CY H MN ?Can You Hear Me Now? - Microsoft...CY H MN ?Can You Hear Me Now? : Research and Tools on...
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C Y H M N ?Can You Hear Me Now? :Research and Tools on Ocean Communication
DECEMBER 13, 2012
PRESENTED BY WEI YING WONG, PH.D. COMMUNICATIONS PROJECT DIRECTOR
T d ’ P t tiToday’s Presentation
• Background‒ OrganizationOrganization‒ Market Research Initiative
• Communications Research• Communications Research‒ Key findings & Implications
d‒ Case studies
B k dBackground
Organizational Overview• Collaborative NGO • Founded by aquarium leaders• Partner network of >1,600 aquariums, zoos, science
museums (ZAMs) and other organizationsmuseums (ZAMs) and other organizations• North American focus but growing internationally
Our mission is to inspire action to protect the world’s ocean.
Market Research Initiative:Market Research Initiative: Goals1. Improve understanding of public opinion on the ocean,
conservation, and related issues − Track changes in awareness, attitudes, and behaviors− Provide benchmarking on emerging issues
2. Perceptions of zoos, aquariums, & museums (ZAMs) and their2. Perceptions of zoos, aquariums, & museums (ZAMs) and their role in conservation
3. Assist partners in integrating the research4. Support outreach efforts to connect the ocean/individual
action5 Identify strategic opportunities with specific audiences/issues5. Identify strategic opportunities with specific audiences/issues
M k t R h I iti tiMarket Research Initiative
Phase 1: Baseline dataTime frame Sample population
Aug – Nov 2008 • 22 000+ US adultsAug – Nov 2008 • 22,000+ US adults• Oversampling in 10 US markets, 2 in Canada• Additional data on youth, and 7 other nations
Phase 2: Tracking dataTimeframe Sample population
d lSummer 2009 • 4,800+ adults
Summer 2010 • 8,500+ adults
Spring 2011 • 12,000+ adults
Spring 2012 • 17,000+ adults
T d ’ P t tiToday’s Presentation
• Background‒ OrganizationOrganization‒ Market Research Initiative
• Communications Research• Communications Research‒ Key findings & Implications
d‒ Case studies
K fi diKey findings
1. Knowledge & awareness2. Concern for the ocean3. Understanding of threats4. Willingness to act5. Important constituencies6. Perception of Marine Sanctuaries and ZAMs
What are the three most important issues currentlyWhat are the three most important issues currently confronting the United States?
80 0%
100.0%
Climate Change
Protect Environment
60.0%
80.0%
20 0%
40.0%
0.0%
20.0%
Economy National Energy Energy Cost Health Care Climate Change Protect Security Independence Environment
Knowledge & awareness
• No evidence to indicate that the public’s awareness and understanding of the major ocean threats has increased
Knowledge & awareness
• No evidence to indicate that the public’s awareness and understanding of the major ocean threats has increased
Implications– Shift from knowledge/literacy building to action inspiring
Concern for the ocean
• Want ocean to be protected on principle, but ocean generally seen as healthy
• Lack of urgency (except in times of major catastrophe, e.g. BP oil spill)
“The world’s ocean is endangered"
KEY FINDINGS100
57 5564 60 5657 55
6660 59
60
80
20
40
0
20
2009 10‐Apr 10‐Jun 10‐Aug 1Q 2011p gUS adult Recent ZAM visitor
Concern for the ocean
• Ocean generally seen as healthy• Lack of urgency (except in times of major
KEY FINDINGLack of urgency (except in times of major catastrophe, e.g. BP oil spill)
Implication‐ Focus on conveying urgencyy g g y‐ Guidance on what to do, especially in times of heightened awareness
Understanding of the threat
• Climate change increasingly seen as “overrated”, disconnected, and politicized
Understanding of the threat
• Climate change increasingly seen as “overrated”, disconnected, and politicized
• Ocean seen as overall healthy
Implication‐ Connect abstract concepts (e.g. climate change) p ( g g )to specific place/animal that resonate for your audience
Willingness to act
• See themselves as “green friendly”• Disconnected from level of understanding
KEY FINDINGDisconnected from level of understanding
What are you doing to support a “green-friendlyWhat are you doing to support a green friendly lifestyle?”
• Using natural and organic products• Changing lightbulbs in homes to CFLs/LEDs
KEY FINDINGg g g /
• Nothing• DNK• Driving a hybrid
Willingness to act
• See themselves as “green friendly”• Disconnected from level of understanding
KEY FINDING
Implications– Start with the solution– Act first, learning follows
Important constituency: Youth
• Most environmentally/socially conscious• Strongest believers in the importance of personal action
KEY FINDING
• Influencers of household decisions
I am “green friendly”
80
90
100
ent)
60
70
80
of agreeme
30
40
50
able (level
0
10
20
Scalar varia
US Composite Age 13‐17 Age 18‐21 Age 22‐25 Age 26‐34 Age >35
Age group
Individual citizens are personally responsible forIndividual citizens are personally responsible for protecting the environment.”
8387 86
80
90
100
ent)
74 7472
68
6159 58 5760
70
80
of agreeme
30
40
50
able (level
0
10
20
Scalar varia
12‐13 14‐15 16‐17 18‐20 21‐24 25‐34 35‐44 45‐54 55‐64 65‐74 75 +
Age group
Important constituency: Youth
• Most environmentally/socially conscious• Strongest believers in the importance of personal action
KEY FINDING
• Influencers of household decisions
Implications– Focus on youth– Provide guidance
Minorities
• Self report as less knowledgeable about environmental issues, but more willing to act for conservation
• More likely to vote for politician based on politician’s position on environmental issues
ImplicationsRea h o t to di erse a dien e– Reach out to diverse audience
Perception of Marine Sanctuaries & ZAMs
• Low awareness of marine sanctuaries• ZAMs seen as one of the most trusted sources of
KEY FINDING
conservation information• ZAMs expected to provide guidance on conservation
actions
Have you heard of ... ?
96.2 96.8
90100
US adult
607080
onde
nts
Recent ZAM
16 721.330
4050
% of respo ZAM
visitor
16.7
01020
N ti l k N ti l iNational parks National marine sanctuaries
What is a Marine Sanctuary?
Rank Description Index
1 DNK 565.0
2 A protected part of the ocean 49.9
3 A part of the ocean where no fishing is allowed 28.3
4 A part of the ocean where no recreational boating is allowed 19.4
5 A safe place for dolphins 15.9
6 A park by the water 13.7
7 A place to see sea birds 7.9
Perception of ZAMs
• Low awareness of marine sanctuaries• ZAMs seen as one of the most trusted sources of
KEY FINDING
conservation information• ZAMs expected to provide guidance on conservation
actions
I li iImplications– Important & unique role of ZAMs– Opportunities to work with ZAMs
Market Research:Market Research: Summary of findings
Problem• The public cares, but needs to be reminded
IMPLICATIONSp ,
• Climate change is the big concern, but also seen as overstated (and as yet unconnected to ocean health)
• The public believes the ocean is in good health, and even disasters don't do much to dent this impression
Market Research:Market Research: Summary of findings
Solution• High interest in personal actionsHigh interest in personal actions • Seeking suggestions from trusted sources • Actions are the gateway to education, not vice versaActions are the gateway to education, not vice versa
Market Research:Market Research: Summary of findings
Motivation• People want and expect ZAMs to offer guidance; ZAMs p p g ;
are credible messengers • People increasingly want to be seen as "green"
Market Research:Market Research: Summary of findings
Audience• Youth especially interested and surprisinglyYouth especially interested and surprisingly
influential• Minorities self‐report as less knowledgeable but
more likely to take action
T d ’ P t tiToday’s Presentation
• Background‒ OrganizationOrganization‒ Market Research Initiative
• Communications Research• Communications Research‒ Key findings & Implications
d‒ Case studies
Test case in online engagementTest case in online engagement
Activating their underlying concern for conservation (Online)
T t i li tTest case in online engagement
End of Campaign
Youth sentiment post‐campaign
campaignp g
+ 1year
The world’s ocean is endangered +14.8% +9.3%
The ocean is affected by the actions of people +10.1% +10.1%
l h h h l hClimate change threatens ocean health +18% +12%
Th O P j t’ OA t dThe Ocean Project’s OA study
National Public Opinion
Partners‐ Interviews Visitors
IdentifyOpportunities
‐ Online surveys‐Website/Social media
‐ Site specific
M k t R h N ti l D tMarket Research – National Data
100
nt)
I … “ocean acidification”
60
80
of agreeme
have heard ofam familiar with
f b
2231
21 18
40
ble (le
vel o am informed about
14 11 1410 1218
0
20
US it R t ZAM "C d btcalar V
ariab
US composite Recent ZAM visitor (12mths)
"Concerned abt CC"
Sc
M k t R h N ti l D tMarket Research – National Data
100
men
t)
I have heard of…
60
80
of agreem
40
able (level
Ocean AcidificationGlobal Warming
0
20
Scalar Vari
0US composite Recent ZAM
(12mths)"Concerned" abt
CC
S
I am worried about…
817480
100
525560
5458
74
60
80
Unprompted ‐ Ocean Acidification
126
40Global Warming
Prompted ‐ Ocean 17
0
20 Acidification
US Composite Recent ZAM (12mths)
"Concerned" about CC
OA St dOA Study summary
1. Visitor awareness and concern about ocean acidification (low, with great potential)
2 Visitor expectations and appreciation of conservation2. Visitor expectations and appreciation of conservation information (high)
3. Aquarium and science center visits as activation points (critical)
A k l d tAcknowledgements
We would like to extend special thanks to NOAA for providing the bulk of the funding for our ongoing
k h d ll b i hmarket research and collaborative outreach initiative through 2013.
Additional support provided by The Curtis and EdithAdditional support provided by The Curtis and Edith Munson Foundation and a foundation that requests anonymity.h d h f lThe Ocean Foundation serves as the fiscal sponsor for The Ocean Project.
Q ?Thank you! Questions?CONTACT INFORMATION:WEI YING WONG
WWW THEOCEANPROJECT ORGWWW.THEOCEANPROJECT.ORG
WWW.THEOCEANPROJECT.ORG/MARKETRESEARCH