Elector Personas – Appendix C: Qualitative Research Instrument: Bulletin Board/Interview Discussion Guide

July 15, 2021
Environics Research Group
Online Bulletin Board
Elections Canada
PN11091
Discussion Guide

Day 1: The voting journey

Hello and welcome!

Thanks for joining me today! My name is _________ and I will be your moderator for this discussion.

Over the next two days, I will ask you to share your thoughts, experiences, and feelings about voting in federal elections. A federal election is when you vote for the Member of Parliament who will represent you in Ottawa. Please try to be as detailed as you can when you answer each question. Your answers will help me understand how you think and what is important to you about voting.

Sometimes I will ask follow-up questions to make sure I really understand your answers. Please make sure you come back and check on this board to see if I have any follow-up questions for you.

All of the questions I'm going to ask are about how to get ready to vote and cast your ballot. They are not about choosing which candidate or party to vote for.

Some of the questions ask you to imagine that a federal election will take place in the next few weeks and to think about the steps you would take before and on election day. The COVID-19 pandemic has been a big part of our lives in the past year, but for this exercise, please imagine what your actions, thoughts and feelings would be if COVID-19 was not an issue during the next federal election.

Let's get started!

Day 1a: Perceptions of voting

Getting to know you

To get us started, please briefly introduce yourself and tell us something that is interesting or unique about you (such as your interests, hobbies, etc.). You can answer in writing or, if you want, upload a meme or picture (no selfies please!) that represents you or captures your current mood. If you do that, please tell me in a few words why you chose this image. [image upload option]
Did you vote in the last federal election held on October 21, 2019?
yes/no/not sure/was not eligible to vote in elections before now
How likely are you to vote in the next federal election?
will definitely vote/likely to vote/unlikely to vote/will definitely not vote

General perceptions on voting:

How important is it to you to vote in elections?
very important/somewhat important/not very important/not at all important
Why do you say that?
What emotions (positive, neutral, or negative) do you associate with voting? [Card sort] Why did you select that/those emotion(s)?
Please tell me about a memorable experience you've had with voting. Please focus on what was memorable about it (i.e., when, where, and how) and not the party or candidate (i.e., who).
How did this experience affect you? What did you take away from it?

Day 1b: Planning to vote

What do you need and want to know about how, when, and where to vote in the federal election? Please be as specific as possible. (This question is about what information you need to vote, not about choosing which party or candidate to vote for.)
Where do you go to find this information?
What sources of information do you use?
PART A: Use the words below to tell us what emotions you feel about finding out how, when and where to vote. Please answer as realistically as possible. Place the words below into one of three groups: "I felt", "I did not feel", or "Does not apply". Move a word into a group by clicking the card and choosing the desired group from a list. You can also drag words directly into groups. Change the order of words by dragging them up and down or selecting "Move Up" / "Move Down" from the card's menu.
Words include: (Unsure; Inexperienced; Confused; Discouraged; Empowered; Confident; Hopeful; Excited; Proud; Joyful; Prepared; Organized; Uninterested; Disconnected; Relaxed; In control; Doubtful; Frustrated; Stressed; Tired)

PART B: Tell us a little more about the words you chose and why you picked them. Use the questions below to help you fill out your answer.
- Why did you choose these words? (TOP 5)
- What about the voting process makes you feel this way?
- Describe an experience that highlights one of the words you chose.
Tell us about any challenges you face when trying to find out how, when, and where to vote.
This is an example of a voter information card, also called a VIC. The VIC tells you where and when to vote, either at an advance poll or on election day. If you are registered to vote and Elections Canada has your current address, you will receive a VIC in the mail about [x] days before election day. [SHOW EXAMPLE]
Do you remember ever receiving a card like this in the mail before a federal election?
yes/no/was not eligible to vote in elections before now
Imagine you receive a VIC in the mail about [x] days before election day. What do you do with it, and why?
Let's say you're thinking about or planning to vote. There are several ways to vote. Most people vote in an advance poll, on election day, or by mail-in ballot.
How would you typically choose to vote?
advance poll/on election day/mail-in ballot/other (write in)
Why would you choose that option?
Can you imagine a situation where you would choose a different option? If yes, what would that be? If not, why not?
How do you feel about voting in advance polls? If you have voted in advance polls before, please share the experience you had.
How do you feel about voting on election day? We want to know what emotions you experienced, so please be as specific as possible about your thoughts and feelings.

Day 2a: Casting your ballot

Welcome back! Today is all about the different steps that lead to casting your ballot (the act of marking your vote on your ballot and putting it in the ballot box).

We'll ask you to describe how you would approach each of the following steps:

Checking if you are registered to vote
Going to vote and what to bring with you
Reflecting on the voting process

Please provide as much detail as you can about your thoughts and feelings at the time. Each step is described below, and we will provide some prompts to help you think back. Have fun!

Checking to see if you are registered to vote

To vote, you must be registered on the list of electors. (Electors are Canadians who are eligible to vote.) There are several ways to register: you can register in advance, either online or in person, or you can register at the polling station when you go to vote.

Once an election is called, would you check to see if you are registered to vote?
yes/no
Why or why not?
Let's say you decided to check if you are registered to vote. Where would you look for this information?
Let's say you check and find out you are not registered. What would you do next? Please be as detailed as possible.
Let's say you want to register. You have two choices: You can register online in advance by uploading pictures of your pieces of ID, or you can wait until the day you vote and register in person at the polling station. Which one would you do? Why would that work better for you?
To register to vote, you need to provide proof of identity (your name) and proof of your current address. Would that be a challenge for you? If yes, how so?
PART A: Use the words below to tell us what emotions you feel about registering to vote. Please answer as realistically as possible. Place the words below into one of three groups: "I felt", "I did not feel", or "Does not apply". Move a word into a group by clicking the card and choosing the desired group from a list. You can also drag words directly into groups. Change the order of words by dragging them up and down or selecting "Move Up" / "Move Down" from the card's menu.

Words include: (Same words as 1B–D: (Unsure; Inexperienced; Confused; Discouraged; Empowered; Confident; Hopeful; Excited; Proud; Joyful; Prepared; Organized; Uninterested; Disconnected; Relaxed; In control; Doubtful; Frustrated; Stressed; Tired)

PART B: Please tell us more about the words you chose and why. Use the questions below to help you fill out your answer.

Why did you choose these words? (TOP 5)
What about the registration process made you feel this way?
Describe an experience that highlights one of the words you chose.

Where and when to vote

Imagine you've decided to vote in person, either on election day or at an advance poll.

What happens for you on that day? How does voting fit into your day? Do you go to vote by yourself or with others, and if so, with whom? (please identify their relationship to you, but do not give their name.)
What, if anything, do you plan to bring with you when you go to vote?
What are you thinking and feeling about going to vote? Why? If you want, you can upload an image that captures your mood about this step. (Again, please share what you are thinking and feeling about voting, not about which party or candidate you choose to vote for). [image upload option]
Would you post about your voting experience on social media after you vote? If yes, what would you post and how would you caption it? If no, why not?
If you post on social media, would you make your post...? public for the world to see/viewable by your contacts/limited to close friends/other (specify)/I would not post on social media

Day 2b: Reflecting on the voting process

Improving the voting process

Thinking back to the steps involved in voting: Overall, do you feel that voting is easy and simple or hard and complex? Why do you say that?
Thinking about your life right now, is there an obstacle or reason that could keep you from voting if a federal election happened in the next few weeks? Please exclude COVID-19 concerns from your response.
How motivated are you to overcome this obstacle/reason so that you can vote?
Whether you find voting easy or hard, what changes would you like to see that would make voting (even) easier and simpler for you? What supports or tools could Elections Canada offer?

Slogans

The following are four types of slogans that could be used to motivate Canadians to vote in a federal election.

Look at the four slogan examples in each category. Which category do you like best?
A	B	C	D
Contribute to Canada's democracy	Have you voted yet? Don't miss your chance!	Envision. Believe. Vote.	I'm a voter. Are you?
Be ready to vote!	Be cool. Be smart. Vote!	Shape your future. Vote!	Be a part of democracy!
Let's vote!	Voting rocks!	Your vote matters	Experience democracy first-hand
Vote: It's your right	It's our vote!	Let your voice be heard. Vote.	You, too, can have your say!

01-A
02-B
03-C
04-D
05-none/do not like any of them

Please share a few words about why you gave that answer.

THANK YOU FOR YOUR PARTICIPATION

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