Watch or warning? Perceptions, preferences, and usage of forecast information by members of the Canadian public

Environment Canada is responsible for monitoring weather conditions and developing associated forecast products for millions of Canadians. Although it is clear that these forecasts are reaching many different end-users, it is less certain how these products are perceived or used by the Canadian public. This research investigated the way(s) in which individual end-users in southern Ontario obtained, interpreted, and used weather forecasts in their every-day decision-making. Semi-structured interviews (n=35) and close-ended questionnaires (n=268) were conducted with residents from Huron and Perth Counties in Ontario, Canada, between October 2011 and March 2012 as part of a larger research project. It was found that most respondents used weather products for pragmatic reasons (e.g. deciding appropriate clothing or planning a trip). These individuals typically did not pay attention to ambient weather conditions unless they were inconvenient or threatening. Despite this, many respondents displayed relatively high levels of weather salience, in terms of familiarity with and awareness of local weather patterns. While most participants had a general understanding of the difference between a weather watch and a weather warning, a substantial portion of the sample were unable to differentiate between the two products. Lastly, many respondents also indicated that they trusted and valued Environment Canada weather forecasts, and they sought this information actively to help in their decision-making.