Making Data Count: Research and Analytics Applications to the 2020 - - PowerPoint PPT Presentation

2020CENSUS.GOV

Yazmín A. García Trejo (U.S. Census Bureau) Sarah Evans (PSB) Anna Sandoval Girón (U.S. Census Bureau) Ketzirah Lesser (VMLY&R)

Disclaimer: This presentation is released to inform interested parties of research and to encourage discussion. The views expressed are those of the authors and not necessarily those

• f the U.S. Census Bureau or the U.S. Department of Housing and Urban Development.

Disclosure approval number: CBDRB-FY19-CED001-B0004

Making Data Count: Research and Analytics Applications to the 2020 Census Integrated Communications Campaign

2020CENSUS.GOV

Purpose of the talk

• Behind the scenes of the Census communication

campaign

• Applications of the research to the development of

the campaign theme and messages to a diverse public

• Lessons learned from implementing mixed-

methods approach into campaign development

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV

Source: https://www.census.gov/newsroom/press-releases/2019/2020-campaign-logo.html

Selected Campaign Platform

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV

What is a campaign platform?

Unifying idea Must “work” for all audiences and in all languages

• In line with multicultural specialist partner expertise

Must be flexible enough to encompass all key messaging areas and be in line with CBAMS research insights (e.g., motivators, benefits and concerns) Collaborative process across Census and advertising agencies to narrow down a testable set of platforms

Development of a Campaign Platform

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV

Mixed-methods approach (foundational research)

• 2020 CBAMS
• Public opinion Survey
• Focus groups

Market classification

• Mindsets: Attitudinal

segmentation

• Geographical segmentation

Creative Development

• Strategy Development
• Message Development

Platform Ideation Sessions

• Quick idea platform testing

(QIPT) : Focus groups, online testing and community representative reviews

• Findings Readout and

Platform Selection Execution Development

• Campaign Testing
• Campaign Development

1 2 3

Development of 2020 Census Campaign Platform

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV

Motivators

• Funding for community needs is

the most influential motivator across audiences

• Services such as hospitals, fire

departments, and schools are important to many respondents

Knowledge Gaps

• Lack of knowledge about

Census’ scope, purpose, and constitutional foundation

• Important subgroup differences
• General apathy toward the

Census

Concerns

• Privacy concerns
• Distrust of government
• Fear of repercussions

 Connect Census participation to support and resources for their local communities  Inform the public on Census’ scope, purpose, and process  Engage trusted voices to address concerns that have led many to question their participation

Note: The 2020 CBAMS focus group report was approved by the Disclosure Review Board on October 29, 2018, approval number CBDRB-FY19-043. Public Use Microdata Sample version of the original 2020 CBAMS survey data approved for release on August 13, 2018 with approval number CBDRB-FY18-422

Synthesizing 2020 CBAMS Key Findings (Survey and Focus Groups)

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV

8 American Indian and Alaskan Native 4 Native Hawaiian and Pacific Islander 2 Asian 2 Hispanic 2 Rural Focus Groups N = 1,600 Gen Pop, including:

• LGBTQ
• Households with young children
• Middle Eastern or North African

(MENA) N = 400 Census Low Response Online Testing 5 Black or African American 5 Puerto Rico Community Representative Reviews

NOTE: Platforms were randomized within and across methodologies to mitigate order effects. Participants across all methodologies saw culturally relevant image adaptations. The platform images included in this presentation are Diverse Mass versions.

• QIPT’s primary goal was to select the single strongest platform based on direct feedback

from audiences and community representatives.

• QIPT explored how the audiences perceived the platforms and assessed whether each

campaign platform was viewed as a relevant, motivating, and compelling idea.

Creative testing: Quick Idea Platform Testing (QIPT)

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV

Methodological

• Importance of mixed methods
• Public opinion and Focus Groups
• Marketing research oriented methods
• Technological changes
• Limitations from each methodology
• Replicability and consistency of

results

• The importance of keep testing messages

through different methods at different times

Operational

• Selecting a team. Researchers who…

− are used to working with an interdisciplinary team − seek to collaborate with administrators and managers, etc. on the implementation of findings

• Consensus meetings
• Representation of Census and marketing

researchers at all stages of the process

• Government’s life cycle of projects

− Deadlines, coordination across areas, mandatory requirements

Recommendations and Lessons Learned (preliminary)

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV

• Message development to specific

audiences and languages

• The implementation process during other stages
• f the campaign: awareness, motivation and

reminder

• Identify recommendations to the

2030 Census communications campaign

Next Steps

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV

• 2010 Census Communications Research Reports

https://www.census.gov/programs-surveys/decennial-census/2020- census/research-testing/communications- research/2010_communications_research.html

• 2020 Census Barriers, Attitudes, and Motivators Study Survey Report

https://www2.census.gov/programs-surveys/decennial/2020/program- management/final-analysis-reports/2020-report-cbams-study-survey.pdf

• 2020 Census Barriers, Attitudes, and Motivators Study (CBAMS) Focus Group Final

Report https://www.census.gov/programs-surveys/decennial-census/2020- census/planning-management/final-analysis/2020-report-cbams-focus-group.html

2010 and 2020 CBAMS Reports

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV

yazmin.argen.garcia.trejo@census.gov

Questions?

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV

Disclaimer: This presentation is released to inform interested parties of research and to encourage discussion. The views expressed are those of the authors and not necessarily those of the U.S. Census Bureau or the U.S. Department of Housing and Urban Development.

Extra slides

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV

Today

Source: https://www2.census.gov/programs-surveys/decennial/2020/program-management/pmr-materials/02-01-2019/pmr-cbams-comm-2019-02-01.pdf

2020 Census Integrated Partnership and Communications Operation. High Level Timeline

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV Source: https://www2.census.gov/programs-surveys/decennial/2020/program-management/final-analysis-reports/2020-report-cbams-focus- group.pdf (See page X). The 2020 CBAMS focus group report was approved by the Disclosure Review Board on October 29, 2018, approval number CBDRB-FY19-043.

Primary Motivators of Self-response

Disclosure approval number: CBDRB-FY19-CED001-B0004

2020CENSUS.GOV Source: https://www2.census.gov/programs-surveys/decennial/2020/program-management/pmr-materials/02-01-2019/pmr-cbams-comm-2019-02-01.pdf

2020 Big Picture Mindsets

Disclosure approval number: CBDRB-FY19-CED001-B0004