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Hunting License Service Design Project:
Research Findings B.C. Ministry of Forests, Lands and Natural Resource Operations – Fish, Wildlife and Habitat
Management Branch, and the B.C. Ministry of Technology, Innovation and Citizens’ Services
January 22, 2014
Confidential Hunting License Service Design Project – Research Findings Page 1
Table of Contents Summary ................................................................................................................................................. 2
Background ............................................................................................................................................. 3
Research Approach.................................................................................................................................. 4
Phase 1 – Environmental Scan ............................................................................................................. 4
Phase 2 – Internal Stakeholder Engagement ........................................................................................ 4
Phase 3 – Behavioural Interviews......................................................................................................... 5
About Qualitative Research ............................................................................................................. 6
The Research Plan............................................................................................................................ 7
Behavioural Interview Locations & Participants................................................................................ 7
Research Staff ..................................................................................................................................... 8
Research Findings .................................................................................................................................... 9
Summary of Findings ........................................................................................................................... 9
Detailed Research Findings ................................................................................................................ 11
Findings Related to the Overall Program Area ................................................................................ 11
Findings Related to the Conservation and Outdoor Recreation Education (CORE) Program ............ 12
Findings Related to the B.C. Resident Hunter Number Card (RHNC) ............................................... 13
Findings Related to B.C. Resident Hunting Licenses ........................................................................ 14
Findings Related to Non-B.C. Resident Hunting Licenses ................................................................ 15
Findings Related to Species Licenses .............................................................................................. 16
Findings Related to the Limited Entry Hunt (LEH) System ............................................................... 17
Findings Related to the Conservation Officer Service (COS) ............................................................ 18
Findings Related to Compulsory Inspection & Reporting ................................................................ 19
Findings Related to the B.C. Resident Hunter Sample Survey.......................................................... 20
Appendix A – Mindmap ......................................................................................................................... 21
Original.............................................................................................................................................. 21
Revised .............................................................................................................................................. 22
Appendix B – Motivation Matrix ............................................................................................................ 23
Original Version ................................................................................................................................. 23
Revised Version ................................................................................................................................. 24
Completed Version ............................................................................................................................ 25
Appendix C: Service BC Locations .......................................................................................................... 26
Appendix D: Compulsory Inspection Stations in BC ................................................................................ 27
Confidential Hunting License Service Design Project – Research Findings Page 2
Summary
The Strategic Initiatives Division (SID) of the Ministry of Technology, Innovation and Citizens’ Services
(MTIC), in partnership with the Fish, Wildlife and Habitat Management Branch (FWHMB) of the Ministry
of Forests, Lands, and Natural Resource Operations (FLNRO), has contracted the services of CGI
Information Systems & Management Consultants Inc. and their subcontractor, Number 41 Media
Corporation, to conduct a proof of concept (POC) initiative to support the development of the corporate
Digital Services Strategy and the transformation of the Province’s Hunting Program.
This proof of concept initiative comprises four phases:
1. Research and measurement: Understand the current service ecosystem and service baseline.
Focus on direct research with key program staff, stakeholders, outfitters, conservation officers
and other key stakeholders. Review current service environment across touchpoints (web, phone,
face to face). (Deliverable: Findings.)
2. Insight and opportunity identification: Document the service ecosystem, including service
touchpoints and processes, timelines and context, points of failure or challenge. Analyze research
findings to provide evidence-based direction for design of new service to be prototyped. Identify
best opportunities for prototyping new service. (Deliverable: Journey maps, opportunities
assessment.)
3. Ideation and Prototype: Design and document the new service (blueprint) indicating how key
users and deliverers of the service participate in it. Plan and build a service prototype that
provides only sufficient fidelity to test it in context with real hunters, outfitters, service providers.
(Deliverable: New service blueprint, prototype.)
4. Test, learn and roadmap: Findings from prototype testing, roadmap for service and product
development. (Deliverable: Report, Roadmap.)
To complete phase one, we conducted extensive environmental and field research surrounding the
existing hunting program ecosystem and the needs and expectations of hunters in B.C. with regard to
the delivery of government-sponsored hunting services. This document details these research activities,
along with the resultant findings.
These findings will be applied to the execution of phase two, the Insight and Opportunity Identification
Phase, which will commence immediately following the completion and presentation of this document,
and will result in deliverables which will include journey maps and an opportunities matrix. The
deliverables from both of these phases will provide a thorough, citizen-centric experience map of
hunting services in B.C. as well as opportunities identification to inform and guide phases three and four.
Confidential Hunting License Service Design Project – Research Findings Page 3
Background
British Columbia’s Hunting Program is a multi-faceted program area that falls primarily under the
portfolio of the FWHMB of FLNRO. As the primary internal stakeholder for this program area, the
FWHMB is responsible for overseeing the delivery of a variety of government-sponsored hunting
services.
For hunters, these services include, but are not limited to:
the Conservation and Outdoor Recreation Education Program (CORE), currently administered by
the B.C. Wildlife Federation (BCWF);
the administration of B.C. Resident Hunter Number Cards;
the administration of Resident and Non-Resident Hunting Licenses;
the administration of Species Licenses;
the administration of Limited Entry Hunt draws;
the administration of compulsory reporting (CR) and compulsory inspection (CI); and
the administration of hunter sample surveys.
For guide outfitters, these services include, but are not limited to:
the administration of guide outfitter exams;
the administration of guide outfitter licenses;
the administration of assistant guide outfitter licenses;
the administration of guiding territories;
the administration of guide declaration forms; and
the collection of royalties.
Other parties within the provincial government are responsible for the overseeing the delivery of other
hunting services. The Permit and Authorization Service Bureau (PASB) of FLNRO is responsible for the
issuance of a variety of permits and authorizations for both hunters and guide outfitters. The
Conservation Officer Service (COS), under the Ministry of Environment, is responsible for the delivery of
conservation officer services throughout the entire province.
The FWHMB, along with PASB, are heavily reliant upon the assistance of MTIC’s ServiceBC program, as
well as independently-contracted service providers, to ensure equitable and timely access to all hunting
program services to all hunters, both resident and non-resident.
Confidential Hunting License Service Design Project – Research Findings Page 4
Research Approach
The research for this project was conducted in 3 distinct phases. Each of these phases built upon the
preceding phase(s) and culminated in the findings that will be presented in this document.
Phase 1 – Environmental Scan
Phase 1 was completed in September 2013 by conducting of an environmental scan, using the Hunting
and Trapping Regulations Synopsis website
(http://www.env.gov.bc.ca/fw/wildlife/hunting/regulations/) as a starting point and supplementing that
information with print collateral provided by FWHMB staff and conversations with FWHMB staff leading
the project, including Sunjit Mark and Jeff Morgan. From this phase, the research team at Number 41
Media gained a cursory overview of the hunting program, including the key stakeholder groups, both
internal and external, and the service touchpoints and other interactions that occur between these
stakeholder groups. From this environmental scan, a mindmap of the hunting ecosystem was created
(see Appendix A), along with the blueprint for a motivation matrix exercise (see Appendix B).
Phase 2 – Internal Stakeholder Engagement
Using the knowledge gained from Phase 1, the research team at Number 41 Media facilitated two
internal research workshops at the FWHMB head office in Victoria as the basis for Phase 2. These
sessions were attended by the following individuals:
1. Sunjit Mark - Business Information Manager, FWHMB
2. Jeff Morgan – Manager, Fish and Wildlife Policy
3. Sean Cavanagh – Senior Business Portfolio Manager, Client Business Solution (NRS)
4. Ian Hatter – Manager, Wildlife Management
5. Audrey Fanthorpe – Licensing Officer, PASB
6. Ian Leeson – Harvest Data Clerk
7. Carol Wrenshall – Program Technical Support Officer
8. Mike Wolowicz – Biometrics & Reporting Officer
9. Lynn Hagel – United Head, Fish and Wildlife Permits
10. Carol Foott – Unit Head, Wildlife Regulations
11. Anne Thogersen – Biological Data Officer
12. Vince Dar – Government Agent (MTIC)
13. Tracy Michell – Manager, Business Operations & Client Support (Mail Preparation Services)
14. Debi-Lee McNaughton – Print Support Analyst
15. Terry Ahern – Senior Policy Analyst, Enforcement Program/Conservation Officer Service
16. Pater Pauwels – Conservation Officer
17. Lynne Anniko – Senior Business Analyst, Financial Operations
18. David Tesch – Manager, Ecosystem Information Section
Confidential Hunting License Service Design Project – Research Findings Page 5
19. Mike Stalberg – Section Head, Fish & Wildlife
20. Sean Pendergast – Wildlife Biologist
21. Jennifer Smith – Human Dimensions Specialist
Each of these sessions consisted of two distinct, yet related activities. In the first activity, five copies
(three copies in the morning session; 2 copies in the afternoon session) of the mindmap created in
Phase 1 were posted throughout the workshop space. Workshop participants were broken up into
groups of 4 or 5 and were supplied with post-it notes and felt pens. These groups were then instructed
to use these materials to correct the mindmap by identifying and changing inaccuracies and by
expanding processes and concepts. The results of this exercise were combined into one final revised
mindmap, as seen in Appendix A.
The second activity, completing a motivation matrix, drew upon the connections that were made during
the mindmap exercise. In this exercise, participants remained in the same groups from the mindmap
exercise and were provided with a blank motivation matrix. This matrix identified 10 of the key
stakeholder groups in the hunting program along the top row and left column of a matrix. Participants
were told that additional stakeholder groups could be added below the bottom row and to the right of
the last column, as required. Participants were asked to identify each stakeholder group’s motivations
for participating in the hunting program and to write these motivations down along a top-left/bottom-
right diagonal within the matrix. Participants were then asked to identify the interactions and exchanges
that exist between the various stakeholder groups and to write down these interactions and exchanges
in the remaining squares within the matrix. The results of this exercise were combined into one final
revised motivation matrix, as seen in Appendix B.
Phase 3 – Behavioural Interviews
The final phase of research for this project consisted of pre-scheduled on-site and telephone-based
behavioural interviews. More specifically, we engaged in open-ended conversations with research
participants, guiding those conversations with a set of questions that touched on topics relevant to each
participant group. This ethnographic research methodology was chosen because it yields qualitative
data, a deep understanding of needs and behaviour, and a chance to identify opportunity for valuable
service offerings.
Following is a description of the method and outcomes of behavioural interviews as described in the UX
Toolbox (http://www2.gov.bc.ca/gov/topic.page?id=9489D10983974913A597ABFC6EFA99DC).
What
Behavioural interviews are open-ended, non-directed interviews that focus on participants' behaviour.
These interviews explore stories and explanations of how and why things happen and work best if held
in context at home or work.
Confidential Hunting License Service Design Project – Research Findings Page 6
Why
Behavioural interviews help uncover values, motivations, priorities, activities, and relationships
between elements of the larger system. They connect the research team with real people and they
allow the team to investigate the underlying issues behind trends that may not have been revealed
through analytics or surveys.
How
1. Create an interview guide that covers questions for all the topics you're interested in for this
research. This isn't intended to be a script; instead use it as a guide to help keep you on track of all
the topics you want to explore. Make sure you can fit your questions into the allotted time.
2. Interview at least eight individual participants by exploring each topic with them using open-ended
questions. Pause and invite further explanation of interesting topics, anecdotes or other elements.
Use your guide to direct conversation rather than as a script that you read from verbatim.
3. Record notes during the interview (you may want to work in a team, with one person taking notes
and one interviewing).
About Qualitative Research
An ethnographic research methodology was chosen for this project because it yields qualitative data, a
deep understanding of needs and behaviour, and a chance to identify opportunities for valuable
offerings.
Quantitative research is good at identifying large trends and patterns, and assessing impact and severity.
It requires large sample sizes to produce statistically significant results, and is best used to understand
the mechanisms that create the large-scale patterns identified by quantitative research.
Qualitative methods evaluate the how's and why's of decision making. They are used to target design or
technology interventions and to understand what is really going on behind the numbers. Small sample
sizes are the scientifically-accepted norm.
Qualitative research actually produces more types of data than is typically gathered in a quantitative
study. A single one-hour session with a user typically produces millions of “data points” in the form of
statements, actions, artifacts, changes in voice inflection, contextual observations, and more. It may not
feel like that much data because the human brain is trained to process this kind of data easily.
So, rather than capturing very few data points about many people, many data points about fewer
people were collected. After talking to only two or three people, there was a great deal of meaningful,
actionable data. Double that sample to four or six people and there was considerably more detail. It’s
for this reason that qualitative design research seldom considers sample sizes larger than 10-12
participants (per group of interest).
Confidential Hunting License Service Design Project – Research Findings Page 7
The research conducted for this project did not reveal everything there is to know about the many
thousands of people the program serves, but it did reveal a vast amount of information that forms a
solid basis on which to build further understanding.
The Research Plan
A detailed research plan, which includes participant screening criteria and interview guides, can be
viewed at http://hunting.number41media.com/.
Behavioural Interview Locations & Participants
In selecting our research locations and participants, we first chose participants groups according to the
results of the research activities in phase two – the mindmap and motivational matrix. Once these
participants groups had been identified, we focused on ensuring a good mix of geographic regions and
population densities in our location choices, while also considering the number of hunters and the
prominence of hunting activities in each region.
With the exception of hunters, all research participants were contacted by phone prior to our arrival at
their location to explain the purpose of the research and to schedule interviews in advance.
To connect with hunters, we adopted an intercept approach in which we approached hunters in retail
outlets, explained the purpose of the research and asked if they would be interested in participating.
Interviews were then conducted on the spot. Due to the timing of the research, many hunters had
concluded their hunting activities for the year and were not available in retail outlets. As a result, we
also connected with family, friends and acquaintances of both Number 41 Media staff as well as
FWHMB staff via email and telephone to schedule either face-to-face or telephone interviews.
It should be noted that many of the research participants outside of the hunter category are also
hunters in addition to being involved in the hunting industry in another way. For example, the guide
outfitter we spoke with in Campbell River provided his viewpoint both as a guide outfitter and as a
resident hunter with an extensive family history of hunting that dates back to childhood. As a result, we
were able to gain hunter-based insights from more than the 9 hunters indicated in the table below.
Confidential Hunting License Service Design Project – Research Findings Page 8
To summarize, behavioural interviews were conducted in the following locations and with the following
participants:
Hu
nte
rs
B.C
. Wild
life
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ff
Gu
ide
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tfit
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&
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AB
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aff
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s*
Reg
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RO
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BC
Mai
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s St
aff
Fraser Valley 1
Prince George
2 6 2 1 1
Kelowna & Vernon
1 1 3 1
Campbell River
1 1 2 1 4
Cranbrook 1 2 2 2 3
Lower Mainland
3 1 3
Victoria 4 1 1 1 1
TOTAL 9 3 5 13 6 9 3 7 1 1
*NOTE: To ensure the anonymity of compulsory inspection station officers, exact locations of research
participants are omitted here.
Research Staff
Playing the lead researcher role, Rebecca Harper was responsible for the development of all research
materials and all recruiting and scheduling, in consultation with Jennifer Peaker and Charles Haigh.
Supporting research activities throughout the project were Jennifer Peaker, Kara Ronse, Michele
Macklin, Charles Haigh, Blair Neufeld and Savannah Murphy. In addition, Ursula Szkolak was also utilized
for logistics and travel bookings.
Confidential Hunting License Service Design Project – Research Findings Page 9
Research Findings
Throughout the research process, although myriad pain points were identified by research participants,
a common theme regarding the sustainability of hunting emerged. Many felt that hunting is a privilege,
not a right, and that conservation must be a priority and ethics must be upheld to ensure opportunity
for future generations.
Our findings are documented here, and each includes a rating (high, medium or low) reflecting the
severity of the item. These ratings were determined by a number of factors, including:
a) the frequency with which it arose in conversation during research sessions, both in
individual sessions and from one session to the next;
b) the urgency with which participants discussed it, including when it arose in conversation as
well as participants’ body language, facial expressions and tone of voice; and
c) the extent to which the item impacted the delivery of information or service to the
participant, as described by the participant.
Summary of Findings
Grouped by program service offering, a summary of the research findings are below (the rating is
identified in brackets).
Overall Program Area
1. Access to hunting program area information (high)
2. Competing priorities of resident, non-resident and First Nations hunters (low)
Conservation and Outdoor Recreation Education (CORE) Program
3. Inability to complete CORE online (medium)
4. Inability or difficulty accessing CORE instructors/examiners (medium)
5. Instructor/examiner quality control inconsistency (high)
6. Curriculum focus, relevance and structure (medium)
B.C. Resident Hunter Number Card (RHNC)
7. Difficulty acquiring original and replacement RHNCs (medium)
8. Lack of durability of physical card (low)
B.C. Resident Hunting Licenses
9. Time-consuming and inconvenient process (high)
Confidential Hunting License Service Design Project – Research Findings Page 10
Non-B.C. Resident Hunting Licenses
10. Inability to purchase licenses outside of ServiceBC office hours (high)
11. Inability to return or transfer unused licenses (high)
Species Licenses
12. Time-consuming and inconvenient process (high)
13. Inconvenience of 48-hour wait period prior to using particular species licenses (low)
14. Improper cancellation of a species license (medium)
Limited Entry Hunt (LEH) System
15. Perceived unfairness of existing system (high)
16. Late timing of results announcement (high)
17. Inconvenient application process (medium)
Conservation Officer Service (COS)
18. Lack of officers in the field (medium)
19. Ineffectiveness of RAPP line (low)
Compulsory Inspection & Reporting
20. Skepticism regarding the government’s use of CI and CR data (high)
21. Inability to connect with CI stations (medium)
22. Concerns regarding CI station adherence to confidentiality and other unethical practices
(high)
B.C. Resident Hunter Sample Survey
23. Skepticism regarding the government’s use of survey data (high)
Confidential Hunting License Service Design Project – Research Findings Page 11
Detailed Research Findings
Findings Related to the Overall Program Area
1. Access to hunting program area information
Rating: High
Hunters consistently expressed a lack of access to information pertaining to the hunting program. Most
had never visited the program website (http://www.env.gov.bc.ca/fw/wildlife/hunting/regulations/)
and those that had did not visit it regularly.
Access to and understanding of print information is also limited; many expressed concern over the lack
of Hunting and Trapping Regulations Synopses available in both ServiceBC locations and authorized
license vendor locations. Many hunters indicated that they require two or more copies of the synopsis –
one copy for use at home and one copy for use while in the bush. Furthermore, hunters, ServiceBC staff
and authorized license vendor staff also indicated that with the move from a one-year synopsis to a two-
year synopsis, many hunters require a second copy of the synopsis at the beginning of the second year.
Of those hunters who do have access to one or more copies of the synopsis, many also noted the
difficulty that is associated with trying to interpret and fully understand the regulations. Many hunters
indicated the information is neither straightforward nor written in plain language. This presents a great
barrier to the hunting community’s overwhelming desire to hunt ethically and within the limitations put
forth by the FWHMB.
In addition to a lack of access to both digital and print information, numerous stakeholder groups
identified a lack of ministry communication surrounding the hunting program as being a major concern,
particularly when negative press is given to the program, such as was the case this year when the media
focused on poachers near Port Alberni.
Hunters noted that access to government staff has declined in recent years due to funding cutbacks and
the closure of regional offices, which has resulted in a lack of government presence in the hunting
dialogue taking place within the province.
The hunting community is seeking more availability, transparency and proactive behavior from within
government with regard to the hunting program. It is a commonly held belief that greater effort from
government to raise the profile of hunting in BC and to discuss how the hunting program is managed
would help to build greater awareness and trust both within the hunting community as well as among
the general public. Timely collection, analysis and distribution of hunting data as well as an effective
public relations strategy are notably missing at the present time.
Confidential Hunting License Service Design Project – Research Findings Page 12
2. Competing priorities of resident, non-resident and First Nations hunters
Rating: Low
As is often the case when multiple groups are recipients of the same service, hunters and guide
outfitters have both identified tension between these three hunting groups around the perceived
unfairness in the delivery of services between them. In the case of resident hunters vs. non-resident
hunters/guide outfitter differences, there is a perceived unfairness in the allocation policy. In the case of
First Nations hunters vs. non-First Nations hunters, there is also a perceived unfairness with regard to
reporting requirements from the perspective of non-First Nations hunters.
Findings Related to the Conservation and Outdoor Recreation Education (CORE) Program
Although the CORE Program is administered by the B.C. Wildlife Federation (BCWF), this program lies
within the jurisdiction of the FWHMB and, as such, there are opportunities for the FWHMB to work in
partnership with the BCWF to address these issues.
3. Inability to complete CORE online
Rating: Medium
Hunters repeatedly expressed frustration with having to attend a course in a physical classroom. They
cited jurisdictions such as Alberta where the Alberta Conservation and Hunter Education Program
(http://www.aheia.com/Online_Hunter_Education_Certification) can be completed entirely online,
including both the course and the exam. While some concerns exist surrounding participant identity
verification, there are options available to mitigate this risk, and should be considered to maximize the
opportunity.
With the provincial government’s partnership with Telus through the Connecting BC Program, 93% of
British Columbians have high speed Internet access available in their communities, with the aim to reach
97% in the near future.
4. Inability or difficulty accessing CORE instructors/examiners
Rating: Medium
Some hunters expressed concern over their inability to find a CORE instructor/examiner who offered
courses during a time that worked within the hunter’s schedule. This is of particular concern in some of
the more rural and remote communities in B.C. where only one instructor/examiner is available. Of
particular note was some hunters’ inability to find an instructor/examiner who would allow the hunter
to challenge the exam and, therefore, not take the CORE course.
Confidential Hunting License Service Design Project – Research Findings Page 13
5. Instructor/examiner quality control inconsistency
Rating: High
Individuals within the hunting community, particularly CORE instructors and conservation officers, have
indicated a lack of consistency among CORE instructors.
With the exception of attendance at a mandatory instructor course hosted by the BC Wildlife Federation
and the provision of the CORE Manual and the Hunting and Trapping Regulation Synopsis, instructors
are not provided with any training or instructional materials. This creates a very real potential for
instructional inconsistencies from one instructor to the next and, even more concerning, an increase in
the likelihood of knowledge and understanding variations from one hunter to the next.
There were also instances reported where research participants suspected that CORE instructors had
potentially issued false examination results in exchange for monetary compensation. This, too, results in
knowledge variations from one hunter to the next.
6. Curriculum focus, relevance and structure
Rating: Medium
Both hunters and CORE instructors repeatedly expressed their frustration with the focus, relevance and
organization of the CORE curriculum. Some of the most frequently discussed problems include a
perceived overemphasis on bird species identification, a lack of BC-specific information, frequent
duplication of safety information from the Canadian Firearms Safety Course, outdated information
about firearm safety, and poor organization of the CORE manual.
The perceived impact of these concerns is novice hunters participating in hunting without adequate
knowledge to hunt both safely and ethically.
Hunters and instructors indicated that they would like to see a heavier focus on BC-specific species
identification, BC-specific interpretation of regulations, and firearm safety and less of a focus on bird
species identification and non-BC-specific species identification. It was also suggested that CORE
instructors be involved in a significant structural revision of the CORE manual to organize it in a way that
better reflects how the CORE course is taught.
Findings Related to the B.C. Resident Hunter Number Card (RHNC)
7. Difficulty acquiring original and replacement RHNCs
Rating: Medium
Hunters often mentioned their frustration with acquiring both their original RHNC as well as any
replacement RHNCs. As the system currently exists, hunters must submit their CORE examination results
Confidential Hunting License Service Design Project – Research Findings Page 14
to the BCWF in order to receive their CORE Certificate of Completion. Once they receive this certificate,
the hunter must complete an Application for Resident Hunter Number and submit it either in person at
a ServiceBC office or by mail. While the large majority of hunters are aware of the process that is
required to obtain an RHNC, neither of these options is efficient or user-friendly.
For those hunters who opt to physically enter a ServiceBC office, a number of factors were identified as
contributing to a lack of efficiency and user-friendliness. These factors include the limited locations of
ServiceBC offices (see Appendix D) and the frequent long waits upon arrival.
For those hunters who choose to submit their applications by mail, it was indicated that both the longer
processing and mailing times as well as the requirement to submit the original copy of their CORE
Certificate of Completion were hindrances and contributing factors to the hunters’ frustration with this
process.
With regard to the acquisition of replacement RHNCs, the only option available to hunters is to
physically enter a ServiceBC office; the same factors exist with this process as identified for the
acquisition of an original RHNC at a ServiceBC office location.
8. Lack of durability of physical card
Rating: Low
Hunters do not often have to replace their RHNC, but when they do, they’ve reported that it is a time-
consuming and less-than-ideal process. The physical format of the RHNC is poor, particularly given the
environmental conditions to which the RHNC is exposed.
Findings Related to B.C. Resident Hunting Licenses
9. Time-consuming and inconvenient process
Rating: High
Every hunter we spoke to expressed the same concern; namely, it takes too long to acquire a hunting
license at both ServiceBC offices and authorized license vendors, particularly in the days leading up to
and within peak hunting season.
While most hunters understand and are prepared to wait, this remains one of the greatest sources of
frustration from within the hunting community. Moreover, hunters and ServiceBC staff also indicated
that hand-written licenses are prone to error, particularly when issued at authorized license vendor
locations in which staff turnover is high and/or staff knowledge of hunting is low.
Some ServiceBC locations indicated that they had created in-house training materials to address the
issue of errors made by license vendors but these materials are not readily shared across the entire
Confidential Hunting License Service Design Project – Research Findings Page 15
ServiceBC organization. The result of this is a relatively high administrative burden on ServiceBC to
correct errors which reduces the number of available ServiceBC staff to provide face-to-face service to
those waiting in a ServiceBC office.
Findings Related to Non-B.C. Resident Hunting Licenses
10. Inability to purchase licenses outside of ServiceBC office hours
Rating: High
Guide outfitters unanimously expressed frustration on behalf of non-resident hunters with having to
purchase non-resident hunting licenses in person at a ServiceBC location and often prior to the hunters’
arrival in BC.
Guide outfitters indicated that, oftentimes, their clients arrive on evenings and weekends when
ServiceBC offices are not open. Because waiting until a ServiceBC office was open would delay their
hunt, guide outfitters acquire non-resident hunting licenses on behalf of their clients prior to the clients’
arrival.
Beyond the inconvenience of having to work within the limited hours of operation at ServiceBC offices,
this process impacts the non-resident hunters’ hunting opportunity in several ways. First, if mistakes are
made duration the preparation of the licences, these mistakes are often not detected until the client
arrives, at which time, there is no way to correct these mistakes prior to the hunt. Second, if clients want
to expand either the scope or duration of their hunt, it is either impossible or greatly inconvenient for
the guide outfitter to procure additional licences. This limits both hunting opportunities for the hunters
and reduces revenue opportunities for the province, both in terms of licence sales as well as economic
impact.
11. Inability to return or transfer unused licenses
Rating: High
Guide outfitters also expressed frustration with their inability to return or transfer unused licenses.
As discussed above, guide outfitters are often required to purchase all of their clients’ non-resident
hunting licenses and species licenses prior to their clients’ arrival. This need to purchase licenses in
advance of clients’ arrivals places guide outfitters and/or non-resident hunters at risk of significant
financial loss. In the event of a cancellation by the guest after the licenses have been purchased,
because these licenses are non-refundable and non-transferable, either the guide outfitter or the non-
resident hunter is out the money, which, when combined with any number of species licenses, can be a
significant cost to either party. In order to minimize this risk, many guide outfitters wait until the last
possible minute to purchase their clients’ licenses, which in and of itself is a time-consuming process
simply due to the volume of licenses being purchased by any one guide outfitter.
Confidential Hunting License Service Design Project – Research Findings Page 16
In addition to the elevated financial risk to both guide outfitters and non-resident hunters, this entire
process imposes an unnecessary strain on ServiceBC staff and causes frustration for the guide outfitters
and longer wait times for everyone waiting at ServiceBC locations, both hunters and otherwise.
Findings Related to Species Licenses
12. Time-consuming and inconvenient process
Rating: High
Every hunter we spoke to expressed the same concern; namely, it takes too long to acquire species
licenses at both ServiceBC offices and authorized license vendors, particularly in the days leading up to
and within peak hunting season and when multiple species licenses are being purchased. While most
hunters understand and are prepared to wait, this remains one of the greatest sources of frustration
from within the hunting community.
Moreover, hunters and ServiceBC staff also indicated that hand-written species licenses are prone to
error, particularly when issued at authorized license vendor locations in which staff turnover is high
and/or staff knowledge of hunting is low.
Some ServiceBC locations indicated that they had created in-house training materials to address the
issue of errors made by license vendors but these materials are not readily shared across the entire
ServiceBC organization. The result of this is a relatively high administrative burden on ServiceBC to
correct errors which reduces the number of available ServiceBC staff to provide face-to-face service to
those waiting in a ServiceBC office.
13. Inconvenience of 48-hour wait period prior to using particular species licenses
Rating: Low
This is a source of confusion from many hunters as there is little to no explanation given to these wait
periods. The consensus among hunters is that these wait periods are inconveniences that do not appear
to serve any purpose within the hunting program.
14. Improper cancellation of a species license
Rating: Medium
While hunters did not discuss this concern at great length, conservation officers repeatedly discussed
the problem associated with the improper cancellation of species licenses.
Confidential Hunting License Service Design Project – Research Findings Page 17
Enforcement of the hunting regulations is challenging, if not impossible, with the current species license
system. Conservation officers and other hunting professionals noted the lack of a physical tag that is
attached to the harvested animal as a key contributor to this concern.
Findings Related to the Limited Entry Hunt (LEH) System
15. Perceived unfairness of existing system
Rating: High
Although most hunters recognize that a limited entry hunt system is necessary for effective conservation
of some species and that a lottery system provides equal selection odds for all participants, there is
significant speculation within the community regarding the integrity of the LEH program administration.
There also seems to be a lack of knowledge regarding the enhanced odds that are applied to all LEH
applications with the exception of mule deer and white-tailed deer.
While the Ministry has 2 PDF publications on their website titled “How the Limited Entry Hunting (LEH)
System Works” (http://www.env.gov.bc.ca/fw/wildlife/hunting/resident/docs/leh_system.pdf) and
“British Columbia Limited Entry Hunting Regulations Synopsis, 2013-2014”
(http://www.env.gov.bc.ca/fw/wildlife/hunting/resident/docs/leh_13_14.pdf), it is apparent that few, if
any, hunters have actually read these publications.
16. Late timing of results announcement
Rating: High
Hunters, particularly those who are required to submit vacation requests well in advance of the LEH
season, are consistently frustrated with the late timing of LEH results announcements. Hunters indicated
that this is a source of great frustration because the odds of being selected are so low in the first place
that they do not book vacation time until they are notified of their win; as a result, it can be difficult for
successful LEH applications to secure the necessary vacation time in order to participate in the hunt and
often many highly-coveted LEH tags go unused.
Confidential Hunting License Service Design Project – Research Findings Page 18
17. Inconvenient application process
Rating: Medium
Just as with the process for acquiring a hunting license and species licenses, hunters are frustrated with
the antiquated, inconvenient, time-consuming and error-prone paper-based process for LEH
applications.
Under the current system, applicants must physically go to a ServiceBC office (see Appendix C) or an
authorized license vendor to complete their application. The concerns that exist for acquiring hunting
licenses and species licenses also apply to the application for LEH.
Findings Related to the Conservation Officer Service (COS)
18. Lack of officers in the field
Rating: Medium
Hunters almost always had great things to say about the conservation officers they have had encounters
with. However, when asked how often hunters encounter conservation officers in the field, all
participants indicated that they rarely, if ever, encountered conservation officers in the field.
It was also common knowledge among other hunting professionals, including guide outfitters, license
vendors and CI station officers, that the COS is both severely understaffed and experiencing the effects
of increased responsibilities such as dealing with environmental protection and problem wildlife. Many
hunters and hunting professionals felt that COS’s role should be focused either exclusively or more
heavily on traditional Game Warden responsibilities.
19. Ineffectiveness of RAPP line
Rating: Low
Several hunters indicated a lack of subject matter expertise on the part of the RAPP line operators. This
lack of subject matter knowledge not only impedes the operator from conveying accurate and relevant
information to the COS, but it also erodes the credibility of the hunting program.
Confidential Hunting License Service Design Project – Research Findings Page 19
Findings Related to Compulsory Inspection & Reporting
20. Skepticism regarding the government’s use of Compulsory Inspection (CI) and Compulsory
Reporting (CR) data
Rating: High
Hunters are highly skeptical of how the government uses both CI and CR data; many hunters believe this
data is being used more for enforcement and surveillance rather than for conservation and policy
development. The primary ramification of this opinion is a reluctance to report accurate hunt results,
thereby negatively affecting the work of biologists in setting conservation-based policies.
21. Inability to connect with Compulsory Inspection stations
Rating: Medium
Several hunters that we spoke with indicated the challenges they have experienced in trying to make
appointments with CI station officers.
Whether the inspection station was located an unreasonable distance from their hunting locations
and/or homes (see Appendix D), or the inspection station officer was not available to perform
inspections at a mutually agreeable time, some hunters have become frustrated with this process,
particularly hunters in more remote locations and non-resident hunters. As a result, harvest data is not
being accurately collected and biologists cannot make fully informed decisions.
22. Concerns regarding CI station adherence to confidentiality and other unethical practices
Rating: High
On numerous occasions, hunters and other hunting professionals voiced concerns surrounding potential
unethical behaviour on the part of CI station officers.
All CI station interactions are strictly confidential; no one but the hunter, the CI station officer and the
provincial government are privy to the information exchanged in these interactions. However, hunters
are concerned that confidentiality is not always being honoured; rather, they feel that CI station officers,
who are often hunters themselves, are sharing information with their hunting peers.
Other unethical practices that are of concern to hunters include the belief that CI station officers may
potentially accept bribes in exchange for passing illegal animals, and that favours are potentially given to
hunters who know the CI station officer personally.
These concerns further contribute to hunters’ skepticism and mistrust about the program and how their
information is used.
Confidential Hunting License Service Design Project – Research Findings Page 20
Findings Related to the B.C. Resident Hunter Sample Survey
23. Skepticism regarding the government’s use of survey data
Rating: High
While the FWHMB indicates that the response rate for the hunter sample survey is quite good, the
hunting community expressed concerns that extend beyond the response rates. Just as with CR and CI
data, hunters are highly skeptical of how the government uses the data it collects from the annual
hunter sample survey. Many hunters believe this data is being used more for enforcement and
surveillance rather than for conservation and policy development. The primary ramification of this
opinion is a resistance to reporting accurate hunt results, thereby negatively affecting the work of
biologists in setting conservation-based policies.
Confidential Hunting License Service Design Project – Research Findings Page 21
Appendix A – Mindmap
Original
Confidential Hunting License Service Design Project – Research Findings Page 22
Revised
To view a larger version the completed version of the motivational matrix, visit the project team website at
http://hunting.number41media.com/MindMapRevised.gif.
Confidential Hunting License Service Design Project – Research Findings Page 23
Appendix B – Motivation Matrix
Original Version
Gives to…
B.C
. Res
iden
t H
un
ters
No
n-B
.C. R
esid
ent
Hu
nte
rs
Lice
nse
Ven
do
rs
Gu
ide
Ou
tfit
ters
Serv
iceB
C O
ffic
es
Fish
, Wild
life
and
Hab
itat
M
anag
emen
t B
ran
ch
Co
nse
rvat
ion
Off
icer
s
Co
mp
uls
ory
Insp
ecti
on
Sta
tio
ns
Bio
logi
sts
B.C
. Wild
life
Fed
erat
ion
B.C. Resident Hunters Non-B.C. Resident Hunters License Vendors Guide Outfitters ServiceBC Offices Fish, Wildlife and Habitat Management Branch Conservation Officers Compulsory Inspection Stations Biologists B.C. Wildlife Federation
Confidential Hunting License Service Design Project – Research Findings Page 24
Revised Version
Gives to…
B.C
. Res
iden
t H
un
ters
No
n-B
.C. R
esid
ent
Hu
nte
rs
Lice
nse
Ven
do
rs
Gu
ide
Ou
tfit
ters
3
Serv
iceB
C O
ffic
es3
Fish
, Wild
life
and
Hab
itat
M
anag
emen
t B
ran
ch
Co
nse
rvat
ion
Off
icer
s
Co
mp
uls
ory
Insp
ecti
on
Sta
tio
ns
Bio
logi
sts
B.C
. Wild
life
Fed
erat
ion
Firs
t N
atio
ns
Hu
nte
rs
Hab
itat
Co
nse
rvat
ion
Tru
st F
un
d
Gu
ide
Ou
tfit
ters
Ass
oci
atio
n o
f B
riti
sh C
olu
mb
ia
Per
mit
an
d A
uth
ori
zati
on
Ser
vice
B
ure
au
Min
istr
y o
f Fi
nan
ce
Trap
per
s
Tran
spo
rter
s
Fur
Trad
ers
B.C
. Tra
pp
ers
Ass
oci
atio
n
Taxi
der
mis
ts
B.C. Resident Hunters
Non-B.C. Resident Hunters
License Vendors
Guide Outfitters
ServiceBC Offices
Fish, Wildlife and Habitat Management Branch
Conservation Officers
Compulsory Inspection Stations
Biologists
B.C. Wildlife Federation
First Nations Hunters
Habitat Conservation Trust Fund Guide Outfitters Association of British Columbia
Permit and Authorization Service Bureau
Ministry of Finance
Trappers
Transporters Fur Traders
B.C. Trappers Association
Taxidermists
Confidential Hunting License Service Design Project – Research Findings Page 25
Completed Version
To view a larger version the completed version of the motivational matrix, visit the project team website at
http://hunting.number41media.com/motivation_matrix/index.html.
Confidential Hunting License Service Design Project – Research Findings Page 26
Appendix C: Service BC Locations
Confidential Hunting License Service Design Project – Research Findings Page 27
Appendix D: Compulsory Inspection Stations in BC