1.0 Introduction to the Polling Activity

In partnership with Shell Canada, TransAlta commissioned Ipsos Reid to conduct research with Albertans regarding Carbon Capture and Storage (CCS). The specific research objectives included:

  • Measuring the issue agenda;
  • Profiling views on and desired actions/outcomes for the environment;
  • Determining awareness, knowledge, and viewpoints on CCS;
  • Establishing the relative importance of CCS;
  • Exploring best forms of education on the subject;
  • Determining awareness, knowledge, and viewpoints on Project Pioneer; and,
  • Understanding the most effective channels and approaches to communicating on CCS and Project Pioneer.

A total of 1,600 telephone interviews were completed for this study. 800 interviews were conducted with a random and representative sample of adult Albertans living across the province with 400 interviews conducted specifically for TransAlta with residents in the Keephills 3 area and 400 interviews conducted specifically for Shell.

The margins of error for this study were +/- 3.5% 19 times out of 20 for the Alberta General Public sample and +/-4.9% 19 times out of 20 for Shell or TransAlta Community samples.

The interviews were conducted from August 4th through 14th, 2011. The average interview length was 20 minutes.

Those who worked for or lived in a household with someone working for either TransAlta or Shell, an advertising, public relations, or communication agency, or the media, were excluded from this study.