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FOCUS TESTING OF SECOND ROUND OF CESSATION SCRIPTS/CREATIVE CONCEPTS ASSOCIATED WITH BOB AND MARTIN WITH SMOKERS 40 - 54 YEARS OLD HEAL TH CANADA June 3, 2003 POR-02-106 Proiect # 20101201

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HEALTH CANADA FOCUS TES TING OF SECOND ROUND OF CESSATION SCRIPTS/CREATIVE CONCEPTS

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ASSOCIATED WITH BOB AND MARTIN WITH SMOKERS 40 TO 54 YEARS OLD

Prepared by: MILL WARD BROWN GOLDFARB Project #20101201

Date: March -12, 2003

Method: 12 focus groups (2 in each of Toronto, London, Red Deer, Halifax, Montreal and Trois Rivieres)

Sample: In each market, one group of lower SES participants (income lower than

$40K, Jess than a college education, unempJoyed or blue/pink collaredjob), aged 40-54 who are smokers but are interested in quitting. In each market, one group of general population

smokers aged 40-54 who are interested in quitting.

Objective: To qualitatively evaluate reaction to the Stop Smoking campaign

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INTRODUCTION

Background

The activities of the Office of Mass Media and the Marketing and the Creative Services Division of the Communication, Marketing and Consultation Directorate of Health Canada have been identified as important partners in the development of a comprehensive and integrated approach to tobacco smoking quitting efforts. A cessation campaign targeted to air in the Spring and Fall of 2003, will build on the CUITent cessation ads.

It was necessary to undertake creative concept testing research with specifie target audiences identified as the targets for the campaign. Given that the campaign is using a behavioural change model to encourage cessation, it was necessary to undertake qualitative research to test relevant scripts.

Research Objectives

The research objectives were as follows:

• Assessing the relevance, c1arity, credibility, and call to action components etc., associated with various cessation scripts that are based on a behavioural change model

• Obtaining advice to guide the order that the scripts should follow in any mass media campaign

• Determining the resonance of the scripts with the target audiences Methodology

A total of 12 focus groups were conducted on February 27^th and 28^1\ two in each of the following-markets:

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^Toronto

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^London

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^{Red Deer}

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^Halifax

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Trois Rivieres

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^Montreal

The groups in Montreal and Trois Rivieres were conducted in French, while the groups in the other markets were conducted in English. In one group in each market, participants were screened to be smokers interested in quitting, 40-54 years old, of a lower SES and having a blue or pink collar job. In the other group, participants were screened to be general population smokers, with an interest in quitting. Each focus group session lasted approximately 2 hours.

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DETAILED FINDINGS

A wareness of Current 'Bob / Martin' Ads

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Prior to the evaluation of the new 'Bob' and 'Martin' scripts, participants were asked to identify any television advertisements they had seen recently that dealt with the issue of smoking. Unaided, many participants in ail markets said that they had seen the 'Bob / Martin' "No Problem" advertisement on television recently. A few participants In

Toronto and London also said that they had seen the 'Bob' "Toi let" advertisement.

Sorne participants mentioned the "No Problem" ad first when asked if they had seen any television advertisements dealing with smoking on television recently. A few participants recall specifie lines and images of the advertisement, for example, needing salt for food, mouthwash for bad breath and the opening image of 'Bob / Martin' standing outside shivering and cold.

Other ads mentioned included the following:

);> Second-hand smoke ads (ie. the ad with the circle of smoke going towards the

children; the ad where the older gentleman is talking about 'burying' his son, who died of lung cancer)

);> Nicorette or the 'Patch' ads

After participants discussed the television smoking advertisements they had seen recently, it was explained that the "No Problem" ads were part of a series designed to take people through the process of quitting smoking. It was also explained that 'Bob / Martin' were the spokespersons for this campaign. Participants were then exposed to both the "No Problem" and "Toi let" ads in order to give them a context (ie. the 'look' of the advertisements and the 'sound' of 'Bob / Martin') with which to frame the reading of the scripts.

Participants In all markets felt that these two ads in particular are realistic and humourous. There is also a sense that participants realize that these ads are targeted at people like them - smokers who are trying to quit or have contemplated quitting in the past.

Reaction To The Campaign Overall

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Many participants find the 'Bob / Martin' campaign or series to be very effective overall.

There is a strong sense that 'Bob' and 'Martiri's' plights to quit smoking are realistic for the most part and this helps them to resonate with the target audience. English participants like 'Bob' as a spokesperson; they feel that he is 'Joe Everyman' and find his demeanor to be appealing. The same can be said of French participants opinions of

'Martin' .

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Sorne participants are impressed with the 'freshness' of the campaign in that it is not like other anti -smoking advertisements that try to "scare" or "guilt" them into quitting

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, ^" smoking. The 'Bob / Martin' series does not demean or de grade smokers by talking

down to them. Along these lines, sorne participants (both males and females) said matter of factly that "Bob is me" in that he is a symbol of a smoker who is trying to quit.

Participants are genuinely interested in 'Bob / Martin'; they care about him and relate to him.

Many participants cannot wait to see where the series will go next; there is a sense that sorne see this campaign as a 'soap opera'. Sorne compared it favourably to the 'Taster's Choice' series of commercials that ran a few years back, or the 'Jared' series that is currently running for Subway.

There is a sense that participants also like the simplicity of the 'Bob / Martin' spots (ie.

black and white, 'Bob / Martin' standing alone) and that contributes to them standing out.

This could be part of the reason as to why sorne participants feel that adding others to the spots ruins this simplicity.

Although many acknowledge that quitting smoking takes willpower and it is something that one does when they are ready, sorne said that seeing the 'Bob / Martin' series would encourage them to seriously think about quitting.

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ALDA TION OF POTENTIAL SCRIPTS Script A - "Preparation - Plan"

Reaction To "Preparation - Plan" Is Relatively Positive

English participants generally liked this script, mostly due ta the inclusion of the ward 'plan'. There is a strong sense that the word 'plan' is intriguing to the target group, particularly due to the fact that sorne participants see themselves in 'Bob / Martin'. In this sense, a few wonder what 'Bob's' plan for quitting smoking is. However, most participants want to know where they can get information on their own 'plan' for quitting, with sorne hoping that the 1-800 number or the website would be able to provide this information ta them.

Another reason that this script is received positively by participants is that the message is perceived ta be easy to understand and credible. Participants feel that the a 'plan' is needed in order ta successfully quit smoking. The 'cravings' depicted in the script are also perceived ta be realistic and credible. There is a sense that this aspect of the script resonates with participants.

Sorne participants had trouble relating ta the solutions that 'Bob / Martin' use ta quench their cravings for a cigarette. Specifically, in the Quebec markets, many participants had trouble with drinking water as a solution to quench cigarette cravings. In this sense, that aspect of the script was not particularly credible to these individuals. In addition, sorne French participants do not feel that the "Preparation - Plan" script is as strong as "No Problem" or "Toilet", because it - at least not on the page - does not contain the appealing humour of the first two scripts.

Although the quitting solutions mentioned in the script are not universally accepted by all, many participants recognize that quitting smoking is a persan al experience and that different methods work for different people.

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A few participants took exception of the use of the word "Easy" at the beginning of the script. The perception among this group is that quitting smoking is not easy and the use of "Easy" diminishes the effectiveness of the script' s message. Sorne participants feel that the use of this word can work, however, as long as 'Bob / Martin' delivers the hne in a sarcastic tone.

For the "Preparation - Plan" script, three different opening lines and two different 'calls to action' were tested in each market. In terms of the opening line, many participants felt that "Y ou need a plan ta quit" was the strongest, mostly due to the fact that participants feel that they do, in fact, need a plan in order to begin their quitting journey. Another opening line tested, "Y a can't quit without a plan" was perceived by sorne participants to contain a double negative ('can't' and 'without'), which was felt to hurt its effectiveness.

With that being said, sorne participants expressed a preference for this as an opening line because they felt it sounded like something that 'Bob' would say.

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The third line tested, "Having a plan helps" was perceived by rnany to be not strong enough as an opening line and 'wishy-washy'.

In terms of the 'call to action', opinions on both were rnixed, resulting in no definitive winner between "Need a plan? We can help" and "Ready to make your plan? We can help". This suggests that either could work as a 'call to action'. Most of the discussion surrounding the 'call to action' was the question of "how"? Many participants wondered how the Governrnent of Canada was going to help thern rnake their plan if they called the

1-800 nurnber or visited the website.

Script B - "Action - Reinforcement"

Reaction To The "Action - Reinforcement" Script ls Somewhat Mixed

Reaction to this script is sornewhat mixed. For exarnple, sorne English participants in the lower SES groups tended to react positively to this script, while higher SES participants reacted more negati vel y.

Arnong those who liked this script, there is a sense that they can relate to the message, especially as it concerns children. Many participants said that they will not srnoke in front of their children or grandchildren. Sorne also have said that their children or grandchildren have told thern that the y srnell like srnoke. Along these lines, sorne participants can personally relate to the line "They're even hugging me more", leading credence to its perceived credibility.

Sorne English participants enjoyed the playon words contained in the script, specifically, the 'sweet srnell of success'. There is a sense that French participants did not enjoy this playon words, with sorne saying that it was an easy and obvious playon words. A few French participants reiterated that this script was not as strong as the "No Problern" or

"Toilet" ads that they had been exposed to earlier.

There is a perception arnong sorne participants that the message in the script is not credible. Contributing to this perception is the reaction to the quitting tirneline. For exarnple, sorne participants feel that the first few days of quitting smoking are relatively easy and that it only becornes difficult after the first few weeks. In this sense, they feel that the tirneline described is not accurate.

Another credibility issue also surrounds the quittmg tirneline. For instance, sorne participants question whether 'Bob / Martin' would not still srnell like cigarette srnoke after only having quit for three days. Others feel that 'Bob / Martin' has been srnoke-free for longer, however, there is a sense that this idea is not clearly conveyed in the script.

There is also a rnixed reaction to the inclusion of children in the script. A few felt that the use of children in this script was 'fluff' and this diminished the script's effectiveness.

Sorne participants said that the inclusion of children in the "Action - Reinforcernent"

script does not fit with the 'traditional' sirnplicity of past 'Bob / Martin' ads. These

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participants feel that part of the effectiveness and appeal of the 'Bob / Martin' ads is the fact that the set is so simple and that the spokesperson is alone when delivering his message. There is a sense that for sorne the inclusion of children will take away this simplicity and thus, diminish the appeal and effectiveness of the overall message and the one-on-one dialogue that they have developed with 'Bob / Martin'.

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Sorne participants feel that children should be in the finished script, either in the form of a photograph or an actual child hugging 'Bob / Martin'. Despite the different perceptions of how the children should be included in the script, there is a consensus that the children's time on-screen should be brief, so as not to take the emphasis off of 'Bob / Martin'. If a photograph or actual children are included in the fini shed ad, participants feel that 'Bob / Martin' would have teenage children and that he is too old to have children younger than this age.

A few participants said that hearing children's voices in the background of the fini shed would also be effective.

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Two versions of this script were tested, with the text of Version 1 being the preferred choice, with one minor addition. Many participants preferred the opening line of Version 2 ( ... Lucky 1 had a plan) over the opening line of Version 1 (no mention of the word

'plan'), due to the inclusion of the 'plan' concept in the former. The use of the 'plan' concept in Version 2 is perceived to be effective because it ties this script back to

"Preparation - Plan" and creates a sense of consistency.

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Sorne participants felt that this script was presented out of order, while others thought that the order in which it was presented made sense. Those who said that this script was out of sequence felt that way primarily because they feel this script depicts the rewards of quitting and thus, believe it should be near to the end, if not the last ad in the series.

Those who felt it was presented in the proper sequence felt that way because they feel that quitting smoking has severa] stages and that 'Bob / Martin' could have quit, th en relapsed, before quitting for good in Script E.

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Script C - "Maintenance - Support"

Reaction To The "Maintenance - Support" Script Was Generally Negative

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Many participants in all markets reacted negatively to the "Maintenance - Support"

script. There is a sense that the message communicated in the script, as weIl as the script' s target audience is unclear to participants. For instance, sorne participants felt that the target audience for the script was not them, but instead was friends of smokers.

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Another negative aspect of the script was the depiction of 'Bob / Martin' on his hands and knees. Sorne English participants found this depiction to be derogatory and / or offensive to smokers, regardless of its intended attempt to be humourous. Sorne participants said that they already feel like outcasts because they must smoke outside and

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that this depiction reduces them even further. There is a definite sense that having 'Bob / Martin' beg for a smoke may be crossing the line.

French participants did not react well to this script because the y felt that it puts too much pressure on their friends to support them and they do not want to put their friends in this position. There is also a sense that participants do not want to depend on their friends for quitting success.

Sorne participants also took exception to the opening line of "Maintenance - Support"

("Now that I quit smoking, my friends give me aIl kinds of support ... "). The perception among these participants is 'they didri't give him support before'? There is a sense that this line may have to be re-worded. Along these Iines, the wording of the second line is also questioned and may need re-working from "They don't give me cigarettes" to "They don't give me smokes" ar "a smoke", for example.

The use of the ward "Friends" is okay, but visually, participants want to see only 'Bob / Martin' in the finished product. Again, the addition of other characters is perceived to take the focus off of 'Bob / Martin' Quitting smoking is a very personal challenge and commitment; the target audience seems to want to know Bob has sorne support, but it is more important to them to see him quit on his own.

Script D - "Maintenance - Blip"

The "Maintenance - Blip"

Script Is Well-Received Across AIl Markets

Many participants in all markets found the "Maintenance - Blip" advertisement to be appealing. This sense of appeal is mostly due to the fact that participants felt that this script portrays a realistic depiction of quitting smoking. Many participants can relate to the quitting, having a cigarette, quitting again model that is depicted in the spot.

There is a strong sense that participants appreciate that the script do es not degrade smokers for 'fa11ing off the wagon' and having a cigarette after quitting. Along these lines, participants feel that the script does not depict smokers who 'fa11 off the wagon' as

'failures' and this is what contributes to the message overall.

The message of "Maintenance - Blip" is perceived to be clear, credible and relevant to participants ("don't quit quitting"). As weIl, many participants feel that the fini shed product will be effective visually, with 'Bob / Martin' highlighting all of the times where he has 'fallen off the wagon' and had another cigarette. Sorne see the 'blips' as being reminiscent of a heart monitor, something that they feel is appropriate for an advertisement dealing with the issue of quitting smoking.

One mixed comment about this script arose during the discussion of the 'call to action'.

Three different 'calls to action' were tested. Sorne participants felt that using 'quit for good' in the 'ca11 to action' of the script is contradictory the overall message. Others felt that the concept of the 'plan' should be incorporated in this script, perhaps in the 'call to

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action'. With that being said, however, most Enghsh participants prefer "Y ou too, can quit for good" as the 'call to action'.

Script E - "Maintenance - Healthier"

Reaction To "Maintenance - Healthier" Was Fairly Positive

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The overalI reaction to this script among English participant was positive. The message of "Maintenance - Healthier" is perceived to be clear, credible and relevant to many participants. Sorne participants find this script to be encouraging and inspirational because 'Bob / Martin' is participating in sports again, without the health repercussions.

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With that being said, however, a few participants questioned the credibility of this point.

They feel that 'Bob / Martin' would still have sorne residual effects of smoking, such as a cough or shortness of breath, especialIy if he was a long-time smoker.

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There is a strong sense that English participants prefer Version 1 of this script, due to the inclusion of the word 'battle'. Virtually all participants get that a 'battle' is referring to quitting smoking and many relate to this metaphor personaIly, with a few using stronger words to describe quitting ("it' s a war"). This word is felt to be strong and confident and it contributes to the message of the script.

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A few participants felt that the wording of this sentence could be changed from "1 finally won the battle" to something a little less final such as "1 feel that I finally won the battle".

As the "Maintenance - Bhp" script demonstrates, someone who quit rnay 'fall off the wagon' occasionally and changing this line would take this factor into account.

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Sorne English and French participants took exception to the use of the word "Non- srnoker" to describe 'Bob / Martin'. These participants feel this is not true and perhaps it could be replaced with 'Ex-smoker' or something else. A few participants attributed quitting smoking to other addictions, su ch as alcohol or hard drugs and they feel that a smoker will always be a smoker, even if they have quit.

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1 Many English participants also get that the word 'game' is referring to the soccer game described in the script, although a few participants felt that there may be a double meaning to the word. These participants feel that 'game' could also refer to quitting smoking. If it is the latter, however, participants do not find this to be appeahng, as quitting smoking is something that the y take seriously and the y do not find it to be a

'game'.

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Sorne participants also noticed that the 2^nd and 3^rd hnes were reversed in the two versions of script E. There is a perception that the script makes more sense if these lines appear in the order they do in Version 1 (with 'Bob / Martin' outlining they way he feels before saying that he is playing soccer again). There is a sense that the order these sentences appear in contributes to participants' preference for the first version of this script.

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RECOMMENDA TIONS

1. Script A should be used with the opening line of "Y ou need a plan to quit"

and either of the tested 'calls to action' .

2. The concept of script C - "Maintenance - Support" should be re-visited.

3. Version 1 of script B should be used in combination with the opening line of Version 2.

4. Script D should use the 'call to action' of "You too, can quit for good".

5. Version 1 of script E should be used.

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APPENDIX 1 - SCREENERS

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PROJECT #20101201 February, 2003

MILLWARD BROWN GOLDFARB

SCREENER - Adults - Montreal and Toronto

Good morning/ afternoon/ 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 your attitudes and opinions. May l have a few moments of your time?

1. We are interested in people's occupations. Do you, or do es anyone living in your household work for any of the following?

No Yes Advertising agency

Newspaper

Radio or television station

Market or opinion research company

o

o o o

o

o o o

IF "YES" TO ANY OF THE AB OVE THANK AND TERMINA TE

2. For the purposes of this project, we need to ensure that we are speaking with individuals in specifie household compositions. Do you have any children?

Yes No

o o

GOOD MIX OF PEOPLE WITH/WITHOUT CHILDREN

3. RECORD GENDER:

Male 0

Female 0

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^{- ICHECK QUOTAS}

4. In which of the following age categories do you fall?

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^{- Un der 24}

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TERMINA TE

25 - 39

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TERMINA TE

40 to 54 0

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_{55 -70} OTERMINATE

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Over 70

o

TERMINA TE

13 Millward Brown

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5. Do you srnoke cigarettes?

Yes No

DK/REFUSE

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THANK AND TERMINA TE

o

THANK AND TERMINA TE

6. How likely is it that you will try to quit srnoking in the next six rnonths? Is it. ..

Very likely Sornewhat likely Not very likely Not likely at al!

o

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^{THANK AND} TERMINA TE

o

THANK AND TERMINATE

7. What is the highest level of formal education you have cornpleted? [DO NOT READ]

furn~s~ool

D

Sorne high/ secondary school / CGEP 0

Graduated high/ secondary school / CGEP 0

Sorne cornrnunity col!ege technical col!ege/ CEGEP 0 Graduated cornrnunity college/ technical colle ge/ CEGEP 0

Sorne undergraduate university 0

Graduated undergraduate university 0

Sorne/ cornpleted post-graduate university 0

Oilicr 0

GOODMIX

8. Which of the following best describes the type of work you do?

Blue Collar White Collar

Pink collar (clerical) Grey collar (technical) Not currently ernployed

o o

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GOODMIX

9. In which of the following classifications does your total household before taxes incorne fall? [READ LIST, CHECK ONE]

Under $40,000

$40,000 - $74,999

$75,000 - $99,999

$100,000 - $149,999

$150,000

+

Refused / Don't know

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THANK AND TERMINA TE

o o o o

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[DO NOT READ]

GOODMIX

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We would like to extend an invitation to you to attend a marketing research session scheduled for DATE/LOCATION/TIME which will last 2 hours. The objective is to get yom opinions on sorne advertising. 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.

Would you be interested in attending?

Yes 0

No 0 TERMINATE

NA11E: _

ADDRESS: __

CITY: ZIP: ___

RESIDENCE PHONE: BUSINESS PHONE: _

RECONFIR11ED BY: DATE: _

Wll.L ATTEND GROUP: DATE: TI11E: _

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PROJECT #20101201 February, 2003

MILL W ARD BROWN GOLDF ARB

SCREENER - Adults with Low Socio-Economic Status - Toronto, Halifax, London, Red Deer

Good momingl 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 your attitudes and opinions. May 1 have a few moments of your time?

1. We are interested in peoples occupations. Do you, or does anyone living in your household work for any of the following?

No Yes Advertising agency

Newspaper

Radio or television station

Market or opinion research company

o o o

o

o o o o

IF "YES" TO ANY OF THE ABOVE THANK AND TERMINA TE

2. For the purposes of this project, we need to ensure that we are speaking with individuals in specifie household compositions. Do you have any children?

Yes No

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GOOD MIX OF PEOPLE WITH/WITHOUT CHILDREN

3. RECORD GENDER:

Male Female

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ICHECK QUOTAS

4. In which of the fol1owing age categories do you fall?

Under 24 25 - 39 40 to 54 55 -70 Over 70

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TERMINA TE

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TERMINA TE OTERMINATE

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5. Do you srnoke cigarettes?

Yes No

DK/REFUSE

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^{THANK AND} TERMINA TE

o

THANK AND TERMINATE

6. How likely is it that you will try to quit smoking in the next six rnonths? Is it. ..

Very likely Sornewhat likely Not very likely Not likely at all

o o

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THANK AND TERMINA TE

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^{THANK AND} TERMINA TE

7. What is the highest level of formal education you have cornpleted? [DO NOT READ]

Prirnary school

Sorne highl secondary school 1 CGEP Graduated high/ secondary school 1 CGEP

Sorne cornrnunity college technical collegel CEGEP Graduated cornmunity collegel technical collegel CEGEP Sorne undergraduate university

Graduated university or more Other

DKIRefused

8. Which of the following best describes the type of work you do?

Blue CollaI' White Collar Pink collar (clerical) Grey collar (technical) Not currently ernployed

D D D D D

D D D

D TERMINA TE D TERMINA TE D TERMINA TE D TERMINA TE D TERMINA TE D TERMINATE

9. In which of the following classifications does your total household before taxes incorne fall? [READ LIST, CHECK ONE]

Under $25,000

$25,000 - $39,999

$40,000 - $49,999

$50,000 - $74,999

$75,000 - or more

o o o

o

THANK AND TERMINA TE

o

THANK AND TERMINA TE

Refused 1 Don't know 0 [DO NOT READ] THANK AND TERMINA TE

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RESPONDENT QUALIFIES FOR GROUP IF:

Aged 40 - 54

Currently srnokes, but trying to quit Education is no higher than CEGEP

Household incorne is no higher than $50,000

Works in blue colIar, or pink collar or is unemployed

INVITATION:

We would like to extend an invitation to you to attend a marketing research session scheduled for

DATE/LOCATION/TIME

which will last 2 hours. The objective is to get your opinions on sorne advertising on second hand smoke. There will be absolutely no attempt to sell anything. We are interested only in your thoughts and opinions. We think it will be enjoyable and you would receive $60.

Would you be interested in attending?

Yes 0

No

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TERMINA TE

NA11E: _

ADDRESS: ---

CITY:

zœ: _

RESIDENCE PHONE: BUSINESS PHONE: _

RECONFIRMED BY: DATE: _

WILL A TrEND GROUP: DATE: TIME: _

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PROJECT #20101201 February, 2003

MILLWARD BROWN GOLDFARB

QUESTIONNAIRE - Montréal, Trois Rivières

Bonjour / Bonsoir. Mon nom est de Millward Brown Goldfarb, une firme d'étude de marché indépendante. Nous menons présentement une étude pour le compte de Santé Canada auprès des gens de votre région. Je tiens à vous assurer que nous ne vendons rien, nous désirons simplement recueillir votre opinion. Puis-je prendre quelques minutes de votre temps?

1. L'occupation des gens est un sujet qui nous intéresse. Est-ce que vous ou une personne de votre foyer travaille présentement dans l'un des domaines suivant?

Non Oui

-- --

Agence de publicité 0 0

Journaux 0 0

Radio ou télévision 0 0

Firme d'étude de marché 0 0

SI

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À L'UN DES ÉNONCÉS, REMERCIEZ ET TERMINEZ

2. Pour les fins de ce projet, nous devons nous assurer que nous parlons à des gens ayant un profil socio-démographique bien précis. Avez-vous des enfants?

Oui Non

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BON MÉLANGE DE GENS AVEC ET SANS ENFANTS

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3. NOTEZ LE SEXE:

Homme Femme

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IVÉRIFIEZ LES QUOTAS

4. À laquelle des catégories d'âge suivantes appartenez-vous?

Moins de 24 25 - 39 40 à 54 55 -70 Plus de 70

o

TERMINEZ

o

TERMINEZ

o

o

TERMINEZ

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TERMINEZ L

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5. Fumez-vous la cigarette?

Oui Non

NSP / REFUS

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REMERCIEZ ET TERMINEZ

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REMERCIEZ ET TERMINEZ

6. Dans quelle mesure est-il probable qu vous essayez de cesser de fumer au cour des 6 prochains mois? Est-ce ...

Très probable Probable Peu probable

Pas du tout probable

o

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^{REMERCIEZ ET TERMINEZ}

o

^{REMERCIEZ ET TERMINEZ}

7. Quel est le plus haut niveau d'éducation que vous avez atteint? [NE LISEZ PAS]

1 - École primaire 2 - Secondaire partiel 3 - Secondaire complété 4 - CÉGEP partiel 5 - CÉGEP complété 6 - Université partielle 7 - Université complétée 8 - Autre

9 - NSP / REFUS

D GROUPES 1 & 2 D GROUPES 1 & 2 D GROUPES 1 & 2 D GROUPE 2 D GROUPE 2 D GROUPE 2 D GROUPE 2 D SUPERVISEUR D TERMINEZ

ASSUREZ- VOUS D'A VOIR UNE BONNE V ARlÉTÉ DANS LE GROUPE 2 8. Lequel des énoncés suivants décrit le mieux votre type d'emploi?

Col Bleue Col Blanc

Col Rose (clérical) Col Gris (technicien) Sans emploi

D GROUPES 1 & 2

D GROUPE 2 SEULEMENT D GROUPES 1 & 2

D GROUPE 2 SEULEMENT D GROUPES 1 & 2

ASSUREZ- VOUS D'A VOIR UNE BONNE V ARlÉTÉ DANS LE GROUPE 2 9. Dans laquelle des catégories suivantes se situe le revenu annuel de votre foyer

avant impôt? [LISEZ LA LISTE, NOTEZ UNE RÉPONSE]

Moins de $25,000

$25,000 - $39,999

$40,000 - $74,999

$75,000 - ou plus NSP /REFUS

o

GROUPES 1 & 2

o

^{GROUPES 1 & 2}

o

GROUPE 2 SEULEMENT

o

GROUPE 2 SEULEMENT

o

[NE LISEZ PAS] REMERCIEZ ET

20 _#~ Millward Brown

~"''!t

<7'

Goldfarb

,

^-

TERMINEZ

ASSUREZ- VOUS D' AVOIR UNE BONNE VARIÉTÉ DANS LE GROUPE 2 Groupe 1:

Âge:

Statut:

Éducation:

Revenu:

Travail:

Groupe 2:

Âge:

Statut:

Éducation:

Revenu:

Travail:

INVITATION:

40- 54

Fume présentement mais tente d'arrêter Secondaire complété et moins

Moins de $40,000

Col Bleu, Col Rose ou Sans emploi uniquement

40- 54

Fume présentement mais tente d'arrêter Bon mélange

Plus de $40,000 Bon mélange

Nous désirons vous inviter à participer à un groupe de discussion rémunéré le Voir la section ci-haut qui durera 2 heures. Le but de cette démarche est de recueillir votre opinion concernant certaines publicité portant sur la fumée secondaire. Il n'y aura aucune tentative de vous vendre quoique ce soit. Nous sommes simplement intéressé par votre opinion. Nous croyons que vous allez apprécier l'expérience et nous vous remettrons la somme de $60 en guise de remerciement.

..l _

Êtes-vous intéressé à participer?

Oui 0

Non 0 TERMINEZ

NOM: ---

ADDRESSE: --- VILLE: --- CODE POST AL: ---

TÉL. MAISON: TÉL. TRAVAIL: ---

CONFIRMÉ PAR: --- DATE: ---

..

^-

PARTICIPE AU GROUPE: DATE: HEURE: ___

L

,

,

21

Jf:?\

Millward Brown

'~,f' Goldfarb

APPENDIX 2 - DISCUSSION OUTLINES

22 ((.~ Millward Brown

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^Goldfarb

PROJECT #20101201 February 27th, 2003 - Final

DISCUSSION OUTLINE

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.

First off, 1 would like to thank each one of you for taking the time to speak with me today.

This research project is being conducted for Healtn 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. This session is being video and audio taped, as 1 want to give you my full attention for the duration of the group. The tape gives me a record 1 can review ^so that 1 can write a detailed report for my client. There are observers behind the mirror from Healtli Canada; they are hear to listen and leam. We want your open and honest opinions, and the reasons for your opinions.

Today we are going ta talk about the issue of smoking. 1 am going ta expose you to sa me potential television scripts and get your reaction ta them. Please be honest in your opinions -

if

you like what 1 show you, please tell me and tell me why. If you do not like what 1 show you, also tell me, but also tell me why. ln this kind of research there are no right or wrong answers, and everyone' s opinion is valuable.

2. Introduction of Participants (5 minutes)

~()I(M~

(Let' s start the discussi on b y havi n g you in troduce yo ursel f by yom fi rst name, and tell me

~~hat you like to do in your spare time.

3. A wareness of Bob / Martin Ads (15 minutes)

Have you seen any advertisements on television recently that deal with the

-tOù

issue of smoking? Could you describe these?

-1 b '

(If 'Bob' or 'Martin' ads are not mentioned, ask) Do you remember seeing any advertisements on television recently showing a man in front of a white background, talking about quitting smoking?

Is there anything that you remernber specifically about these ads? (Probe for words, phrases, actions, text) \.. ~ ""- -; "'!:> b What are sorne of the messages in these ads?

~~RegardleSs of the awareness, moderator should say) These 'Bob' or 'Martin' ads are

\nfo<(I\(J.:

part of a series designed to take you through the steps of quitting smoking. The scripts

that you are evaluating today will be potentially part of this campaign. Along these lines,

23

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Millward Brown

,':f

^Goldfarb

1 would like to show you a previous ad in this campaign that you may or may not have seen before.

HOW 'BOB / MARTIN' TELEVSION AD.

4. Evaluation Of Potential

Scripts

(80 Minutes)

MODERATOR NOTE: FOR

EACH SCRIPT,

THERE

ARE SPECIFIC

INSTRUCTIONS THAT NEED TO BE FOLLOWED. PLEASE SEE THE BOTTOM OF THIS SECTION FOR

SPECIFIC

INSTRUCTIONS.

1 am going to show you sorne scripts of potential television commercials that de al with the issue of smoking, and specifically the .issue of quitting smoking.

READ FIRST SCRIPT (SCRIPT A). PLEASE NOTE THAT THE SCRIPTS WILL NOT BE ROTATED. AFTER READING THE SCRIPT ONCE, RAND OUT FIRST SCRIPT. ASK THE RESPONDENTS TO READ IT TWICE.

10 Il

12..-

t""bo.-b -

/4Qb -

15

/(0 o._b -

What is your initial reaction to this script?

What did you like about it?b~hat didri't you like about it? (.10 What is the main message that it is trying to communicate?

Is the message easy to understand'fttnot, what is difficult?

8'1a

Is the message credible?ct'lWhat makes it credible/ what makes it not credible?

ctb

What is the tone of the script?

Are there specifie words or phrases you recall that contribute to the message?

Who is this script aimed at?

Is it aimed at you? 1'DCl..--

• What reasons do you have for saying that? L~ 10 Is this script/commercial relevant to you?

\<\

^Q...,

• What reasons do you have for saying that?

lI-\:

kJ If this script was on television, is it something you would notice?

Is this something that would prompt action on your part? 1 bC(_

If 'Yes', ask What actions would it prompt you to take?

Jlh b

If 'No', ask What are sorne reasons for not taking action?

Wh en should these commercials be aired in order to reach you?

(Regardless of respondents' opinion of the script, ask) If you were able to improve this script, what would you do?

Do you find the script encouraging and motivational?

Would you discuss ads using this script with others?

24 L-$),;::, Millward Brown

':::~l

^Goldfarb

AFTER SCRIPT A HAS BEEN READ AND EVALUATED USING THE BATTERY OF QUESTIONS AT THE BEGINNING OF SECTION 4, ASK:

THERE ARE THREE VERSIONS OF THE OPENING LINE TO EVALUATE.

1 would like ta get your opinion on the opening line of the script. The one tluü 1 read

to _VOU was (insert opening line read).

Now, 1 am going to read you (insert the 2/l^d opening line).

Now, 1 am going to read you (insert the 3^rd opening Zine).

"Let's face it ya can 't quit without a plan."

"Let's face it you need a plan ta quit."

"Let's face it.i.having a plan helps."

HE ORDER IN WI-lICH THESE ARE READ. AFTER EACI1 RAS

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READ, ASK: 7})(;\.· 11, \').

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What are your impressions of this opening line? What do you like or dislike about it?

FTER ALL HA VE BEEN READ, ASK:

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,SL.:1 '0

Of tltese potential opening lines, which. one do yon prefer? Why do you say that?

THERE ARE ALSO TWO VERSIONS OF THE CALL TO ACTION AT THE BOTTOM:

1 would like to get your opinion on the call to action at the end of the script. The one that 1 read to you was (insert cali to action read).

Now, 1 am going to read you (insert the other call ta action statemeut].

Need a plan? We can help.

Ready to make your plan? We can help.

OT ETHE ORDER IN WHICH TI-lESE ARE READ. AFTER EACH HA VE BE N READ, ASK:

J-5C\),k"" ;LS b ,-2

G, b What are your impressions of this call to action? What do you like or dislike

about ii?

AFTER ALL HA VE BEEN READ, ASK:

, 1.

2S

4;~~

Millward Brown

,r;;jJ Goldfarb

~7~ ~Qb Of these potential calls to action,

which one do you prefet? Why do you say

that?

PROCEED TO SCRIPT B ("ACTION - REINFORCEMENT"').

Scriprt- B

^{1 ~} q~

E fa 2rJ ') ~

kilo C\(l__uLlrn

THERY:; ARE TWO

VERSIONS OF SCRIPT B.

PLEASE READ THE FIRST SCRIPT, ASK THE BATTERY OF QUESTIONS AT THE BEGINNING OF

,1

SECTION

4,

THEN READ THE SECOND VERSION OF THE SCRIPT

AND ASK

S(.V\rt-~

¹

THE BATTERY OF QUESTIONS AT THE BEGINNING OF SECTION 4.

lc~~ ^{5-2éJ) :/ r-[b~hlM,}

AFTER BOTH VERSIONS OF SCRIPT B HA VE

BEEN READ,

ASK:

32-

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~

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3

7

2.5tCl 2gb

Which version do you prefet? Why do you say that?

Which version is

most likely to

get you to think about quitting? Why

do

you say

that? '-29(C(_

'--2.H6

Which version is

more credible? Why do

you

say that?

"(iJQ ~O b

AFTER THE COMPARISON HAS BEEN MADE, ASK:

/,31

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What would a visual reference of a child do to this script? (Explain: the visual

reference would be either in the form of a flashback where Bob is referring to a photo of his children, or having a child hug him. This would take the place of Bob telling us he's getting more hugs from his

children.)

Which option would you prefer?

ROCEED

Ta SCRIPT C ("MAINTENANCE

-

SUPPORT").

AFTER SCRIPT CHAS BEEN READ

AND EVALUATED USING THE BATTERY

F QUESTIONS AT THE BEGINNING OF SECTION

4,

ASK:

How is this version similar or different from the oneis) that 1 just read you (Script B "Action

-

Reinforcement")?

-

Are the messages §imilar? Differe,ll(?

O'iCL '?\ \?

What is your impression of the word "friends" in the script?

Would other words fit better?

Who (have

you gotten / would you get) support from (probe for "buddies"

or

''family'') ?

_ Should Bob be holding

aframed photo of

some of the "friends"

he is referring

"

3ra..

to in the script? What would this do to your impression of the script?

-

'3>~b

Should Bob be in this photo?

...

7JQ

PROCEED Ta SCRIPT

D

("MAINTENANCE - BLIP")

26 Millward Brown

Goldfarb

PROCEED 1'0 LAST BATTERY OF QUESTIONS.

ONCE ALL FIVE OF THE SCRIPTS HAVE BEEN READ, ASK:

1q - 751 50- -

Which script is most effective at making you think about quitting?

What are your reasons for saying that?

Which script is most credible?

What do you think about the series of scripts?

After hearing all of the scripts, describe your impressions of the character that would deliver it?

5. Questions On The 1-800 Number & Website (15 minutes)

You have now heard a number of different versions of potential television scripts. What is your overall opinion of this as a campaign?

Would you call 1-800 0 Canada to be mailed information on quitting? 55 ~ What would you expect to receive if you did call? What would you like to

receive?

l5-:5b \_

S5c.

/5bC(

Would you visit a website ta get help/information on quitting? What .-S(,_.b would you expect to receive? What would you like to receive? -5(oc

Would you call a smoker's helpline to get helplinformation on quitting?--Sf1o...

What would you expect to receive if you called this helpline? What would

you like ta receive if you called? \'5f),b -...;S17G

Which of the three would you prefer, or be most likely ta take advantage of in order ta obtain information on quitting?

Presently Bob / Martin is a television campaign and will soon be on the Health Canada website. Where else could Bob / Martin be placed in order ta reach you?

.

^,

In your view ,-what are the best methods of providing you with "quit smoking tips", and helpful support material? What would sorne of these

be?

Vl"o

^{CL \._}

b

06

(;1

^If you could give Health Canada sorne additional advice on this advertising, what would it be?

Thanks again for taking the time ta talk with me today. Have a great evening.

28 _t'~) Millward Brown

~,'{;<f'

Goldfarb

'~ t;FTER SCRIPT D .. H.AS BEE.N. READ AND EVALUATE.'D USINO THE BATTERY

-r'"f\Y":' (gp

^{QUESTIONS AT THE} BEGINNING OF SECTION 4, ASK:

t6~f-W~ ,

, ÇV)J'ç

THERE ARE THREE VERSIONS OF THE CALL TO ACTION AT THE BOTTOM:

1 would like to get your opinion on the call to action at the end of the script. The one that 1 read to you was (insert call to action read).

ow, 1 am going to read you (insert the other call to action statenient).

Now, 1 am going to read you (insert the other cali to action statement).

Take control.

You can quitfor good too.

You too, can quitfor good.

o

^{:A ETHE} ORDER IN WHICH THESE ARE READ. AFTER EACH HAVE READ"ASK:

. 40

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il& 44.. ^{400 "fl b 42b}

What are your impressions of th~s caULto acîion? What do you ldœ or hislike about it?

APTER ALL HA VE BEEN READ, ASK:

~6Cl-

-43b

- Of these potential calls to action, which one do you prefer? Why do you say

that? -

PROCEED Ta SCRIPT E ("MAINTENANCE").

, \

;;;;

~~ 6~'HERE ARE TWO VERSIONS OF SCRiPT E. PLEASE ues» THE PiRST

<~rf:v

~CRiPT, ASK THE BATTERY OF QUESTiONS AT THE BEGINNiNG OF

, \ -\ n SECTION 4 AND THEN ASK THE FOLLOWiNG QUESTIONS:

~ 11) V"\I

, vvf0 ~

^Ij\{lLP

^4t\

What ~s the 'battle' that Bob is referri1.lg to? . ' .

• 4~ 4 ~

^{What 18 the 'game'} that Bob refers to zn the last hile of the scnpt?

f(

THEN READ THE SECOND VERSION OF SCR. IPT E. AND ASK TllE BATTERY . ~OF QUESTIONS AT THE BEGINNING or SECTION 4.

-

i ..

AFTER BaTH VERSIONS OF SCRIPT E HA VE BEEN REA D, ASK:

1 ^~(A_

4~ b

1'b alJ

Wlzich version do you prefer? Why do you say that?

'Î16C -4~

..t{'\lcib

Which version is most likely to get you to think about quitting? Why do you say that?

Which version is more credible? Why do you say that?

t\<lC{ i~6 ,.

27

t!SJ~)

^{Millward Brown}

" {'/ Goldfarb

PROJET #20101201 Il #03-097

GUIDE D'ENTRETIEN

1. Présentation de l'animateur et du projet (5 minutes)

A vant de commencer, est-ce que je peux vous demander de fermer vos téléphones cellulaires ou télé-avertisseurs si vous en avez sur vous.

D'abord, j'aimerais vous remercier d'avoir pris le temps d'être venu ici aujourd'hui.

Il s'agit d'un projet de recherche que nous faisons pour le compte de Santé Canada.

Nous ne vous demanderons aucune information confidentielle sur vous même pas votre nom au complet, et vos réponses individuelles ne seront jamais révélées à qui que ce soit.

Cet entretien fait l'objet d'un enregistrement vidéo et audio parce que je veux vous donner toute mon attention pendant le groupe. Ces rubans constituent mes notes auxquelles je peux me référer de façon à rédiger un rapport détaillé pour mon client. Il y a quelques observateurs derrière le miroir qui représentent Santé Canada qui sont là pour écouter et apprendre. Nous recherchons vos opinions honnêtes et les raisons de

celles-ci.

Aujourd'hui nous allons parler du Tabac. Je vais vous montrer quelques scénarios d'annonces possibles, et je recherche votre réaction. Veuillez être bien honnête lorsque vous vous exprimez. Si vous aimez ce que je vais vous montrer, veuillez me le dire et me dire pourquoi, si vous ne l'aimez pas dites-le moi aussi et dites-moi aussi pourquoi.

Dans ce genre de recherche, il n 'y a pas de bonnes ou de mauvaises réponses et l'opinion de tout le monde compte.

2. Présentation des Participants (5 minutes)

Pour commencer la discussion, j'aimerais que vous vous présentiez en me donnant votre prénom, et dites-moi ce que vous aimez faire pendant vos temps de loisirs.

3. Notoriété des annonces (15 minutes)

Est-ce que vous avez-vu des annonces de télévision récemment sur la question du tabac? Est-ce que vous pourriez les décrire?

(Si les annonces de Martin ne sont pas mentionnées, demandez: Est-ce que vous vous souvenez avoir vu des annonces à la télévision récemment qui montraient un homme qui parlait de cesser de fumer devant un décor tout blanc? Est-ce qu'il y a quelque chose dont vous vous rappelez spécifiquement à propos de ces annonces? (Approfondir les mots, les phrases, les actions, le texte)

Quels sont quelques-uns des messages de ces annonces?

29

tt~

Millward Brown

'\. {f' Goldfarb

(Peu importe la notoriété l'animateur devrait dire: Ces annonces avec Martin font partie d'une série destinée à montrer les diverses étapes qui accompagnent le fait de cesser de fumer. Les scénarios que nous allons discuter aujourd'hui pourrait faire partie de cette campagne. Je vais d'ailleurs vous montrer une annonce précédente que vous avez peut-être déjà vue.

4. Évaluation des Scénarios potentiels (80 Minutes)

NOTE POUR L'ANIMATEUR: Pour chaque scénario il y a des instructions spécifiques qui doivent être suivies. Veuillez vous référer au bas de cette section pour les instructions spécifiques.

Je vais vous montrer quelques scénarios possibles d'annonces pour la télévision sur le sujet du tabac et plus spécifiquement la question darrêter de fumer.

Lire la première annonce (Scénario A). Veuillez noter qu'il n'y aura pas de rotation. Après avoir lu le scénario, demandez aux participants de le lire deux fois.

• Quelle est votre réaction initiale à ce scénario?

• Qu'est-ce que vous en avez aimé? Qu'est-ce que vous en n'avez pas aimé?

• Quel était le principal message qu'il essayait de véhiculer?

• Est-ce que le message était facile à comprendre? Si non, qu'est-ce qui était difficile à comprendre?

• Est-ce que le message était crédible? Qu'est-ce qui fait qu'il est crédible?

Qu'est-ce qui fait qu'il n'est pas crédible?

• Comment décririez-vous le ton de cette annonce ?

• Est-ce qu'il y a des mots ou des phrases spécifiques dont vous vous souvenez et qui contribuait au message?

• À qui ce scénario était destiné?

• Est-ce qu'il était destiné à des gens comme vous?

• Quelles sont les raisons qui vous font dire cela?

• Est-ce que c'est une annonce qui est pertinente pour vous?

• Qu'est-ce qui vous fait dire cela?

• Si ce scénario était à la télévision, est-ce que vous pensez que vous le remarquerie?

• Est-ce que c'est quelque chose qui vous inciterait à faire quelque chose?

• Si 'Oui', demandez Qu'est-ce qu'elle vous inciterait à faire?

• Si'Non', demandez Quelles sont les raisons de ne rien faire?

• Quel serait le meilleur moment de présenter ces annonces de façon à vous rejoindre?

• (Peu importe l'opinion des participants sur le scénario, demandez) Si vous aviez la possibilité d'améliorer ces scénarios, qu'est-ce que vous feriez?

Est-ce que vous trouvez que c'est un scénario qui est encourageant et motivant?

• Est-ce que ce sont des annonces dont vous parleriez avec d'autres personnes?

30

(;î);,

Millward Brown

~~#'

Goldfarb

r "

Après que le scénario a été lu et évalué avec la batterie de questions au début de la section 4, dire:

Il Y a trois versions de la phrase d'ouverture à évaluer.

l'aimerais votre opinion sur la phrase d'ouverture de ce scénario. Celui que je vous ai lu était" .. (lire la phrase d'ouverture).

Maintenant je vais vous lire (insérer la deuxième phrase d'ouverture).

Maintenant je vais vous lire (insérer la troisième phrase d'ouverture).

1.

2.

3.

Faire une rotation de l'ordre dans lequel les phrases sont lues. Après que chacune ait été lue, demandez:

Quelles sont vos impressions de cette phrase d'ouverture? Qu'est-ce que vous aimez et vous n'ai mez pas de cette phrase ?

Après que toutes aient été lues, demandez:

Parmi ces phrases d'ouverture potentielles, laquelle préférez-vous? Pourquoi, dites-vous cela?

Il y a aussi deux versions de la phrase finale d'invitation:

Pourriez-vous nous donner votre opinion de cette phrase finale d'invitation à la fin du scénario. Celle que je vous ai lu était ... (lire la phrase en question).

Maintenant, je vais vous lire (insérer l'autre phrase d'invitation).

1.

2.

Faire une rotation de l'ordre dans laquelle ces deux phrases ont été lues. Après que chacune ait été lue, demandez:

Quelles sont vos impressions de cette phrase d'invitation? Qu'est-ce que vous aimez ou que vous n'aimez pas d'elle?

Après que les deux ont été lues, demandez:

Parmi ces phrases d'invitations possibles, laquelle préférez-vous? Pourquoi dites-vous cela?

.

^-

,

^-

31 Millward Brown

Goldfarb

Passez au Scénario B (« Action - Renforcement »]

Il Y a deux versions du Scénario B. VeuiJlez lire le premier scénario et poser la batterie de questions au début de la Section 4. Puis lire la deuxième version du scénario, et poser la batterie de questions au début de la Section 4.

Après que les deux versions du Scénario B ont été lues, demandez:

Quelle version avez-vous vu préférée? Pourquoi, dites-vous cela?

Laquelle des versions est la plus susceptible de vous inciter à cesser de fumer?

Pourquoi dites vous cela?

Quelle version est la plus crédible? Pourquoi dites-vous cela?

Après que la comparaison aura été faite, demandez:

Qu'est-ce qu'apporterait à ce scénario une référence visuelle d'enfant?

(Expliquer:

Cette référence visuelle prendrait la forme soit de retour en arrière où Martin se réfère à une photo de ses enfants, et encore une scène dans laquelle un enfant se colle à lui. Cela remplacerait l'endroit où Martin nous dit qu'il reçoit plus de caresses de ses enfants.)

Laquelle de ces options préférez-vous?

Passez au Scénario C (<< Maintenance - Support »).

Après que le scénario c aura été lu et évalué, utiliser la batterie de questions au début de la Section 4, puis demandez:

En quoi à ce que cette version est-elle similaire ou différente de celle que je viens juste de vous lire (Scénario B « Action - Renforcement») ?

Est-ce que les messages sont similaires? Différents?

Quelle est votre impression du mot « amis» dans le scénario?

Est-ce qu'il ya d'autres mots qui conviendraient mieux?

Qui (vous a apporté / ou vous apportera) de l'aide (approfondir «amis»

ou « famille») ?

Est-ce que Martin devrait tenir à la main une photo encadrée de certains de ses amis auxquels il se réfère dans le scénario? Qu'est-ce que cela ferait à votre impression du scénario?

Est-ce que Martin devrait être dans la photo?

'-_

Passez au Scénario D (« Maintenance - Blip »]

Une fois que le Scénario D aura été lu et évalué, utiliser la batterie de questions au début de la Section 4, puis demandez:

32

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Millward Brown

,';y

Goldfarb

l'

Il y a trois versions de la phrase finale d'invitation:

l'aimerais votre opinion sur cette phrase d'invitation à la fin du scénario. Celle que je vous ai lu était ... (insérer la phrase d'invitation).

Maintenant, je vais vous lire (insérer l'autre option).

Maintenant, je vais vous lire (insérer l'autre invitation).

1.

2.

3.

Faire une rotation de l'ordre dans lequel ces phrases sont lues. Après que chacune aura été lue, demandez:

Quelles sont vos impressions de cette invitation? Qu'est-ce que vous aimez, ou que vous n'aimez pas de cette invitation?

Après que toutes auront été lues, demandez:

Parmi toutes ces options d'invitations, laquelle préférez-vous? Pourquoi dites-vous cela?

Passez au Scénario E [« Maintenance »)

Il y a deux versions du Scénario E. Veuillez lire le premier scénario, poser la batterie de questions au début de la Section 4, et ensuite posez les questions suivantes:

Quelle est la « lutte» à laquelle Martin se réfère?

Quelle est la «joute» dont parle Martin dans la dernière ligne du scénario?

Puis lire la deuxième version du scénario et poser la batterie de questions au début de la Section 4.

Après que les deux versions du scénario e auront été lues, demandez:

L

Laquelle des versions, avez-vous préférée? Pourquoi dites-vous cela?

Laquelle des versions, est la plus susceptible de vous faire penser à arrêter de fumer? Pourquoi dites-vous cela?

Laquelle des deux versions est la plus crédible? Pourquoi dites-vous cela?

Passez à la batterie de questions finales.

33 '\" Millward Brown

<-Ç Goldfarb

Une fois que tous les scénarios ont été lus, demandez:

1. Lequel de ces scénarios est le plus efficace en termes de vous inciter

à

cesser de fumer?

2.

Quelles sont les raisons pour lesquelles vous dites cela?

3.

Lequel est le

plus crédible?

4. Qu'est-ce que vous pensez de la série d'annonces dans son

ensemble?

5.

Après avoir entendu tous ces scénarios, veuillez

décrire

votre

impression de la personne qui les présentait?

5. Questions sur le numéro 1-800 et le site Internet (15 minutes)

Vous venez d'être exposé

à une série de versions

différentes d'annonces possibles pour la télévision. Quelle est

votre impression générale

de cette campagne?

Est-ce

que vous appelleriez 1-800 au

Canada

pour

recevoir de

l'information sur comment cesser de fumer? Qu'est-ce que vous vous

attendriez de recevoir si vous appelleriez?

Qu'est-ce que vous aimeriez

recevoir?

Est-ce que vous visiteriez

un site internet pour obtenir de l'aide ou de

l'information sur comment cesser de

fumer? Qu'est-ce que vous vous

attendriez de recevoir?

Qu'est-ce que vous aimeriez recevoir?

Est-ce

que vous appelleriez une ligne d'aide pour fumeurs afin d'obtenir de l'aide ou de l

'information sur comment cesser de fumer?

Qu'est-ce que vous vous attendriez de recevoir si

vous appeliez cette

ligne d'aide ?Qu'est-ce que

vous aimeriez recevoir?

Laquelle de ces trois options préférez-vous ? Quelle est celle que vous

seriez

le plus susceptible d'utiliser afin d'obtenir de l'information sur

comment cesser

de fumer?

En ce moment, Martin fait une campagne de publicité à

la télévision. Il sera bientôt

sur le site de Santé Canada. À quels autres endroits devrait-on

placer Martin pour

vous rejoindre?

Selon vous, quelles sont les meilleurs façons de vous donner des conseils

sur comment cesser de fumer et du matériel d'aide?

En quoi devraient-ils consister?

A vez-vous d'autres conseils à donner à Santé Canada concernant cette publicité? Quels conseils?

34 Millward Brown

Goldfarb

•

Merci encore d'avoir pris le temps de vous êtes présenté ici aujourd'hui. Bonne fin de soirée.

35 Millward Brown

Goldfarb