Jordan Petchenik Resource Sociologist Bureau of Sciences Services Wisconsin DNR 608/266-8523 [email protected]
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
