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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