Message Development Report of Findings from Focus Group 从焦点小组的调查的的结果信息发展的报告.docVIP

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Message Development Report of Findings from Focus Group 从焦点小组的调查的的结果信息发展的报告.doc

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Message Development Report of Findings from Focus Group 从焦点小组的调查的的结果信息发展的报告

T4 America Transportation Message Development Report of Findings from Focus Group Research April – May 2009 Prepared by Edge Research For Spitfire Strategies May 2009 Background and Objectives In April 2009, Spitfire Strategies engaged Edge Research to conduct message testing research in support of Transportation for America’s campaign to transform U.S. transportation policy to meet the needs and challenges of the 21st Century. This research builds upon preliminary message development research conducted in the fall of 2008. The purpose of the research was to understand what motivates Americans to become involved in decisions regarding their transportation options, and ultimately to identify a set of messages that could be used to engage the public to become active in the debate around how government transportation money is spent. To do that we conducted eight focus groups, 2 each in the following metropolitan areas: Baltimore, Maryland; Nashville, Tennessee; Chicago, Illinois and Minneapolis, Minnesota. Each group was composed of men and women who fit a “community leader” profile: Registered to vote; Working as a manager, director or small business owner from a diverse cross-section of business and government; Engaged in community service projects; Follow what is going on in current events and community affairs. In each group respondents came from across the metropolitan area and represented a range of age, gender, ethnicity, education level and income. In each discussion group we covered the following topics: Views on the state of the current transportation system; Evaluation of the existing transportation infrastructure and how community needs are represented; Understanding of transportation planning and policy (who is in charge); Awareness of government investments for transportation and perceptions surrounding how this money will be spent; Motivational factors regarding citizen involvement in transportation policy; Resonance of various messages to engage