Social Science Roles

1
Social Science Roles

• Impact High Visibility via Media (TV, Radio,
  Internet) Can Shape Public Perception
• Demographics and Research knowledge of user base
  tailoring to needs (to the masses, not the
  minors) Business Decisions influence products
• Communication Greater need for Spanish and other
  languages, sensitivity to words and phrases.
  Requested use of words/phrases by client for
  relation to their customers (example Criminology
  and full moon)
• Connecting Meteorologists ware many different
  hats, more than just weather talents used -
  communicators. Need to keep factors such as
  verbage and enthusiasm in mind (example
  showing excitement for severe weather)

2
Social Science Roles in B2B Forecasting

• Interview Client
• What forecast information is needed?
• What problem is the client trying to solve?
  Saving money, lives, time?
• What info is most important to the user? You
  dont want important alerts to get lost in the
  verbiage of a forecast. Highlight the highlights
  in the deliverable
• What are the Thresholds of pain? Ask the users
  what sort of weather causes losses. Is it gusts
  over 40mph? 50mph? Supply meteorological support
  in determining these levels if they dont know.
• Formulate the best product based on client needs
  
• What is the deliverable? - is the best product a
  faxed list of temperatures or a 20 minute morning
  briefing
• When is the deliverable? Delivery time
  determined by needs and ability to provide the
  most accurate information. What are the decision
  making timelines? Hours of operation?
• How is it delivered? Timely delivery mode
  determined by client access to information. Fax,
  e-mail, PDF, phone calls, IMs, ppt briefings,
  conference calls

3
Social Science Roles

• How do our viewers understand and use weather
  information?
• Trust
• 2004 FEMA Post Hurricane Charley Assessment
• file///D/2004assessment/Assessments/2004Storms/2
  004_hurricane_season_page.htm
• 87 to 94 interviewees generally trust local
  TV/radioas source for hurricane information
• 45 to 54 relied a great deal on The Weather
  Channel for information
• 2nd most frequently cited source of information
• Butdo they understand?
• Citizens indicated watches and warnings are a
  major factor in their decision to evacuate.
  However, nearly half of the respondentscannot
  define what NOAA Hurricane Watches and Warnings
  mean.
• file///D/2004assessment/Assessments/2004Storms/
  2004_hurricane_season_page.htm

4
Social Science Roles

• How do our viewers gather and use weather
  information?
• On Demand Access
• Nearly 209 million Americans (69 of
  population)use the Internet an average of 31.4
  hours/month
• Source Nielsen/NetRatings and comScore Networks
  http//www.comscore.com/press/release.asp?press14
  59
• Engagement
• New sources, new participation
• Becoming active users vs. passive consumers
• Blogs, mobile phones, camera phones, PDAs,
  widgets, iPodsiPhones