Jordan Petchenik Resource Sociologist Bureau of Sciences Services Wisconsin DNR 608/266-8523 jordan.petchenik@wisconsin.gov

Beyond Surveys: Using Focus Groups to Evaluate Aquatic Invasive Species

Messaging and Marketing Materials

If you are going to learn you need to forget what you know. - Christopher Moore, Coyote Blue

Surveys vs. Focus Groups

Surveys Focus Groups

Sampling Random Purposive

Data Numerical Narrative

Application Statistical projections Insight

Questions Close-ended Open-ended

Format Rigid Flexible

Objectives To assess boaters’ …

…awareness of AIS regulations

…willingness to comply with AIS regulations

…perception of efficacy – will actions make a difference?

…appraisal of AIS marketing materials

Methods Five focus groups

2 boating-anglers trailer boats between multiple inland waters 2 boating-anglers trailer boats between inland

waters and Lake Michigan 1 boating-anglers trailer boats between inland

waters and Mississippi River

Hypothetical Question Sequence

Accompanying your survey is a one-page

poster titled “ … ” We are hoping this

poster or a similar one would be posted at

bait and tackle stores. We’d like your

opinion about this poster. Please answer the

following questions about …

Hypothetical Question Sequence

Like / dislike appearance?

Too much / too little text?

How informative?

Likelihood of reading poster?

Likelihood of icing catch?

Likelihood of icing catch

0%

10%

20%

30%

40%

50%

Verylikely Fairly

likely UnsureFairly

unlikely Veryunlikely

17%

31% 30%

16%

6%

Ambiguous language Never move live fish

away from a waterbody:

If I don’t have ice and their gills are moving, is that considered alive?

If my fish are flopping but

they’re not in water are they considered alive?

Fish? Those aren’t fish. That’s bait!

Hypothetical Question Sequence

Question series leading to:

How likely or unlikely would you be to

donate $2 for AIS research and control

in response to this poster?

5-pt msrmt scale

Hypothetical Question Sequence

The DNR is considering developing short (30

second) televised public service announcements

(PSAs) to help inform people about AIS control

and the regulations which all boaters must follow.

Your opinions will help us develop the most

effective PSAs.

Take-home Points

One size does not fit all: don’t fear variance

It’s about the message

Clarity: double-check ambiguity

Equity: all boaters, not just anglers

I & E first, enforcement second

Objectives & application research methods

…But there are times and places to employ statistics and times and places not to – and the times-and-places-not-to comprised one of the many lessons I was doomed to learn the ‘hard way.’ - David James Duncan, The River Why

Many thanks to: • Edward Nelson, UWSC

• Deborah Seiler, WDNR

• Robert Wakeman, WDNR

• Christal Campbell, WDNR

• And the focus group participants for their insight and generous time

Hypothetical Question Sequence

We would also like your opinion about a

second poster titled “ … ” This poster or a

similar one would also be posted at bait and

tackle stores. We’d like your opinion about

this poster. Please answer the following

questions about …

Hypothetical Question Sequence

Question series leading to:

How strongly do you support or oppose the use of each of the following in PSAs about controlling aquatic invasive species?

Various approaches

5-pt msrmt scale

Hypothetical Question Sequence

Question series leading to:

Which approach do you think would hold the greatest appeal for you?

(check one) Animation Conservation warden as spokesperson Humor Actual anglers / boaters