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  • Outline For Focus Group Moderator's Guide: Rhode Island Greenhouse Gas Process

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    Stan Stans
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    The focus group moderator's guide outlines a discussion to: 1) Explore knowledge of climate change and impacts on Rhode Island, 2) Get feedback on greenhouse gas reduction options and barriers to implementation, and 3) Identify messaging that could encourage residents to support reductions. The discussion involves partners from Brown University, an advertising agency, and an environmental non-profit. It will test messaging with the general public in Rhode Island. Major segments explore knowledge, roles in addressing climate change, priority reduction options from Rhode Island's action plan, and test positioning statements. The goal is to help sell residents on supporting the state's efforts to reduce greenhouse gas emissions.

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    ModeratorsGuide-10-23

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    The focus group moderator's guide outlines a discussion to: 1) Explore knowledge of climate change and impacts on Rhode Island, 2) Get feedback on greenhouse gas reduction options and barriers to implementation, and 3) Identify messaging that could encourage residents to support reductions. The discussion involves partners from Brown University, an advertising agency, and an environmental non-profit. It will test messaging with the general public in Rhode Island. Major segments explore knowledge, roles in addressing climate change, priority reduction options from Rhode Island's action plan, and test positioning statements. The goal is to help sell residents on supporting the state's efforts to reduce greenhouse gas emissions.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    12 views12 pages

    Outline For Focus Group Moderator's Guide: Rhode Island Greenhouse Gas Process

    Uploaded by

    Stan Stans
    The focus group moderator's guide outlines a discussion to: 1) Explore knowledge of climate change and impacts on Rhode Island, 2) Get feedback on greenhouse gas reduction options and barriers to implementation, and 3) Identify messaging that could encourage residents to support reductions. The discussion involves partners from Brown University, an advertising agency, and an environmental non-profit. It will test messaging with the general public in Rhode Island. Major segments explore knowledge, roles in addressing climate change, priority reduction options from Rhode Island's action plan, and test positioning statements. The goal is to help sell residents on supporting the state's efforts to reduce greenhouse gas emissions.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 12

    Outline For Focus Group

    Moderators 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
    Whos 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 Transportation
    Energy efficient Public transportation
    appliances Carpooling
    Compact appliances Reduce VMTs
    VMT insurance
    Renewable portfolio
    standards 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

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