Multi-Channel Service Delivery
The Treasury Board Secretariat wanted to conduct qualitative research to explore issues related to multi-channel service delivery. The purpose was to provide validation and context to previous quantitative research, and to develop a more comprehensive understanding of Canadians’ expectations and preferences related to multi-channel service delivery in the federal government context. Use of the Internet as a service delivery channel was of particular importance, as were the views of Canadians living in rural and smaller urban locations.
A set of 20 focus groups and 25 in-depth interviews was conducted. Two focus groups were held in each of the following locations: Halifax, Petitcodiac (N.B.), Quebec City, Chicoutimi, Toronto, Thunder Bay, Regina, Melville (Sask.), Whitehorse and Vancouver. Participants included Internet users and non-users drawn from the general public, young seniors, youth, and Aboriginal Canadians, with a mix by education level, age, and gender. In all groups, there was a mix of participants by the level of use/need for government services (federal or provincial). A letter, on TBS letterhead, was faxed/emailed to potential participants who sought more information or wanted to validate the legitimacy of the research. Interviews also were conducted across the country with disabled Canadians and members of linguistic minorities. These interviews were conducted by phone, lasted 35-50 minutes and were semi-structured in nature.