Cell Phone Cost Calculator Usability Research Report

Branch and Directorate

Under the Industry Act, the Minister of Industry has a statutory responsibility to "promote the interests and protection of Canadian consumers." At the same time, consumer demand is a critical driver of innovation and productivity. Industry Canada's activities therefore include consumer affairs in its mission to contribute to a Canadian marketplace that is efficient and competitive.

The Office of Consumer Affairs of Industry Canada provides consumers with reliable information and tools they need in an evolving marketplace. Emphasis is placed on creating knowledgeable consumers who demand high quality products and services. That in turn spurs industry to be alert, innovative and competitive.

Rationale for Research

The Office of Consumer Affairs commissioned Decima Research to conduct qualitative testing to test the beta version of a new interactive tool that will allow Canadians to compare the price of different providers' basic monthly cellphone plans. The objective of the research was to gauge the usability of the Calculator and to gather information on Canadian consumers' perspectives on shopping for a cellphone plan in the current marketplace. The testing was done with two distinct audiences; current cellphone users and people who were either intending to purchase a cellphone within the next year or who had shopped for a cellphone in the past year.

Anticipated Outcomes/Benefits

The Office of Consumer Affairs will use the results from the qualitative research to improve the usability of the Calculator display screens, uncover any information gaps and determine the quality and helpfulness of the educational cues provided throughout the tool. The results of the focus testing will help the Office of Consumer Affairs improve the Calculator, so that it properly conveys important information about the cellphone marketplace, and gives consumers tools to communicate with providers and find the cellplan best suited to their needs and budget.

Research Information

The qualitative research consisted of twelve 2-hour focus groups. The focus groups were held in Vancouver (March 10 and 11, 2008), Halifax (March 17 and 18, 2008) and Montreal (March 19 and 20, 2008). The Montreal focus tests were held in French and the ones in Vancouver and Halifax were in English. The first day of focus testing in each city was with current cellphone users while the second day of testing was with people who either intend to purchase a cellphone within the next year or who had shopped for a cellphone in the past year. The sessions were held in computer training facilities so that each participant had access to a live high-speed connection to the beta version of the Calculator.

Research firm: Decima Research
Contract #: U1800-073908/001/CY
Contract issued by: PWGSC
Contract value: (57,815.36 excl. GST)

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Research Report: Cell Phone Cost Calculator Usability Study