Making Data Count: Research and Analytics Applications to the 2020 Census Integrated Communications Campaign 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 of the U.S. Census Bureau or the U.S. Department of Housing and Urban Development. 2020CENSUS.GOV Disclosure approval number: CBDRB-FY19-CED001-B0004
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 2020CENSUS.GOV Disclosure approval number: CBDRB-FY19-CED001-B0004
Selected Campaign Platform Source: https://www.census.gov/newsroom/press-releases/2019/2020-campaign-logo.html Disclosure approval number: CBDRB-FY19-CED001-B0004 2020CENSUS.GOV
Development of a Campaign Platform 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 Disclosure approval number: CBDRB-FY19-CED001-B0004 2020CENSUS.GOV
Development of 2020 Census Campaign Platform 1 2 3 Mixed-methods approach Creative Development Market classification (foundational research) • • Strategy Development Mindsets: Attitudinal • 2020 CBAMS • Message Development • Public opinion Survey segmentation • Platform Ideation Sessions Geographical segmentation • Focus groups • Quick idea platform testing (QIPT) : Focus groups, online testing and community representative reviews • Findings Readout and Platform Selection Execution Development • Campaign Testing • Campaign Development Disclosure approval number: CBDRB-FY19-CED001-B0004 2020CENSUS.GOV
Synthesizing 2020 CBAMS Key Findings (Survey and Focus Groups) Concerns Motivators Knowledge Gaps • • Funding for community needs is • Lack of knowledge about Privacy concerns Census’ scope, purpose, and the most influential motivator • Distrust of government across audiences constitutional foundation • Fear of repercussions • Services such as hospitals, fire • Important subgroup differences departments, and schools are • General apathy toward the important to many respondents Census 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 Disclosure approval number: CBDRB-FY19-CED001-B0004 2020CENSUS.GOV
Creative testing: Quick Idea Platform Testing (QIPT) Community Focus Groups Online Testing Representative Reviews 5 Black or African American N = 1,600 Gen Pop, including: 8 American Indian and Alaskan Native • 5 Puerto Rico LGBTQ 4 Native Hawaiian and Pacific Islander • Households with young children 2 Asian • Middle Eastern or North African 2 Hispanic (MENA) 2 Rural N = 400 Census Low Response 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. 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. Disclosure approval number: CBDRB-FY19-CED001-B0004 2020CENSUS.GOV
Recommendations and Lessons Learned (preliminary) Methodological Operational • Selecting a team. Researchers who … • Importance of mixed methods − are used to working with an interdisciplinary team - Public opinion and Focus Groups − seek to collaborate with administrators and - Marketing research oriented methods managers, etc. on the implementation of findings - Technological changes • Consensus meetings • Limitations from each methodology - Representation of Census and marketing researchers at all stages of the process • Replicability and consistency of • Government’s life cycle of projects results − Deadlines, coordination across areas, mandatory - The importance of keep testing messages requirements through different methods at different times Disclosure approval number: CBDRB-FY19-CED001-B0004 2020CENSUS.GOV
Next Steps • Message development to specific audiences and languages - The implementation process during other stages of the campaign: awareness, motivation and reminder Identify recommendations to the • 2030 Census communications campaign Disclosure approval number: CBDRB-FY19-CED001-B0004 2020CENSUS.GOV
2010 and 2020 CBAMS Reports 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 Disclosure approval number: CBDRB-FY19-CED001-B0004 2020CENSUS.GOV
Questions? yazmin.argen.garcia.trejo@census.gov Disclosure approval number: CBDRB-FY19-CED001-B0004 2020CENSUS.GOV
Extra slides 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. 2020CENSUS.GOV Disclosure approval number: CBDRB-FY19-CED001-B0004
2020 Census Integrated Partnership and Communications Operation. High Level Timeline Today Source: https://www2.census.gov/programs-surveys/decennial/2020/program-management/pmr-materials/02-01-2019/pmr-cbams-comm-2019-02-01.pdf Disclosure approval number: CBDRB-FY19-CED001-B0004 2020CENSUS.GOV
Primary Motivators of Self-response 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. Disclosure approval number: CBDRB-FY19-CED001-B0004 2020CENSUS.GOV
2020 Big Picture Mindsets Source: https://www2.census.gov/programs-surveys/decennial/2020/program-management/pmr-materials/02-01-2019/pmr-cbams-comm-2019-02-01.pdf Disclosure approval number: CBDRB-FY19-CED001-B0004 2020CENSUS.GOV
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