Exploring Communication Effectiveness
Focus groups were conducted in late 2008 and early 2009, in order to test the effectiveness of three NWMO communications documents.
The brochure entitled Managing Canada’s Nuclear Fuel Waste among Aboriginal people was evaluated in two focus groups moderated by Environics in October 2008. The study was designed to assess overall impressions and comprehension of the brochure, opinions on the design and layout , what types of questions the brochure raised in the readers’ minds, and opinions on how the brochure should be distributed.
The January 2009 focus groups conducted by Navigator Ltd. were designed to assess reactions to the video “Moving Forward Together”. Participants in three cities were invited to a two-hour session consisting of two parts: a review of a 14 minute video produced by the NWMO using handheld electronic dials (“perception analyzers”), and a post-video discussion led by a moderator.
The focus groups led by Navigator Ltd. in March 2009 solicited feedback on drafts of the Executive Summary and one chapter of a NWMO document outlining the organization’s site selection process. The focus groups were designed to gauge understanding of the document, determine if the document met participant expectations on depth and content, identify any barriers to comprehension, and identify formats and media appropriate for the material.
The focus groups led by Pollara in May 2010 solicited feedback on a backgrounder produced by the NWMO on the regulatory framework. A backgrounder on transportation was also discussed. The focus groups were designed to gauge understanding of the document, determine if the document met participant expectations on depth and content, and identify any barriers to comprehension. The direction received during these discussions will help shape future revisions to these documents.