NCHRP 20-24(93)C

Shane Peck and Dr. Lance Gentry

AASHTO Subcommittee on

Transportation Communications Webinar

July 29, 2015

Mobile MessagesMoving People to Support Transportation

NCHRP 20-24(93)C

“The objective of NCHRP Project 20-24(93)C is to update and further develop themes and key words that will help state DOT executives and others to communicate more effectively with the public about the value of transportation system performance and the relationship of performance to investment and infrastructure.”

Research Approach• Review of existing messages• Focus groups• Dial testing

NCHRP 20-24(93)C

Review of Existing Messages• Review of 27

transportation funding initiatives

• 2010-2014 prior to November elections

• 52% unsuccessful

NCHRP 20-24(93)C Existing Messages

Successful Initiative Messaging

NCHRP 20-24(93)C Existing Messages

Unsuccessful Initiative Messaging

NCHRP 20-24(93)C Existing Messages

Review of Existing Messages

NCHRP 20-24(93)C Existing Messages

Successful UnsuccessfulMobility, Economy, Long-Range Planning and Comprehensive Strategy, Accountability

Maintenance and fixing, funding shortfalls

Focus on long-term opportunities and benefits that result from funding

Focus on poor state of current infrastructure

Name specific projects/actions to benefit from funding

Vague about funding allocations

Focus GroupsNCHRP 20-24(93)C

• People don’t like tax increases• People distrust government• People are motivated by self-interest• Mobility is the ability to easily,

affordably, and quickly get from one place to another

Focus Group Findings

General Feedback: The Challenges

NCHRP 20-24(93)C

• Bad Drivers• Separate Cars and Bicycles• Potholes• Public Transportation/Transit

Focus Group Findings

Safety

NCHRP 20-24(93)C

• Local vs. State Roads• Fix it “Right”• Limit work zones• Require night work

Focus Group Findings

NCHRP 20-24(93)C

Maintenance

• Those who can’t drive use it• Must be “quick and inexpensive”• Roads are the priority• Crosswalks and sidewalks

Focus Group Findings

Public Transportation

NCHRP 20-24(93)C

• Transparency• Rapid response to citizens• Frequent updates• Independent budget• Citizen governance

Focus Group Findings

Accountability

NCHRP 20-24(93)C

• Didn’t equate it with transportation• Good paying jobs• Short-term construction jobs

Focus Group Findings

Economy

NCHRP 20-24(93)C

• Did not see strong connection• Biking and walking• Electric cars a mixed bag

Focus Group Findings

Environment

NCHRP 20-24(93)C

• Additional funding will mean roads that do not suffer from potholes or require major maintenance each year

• Here are specifics about the money needed, what projects will be built and why it will be different from the past

Focus Group Findings

Positive Messages

NCHRP 20-24(93)C

• Accountability will be demonstrated through easily tracked projects and frequent updates

• The tax is temporary and voters will decide if it should be renewed

• Requires high percentage of workers will be local residents

Focus Group Findings

Positive Messages

NCHRP 20-24(93)C

• Dial testing is a research technique where participants watch and/or listen to a message with a special type of scale in their hands

Dial Testing Findings

Dial Testing

NCHRP 20-24(93)C

• Participants heard messages derived from the findings of the previous research tasks

Dial Testing Findings

Dial Testing

NCHRP 20-24(93)C

• Participants were instructed to twist their dials to the left anytime a message would make them less likely to support a transportation initiative.

Dial Testing Findings

Dial Testing

NCHRP 20-24(93)C

• Likewise, participants were told to twist their dials to the right when the message would make them more likely to support a transportation initiative.

Dial Testing Findings

Dial Testing

NCHRP 20-24(93)C

• Initial dial testing session• 30 minute question and

discussion session• Lloyd Brown (AASHTO) served

as guest expert

• Post-discussion dial testing session

Dial Testing Findings

Dial Testing

NCHRP 20-24(93)C

• Metropolitan sample, so items related to public transportation were probably rated higher than they would be in locations where most people drive themselves.

• However, it is reasonable to expect that the general direction (positive or negative) of the participants’ reactions would be the same for most messages.

Dial Testing Findings

Background

NCHRP 20-24(93)C

• 1) Job Creation• “We will require that 85 percent of workers

on these projects be hired locally because since you are being taxed for it, you should be employed by it.”

• The entire message about job creation was strong, but the highest reaction was about hiring local workers.

Dial Testing Findings

Top Five Messages

NCHRP 20-24(93)C

• 2) Convenience• “Additionally, money from increased taxes

will be spent to link traffic signals. Linking traffic signals means that if you hit one green light and travel the speed limit, all the lights on your road will be green for you. Linking traffic signals means you will spend less time waiting at stoplights.”

Dial Testing Findings

Top Five Messages

NCHRP 20-24(93)C

• 3) Accountability• “Money approved for these transportation

improvements are dedicated to that purpose by law and cannot be shifted to other parts of government. The transportation budget is separate from the general budget.”

Dial Testing Findings

Top Five Messages

NCHRP 20-24(93)C

• 4) Accountability• “We will be specific about how much

money is needed, which projects the money will be spent on and what we will do differently from the past.”

Dial Testing Findings

Top Five Messages

NCHRP 20-24(93)C

• 5) Safety and Environment• “Smart investments in transportation can

also improve water quality and the natural environment for families…”

Dial Testing Findings

Top Five Messages

NCHRP 20-24(93)C

• 6) Accountability• “We are required by law to build only the

projects on the approved list and to provide monthly updates on our progress toward delivering these improvements on-budget and on-schedule.”

Dial Testing Findings

Next 3 Messages (still very positive)

NCHRP 20-24(93)C

• 7) Mobility• “You will have the ability to easily,

affordably and quickly get from one place to another. Improved mobility will come from better roads and bridges; improved public transportation; and more opportunities to walk…”

Dial Testing Findings

Next 3 Messages (still very positive)

NCHRP 20-24(93)C

• 8) Safety• “Cars will be separated from bikes and

bikes will be separated from pedestrians.”

Dial Testing Findings

Next 3 Messages (still very positive)

NCHRP 20-24(93)C

• Virtually all references to taxes – especially proposals costing participants more than $5 per month – were seen as negative

• Other triggers included safety concerns and limiting transportation options.

Dial Testing Findings

Negative Feedback

NCHRP 20-24(93)C

• “Mileage will be tracked and drivers will be taxed based on how much they drive. An average driver who put 15,000 miles per year on his car would pay $25 per month in mileage taxes.”

• The mileage tax concept had the lowest ratings of any concept, in part due to privacy concerns.

Dial Testing Findings

Five Points to Avoid (very negative)

NCHRP 20-24(93)C

• “…the implementation of toll roads. Tolls impact only those who use the road… These tolls would cost the average commuter who uses these roads $25 per month…”

• The strongest negative responses resulted from the idea of paying $25 per month.

Dial Testing Findings

Five Points to Avoid (very negative)

NCHRP 20-24(93)C

• “…a gas tax increase is the only fair way to generate funding for highways and transportation. …it would cost the average driver an additional $20 per month, about the cost of two tickets to a movie.”

• As before, strongest negative responses resulted from the idea of paying $20 per month.

• Also concerns about fairness of gas tax in age of hybrids and electric cars

Dial Testing Findings

Five Points to Avoid (very negative)

NCHRP 20-24(93)C

• “…less to maintaining current roads.”• There was an immediate and strong negative

reaction to the idea of spending less on maintaining current roads.

• Since many of the strongest reactions – both positive and negative – were generated by building upon a concept over time, it is noteworthy that this concept was able to generate so much opposition in just five words.

Dial Testing Findings

Five Points to Avoid (very negative)

NCHRP 20-24(93)C

• “We have earned your trust.”• Not only did this phrase create a negative

response, it provoked laughter from many participants.

Dial Testing Findings

Five Points to Avoid (very negative)

NCHRP 20-24(93)C

• There was strong resistance to ideas that would cost consumers $20 or $25 per month.

• However, while the support was not strong, there was support for the idea of paying $5 per month for increased transportation funding.

Dial Testing Findings

Other Conclusions

NCHRP 20-24(93)C

• Importance of voter education• The post-discussion results showed a large

change in the willingness of participants to pay an additional $5 per month in new taxes or fees for improved transportation services.

• Just 30 minutes made the difference• Greater results shown in focus group studies

after 90 minutes

Dial Testing Findings

Other Conclusions

NCHRP 20-24(93)C

Messaging Recommendations

NCHRP 20-24(93)C

NCHRP 20-24(93)C

Thank you!Shane PeckSenior Communications ManagerCommunications & Public Involvement Grouppecks@pbworld.comTwitter: @ShanePeckLinkedIn: Shane Peck, MPA

Lance GentryPrinciple Investigator,Heartland Market Research LLCAssociate Professor, University of Mary Washingtonlance@hmrllc.usTwitter: @ProfessorGentryLinkedIn: Lance Gentry, Ph.D.

http://onlinepubs.trb.org/onlinepubs/nchrp/docs/NCHRP20-24(93)C_FR.pdf

Full Report: