1) employees, 2) man on the street style live interviews across Atlantic Canada, and 3) individuals known within our industry (i.e., retailer, responsible gambling advocate, etc.). Employee participation was voluntary. Employees were selected based on their knowledge pertaining to the specific question asked. The man on the street style interviews were completely random. Individuals were approached, given an explanation of what we were doing, and asked if they wished to participate. With the exception of employees, individuals who appeared in the TV ads were contacted for approval and compensated per industry rates.