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Challenge
A provincial ministry contacted us before launching a new program initiative.
The ministry wanted more information about public attitudes in order to
form an effective communications strategy. We were retained to conduct
this research and identify the key issues.
Strategy
Research began with a series of focus groups involving both the general
public and those who would be affected by the initiative. This qualitative
phase helped us develop a province-wide survey that covered five regions
and measured variations in attitudes. Since the program was initially
targeted at smaller communities, where local groups could help develop
local initiatives, the ministry was particularly interested in learning
about attitudes outside major urban centres.
Results
The research revealed high awareness of the initiative, as well as strong
support for it. However, research also identified several specific challenges
to be addressed in communicating information about the program. As the
program continued to expand across the province, we conducted a follow-up
survey to track awareness of and attitudes toward the program.
cultural
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