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Canada

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Prevalence and state of user research

Made up of 10 provinces and 3 territories, Canada is the second largest country in the world. The country stretches 6,500 km from the Atlantic Ocean to the Pacific Ocean and has 5 time zones. The country’s moto is "from sea to sea”. Canada’s Population is 33.7 million, around 77 percent of which live in cities and towns. The two official languages are English and French; more than 9 million Canadians speak French mostly in Quebec, one of the eastern province.

The largest cities are Toronto, Montreal and Vancouver. Average winter and summer high temperatures across Canada vary depending on the location. Winters can be harsh in many regions of the country, particularly in the Prairie and Eastern provinces.

Because of the bilingual aspects, user interfaces are usually developped and tested in both languages and from coast to coast. Because of the diverse nature of the country and its people we usually conduct user research, focus-group and usability testing with participants from Montreal, Toronto, Calgary and Vancouver.

  

Testing facilities

Availability

Yu Centrik- Mon to Fri 8 am to 9 pm

 

Location

The Yu Centrik offices are located in Montreal and we have access to any user research facilities in any major towns in Canada. Remote usability testing has become a good way to capture user behavior in a quick and effective way.

 

Capabilities

We can offer facilities for a vast range of products, web, mobile , Rvi, interactive television., etc. We use a lab for the moderator and the participant and clients can observe sessions as they take place.

Cost

The cost for facilities depends on location. Remote usability testing can be an option to save costs on traveling and hiring facilities. We have done remote usability testing from our offices to various locations in the world.

 

 
Subject Recruitment

Recruitment Fees

The cost of recruitment and incentives per participant depends on location, on profile, and ranges from CND $80/hour to CND $250/hour when very specific. Incentives are always paid cash.

 

Agencies

Event though we always plan additional participants, our recruitment agency excels at providing us with very relevant and reliable participants.

 

 

Language and Translation Considerations

All of our staff can speak English and French and some Portuguese. We have done projects using simulataneous interpretation in Cantonese and German.

Technology and connectivity

We test mock-ups, prototypes or online interactive products. Using remote technology for user research has some small limitations, Mac is not supported yet and landline phone is more stable.

 

 

Travel and transportation

Travel within this country

Due to the size of Canada is it best to fly from coast to coast, however the Montreal-Toronto corridor has a train service. Travelling great distances in Canada by car is not practical especially in winter time.

 

Cultural considerations

Diversity

There are two official languages in Canada, English and French. English is most commonly used, but all federal government offices and services are offered in both languages. Also Vancouvr has the largest Chinese and Asian Community in Canada.

Some laws and jurisdictions might be different depending on the province you live in. Also, officially, Canada uses the metric system for the measurement of weights and distances, and our temperature is measured using the Celsius scale. However the Imperical system is still widely used.

The French and English parts of the country have retained some of their ancestral idiosyncracies with the French Canadians greeting eachother by kissing, while English speaking Canadians usually shake hands. This illustrates that cultural differences alone can produce different responses to advertising, even in similar market and media environment.

82% of Canadians have Internet access at home. The older generation is the fastest growing segment of online users, with silver surfers quickly catching up to the younger generations in their adoption of the Internet.The Canadian population is aging and is living longer, it is a demographic trend that can be plotted in graphics, counted in statistics.

The 50+ crowd is a new target in demographics, meanwhile, Canadians are having fewer babies, shifting the historical balance between the young and the old. The aging of the baby boom generation, in conjunction with rising life expectancy, will mean that the number of seniors will grow more rapidly and that they will live longer.

 

Privacy concerns

Canadians consider much of their personal information to be sensitive and expect it to be kept confidential. Canadians also expect their use of computers and mobile devices to remain private. The National Do Not Call List (DNCL) gives consumers a choice about whether to receive telemarketing calls and millions of Canadians have chosen to opt out by registering their phone numbers on the list.
 

Whenever participants agree to be interviewed, both parties sign a confidentiality agreeement and the participant also signs a filming authorization. We take the matter of personal information very seriously and any data collected will only be used fo the purposes of the study.

 

Holiday, seasonality, and timing considerations

Public holidays in Canada are generally countrywide, but each of the ten provinces and three territories also have their own regional public holidays.

Public national holidays are: New Year's Day, Good Friday, Easter Monday, Victoria Day, Canada Day, Labour Day, Thanksgiving Day (different from the States and is at the beginning of October), Remembrance Day, Christmas, Boxing Day.

Additional holidays at the provincial and territorial level: http://www.pch.gc.ca/pgm/ceem-cced/jfa-ha/prov-eng.cfm
 

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