Standards for the Conduct of Government of Canada Public Opinion Research—Qualitative Research

1.1.1. Informed Consent and Use of Information

1. Researchers must not make use of surreptitious, misleading, or unsolicited data collection or recruitment techniques that are intended to collect personal information without the participant's awareness and consent.
2. In obtaining the necessary agreement from participants, the researcher must inform them of the study sponsor and of the general subject and purpose of the research (see subsection 5.5.2.). Exceptions may apply.
3. Research procedures must be limited to the gathering of information relevant to the stated research objectives. Researchers must ensure that the information collected will not be used for any other purpose unless the participant provides explicit informed consent for that additional use (e.g. to help resolve a customer complaint).
4. The information collected as part of a qualitative research project (e.g. recording, transcripts, etc.) must not be used for direct marketing or other sales approaches to the participant or the participant's household.
5. Researchers must provide potential research participants the opportunity to ask questions about the study and answer any questions they might have in a clear, honest and non-deceptive manner.

1.1.2. Right to Refuse

Researchers must respect the right of an individual to refuse to participate in a qualitative research session, to refuse to answer specific questions or to terminate their participation at any point.

1.1.3. Identity of Research Firm

The research firm responsible for the project must be identified to potential participants and contact information must be provided.

1.1.4. Use of Lists for Recruiting

During the recruiting process, if participants ask where the recruiter obtained their name, the recruiter must state the nature and source of the list used.

1. When the list comprises individuals outside the Government of Canada (e.g. clients of a particular department, Canadians more generally), the researcher must ensure the list is permission-based for research purposes, including, when appropriate, obtaining written assurances from the list provider (who may be the client) that this is the case.
2. When the list comprises employees within the Government of Canada, employee lists may be used even if no explicit permission to use that information for research purposes has been obtained so long as the research topic is relevant to the participants' employment.
3. To the extent possible the moderator/interviewer must ensure that the data contained in permission-based lists and employee lists are up-to-date.
4. A client-supplied list provided for a specific project must not be used for any other projects or for adding names to the researcher's databases.
   1. If the list has been updated by the researcher during the project (i.e. to correct errors or fill in missing information), the updated list must be returned to the client upon completion of the project.
   2. All client-supplied lists in the researcher's possession at project completion must be destroyed.

1.3.1. Protection of Personal Information

1. Information contained in lists of potential and actual participants constitutes personal information as defined in relevant legislation (Privacy Act, R.S. 1985, c. P-21, and the Personal Information Protection and Electronic Documents Act, S.C. 2000, c. 5) and must be treated as confidential. Note that a participant's e-mail address is personal information and must be protected in the same way as other identifiers.
2. Collection of e-mail addresses:
   1. Researchers are prohibited from using any subterfuge in obtaining e-mail addresses of potential participants, such as collecting e-mail addresses from public domains, using technologies or techniques to collect e-mail addresses without individuals' awareness, or collecting e-mail addresses under the guise of some other activity.
   2. Organizations may make the e-mail addresses of particular staff members available on Web sites, business cards and other promotional material to encourage outside contact on matters related to these individuals' professional responsibilities. E-mail addresses may be collected from such public domains for the purpose of "business-to-business research" (e.g. research directed at private sector firms, non-profit organizations, agencies of other levels of government, professional associations) when the topic can reasonably be judged relevant to those responsibilities. Consider, as a hypothetical example, the Chief Financial Officer of Company X, whose e-mail address is provided on the company Web site. It would be permissible to invite this individual via e-mail to participate in qualitative research study on the opinions of Canadian executives about challenges facing companies in the financial sector and/or Canadian companies more generally. It would not be permissible to use this e-mail if the research concerned the preferences of consumers for particular household products.

1.3.2. Consent to Observation and Recording

1. If there are to be observers and/or recording of a qualitative session, this must be explained to potential participants at the time of recruitment.
   1. The information regarding observers must include a brief description of their role and objective (e.g. a member of the client group interested in hearing opinions directly, the members of a creative team seeking input on communications material).
   2. The method of recording (e.g. audio or video) must be specified.
2. Participants must provide their explicit informed consent to the presence of observers and/or to recording of the session prior to the start of the session.
   1. The manner in which this consent is obtained may vary depending on the research modality (e.g. by signing a consent form prior to an in-person session, by stating consent in an e-mail reply prior to an online session).
   2. In requesting consent to be recorded, the researcher must state to whom any recording will be provided and for what purpose.
3. The moderator/interviewer must remind participants of the presence of observers and/or recording at the start of the session.
   1. If a participant declines to provide consent to be observed or recorded once the session has started, the moderator/interviewer must decide whether to proceed without recording/observation or to exclude the individual from participation. This decision must be based on consideration of what best serves the project (e.g. depending on the costs of replacing a difficult-to-recruit participant, the presence or absence of a note taker, the number of remaining participants in the session, the importance of client observation). It is a best practice to discuss this possibility with the client at the outset of the project.

1.3.3. Protection of Anonymity

1. Material containing participant identity (e.g. participant lists) or other information that might allow participants to be identified must not be released by the researcher to clients or other third parties, unless participants have given their explicit informed consent. The request for informed consent must include a statement about to whom and in what form the information will be provided and how the information will be used, in a manner consistent with relevant federal legislation (Privacy Act, R.S. 1985, c. P-21, and the Personal Information Protection and Electronic Documents Act, S.C. 2000, c.5).
2. If participants have given explicit informed consent for material to be passed on in a form which allows them to be personally identified, the research firm must ensure that the information will be used only for the purpose for which the participant has given consent, OR, if requested by the participant, to resolve a customer complaint.
3. If clients are to be provided with recordings or transcripts of research sessions, the research firm must first delete any references that might disclose the identity of any participant (e.g. use of full name, reference to employer or position).
   1. The research firm must obtain written confirmation from the client that the recordings or transcripts provided will be used for research purposes only.
   2. The confirmation must also state that the recordings or transcripts will not be shared with a third party, except in those cases where participants have given explicit informed consent for such sharing.
4. When verbatim comments are quoted in any summary or report of the research findings, they must not be attributed to the participant, directly or indirectly, without the participant's explicit informed consent. Care must be taken when reporting verbatim comments that nothing in the comment, including content, vocabulary or style of speaking/writing, could identify the individual participant.
5. In qualitative sessions, every effort must be made to ensure that a participant's identity is not revealed to other participants or to observers.
   1. If an observer recognizes a participant, the observer must inform the researcher who then must inform the participant of this fact and obtain explicit consent to participate under those circumstances.
      1. The researcher should inform the client of the risk that participants may be less candid under these circumstances and that it is best not to observe the research sessions.
   2. It can occur that an observer is acquainted with a participant but only finds out after the session has started. If this occurs, the moderator must tell the observer to immediately terminate their observation.

1.3.4. Privacy Policy and Policies Related to Cookies and Software

1. The research firm's privacy policy must be made available to potential participants at the time of recruitment (see subsection 5.2.1., paragraph 3.) and, subsequently, upon request.
2. When a participant's computer is used as part of a qualitative session, the researcher must have a readily accessible policy statement concerning the use of cookies, log files and, if applicable, software.
   1. This statement may either be included in the privacy policy or it may appear in a separate document.
   2. Software must not be installed on participants' computers without their knowledge or consent. In addition, participants must be able to remove the researcher's software easily from their machines, and instructions for its removal under various popular operating systems must be made available.

2.3.1. Contacting the Responsible Adult

1. It is permissible to ask children to provide contact details for a responsible adult in order for consent to be sought, as long as this purpose is made clear in the request.
2. When contacting a responsible adult for permission for a child to participate, the researcher must provide:
   1. the name and contact information of the researcher and the research firm;
   2. an explanation of the objectives of the research and nature of the data to be collected from the child;
   3. if potentially sensitive topics are to be addressed, a description of the nature of those topics;
   4. an explanation of how the child will participate in the research session (e.g. through an in-person group discussion, by telephone, through chat sessions); and
   5. an explanation of how the data will be used.
3. When recruiting children by telephone, the recruiter must first speak with a responsible adult, inform them that the intent of the call is to recruit a child in the household as a research participant, and to obtain consent for their child's participation in the research.
4. When recruiting children using an adult online panel or list, the researcher must first e-mail the adult panelist or list member requesting consent for their child's participation in the research.
5. When children are being recruited from Web sites, the following measures must be implemented:
   1. On Web sites aimed at persons under age 16, a notice to children informing them of the research project must clearly and prominently state the requirement for adult consent. This notice must:
      1. include a clear explanation of the subject matter and objectives of the research and the name and contact information of the researcher;
      2. include a request for the contact information (e.g. e-mail address) of the parent or other responsible adult; and
      3. indicate how the authenticity of the adult consent will be verified (e.g. through a separate follow-up by telephone, regular mail, etc.).
   2. On Web sites aimed at adults, a notice to responsible adults must be posted seeking consent for their child to participate in the research. This notice must include:
      1. a heading explaining that this is a notice for the responsible adult;
      2. the name and contact details of the researcher and the name of the sponsor;
      3. an explanation of the objectives of the research and nature of the data to be collected from the child;
      4. an explanation of how the data will be used;
      5. a description of the procedure for giving and verifying consent; and
      6. a request for a parent's contact e-mail address, address or phone number for verification of consent.
   3. Recruiting questionnaires posted on Web sites must require participants to state their age prior to asking for any other information. If the age given is less than 16, the child must be excluded from giving further information until the appropriate consent has been obtained.

2.3.2. Acceptable Forms of Consent

1. A consent form signed by the responsible adult must be obtained whenever feasible – e.g. at a focus group facility prior to an in-person session.
2. When signed consent forms are not feasible, the following are acceptable forms of confirmation of consent:
   1. a verbal confirmation by telephone;
   2. a return e-mail from a responsible adult giving their consent is acceptable as long as additional steps are taken to ensure that the consent actually came from a responsible adult – e.g. following up with an e-mail or other correspondence with the responsible adult must be confirmed with a telephone conversation.
3. Because vocal characteristics can help confirm that the speaker is an adult, interaction by telephone with the consenting adult is strongly recommended.

3.1.1. Purpose

Describe the research firm's understanding of the problem/issues to be investigated, including how the Government of Canada will use this information.

3.1.2. Research Objective

Detail the information needs/research questions the research will address, the nature of the information that will be collected and how this information will serve the overall research purpose.

3.1.3. General

1. The proposal must state the names and roles of the team members involved in the project. Indicate who will be the project manager with supervisory authority and accountability for the project; who will be the lead moderator/interviewer; who will prepare the study materials; who will conduct the qualitative sessions, including how language requirements will be addressed; and, who will prepare the analysis and report of the sessions.
   1. When more than one moderator/interviewer is employed for a project, the proposal must provide a rationale for this fact with reference to improved research efficiency and/or outcomes.
      1. In such cases, the proposal must identify the individual who will be the lead moderator/interviewer for the project.
   2. When multiple moderators/interviewers are used, the proposal must describe the method whereby each will be made equally familiar with the project objectives and discussion agenda; how they will work together to ensure consistency of approach as the research progresses; how results from sessions conducted by different moderators/interviewers will be accurately included in the final report.
   3. If moderator/interviewer demographic characteristics relative to those of the participants are judged to be relevant or a potential issue, describe the issue and propose a solution to address it.
2. The proposal must identify all subcontractors, along with their relevant qualifications, proposed for participant recruitment or any other key aspect of the project.
3. The proposal must state that no moderator/interviewer or subcontracted firm will be replaced except in consultation with the client and following written agreement from PSPC.
4. The research firm must state that a signed statement of political neutrality will be submitted as part of the final research report.
5. The proposal must state agreement that the executive summary and report may be posted on the Library and Archives Canada (LAC) Web site or on any other Government of Canada (GC) Web sites.

3.2.1. Research Design

1. The research firm must recommend a research design they believe is cost efficient, will produce quality results, and is appropriate to meet the objectives of the research. The research firm must also provide a rationale for their recommendation.
   1. If the recommended design is the same as that described in the Statement of Work, the research firm must state that they believe the design in the Statement of Work is cost efficient, will produce quality results, and is appropriate to meet the objectives of the research.
   2. The criteria for stating that the design in the Statement of Work is cost efficient is that it achieves a good balance of quality, appropriateness in meeting the GC client's objectives, timings, other requirements, and cost.
2. State the research medium to be used (e.g. in-person, telephone, online text-based synchronous, online webcam, online asynchronous) and the reasons for this choice.
   1. If conducted by telephone (or voice over  Internet Protocol (IP)), state whether online conferencing will be used to present stimuli to participants via the Internet (Web-assisted teleconference sessions).
3. State the type(s) of qualitative research session(s), i.e. whether groups or individual interviews.
4. Provide the definition of the target group(s) in terms of its specific characteristics and geographic composition.
   1. In the case of group sessions, specify and explain any planned participant characteristics by which groups will differ from one another in their composition. Also specify and provide the rationale for the selection of any target population characteristics by which participants in a group will differ from one another, or be matched, during the recruiting process (i.e. the criteria for heterogeneous or homogenous group composition).
   2. With regard to the proposed geographic composition, provide a rationale with reference to geographic requirements in the Statement of Work, the research objectives, official language requirements, project cost effectiveness, etc.
   3. State any special characteristics that will exclude an individual from participation.
   4. List the default recruiting specifications described in subsection 5.2.2., that will be used, and provide a rationale for any that will not be used.
5. State the total number of qualitative sessions to be conducted.
6. State the duration of each qualitative session.
7. State the total number of participants planned for the research project (expressed as a range).
   1. In the case of group sessions, state how many groups are planned, the intended number of participants in each (expressed as a range), and the number that will be recruited (or over-recruited) to achieve this target. Provide a rationale for any planned over-recruitment, including special circumstances (e.g. seasonal travel conditions, holiday periods).
   2. In the case of individual interviews, provide the method and numeric level of over-recruiting to achieve the desired number of completed interviews and any special circumstances influencing the choice of the over-recruitment number.
8. State the official language in which each qualitative session will be conducted and provide a rationale for that language selection (e.g. requirements in the Statement of Work).
   1. If a session is to be conducted in a language other than French or English, justify this language choice with reference to the Statement of Work, research objectives and target population.
9. If a formal pretest is to be conducted, describe:
   1. how the pretest will be conducted;
   2. the characteristics of participants in the pretest;
   3. the number of pretest sessions and total number of pretest participants; and
   4. how results of the pretest will be used and reported.

3.2.2. Facilities

1. As appropriate to the qualitative methodology, describe the type of facility that will be used to conduct the session(s).
2. Describe any technical requirements (e.g. laptop computers for participants, high-speed Internet connection) or any special arrangements (e.g. sign language interpreters, wheelchair access) required of the facilities.
3. For online research, briefly describe any software, plug-ins or cookies that might be installed on participants' computers and state that the policies for their easy removal by participants will comply with these standards (see subsection 1.3.4., paragraph 2.).
4. If simultaneous translation is required, state the number of interpreters that will be provided for each session.
5. Indicate whether sessions are to be recorded and/or a note-taker will be used. If the sessions are recorded, indicate the method of recording.
6. Describe any provisions for client observation, and the assumed maximum numbers of observers, whether in-person, by teleconference, or online.
   1. If there are concerns that having observers present may adversely affect data quality, these concerns should be noted (see subsection 6.5., paragraph 5.).
   2. If observers are to be present in the same room as participants, describe how their presence will be accommodated (see subsection 6.5., paragraph 4.).
7. For online research, state that all data collected in the course of the project will be stored on servers and back-up servers located solely in Canada (see subsection 9.1., paragraph 2.).
   1. This includes the usage of the recording function of a teleconference service provider to produce audio recordings of group discussions or interviews, when applicable (see subsection 9.6.).
   2. An exception is made when participants reside in a jurisdiction outside Canada. In that case, the researcher must ensure that data are stored in a manner consistent with the laws of that jurisdiction (see subsection 9.1., paragraph 4.).

3.2.3. Participant Rights and Considerations

1. Describe the procedure for obtaining participants' informed consent to any recording and/or observation of the qualitative sessions (see subsection 1.3.2.).
2. For research with vulnerable persons or children under 16, state that the requirements laid out in section 2. of this document will be followed.
3. For research with children under 16, state whether it will be a requirement for a responsible adult to be close at hand when the session is conducted and, if not, provide the rationale.
4. If the research topic is judged to be particularly sensitive—whether as judged by the researcher or as stated in the Statement of Work—the proposal must state how this will be addressed. In particular, the research proposal should:
   1. State that the topic will be explained clearly to potential participants during the recruitment stage of the project (see subsection 1.2., paragraph 1.).
   2. Recommend research procedures to minimize the impact on participants (e.g. one-on-one interviews rather than group discussions, the absence of observers, the absence of session recording) (see subsection 1.2., paragraphs 2. and 3.).

3.2.4. Participant Recruitment

1. The proposal must state that the research firm will be accountable for all participant recruitment procedures. (If a third-party is to be subcontracted to conduct the recruiting, the proposal must provide the name of that third party and include relevant information concerning their qualifications (see subsection 3.1.3., paragraph 2.).
2. Regarding the recruitment method to be used, the proposal must state:
   1. Whether the method will be random (i.e., Random Digit Dialing – RDD) or non random (e.g. panel, referral), and provide the rational for that choice.
   2. Whether recruitment will be conducted by telephone, by e-mail, online, through social media, by advertising or by some other method or combination of methods, and as needed provide the rationale for the choice(s).
3. The proposal must describe the specific recruitment procedures to be followed, as appropriate to the method(s) used (e.g. telephone [RDD], e-mail, advertising, database, list, referral).
4. The proposal must describe the sample source(s) to be used, and the rationale for those source(s).
   1. If recruiting by telephone through random digit dialing, describe:
      1. the sample frame;
      2. the number and frequency of call-backs.
   2. If list-based recruiting, describe:
      1. the source of the list;
      2. the anticipated size of the list;
      3. the types of information about participants included on the list;
      4. the assumed incidence of individuals who meet the target group qualifications;
      5. the assumed proportion of records with valid contact information; and
      6. any other information relevant to the list's effectiveness in recruiting.
   3. If recruiting by opt-in database, describe:
      1. the relevant participant characteristics available in the database;
      2. the extent of record keeping on each individual's participation in past qualitative research;
      3. the methods used to add names to the database;
      4. the sufficiency of the size of the database to meet the recruiting requirements.
   4. If recruiting by panel, the proposal must affirm that the panel provider follows industry best practices in maintaining panel quality.
   5. If recruiting by networking/referral, describe:
      1. the types of networking contacts anticipated; and
      2. how the referral/networking process would work.
   6. If recruiting by e-mail, state that the procedures outlined in subsection 5.3.2. will be followed.
   7. If recruiting by advertising, describe:
      1. the advertising media;
      2. the advertising targeting specification and/or advertisement locations;
      3. information to be included in the advertisement copy; and
      4. recruiting procedures to be followed with people who respond to the advertisement.
5. Provide the definition of the target group(s) in terms of its specific characteristics and geographic composition.
   1. In the case of group sessions, specify and explain any planned participant characteristics by which groups will differ from one another in their composition. Also specify any participant characteristics on which within-group variation will be monitored or controlled during the recruiting process.
   2. With regard to the proposed geographic composition, provide a rationale with reference to geographic requirements in the Statement of Work, the research objectives, official language requirements, project cost effectiveness, etc.
   3. State any special characteristics that will exclude an individual from participation.
   4. List the default recruiting specifications described in subsection 5.2.2. that will be used, and provide a rationale for any that will not be used.
6. Describe any recruitment validation and confirmation procedures that will be used to ensure the presence of qualified participants in the research sessions.
7. When relevant, identify any concerns about recruitment, including the length of the screening/recruitment questionnaire. State what procedures will be followed to address those concerns.
8. Where applicable, provide details on the type (monetary or otherwise) and the amount of participant incentives, with a rationale.

3.2.5. Design of Discussion Agenda

1. State that the lead moderator/interviewer will be directly involved in and accountable for the design and development of the discussion/interview agenda.
2. If possible, provide a tentative outline of the discussion guide or a list of topics that will be covered in the sessions.
3. Describe and provide a rationale for any special techniques or other special procedures that will be used in the sessions.
4. Describe any requirements for work to be done by participants before or after the session.
5. Describe any stimulus materials to be presented in the course of the discussion/interview and their method of presentation.
6. Provide a rationale for the inclusion of all stimuli and other materials with reference to their value in meeting the research objectives.
7. Describe assumptions about the production of any stimulus materials to be used in the session, including:
   1. whether the production of these materials, and their translation, is the responsibility of the client or the research firm;
   2. the media and production quality of the materials; and
   3. the approximate date of their required availability.
8. If there are concerns that the client-specified research topics may not be covered within the time allocated for the sessions, state these concerns and propose solutions (e.g. reducing the number of topics or lengthening the sessions).

3.2.6. Data Analysis

1. State that the lead moderator/interviewer will be directly involved in and accountable for the data analysis.
2. Describe the material that will be used when preparing the analysis (e.g. recordings, transcripts, detailed notes).
3. If tools such as text-analytic software will be used to supplement the data analysis, describe what cross-check procedures will be used to ensure the validity of the output.

3.2.7. Deliverables

List all deliverables including their scope, format, language, means of delivery, and number of copies, including at a minimum:

1. recruiting questionnaire (screener);
2. discussion/interview materials;
3. final report (state, if possible, its approximate length);
4. a signed statement of political neutrality;
5. the nature, location, approximate length and number of any presentations; and
6. any other deliverables required in the Statement of Work.

3.2.8. Project Schedule

Provide a detailed work plan with dates and responsibilities identified.

3.2.9. Project Cost

Cost information must be presented in the format designated by PSPC.

4.3.1. Introduction to the Discussion

1. Disclosure to participants – At the outset of the research session the moderator/interviewer must provide an introduction that states:
   1. the name of the moderator/interviewer, the type of firm that employs them (e.g. "an independent marketing research company") and the name of that firm (see subsection 1.1.3.);

      Note that for online text-based sessions, the demographic and other attributes of the moderator/interviewer are disclosed to participants only through statements made to them. The moderator/interviewer must not under any circumstances give false or misleading information about his or her identity or demographic characteristics.

   2. the research purpose and research sponsor, described, at a minimum, in the same manner as in recruiting (see subsection 1.1.1., paragraph 2. and subsection 5.5.2., paragraph 7.);
   3. for synchronous research sessions, the expected length of the session;
   4. for asynchronous sessions, the time commitment (daily, weekly) expected of participants, as well as the general expected activities (e.g. number of times they should log in each day, and other activities they may be asked to do);
   5. the presence of any observers, their role and purpose, and the means of observation (e.g. by one-way mirror, closed-circuit TV, on a teleconference bridge, monitoring of online bulletin boards) (see subsection 1.3.2.);
   6. the presence and purpose of any recording being made of the session (see subsection 1.3.2.); and
   7. that participants' identities will remain confidential (unless explicit, written consent to disclose personal information has been provided).
2. Guidance to participants – The introduction should contain guidance to participants designed to facilitate their effective participation, including:
   1. the value to the research of knowing participants' candid views;
   2. for group discussions, the value to the research of knowing divergent opinions with no expectation that group consensus be reached on any point; and,
   3. for online research (including Web-assisted teleconference sessions), explanations of any technical requirements to participate (e.g. how to maintain an online text "conversation"), including how to get technical support if required (e.g. through a "help" link on an online platform).

4.3.2. Level of Scripting

"Level of scripting" refers to the extent to which the guide's introduction and questions are written out in full versus in a short-hand, bulleted or summary form. In general, the level of scripting of the guide should be determined jointly by the client and lead moderator/interviewer. The appropriate level of scripting will balance the need for flexibility in administering the guide and the client's need for clarity and confidence that the research objectives are being appropriately addressed.

There are some differences in level of scripting by research medium:

1. In-person/telephone/webcam: The level of scripting of the discussion guide will be determined jointly by the client and lead moderator/interviewer.
2. Synchronous text-based online: The introduction must be fully scripted, because (a) this is unlikely to require significant adaptation to individual participants, and (b) this will speed up presentation of the material to participants and leave more time for substantive questions. The level of scripting of the remainder of the discussion guide will be determined jointly by the client and lead moderator/interviewer.
3. Asynchronous text-based online: The introduction and all main questions must be fully scripted. This is because this material is posted without any possible "real-time" adaptation of the wording, and it is therefore very important to get the wording just right. The level of scripting of probes and follow-up questions will be determined jointly by the client and lead moderator.

Regardless of level of scripting, the moderator/interviewer must have flexibility during the qualitative session to adapt his or her language to the language and thinking of the participant(s).

4.3.3. Time Requirements of Discussion Guide

1. In designing the guide, the moderator/interviewer must ensure that sufficient time is allowed for substantive responses and meaningful discussion of each topic.
2. The discussion guide must be divided into sections, and must include duration estimates of each section.
3. If there are concerns about timing, the lead moderator/interviewer should consult with the client to prioritize the research topics. Topics with lower priority should have the annotation "if time permits" as a guide to time management.

4.3.4. Changes to Discussion Agenda

Generally, the discussion agenda should be applied consistently throughout the course of the fieldwork. Nonetheless, it is common to make some adjustments and changes to the administration of the agenda during the course of qualitative fieldwork. Learning from earlier sessions can be used to refine the procedures and questions and thereby improve the quality of information gathered in later sessions.

1. Informal changes involve adapting the discussion agenda to the language and interests of participants.
   1. Informal changes normally do not require a written revision of the agenda.
   2. When multiple moderators/interviewers are used, the lead moderator/interviewer must ensure that discussions about any such informal changes are included in interim moderator/interviewer briefings (see subsection 3.1.3., paragraph 1.b.).
2. Formal changes are significant modifications to the agenda, including dropping or adding topic areas, adding, modifying or removing stimulus materials, etc. Formal changes must be undertaken with caution and must be justified with reference to improving the overall research outcome and to meet research objectives.
   1. The need for any formal revision of the discussion agenda must be decided jointly between the client and the lead moderator/interviewer.
   2. Formal changes to the guide must be provided in writing and approved by the client. The nature of these revisions and their rationale must be described in the method section of the research report (see subsection 10.2.5., paragraph 3.h.).
   3. When multiple moderators/interviewers are used, the lead moderator/interviewer must ensure that all moderators/interviewers are briefed on any formal or significant informal changes and their rationale (see subsection 6.4.).

5.2.1. General

1. The research firm must provide a briefing and/or direction to those responsible for recruiting participants covering all aspects of the project relevant to recruitment.
2. When recruiting children under the age of 16 or vulnerable individuals, the research firm must ensure that all the standards described in section 2. (Qualitative Research Involving Children or Vulnerable Participants) are followed.
3. The researcher's Privacy Policy and, when appropriate, policies related to cookies or other software (see subsection 1.3.4., paragraph 2.) must be made available to participants at the time of recruitment in a manner appropriate to the recruitment method.
   1. If recruiting by telephone, the recruiter must have information readily available to inform the participant that the privacy policies can be made available on request via regular mail, by e-mail, or by providing an Internet address, as preferred by the participant.
   2. If recruiting by e-mail or online, a link to the policies must be prominently displayed.
   3. If recruiting through advertising, the Internet address of the policies must be included in the ad.
4. The research firm must ensure that all participants meet all the requirements specified for the study in the contract or as subsequently amended in agreement with the client. These requirements include any characteristics such as marital status, age, sex, income, occupation, household composition, etc.
5. It must be determined at the time of recruitment that all participants are able to speak, understand, read and write in the language in which the session is to be conducted, as appropriate to the specific recruiting and session procedures.
6. For online qualitative sessions (including Web-assisted teleconference sessions) all participants must indicate they have some level of comfort in using a computer to access and interact with online content and, when required, to participate through typing or use of a webcam.
7. When geographic location is identified as a requirement because of participant characteristics associated with that location, the research firm should try to incorporate those characteristics into the recruitment criteria (e.g. length of residence, experience with a service, product or activity relevant to the research topic, or specific attitudes or knowledge relevant to the research topic).
8. The research firm and the client should agree prior to the start of recruitment on a set timeline for progress reports, including participant profiles. Additional requests for reports should be accommodated within a reasonable time frame.
   1. Reports to the client on recruiting progress must not contain any information that could directly or indirectly lead to the disclosure of the identity of anyone who has either agreed or declined to participate.
9. The research firm must inform the client as soon as possible of any problems arising during recruiting that may require adjusting the research design or of any other issues that warrant the client's attention.

5.2.2. Default Recruiting Specifications

The following default recruiting specifications must be in operation for any qualitative research recruiting, unless exceptions have been agreed to by the client and the research firm. The reason for not observing any of the default recruiting specifications (e.g. a need to include experts in the topic area, qualified participants comprise a very small group) must be noted in the Research Proposal.

1. Participants must meet all the requirements specified for the study in the contract or as subsequently amended in agreement with the client.
2. No participant (nor anyone in their immediate family or household) may work in an occupation that has anything to do with the research topic area, in related government departments/agencies, nor in advertising, marketing research, public relations or the media (radio, television, newspaper, film/video production, etc.).
   1. In addition, consideration should be given to excluding a participant who has worked in any such occupation in the past 5 years, as appropriate to the specific research objectives.
3. No participants acquainted with each other may be knowingly recruited for the same study, unless they are in different sessions that are scheduled separately.
   1. An exception is made when the research requirements specify a personal acquaintance between two or more session participants (e.g. to contrast the opinions of domestic partners or business associates on the issues of interest).
4. No participant may be recruited who has attended a qualitative research session within the past six months.
5. No participant may be recruited who has attended five or more qualitative research sessions in the past five years.

5.3.1. General

1. The recruitment method and sample source must be as stated in the research proposal (see subsection 3.2.4., paragraph 2. and paragraph 4.) unless an argument can be made that to modify or replace them will benefit the research. Should a modification be required, the moderator/interviewer must obtain client consent before altering the sample source or method of recruitment.
2. When lists are used for recruitment:
   1. the list must contain only essential information required for recruitment or analytic purposes; and
   2. during the recruiting process, if participants ask where the recruiter obtained their name, the recruiter must state the nature and source of the list used.
3. When recruitment is done by referral, the name of the person or organization who gave the referral must be provided to the potential participant.
4. The recruiter must provide participants with an easy means for opting out of any further contact.

5.3.2. Recruitment by E-mail

1. Recruiters should reduce any inconvenience or irritation an e-mail invitation might cause the recipient by clearly stating its purpose in the first sentence and keeping the total message as brief as possible.
2. The method for collecting and storing e-mail addresses used for recruitment must follow the standards specified in this document (see subsection 1.3.1.).
3. Recruiting e-mails must not use false or misleading e-mail addresses, including spoofing the "from" label of the e-mail.
4. When sending batch recruitment e-mails, a method must be used (e.g. a "blind" cc or other software tools) to ensure the identity of a potential participant is not revealed to any other potential participants.
5. Members of the general public must not be recruited for qualitative sessions through unsolicited e-mails. Whenever e-mail is used for recruitment, potential participants must have a reasonable expectation of such contact for research purposes. This expectation can be assumed when the following conditions are met:
   1. a substantive pre-existing relationship exists between the individuals contacted and the research firm, the client, or the list owner (who are identified in the e-mail);
   2. individuals have a reasonable expectation based on the pre-existing relationship, that they may be contacted for research; and
   3. individuals on the list are offered the choice to be removed from it and the list has excluded all those who have previously taken the appropriate steps to be removed.
6. When conducting business-to-business research, unsolicited research invitation e-mails may be used for recruitment provided that:
   1. when recruiting from lists, the conditions of subsection 5.3.2., paragraph 5.c. are met;
   2. the e-mail address used is publicly available on the Web site of a business or professional association, and the research topic is relevant to the professional responsibilities of the potential participant (see subsection 1.3.1., paragraph 2.b.); and
   3. recruiters meet or exceed the anti-spam policies of their Internet service providers and e-mail service providers.
7. Each component of the recruitment e-mail must be carefully worded and formatted to avoid unduly biasing the sample, and to ensure that the privacy and confidentiality of potential participants is maintained. Important considerations include:
   1. having in place a method to ensure that participants have received important information or attachments (e.g. by requesting a reply, through an automated return receipt, follow-up by telephone);
   2. in order to reinforce the intent of the e-mail and its credibility:
      1. clearly convey in the subject line that the e-mail is about public opinion research and not about selling something;
      2. clearly identify the recruiting firm and/or moderator/interviewer in either the subject line or sender line; and
      3. reveal the study sponsor as early as possible in the e-mail, including, if possible, in the subject line.
   3. whenever possible include all content in the body of the e-mail rather than in attachments;
      1. if attachments are needed, inform the participant of their content (e.g. pre-session "homework") and format prior to sending them;
   4. avoid asking screening questions in the body of the e-mail, particularly if any question skipping or branching is required, and provide instead a link to a screening questionnaire implemented online.

5.5.1. General

1. The screening process must be as short as possible in order to limit recruiting cost, reduce participant burden, and frustration for those who do not qualify.

2. The screener must include only questions essential to qualify participants (i.e., segmenting participants on key dimensions important for interpreting participant input).

5.5.2. Screener Introduction

All Government of Canada screener introductions must meet the following standards:

1. Follow the Official Languages Act and policies;
2. Identify the Government of Canada or the department/agency sponsoring the research;
3. Identify the research firm in charge of the project. The intent is to provide a point of contact for potential participants and increase their confidence in the legitimacy of the research project:
   1. In cases where the recruiter and the research firm are different organizations, at a minimum, the recruiter's firm must be identified in the introduction. The research firm must also be identified during the recruitment process, but this can be done at a later point in time (e.g. at the invitation to participate);
   2. When recruiting by telephone recruiters must identify themselves by name (a pseudonym may be used for the interviewer as long as the individual remains identifiable internally by management for quality control purposes) and they must name the firm they represent; if requested the recruiters must provide the address and/or telephone number of the firm they represent as a means whereby a representative of the research firm can be contacted; and
   3. When recruiting by e-mail, online or through advertising, a means must be provided whereby a representative of the recruiter or research firm can be contacted (e.g. an Internet address, telephone number, e-mail address);
4. Explain that the study is a research project, not an attempt to sell or market anything;
5. Inform potential participants of the time required to complete the screening process;
6. Briefly describe the nature of the qualitative session and the manner of participating in it;
7. Inform potential participants of the general subject and purpose of the research, including how it will benefit them or the public. The subject and purpose of the study may be expressed in general terms so long as these terms cannot be construed as an attempt to misinform potential participants;
   1. The preceding paragraph notwithstanding, when the research topic is judged to be sensitive, potential participants (or in the case of children under 16, a responsible adult) must be told explicitly the subject and content of the research in sufficient detail that they can make an informed decision about their willingness to participate, or to consent for their child to participate, in such a discussion (see subsections 1.2. paragraph 1. and 2.2. paragraph 1.); and
   2. When there is reason to believe that stating the subject and purpose of the research is such that stating it at the outset will negatively affect potential participants' willingness to participate, stating these may be deferred to after the screening questions but must precede the invitation to participate.
8. Inform potential participants that their participation in the research is voluntary and completely confidential;
9. If recruiting by telephone, obtain the potential participant's consent to continue with the screening process;
10. The screener introduction may make mention of an incentive when one will be offered, to motivate participation and cooperation. It is preferable not to state the amount prior to screening participants to reduce the risk of recruiting those who may modify their responses aiming to qualify for a given session. However when a high level of recruitment difficulty is expected, the amount may be stated in the screener introduction.

5.5.3. Invitation to Participate

Once it has been determined that an individual qualifies, the invitation to participate may be extended. The invitation must meet the following standards:

1. Identify the research firm (unless this information has already been provided in the screener introduction);
2. Describe the session procedures and the manner of participation in sufficient detail to allow potential participants to assess their comfort with the process. The recruiter (or recruiting questionnaire) should ask explicitly whether they are sufficiently comfortable with the session requirements to participate;
3. Provide facility and venue related information;
   1. For in-person sessions, state the exact location of the facility and provide any information necessary for finding and gaining access to the facility, including, as appropriate, information about public transportation and parking;
   2. For telephone sessions, provide details about gaining access to the call; and
   3. For online sessions (including Web-assisted telephone sessions) provide details about gaining access to the online platform and how to access technical support.
4. Provide the date(s) and time(s) of session(s).
   1. For synchronous sessions, emphasize the importance of punctuality and of arriving/joining a few minutes prior to the scheduled start.
   2. For online sessions, emphasize the importance of logging on prior to the start of the session to ensure there are no technical difficulties.
5. For synchronous research sessions, state the expected duration of the session;
6. For asynchronous sessions, describe the time commitment (daily, weekly) expected of participants, as well as the general expected activities (e.g. number of times they should log in each day, and other activities they may be asked to do);
7. Inform potential participants of any recording and/or observation of the session (see subsection 1.3.2., paragraph 1.). It should be made clear that by agreeing to participate the individual has given their consent to these procedures. They must be told that they will be asked to provide their explicit consent (in the manner appropriate to the research modality see subsection 1.3.2., paragraph 2.a.);
8. Describe any incentive that will be provided, exactly what is required to receive it;
   1. In the case of synchronous sessions, state what impact late arrival will have on the eligibility for the incentive.
9. State that the potential participant may not send a replacement on his/her behalf;
10. State any requirements for participation appropriate to the study (e.g. a reminder to bring reading glasses if needed, that children should not be brought to the research facility);
11. When appropriate, state what preparation is required (e.g. pre-session exercises) and obtain the participant's agreement to complete these;
12. Provide contact information for an individual who can respond to questions or concerns prior to the session and who should be notified in case the participant cannot attend as scheduled;
13. Make available the recruiter's privacy policy and, when relevant, policies regarding cookies and software (see subsection 5.2.1., paragraph 3.);
14. Once the invitation has been accepted, obtain the participant's consent to be contacted again for validation and confirmation purposes;
    1. For in-person sessions, point out that identification will be required of participants when they arrive at the facility.

5.5.4. Validation

The objective of validation is to verify that participants meet recruitment criteria for participation as identified in the screening process. A validation process must be included as part of the recruiting process.

1. The moderator/interviewer must ensure that validation has been completed prior to the session for which an individual has been recruited. The moderator/interviewer must not rely solely on validation in the session itself (nor, for in-person sessions, at the research facility prior to the session) nor after the session.
   1. Upon arrival of the participants or at the outset of a session, even though pre-screening has occurred, the moderator/interviewer still needs to pay close attention to make sure that each individual meets the recruiting requirements.
2. The validation process should be applied to all recruited participants except those from a client-supplied list or other source that has already been fully validated.

5.5.5. Confirmation

The objective of confirmation is to ensure that individuals are able and willing to participate in the session for which they have been recruited. A confirmation process must be included as part of the recruiting process.

1. The moderator/interviewer must ensure that confirmation is completed sufficiently in advance of the qualitative session to allow a reasonable attempt at replacing a participant when necessary.
2. The confirmation process for participants recruited on-line or by email should be done by telephone, wherever feasible, because voice contact often provides additional information about the participant's likelihood of attending.
3. If recruiting has been done by telephone it is a best practice to confirm attendance by telephone with an offer to follow up with an e-mail that provides important logistical details (e.g. exact time and address, map to location, specific rules of participation).
4. The confirmation must remind participants of the most important information contained in the invitation to participate, as appropriate to the specific research project (see subsection 5.5.3.).

10.2.1. General

The research report has two primary purposes. The report must:

1. describe the research results clearly and concisely and interpret their implications in terms meaningful to the client's objectives; and
2. for archival purposes, provide information about how the research was conducted in sufficient detail that all procedures could be undertaken in the same manner again.

In addition, in order to support the legal requirement that the client provide research reports to Library and Archives Canada (LAC), the research firm must ensure that the report conforms to the LAC deposit instructions (see subsection 10.3.).

10.2.2. Authorship Requirement

The lead moderator/interviewer must be directly involved in writing the research report and must have overall accountability for its content.

10.2.3. Use and Limitations of Qualitative Research Results

The report must accurately represent the applicability of qualitative research results, including both the limitations and unique value of the specific research methods used.

1. The Executive Summary and the Research Method sections of the report (see subsection 10.2.5., paragraph 3.c.) must state that:
   1. the results are directional in nature; and
   2. the results of qualitative research are not statistically projectable. The following statement is an example of how these limitations might be expressed:

      Qualitative research is designed to reveal a rich range of opinions and interpretations rather than to measure what percentage of the target population holds a given opinion. These results must not be used to estimate the numeric proportion or number of individuals in the population who hold a particular opinion because they are not statistically projectable.

2. The report should describe how the qualitative research methods used had produced findings of unique value to the study objectives, e.g. with reference to the richness and depth of participant responses.

10.2.4. Required Components of the Report

The final research report must be deposited in English and French, and include the following four components:

1. Cover page (see subsection 10.3., paragraph 1.a.);
2. Executive Summary (see subsection 10.3., paragraph 1.b.);
3. Main Body (see subsection 10.2.5.); and
4. Appendices (see subsection 10.3., paragraph 1.c.).

10.2.5. Main Body of the Report

This section describes the minimum requirements for the contents of the main body of the report.

1. A description of the research background, including:
   1. the research purpose; and
   2. the research objectives.
2. A detailed description of research participants, including:
   1. the target group for the research project;
   2. the total number of participants, broken down by the key attributes relevant to the research objectives (e.g. region of residence, gender, occupation);
   3. when relevant, any attribute that is less well represented than intended, and the possible reasons for this shortfall;
   4. if group discussions were conducted, the number of participants in each group and their demographic composition, so long as revealing these demographics does not put participant anonymity at risk.
3. A method section, including:
   1. the research procedures:
      1. type of research session(s);
      2. number of research sessions;
      3. research modality (in-person, online, telephone, etc.);
      4. research setting or location;
      5. the dates of the research; and
      6. the sample source (e.g. lists).
   2. the recruitment methods, including any incentives provided;
   3. a statement that the results are directional and not statistically projectable to the target population;
   4. the ways in which the qualitative research method(s) used provide unique value in meeting the research objectives;
   5. information about the moderator(s) and/or interviewer(s), including:
      1. when multiple moderators/interviewers were used, the rationale for doing so; and
      2. when moderator(s)/interviewer(s) were selected to match participant attributes (e.g. gender, ethnicity, language), the rationale for doing so.
   6. whether the groups sessions, when used, were homogenous or heterogeneous with respect to participant characteristics (e.g. gender, ethnicity, professional status) and provide a rationale for the approach taken;
   7. the method(s) used to record the output of the qualitative sessions (e.g. audio recording, video, capture and storage of chat interactions);
   8. any formal changes made to the discussion/interview agenda in the course of data collection (see subsection 4.3.4., paragraph 2.) and their rationale;
   9. a brief description of quality control procedures, including:
      1. the procedures followed to verify the demographic and other recruitment criteria of participants;
      2. when multiple moderators/interviewers have been used, the procedures followed whereby each remained equally up to date on trends emerging from the various sessions; and
      3. any other quality controls and procedures used, if applicable.
4. A detailed description of key results and conclusions linked to the research objectives.
   1. In order to avoid any implication that results are projectable, the report must not include percentages or precise proportions.
   2. The report must not reveal anything that might put the anonymity of participants or the confidentiality of their input at risk. Care must be taken when reporting verbatim comments to ensure that nothing in the content, vocabulary and/or style of speaking or writing, could serve to identify any individual participant.
   3. Recommendations may be included in the report when requested or approved by the client at the outset of the project.
      1. The intended source of those recommendations, whether the participants or the research firm, must be clearly stated.
      2. Recommendations from participants must be reported as "findings" or "conclusions" and not be included in a "recommendations" section of the report.
      3. When the client consented to recommendations for action from the research firm, these may be included in a "recommendations" section of the report. The research firm must have sufficient background knowledge (e.g. client objectives, capabilities and resources) to ensure these recommendations are appropriate and realistic.

10.2.6. Appendices

The following materials must be provided in appendices attached to the final report:

1. All discussion/interview materials, including, when relevant, the invitations, recruitment screeners, discussion/interview guides, descriptions or representations of any visual or auditory aids, participant worksheets and all other data collection documents, in all languages in which the research was conducted;
2. Any other technical information about the execution of the research, and not already contained in the body of the report, that would be needed to replicate the research project; and
3. A statement of political neutrality signed by the research firm.