Living active lifestyles is a priority for many Edmontonians, who incorporate exercise activities such as running, swimming, and working out into their day-to-day.

Edmontonians look to the City to provide recreational programs and services to help them achieve this healthier lifestyle.

That was why for years, the City of Edmonton produced quarterly “EACTIVE Guides” for Edmontonians—to highlight amenities and programs offered at City of Edmonton recreation and leisure centres.

This worked for some time, however, as new facilities began to develop at an increasingly frequent pace, the City found its guide was not able to keep up with the current recreational services now being offered.

This growth meant that changes needed to be made to the EACTIVE Guide. The old format was not working, but before the City of Edmonton could develop a new format to its guide, it wanted to make sure it got valuable feedback from the people most likely to use these guides.

Johnston Research worked with The City of Edmonton to conduct series of focus groups with Edmontonians who were active users of City of Edmonton facilities and programs.

Research focused on three key groups:

  • Parents of active children
  • Active adults and
  • Active seniors

From this research, which provided valuable insights from the city’s target audience, the EACTIVE Guide was retired and in its place, new recreation guides were launched. The City of Edmonton Recreation Centres Program Guides and My Rec Guides were released in 2015, developed specifically using information from Johnston Research’s focus groups.

These new guides make it easier for the city to update both online and in print, and provide all important recreation and leisure information presented in a way that is easy to read and understand