The Chesapeake Bay Foundation retained LLG to conduct focus group research in order to learn more about Pennsylvania residents’ perceptions about the importance of clean water. The research was conducted to gauge public knowledge of water quality issues in local streams and the Susquehanna River, attitudes towards news and media outlets, and public reaction to messaging and advertising components.

LLG designed an online screening survey to generate a final list of participants that were diverse in terms of key demographic variables.

One-way viewing and video recordings allowed the project sponsor to observe focus group discussions.

A variety of tools were used to encourage active participation in each focus group, including round-robin questioning and use of visuals (slides and videos) designed to prompt reactions to draft key messaging. Pre-focus group questionnaires were also used to collect additional insights.

The results of this research assisted CBF in developing effective messages that resonate with residents in southcentral Pennsylvania.

Chesapeake Bay