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APPENDIX 2 TOPIC GUIDE
TOPIC GUIDE - 835
Background
(Briefly) Awareness of Scottish local elections and election process. Previous experience of voting (if relevant) and perceptions of the voting procedure.
Response to ballot paper designs (rotate order)
Respondents to be asked to use each ballot paper as if voting in a real election. Important to reassure respondents that we are not going to ask them about their political allegiances, and that our purpose is to gauge how well the different ballot papers work.
Researchers in Dundee and Inverness to explain that ward has four seats. Researchers in Glasgow and Edinburgh to explain that ward has three seats.
After using each ballot paper…
- what are their initial impressions?
- what are their overall impressions of the voting process
- is it clear to them who and what they were voting for? Do not probe, but listen for references to preferred and alternative candidate choices
- what do they like and dislike about it?
- what stands out about it?
- how easy is it to follow and how easy do they imagine it would be to use in the polling booth (or at home if a postal voter?)
- how clearly does it explain how to use the ballot paper?
- how did they choose how many candidates to put a number against?
- how clear was it they could put down as many preferences as they liked?
- how clear is it that they can choose between candidates from the party they support and of other parties?
- any areas of confusion?
- how could the ballot paper be improved?
What are their views of:
- clarity and comprehension of information provided
- the separate voters instructions
- the instructions in the text
- the instructions at the top of the column(s)
- the layout and overall visual appearance
Comparing the 4 different options, explore
- key differences between the 4 and how they affect comprehension and usability
What are their views of:
- the different number of columns (two vs. three)
- the listing of candidates in alphabetical order compared with listing them by political party. Did they notice this?
- the listing of political parties in alphabetical order compared with listing them with candidates
- the positioning of the party details in an extra column on the left of each list of candidates vs. party details beneath candidate names
- the most effective layout and visual appearance, and the design which makes it easiest to make the right choice
- how clear and helpful the instructions are. Did they notice these when they first saw the ballot paper?
Summing up
All things considered, which do they feel would work best, and why? How could it be improved?
Overall impressions; suggestions for other design approaches or styles, and any other comments
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