Outline For Focus Group Moderator

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Outline For Focus Group Moderators Guide
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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

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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

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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

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1. Introduction

• Introduce self/name plates for participants
• Overview of topic
• Whos sponsoring and why
• Explain format
• Time frame
• Video taping
• Ground rules

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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)?

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Transition

• Provide Information
• Definition climate change/global warming
• Show temperature rise and RI impacts
• Show pie chart of causes

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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

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Transition

• Provide Information
• RI Action Plan
• Developed through stakeholder process
• Adopted 2001
• 52 Options
• Save 700 Million over 20 years

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4. Explore RI Priority Options

• Energy
• Energy efficient appliances
• Compact appliances
• Renewable portfolio standards

• Transportation
• Public transportation
• Carpooling
• Reduce VMTs
• VMT insurance
• Vehicle Efficiency
• Incentives (fee/rebate)
• Disincentives (raise gas tax)
• Standards for manufacturers

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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.

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6. Conclusion/Wrap-Up

• Summarize key points
• Ask participants if they have anything to add
• Thank them for participating