Transcript Outline For Focus Group Moderator`s Guide

Outline For Focus Group
Moderator’s Guide
Rhode Island Greenhouse Gas Process
Goals
• Explore general knowledge of climate change and
greenhouse issues and impacts on Rhode Island
• Get responses to perceived benefits and barriers to
implementing some greenhouse gas reduction options
outlined in the Rhode Island Greenhouse Gas Action Plan
• Identify key issues that would help sell greenhouse gas
reduction options/strategies to local residents
• Test some position/framing ad copy
Rhode Island Greenhouse Gas Process
Overview
• Partners
– Brown University
– Greenwich Advertising
– Audubon Society of Rhode Island
• Funding for 2 general public groups (November 2003)
– Demographics –similar to RI
– Professional recruitment
• Need to explore additional sector focus groups with
working group members
Rhode Island Greenhouse Gas Process
Major Segments
1. Introduction
2. Explore General Knowledge of climate change
issues
3. Identify how they think climate change should be
addressed
4. Determine specific actions they are willing to
take on priority options
5. Test messages
6. Conclusion
Rhode Island Greenhouse Gas Process
1. Introduction
• Introduce self/name plates for participants
• Overview of topic
– Who’s sponsoring and why
• Explain format
– Time frame
– Video taping
• Ground rules
Rhode Island Greenhouse Gas Process
2. Explore General Knowledge
• What do they think of when they hear the terms
climate change/global warming
• Where do they recall hearing/seeing the terms?
• Do they think global warming/climate change is a
serious problem and why or why not
• What do they think causes it?
• Why do they think it matters (impacts)?
Rhode Island Greenhouse Gas Process
Transition
• Provide Information
– Definition climate change/global warming
– Show temperature rise and RI impacts
– Show pie chart of causes
Rhode Island Greenhouse Gas Process
3. How/Who Should Address
Global Warming
What do they think should be done to fight global
warming?
• Explore role of government
– Explore awareness of international, national,
region initiatives
– what they know
– Are they effective
• Explore role of business
• Explore role of individuals
Rhode Island Greenhouse Gas Process
Transition
Provide Information
• RI Action Plan
–
–
–
–
Developed through stakeholder process
Adopted 2001
52 Options
Save $700 Million over 20 years
Rhode Island Greenhouse Gas Process
4. Explore RI Priority Options
• Energy
– Energy efficient
appliances
– Compact appliances
– Renewable portfolio
standards
• Transportation
– Public transportation
– Carpooling
– Reduce VMT’s
• VMT insurance
– Vehicle Efficiency
• Incentives (fee/rebate)
• Disincentives (raise gas
tax)
• Standards for
manufacturers
Rhode Island Greenhouse Gas Process
5. Test Messages (copy testing)
Get participant reactions to a range of
positioning statements and messages.
• How appealing is the message?
• How understandable?
• How memorable?
Discuss possibilities for other messages.
Rhode Island Greenhouse Gas Process
6. Conclusion/Wrap-Up
• Summarize key points
• Ask participants if they have anything to
add
• Thank them for participating
Rhode Island Greenhouse Gas Process