEAST FOUR IN EACH GROUP SHOULD BE CURRENT SMOKERS WHO ARE VERY OR SOMEWHAT LlKELY TO QUIT IN THE NEXT 12 MONTHS, WHILE TWO COULD BE RECENT EX-SMOKERS ('YES' IN Q.7) OR THOSE WITH NO INTENTION OF QUITTING SMOKING IN THE NEXT 12 MONTHS ('NOT VERY LIKEL Y / NOT LIKEL Y AT ALL' IN Q.8).
10 ~~;, Millward Brown
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9) In which of the following classifications does your total household before taxes income faIl? [READ LIST, CHECK ONE]
Under $25,000
$25,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - or more Refused / Don't know
o o o o
o
[DO NOT READ] THANK ANDo
TERMINA TE .PLEASE ENSURE THAT 2 PARTICIPANTS PER GROUP HAVE A TOTAL HOUSEHOLD INCOME OF $50,000 OR OVER (IN TORONTO) OR $40,000 OR OVER (IN MONTREAL, TROIS RIVIERES, HALIFAX AND VICTORIA).
THE OTHER 4 PER GROUP HAVE A TOTAL HOUSEHOLD INC01\iE OF $50,000 OR LESS (IN TORONTO) OR $40,000 OR LESS (IN MONTREAL, TROIS RIVIERES, HALIFAX AND VICTORIA).
10) What is the highest level offormal education you have cornpleted? [DO NOT READ]
Primary school
Sorne highl secondary school / CGEP Graduated highl secondary school / CGEP
Sorne community college technical colle ge/ CEGEP Graduated community college/ technical college/ CEGEP Sorne undergraduate university
Graduated university or more TERMINATE
Other TERMINATE
DKIRefused TERMINATE
o o
o o
o o
o
o
o
ENSURE GOOD MIX OF THE QUALIFYING CATEGORIES.
Il) Do you enjoy reading for pleasure?
Yes No
o o
ENSURE GOOD MIX OF THOSE WHO SA y 'YES' AND 'NO' TO Q.ll
11
12) Which of the following do you read on a regular basis? (Read List. Check Ail That Apply.)
Daily newspaper D
Novels D
Magazines D
Websites D
ENSURE GOOD MIX OF THOSE WHO READ THE ABOVE REGULARL y AND THOSE WHO DO NOT.
We would like to extend an invitation to you; to attend a marketing research session scheduled for [DA TE] at[LOCA TION AND TIME] which will last 2 hours. The objective is to evaluate a website dealing with quitting smoking and also a booklet on the same topic. There will be absolutely no attempt to sell anything. We are interested only in yom thoughts and opinions. We think it will be enjoyable and you would receive $60.
Can we confrrm yom attendance?
Yes
o
Noo
TERMINA TEN~: __
ADDRESS: _
CITy: ZW: _
RESIDENCEPHONE: BUSThŒSSPHONE: _
RECONFIRMED B Y: DATE: _
WlLL ATTEND GROUP: DATE: __ TIME: _
12
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Millward Brown",,~ Goldfarb
Legendre Lubawin Marketing inc.
Recruter 8 par groupe.
Projet # 03-104 /1 20101276 Questionnaire de dépistage - Groupe C
Bonjour/bonsoir. Mon nom est _ de LLM, une firme indépendante de recherche. Nous effectuons présentement une étude pour le compte de Santé Canada auprès des gens de votre quartier. Nous ne vendons rien. Nous sommes simplement intéressés à vos attitudes et à vos opinions. Toutes vos réponses resteront strictement confidentielles. Puis-je avoir quelques minutes de votre temps?
1. D'abord, nous sommes intéressés à l'occupation des gens. Est-ce que vous ou quelqu'un d'autre dans votre foyer travaille pOUL. (Lire la liste.)
Une agence de publicité [ ]
Un journal ou un magazine [ ]
Une station de radio ou de télévision [ ] Une compagnie de recherche ou d'études de marché [ ] Une compagnie de conception de sites Internet [ ]
[Si "oui" à l'un ou l'autre ci-dessus, TERMINER]
2) Dans laquelle des tranches d'âge suivantes est-ce que vous vous situez? (Ne pas lire.) Moins de 18 ans
19 à 24 ans 25 à 39 ans 40 à 44 ans 45 à 54 ans 55 ans et plus 3) Enregistrer le sexe:
Homme
o
TERMINERo o o
o ~
4 participants par groupe entre 40 et 54 anso
TERMINER050% Femme
o
50%4) Est-ce que vous utilisez l'Internet au moins une fois par semaine? Veuillez ne pas inclure le temps passé sur les courriels.
Oui
o
Non 0 TERMINER 5) Est-ce que vous avez déjà fumé des cigarettes?Oui
o
Non 0 TERMINER TERMINERNSP/Refus
o
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Millward Brown'i.q:;,""(/ Goldfarb
6) Est-ce que vous fumez actuellement des cigarettes? C'est-à-dire, est-ce que vous fumez au moins 5 cigarettes par jour?
Oui 0 Passer à la Q.8 Non 0 Poser la Q.7 NSPlRefus 0 TERMINER
7) Est-ce que vous avez cessé de fumer au cours des 6 derniers mois?
Oui 0 Passer à la Q.9 Non 0 TERMINER NSP/Refus 0 TERMINER
8) Jusqu'à quel point est-il probable que vous cessiez de fumer au cours des 12 prochains mois? Est-il ... ?
Très probable 04 Plutôt probable 03 Pas très probable 02 Pas probable du tout 01
Quota: Au moins 4 par groupe fument actuellement (Q.6=Oui) et affirment qu'ils est très/assez probable qu'ils vont cesser de fumer au cours des 12 prochains mois (Q.8). 2 par groupe peuvent être des anciens fumeurs récents (Q.7=Oui) ou des personnes qui n'ont pas l'intention de cesser de fumer au cours des 12 prochains mois (Q.8=pas très/pas probable du tout).
9) Dans laquelle des tranches de revenus suivantes se situe le revenu annuel de votre foyer avant les impôts? (Lire la liste.)
Moins de 25 000$
25 000 à 39 999$
1-74
2 -7 par groupe 40 000 à 49 999$ 3 -7 2
50000 à 74999$ 4 -7 par 75000$ et plus 5 -7 groupe NSP/Refus 0 TERMINER
10) Quelle est la dernière année de scolarité que vous avez complétée? (Ne pas lire.) École primaire
École secondaire commencée École secondaire terminée CÉGEP commencé CÉGEP terminé Uni versité commencée Université complétée NSPlRefus
1 -7 Avoir 2-7
3 -7 un 4-7 5 -7 bon 6 -7 mix
o
TERMINERo
TERMINER14
Il) Est-ce que vous aimez lire pour le plaisir?
Oui
o
Non 0 A voir un bon mix12) Parmi les sources d'information ou de divertissement suivants, lesquels utilisez- vous de façon régulière? (Lire la liste. Cocher toutes ceux qui s'appliquent.)
Journal quotidien 01
Romans 02
Magazines 03
Sites Internet 04
Aucun 05 (A voir un bon mix.)
J'aimerais vous inviter à une étude de marché qui aura lieu:
Montréal: le 28 mars, à 20h00 Trois-Rivières: 29 mars, à 18h00
.. , et qui durera deux heures. L'objet est d'évaluer un site Internet sur le fait de cesser de fumer, ainsi qu'un dépliant sur ce sujet. Personne n'essayera pas de vendre quoi que ce soit. Nous sommes seulement intéressés à vos idées et opinions. Nous pensons que l'expérience sera agréable, et vous recevrez 50$ pour votre participation. Est-ce que vous serez intéressé à participer?
Oui
o
Nono
TERMINERIl faudra lire du matériel pendant le groupe. Veuillez donc apporter des lunettes si nécessaire.
NOM: __
ADRESSE: __
VILLE: CODE POSTAL:
TÉL. (résidence) TÉL. (bureau) _
RÉCONFIRMÉ PAR: --- DATE: ---
15
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Millward Brown '\.~~;:/ GoldfarbPROJECT #20101276 Final - March 25, 2003
MINI-Focus GROUP DISCUSSION OUTLINE - ROAD2QUITTING GROUPS
FRANCAIS-- Sur la voie de la réussite
1. Introduction Of Moderators & Project (5 minutes)
Before we begin, could I ask you to tum off any cell phones or pagers you might have with you.
This research project is being conducted for Health Canada. We are not asking you for any confidential information about you (including your full name), and your individual responses are never revealed to anyone. Each session is audio-taped for research purposes. The observer(s) behind the mirror arefrom Health Canada.
The purpose of the session today is to obtain some input from you. As you were told on the phone, we are looking for feedback from people like you on a website and brochure that deals with quitting smoking, to understand what they think of each.
First, let me tell you a little about the mate rial you will be looking at.
On the Road to Quitting (R2Q) is a federally funded quit smoking program designed to help adults quit smoking. The program is designed to help you as you go through the various stages of-quitting.
The session will be broken into two parts: well look at the interactive online version, then wel1 look at the booklet or hardcopy version. In the first part, 1 am going to have you log onto the On the Road to Qnitting (R2Q) site. Yon will access it on the Internet by typing the following address into your browser:
www.gosmokefree.ca/guitting/road www.VivezSansFumee.ca/cesser/voie
When yon have reached the site, l' m going to ask you to spend about twenty minutes surfing it.
Use the paper and pencil in front of you to take notes on what yon think is good, what yon think is not so good, where yon have trouble, where it is easy to navigate, and so on. That is, 1 want you to look at the webpage as yon normally would, but to do so with a more critical eye. As you do this, 1 will walk around to observe what you are doing. 1 will ask you not to give me any of your opinions when yon are surfing the site, we will discuss at the end of 20 minutes.
16 Millward Brown
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fou 'll be asked to fill out an online questionnaire that will give you an individual profile of your smoking habits. Depending on your responses and when you say you want to quit, you 'Il get a different profile. If you wish, you may go back and re-do your questionnaire.
As you go through-your profile, please make sure that you go follow each of the links so that you have a sense of what the complete program offers. If you have time, feel free to surf other sections of the site.
After about 20 minutes, we will have a discussion on what you have observed about the website. At that point, you will have the opportunity to voice your opinions on the site, as 1 take you throug]i a series of questions. Any questions before we begin?
ASK RESPONDENTS TO LOG ONTO THE WEBSITE
www.gosmokefree.ca/quitting/road www.VivezSansFumee.ca/cesser/voie
(Give participants 20 minutes to explore the site) 2. Introduction of Participants (5 minutes)
Please log-off your web browser now and let' s . start the discussion by having you introduce yourself by your first name. Tell us if you ever tried to quit before and if you were successful. Please also tell me how often you use the Internet, and what kinds of things you use it for.
3. General Reaction To the Website (40 minutes)
Have you visited other Web sites for quitting information? How does this compare?
What is your overall reaction to this website? Why do you say that?
What were you expecting?
Did you like how the website looks? What did you like / did not like? (probe for:
type face, use of photos, colour, etc.)
Did anything stop you from going where you wanted to go on the site?
What about the way the material is organized -- did you ever get lost?
Is the information easy to understand? Why / why not?
Focus for a moment specifically on the homepage for the R2Q. Is the homepage appealing? Does it draw you in? Did the introductory message give you a good idea of what you needed to do and what you would get? What was your first impression of the site based oh that page (eg. relevant, timely, of quality, cluttered, credible confusing, useful) If you were browsing the Internet for quitting help and came across this homepage would you investigate further?
Why/why not?
This website has been developed as a way to help you quit smoking. Do you think that it works in that way? Why / why not? What specifically contributes to the website 's success / failure?
Is the content of the pro gram relevant to you? Why / why not? Were you
17 Millward Brown
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expecting to find some kinds of information or online tools that weren 't there?
Were there any words or phrases specifically that you did not completely understand? Any that seemed unrealistic based on your own experiences or smoking habits? Were there parts that you felt you could relate to personally?
Would you visit this website in the future to get information on guitting?
Is there too much or too little information on this site? What's missing? What do you not relate to?
Would this site make you think about guitting or encourage you do take action?
Why / Why not? What information contributes to this perception?
What are the 3 most important things for you that you have learned from this information?
4. Discussion of the R2Q Brochure (45 minutes)
Introduce brochure by saying that Health Canada would like feedback from participants on this booklet which is designed to assist smokers in guitting. It is based on the same information provided online but with less detail. Frame the showing of the brochure by saying 'If you called 1-800 O-Canada, you would be sent a brochure like this in the mail'.
Give participants 5-10 minutes to look and read some of the brochure.
After participants have read the brochure, ask them the following questions:
What is your overall reaction to the brochure? i.e. look, feel, size, use of photos, etc. Why?
Is this something you would read? Why/why not?
What message(s) do you get from the brochure? Is/are the message(s) easy to understand?
Who is this brochure aimed at? Is it aimed at you? why/why not? Who could benefit from reading it?
Is the language clear and easy to understand? Is the information realistic and helpful? Do you have any suggestions to help improve this booklet?
What do you think about the amount of information in the brochure? Comparing it to what you read online, is there important information missing?
Is there anything else missing from the brochure? If so, what?
Would you use this type of brochure if you were trying to quit smoking? Do you think that this brochure would assist you if you were trying to quitting smoking?
How can it be improved to assist you in guitting smoking? .
Would this brochure inspire you to take action to guit smoking? Why / why not?
What was your impression of the 'Tracking Form'? Is this something you would use? Why / why not? Do you think this information would be helpful? Why do you say that?
What do you think about the concept of 'Creating Your Own Action Plan'? Is this relevant to you? Is it realistic and believable? Why do you say that?
What is your impression of the tips contained in the brochure? Are these relevant to you? Have you used any of them before?
18
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What do you think of the 'Did You Know' comments on each page? Are these helpful to you? Why do you say that?
Could the information contained in the brochure be used in university, community or other settings? What other settings? How?
5. Comparison of the Two Mediums (10 minutes)
You have been exposed to both a website and a brochure here this evening, each containing essentially the same information. Which one would you be more likely to use to get information on quitting? Why / why not?
Which source (website or brochure) would be more likely to make you think seriously about quitting? Why do you say that?
Which do you think would make you better prepared to plan a quit attempt?
Are the two sources (website and brochure) complementary in delivering information about quitting smoking? That is, could you start with one and then keep going with the other? Which would you start with?
Would either of these sources encourage you to seek additional help to quit smoking? Which sources (doctor, community health centers, telephone quitlines, etc)? Why do you say that?
Which source (web, brochure, group sessions, telephone or in-pers on counseling including your doctor) would you be more likely to use to obtain information on quitting smoking?
Have you seen the "Bob" commercials on TV? If so, which of these two quitting products (the Web or the brochure) do you think he'd choose? Or would he choose something completely different? Why?
any other comments?
I appreciate you taking the time to speak with me this evening. Have a great night!
19 ,if.''/;);, Millward Brown
".;"!':'_,;/, '~', ,/ Goldfarb
PROJET # 03-104 Il # 20101276 Final- 25 mars 2003
GUIDE DE DISCUSSION - SUR LA VOIE DE LA RÉUSSITE
l. Présentation de l'animateur et du projet (5 minutes)
A vant de commencer, je vous demanderais de fermer vos téléphones cellulaires ou téléapprentissages si vous en avez ..
Ils 'agit d'un projet de recherche que nous menons pour le compte de Santé Canada. Je ne suis pas ici pour vous demander quelque information confidentielle que ce soit, même pas votre nom au complet, et vos réponses individuelles ne seront jamais révélées à qui que ce soit. Chaque groupe fait l'objet d'un enregistrement audio pour fin de recherche.
Il y a quelques observateurs de Santé Canada derrière le miroir.
Le but de la réunion aujourd'hui est d'obtenir votre opinion. Comme on vous l'a dit au téléphone nous recherchons le point de vue de gens comme vous sur un site Internet et un dépliant qui concerne le tabac. Nous cherchons à comprendre ce que vous pensez de chacun.
D'abord, je vais vous parler un petit peu du matériel que je vais vous présenter.
Sur la voie de la réussite (R2Q) est un programme qui est financé par le gouvernement fédéral pour aider les adultes à cesser de fumer. Le programme est conçu de façon à
vous aider au fur et à mesure que vous passez au travers des diverses étapes qu'on traverse quand on cesse de fumer.
La réunion comprend deux parties: d'abord nous allons regarder la version interactive sur Internet puis nous nous concentrerons sur le dépliant, la version imprimée. Pour la première partie je vais vous demander de visiter le site Sur la voie de la réussite. Pour avoir accès au site vous devez inscrire J'adresse suivante sur votre fureteur:
www.gosmokefree.caJquittinglroad www.VivezSansFumee.caJcesserivoie
Lorsque vous serez sur le site je vais vous demander de passer une vingtaine de minutes pour en faire le tour. Utilisez le papier et le crayon devant vous pour prendre des notes sur ce que vous aimez, ce que vous aimez moins, les endroits ou les pages où vous avez eu des difficultés, celles qui sont plus faciles à naviguer et ainsi de suite. Je veux que vous regardiez ce site comme vous le feriez normalement, mais peut-être avec un œil plus critique. Pendant que vous faites cet exercice, je vais me promener et vous observer. Je ne veux pas que vous me donniez vos opinions tout de suite pendant que vous visitez le site, nous en discuterons à la fin des
20
minutes.20
tr:;:})'.
Millward Brown.~ './,;/ Goldfarb
On vous demandera de remplir un questionnaire sur le site-même, qui vous fournira un profil individuel du type de fumeur que vous êtes. Selon vos réponses, quand vous direz que vous voulez cesser de fumer, vous obtiendrez des profils différents. Si vous le désirez, vous pouvez retourner en arrière et refaire le questionnaire. Pendant que vous parcourez votre profil, veuillez vous assurer de bien suivre tous les liens de façon à avoir une bonne idée de ce que le programme au complet offre, si vous avez encore du temps, sentez-vous libre de naviguer sur d'autres parties du site.
Après environ 20 minutes, nous aurons une discussion sur ce que vous aurez observé sur le site. C'est alors que vous aurez l'opportunité de donner vos opinions sur le site. Je vous poserai une batterie de questions. Est-ce que vous avez des questions avant que nous commencions?
DEMANDEZ AUX PARTICIPANTS D'ALLER SUR LE SITE www.gosmokefree.caJquitting/road
www.VivezSansFumee.caJcesser/voie
(Accorder aux participants 20 minutes pour explorer le site) 2. Introduction des Participants (5 minutes)
Veuillez maintenant quitter le site. A vant de commencer la discussion, je vous demanderais de vous présenter en me donnant votre prénom. Dites-moi aussi si vous avez déjà essayé de cesser de fumer, et si vous avez eu du succès. Dites-moi aussi avec quelle fréquence vous utilisez l'Internet et ce que vous y cherchez.
3. Réaction générale au site (40 minutes)
Avez-vous déjà visités d'autres sites Internet pour obtenir de l'information sur comment cesser de fumer? Si oui, comment ce site se compare-t-il aux autres?
Quelle est votre réaction générale à ce site? Qu'est-ce qui vous fait dire cela?
À quoi est-ce que vous vous attendiez?
Est-ce que vous avez aimé la présentation visuelle du site? Qu'est-ce que vous avez aimé? Qu ' est-ce que vous n'avez pas aimé? Approfondir: les polices, l'utilisation des photos, de la couleur, etc?
Est-ce qu'il y avait des endroits où vous n'avez pas pu aller sur le site?
Qu'est-ce que vous pensez de la façon dont le contenu était organisé?
Est-ce que vous vous êtes perdu?
Est-ce que l'information était facile à comprendre? Pourquoi / pourquoi pas?
Concentrez-vous pour un moment spécifiquement sur la page d'accueil du (R2Q). Est-ce que la page d'accueil est attirante? Est-ce qu'elle vous donne envie de visiter le site? Est-ce que le message d'introduction vous
21 ~~.'~~ Millward Brown
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Goldfarba donné une bonne idée de ce que vous deviez faire et de ce que vous obtiendriez? Quelle a été votre première impression du site d'après cette page? Par exemple: pertinent, à point, de qualité, incongru, crédible, confus, utile? Si vous naviguiez sur l' Intemet pour chercher de
l'information sur comment cesser de fumer, et que vous voyiez cette page d'accueil, est-ce que vous iriez plus loin? Pourquoi? Pourquoi pas?
Ce site a été conçu comme outil pour vous aider à cesser de fumer, est-ce que vous pensez qu'il joue ce rôle? Pourquoi / pourquoi pas? Qu'est-ce qui contribue spécifiquement au succès ou à l'échec du site?
Est-ce que le contenu du programme est pertinent pour vous? Pourquoi / pourquoi pas ?
Est-ce que vous vous attendiez de trouver certains types d'informations ou outils informatiques que vous n'avez pas trouvés.
Est-ce qu'il y aurait des mots ou des phrases en particulier que vous n'avez pas bien compris? Est-ce qu'il yen a qui semblaient irréalistes selon vos propres expériences ou habitudes comme fumeur ?
Est-ce qu'il y a des parties du site auxquelles vous avez trouvé que vous pouviez vous identifier?
Est-ce que vous visiteriez ce site à l'avenir pour obtenir de l'information sur comment cesser de fumer? Est-ce qu'il y a trop ou trop peu
d'informations sur le site? Qu'est-ce qui manquait? Qu'est-ce qui a fait que vous ne vous êtes pas identifié?
Est-ce que ce site vous ferait penser à cesser de fumer ou vous
encouragerait à faire quelque chose à ce sujet? Pourquoi / pourquoi pas?
Quelle information contribue à cette perception?
Quelles seraient les trois choses les plus importantes que vous avez apprises?
4. Discussion du dépliant R2Q (45 minutes)
Introduire le dépliant en expliquant que Santé Canada apprécierait le point vue des participants sur ce dépliant qui a été conçu pour aider les fumeurs à cesser de fumer. Il contient essentiellement les mêmes informations que cel1es qui sont disponibles sur le site, mais avec moins de détails. Présentez le dépliant de la façon suivante: SI vous appeliez 1-800-0-Canada, vous recevriez ce dépliant par la poste.
Accorder 5-10 minutes aux participants pour regarder et parcourir le dépliant.
Après que les participants auront lu le dépliant, leur poser les questions suivantes:
Quelle est votre réaction générale à ce dépliant (i.e., son apparence, sa texture, son format, l'usage des photos, etc.)? Pourquoi?
Est-ce que c'est quelque chose que vous liriez? Pourquoi/pourquoi pas?
Quel message retenez-vous de ce dépliant? Est-ce que ce sont des messages faciles à comprendre?
À qui est-ce que ce dépliant est destiné? Est-ce qu'il est destiné à quelqu'un comme vous? Pourquoi / pourquoi pas?
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À qui sera-t-il utile? Est-ce que le vocabulaire est clair et facile à comprendre?
Est-ce que j'information est réaliste et utile? Est-ce que vous avez des suggestions pour aider à améliorer ce dépliant?
Qu'est-ce que vous pensez de la quantité d'informations dans ce dépliant? Par rapport à ce que vous avez vu sur le site, est-ce qu'il y a etes informations importantes qui manquent? Est-ce qu'il y a d'autres choses qui manquent dans ce dépliant? Si oui, quoi?
Est-ce que vous utiliseriez ce type de dépliant si vous décidiez de cesser de fumer
? De quelle façon vous pensez que ce dépliant vous aidera si vous essayiez de cesser de fumer ?
Comment pourrait-il être amélioré pour vous aider à cesser de fumer?
Est-ce que ce dépliant, vous inciterait à faire quelque chose pour cesser de fumer
? Pourquoi / pourquoi pas?
Quelle a été votre impression de la feuille de route? Est-ce que c'est quelque chose que vous utiliseriez? Pourquoi / pourquoi pas? Est-ce que vous pensez que cette information serait utile? Qu'est-ce qui vous fait dire cela?
Qu ' est-ce que vous pensez du concept d'élaborer votre plan d'action ? Est-ce que cela est pertinent? Est-ce que cela est réaliste et crédible? Qu'est-ce qui vous fait dire cela?
Quelle a été votre impression des trucs contenus dans le dépliant? Est-ce que ceux ci sont pertinents? Est-ce que vous avez déjà essayé certains d'entre eux?
Qu'est-ce que vous pensez des commentaires «saviez-vous que» sur chaque page? Est-ce que ceux-ci sont utiles? Qu'est-ce qui vous fait dire cela?
Est-ce que l'information qui est contenue dans ce dépliant, pourrait être utilisée dans le contexte d'une université ou d'un autre milieu similaire? Quel milieu?
De quelle façon?
5. Comparaison des deux médias (10 minutes)
Vous venez de regarder le site Internet et le dépliant, qui contiennent la même information. Lequel des deux seriez-vous le plus susceptible d'utiliser pour obtenir de J'information sur comment cesser de fumer?
Pourquoi/pourquoi pas ?
Quelle source (site ou dépliant) serait la plus susceptible de vous faire penser sérieusement à arrêter de fumer? Qu'est-ce qui vous fait dire cela
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Lequel des deux, selon vous, vous offre la meilleure préparation pour planifier d'essayer de cesser de fumer?
Est-ce que ces deux sources (site et dépliant) sont complémentaires dans l'information qu'ils donnent sur comment cesser de fumer? C'est-à-dire, est-ce que vous pourriez commencer avec l'un, puis continuer avec l'autre
? Avec lequel commenceriez-vous?
Est-ce que J'une ou l'autre de ces deux sources vous encourage à rechercher de J'aide supplémentaire sur comment cesser de fumer ? Quelles sources? Médecin, CLSC, ligne d'aide, etc? Qu'est-ce qui vous fait dire cela?
Quelle source (Internet, dépliant, discussion de groupe, téléphone,
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~"?~)
Millward Brown,;:;;';" Goldfarb
consultation personnelle, incluant les médecins) seriez-vous la plus susceptible d'utiliser pour obtenir de l'information sur comment cesser de fumer?
Est-ce que vous avez vu la série d'annonces avec Martin à la télévision?
Si oui, laquelle de ces deux outils, Internet ou dépliant, pensez-vous qu'il choisirait? Ou encore, choisirait-il quelque chose de complètement différent? Pourquoi ?
Avez-vous d'autres commentaires?
J'ai beaucoup apprécié que vous ayez pris le temps de venir ici ce soir.
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~Jh
Millward Brown~.;../.:;; Goldfarb
