Southeastern
Institute of
Research
VDOT Omnibus Study
Wave II
September 6, 2005
Pulsar
Advertising
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Southeastern Institute of Research
Objectives &
Methodology
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Southeastern Institute of Research
Objectives
• Understand citizens’ expectations and
perceptions of VDOT on critical issues across
all Districts
• Provide guidance for VDOT’s outreach
communications program across all Districts
• Establish a tracking measure for ongoing
monitoring of perceptions of VDOT across all
Districts
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Southeastern Institute of Research
Methodology
• Telephone survey using SIR’s Virginia Pulse
• Interview included 5 questions written specifically for
VDOT and asked of everyone, 2-4 additional questions for
each geographic area, and a series of standard
demographic and classification questions
• 1,200 interviews with random households were conducted
across 4 geographic regions:
–
–
–
–
Northern Virginia (Virginia portion of Metro DC market)
Central (Richmond/Petersburg)
Eastern (Norfolk/Virginia Beach/ Hampton/Newport News)
Western (Roanoke/Lynchburg/Danville/Martinsville)
• 300 interviews conducted in each region
• Interviews conducted July 29-August 5
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Southeastern Institute of Research
Methodology
• The first wave of the VDOT Omnibus Study
was reported in January 2005
• While this wave is comparable to the
earlier wave, some questions have
changed. When appropriate, this report
compares the current and previous wave
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Southeastern Institute of Research
Questions Asked of Everyone
• In which of the following ways have you come into contact
with VDOT during the past year?
• Overall, how familiar would you say you are with VDOT and
the work it does?
• How satisfied are you with VDOT overall?
• To what extent do you trust VDOT to do the right thing for
the people of Virginia in regard to managing the state’s road
and highway system?
• How satisfied are you with VDOT in regard to…
–
–
–
–
–
–
Working with communities, stakeholders, and businesses to plan
for Virginia’s future transportation needs
Maintenance and construction of the roadways and highways
across Virginia
Traffic management and incident response
Management of public funds in regard to the road and highway
system in Virginia
Being responsive to the needs and preferences of the citizens of
Virginia
Communicating to you
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Southeastern Institute of Research
Additional Questions in Western Virginia
• Are you aware that motorists stopped and
ticketed for speeding on a section of Interstate 81
near Roanoke, known as the Highway Safety
Corridor, may have to pay significantly increased
fines?
• If you have driven on that part of I-81, how has
your driving behavior been affected?
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Southeastern Institute of Research
Additional Questions in Central Virginia
• Are you aware that motorists stopped and
ticketed for speeding on a section of Interstate 95
in the City of Richmond and Henrico County from
near Bells Road to near Parham Road, known as
the Highway Safety Corridor, may have to pay
significantly increased fines?
• If you have driven on that part of I-95, how has
your driving behavior been affected?
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Southeastern Institute of Research
Additional Questions in Eastern Virginia
• Think about the construction on I-64 near the
Hampton Coliseum. How would you describe the
amount of information you have read or heard
from VDOT over the past six months about
transportation and traffic issues in that area?
• Where did you read or hear this information?
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Southeastern Institute of Research
Additional Questions in Northern Virginia
• Are you aware that motorists stopped and ticketed for
speeding on a section of Interstate 95 in Prince William
County, known as the Highway Safety Corridor, may
have to pay significantly increased fines?
• If you have driven on that part of I-95, how has your
driving behavior been affected?
• How would you describe the amount of information
you have read or seen from VDOT over the past year
about transportation and traffic issues in the area of
the Springfield Interchange?
• Where did you read or hear this information?
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Southeastern Institute of Research
Methodology
• The process by which communication works can be
diagrammed as:
Awareness (Contact with VDOT)
The process begins by
growing awareness of
VDOT. Then, it builds
understanding
(familiarity) and a
positive perception
(satisfaction) – which
leads to trust.
Familiarity
Favorability
(Satisfaction)
Trust
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Southeastern Institute of Research
Detailed Findings
• Outline of Presentation
–
–
–
–
–
Contact with VDOT
Familiarity with VDOT
Overall Satisfaction
Trust in VDOT
Satisfaction with Specific Attributes and
Responsibilities
– Information about Construction
– Opinion Leaders
– Highway Safety Corridors
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Southeastern Institute of Research
Contact with VDOT
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Southeastern Institute of Research
VDOT Continues to Have a Far-Reaching Presence
– More than 9 of 10 Virginians Have Had
Contact with VDOT in the Past Year
100%
92%
91%
Wave I
Wave II
80%
60%
40%
20%
0%
Question: In which of the following ways have you come into contact with VDOT
during the past year?
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Southeastern Institute of Research
The Level Of Contact with VDOT
Continues to be High Across All Regions
Wave I
100%
92%
88%
93%
93%
Wave II
92%
90%
92%
92%
80%
60%
40%
20%
0%
Western
Central
Eastern
Northern
Question: In which of the following ways have you come into contact with VDOT
during the past year?
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Southeastern Institute of Research
Residents Continue to Interact with
VDOT in a Variety of Ways
At 23%,
“searching the
VDOT website”
is twice the
level it was
last wave
(11%).
VDOT road crews
73%
Read or heard about VDOT in news
68%
Visited Virginia Interstate rest area
59%
Electronic message boards
58%
Encountered Safety Service Patrols
40%
Searched VDOT website
23%
Received mail from VDOT
16%
Called VDOT
15%
Visited a VDOT office
11%
Called 511 or the Highway Helpline
10%
Attended VDOT public meeting
But, just as in the
previous wave,
they continue to be
“recipients” of the
interaction rather
than initiators.
7%
Sent email to VDOT
5%
Sent a letter to VDOT
4%
0%
20%
40%
60%
80%
100%
Question: In which of the following ways have you come into contact with VDOT
during the past year?
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Southeastern Institute of Research
The Pattern of Contact with VDOT Is Fairly
Consistent Across the State, with a Few Exceptions:
• Western Virginians are much less likely to have read or heard
about VDOT in the news and to have encountered electronic
message boards on Virginia highways
• Western Virginians are much less likely to have searched the
VDOT website, whereas Northern Virginians are much more
likely to have searched the VDOT website
• Northern Virginians are much more likely to have received
mail from VDOT
• Eastern Virginians are much more likely to have called 511 or
the Highway Helpline
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Southeastern Institute of Research
“Personal
contact” is
defined as
those who
have called or
visited a VDOT
office, called
511 or the
Highway
Helpline,
searched the
VDOT website,
attended a
VDOT-run
public
meeting,
received mail
from VDOT, or
sent a letter or
email to VDOT.
Almost Half Have Had
“Personal Contact” with VDOT
No Contact
9%
Personal
Contact
46%
Only General
Contact
45%
Question: In which of the following ways have you come into contact with VDOT
during the past year?
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Southeastern Institute of Research
“Personal
contact” is
defined as
those who
have called or
visited a VDOT
office, called
511 or the
Highway
Helpline,
searched the
VDOT website,
attended a
VDOT-run
public
meeting,
received mail
from VDOT, or
sent a letter or
email to VDOT.
Residents of Northern Virginia Are More Likely to
Have Had “Personal Contact” with VDOT
42%
43%
42%
Personal Contact
56%
Western
46%
49%
48%
Only General Contact
Central
Eastern
36%
Northern
12%
7%
10%
8%
No Contact
0%
20%
40%
60%
80%
100%
Question: In which of the following ways have you come into contact with VDOT
during the past year?
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: VDOT continues to be pervasive across the
Commonwealth, touching the lives of Virginians in a
variety of ways.
Implication: VDOT’s strong presence across the state
offers both opportunity and responsibility for VDOT
communications. It offers real opportunity to provide
factual information about Virginia roadways – to help
improve both daily commutes and other trips throughout
the state. This frequent contact is also an important
responsibility for VDOT, especially VDOT communications,
because it is a powerful way to shape and frame
perceptions and imagery of VDOT.
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: Some residents of Virginia have had
“personal contact” with VDOT, defined as calling or
visiting a VDOT office, calling 511 or the Highway
Helpline, searching the VDOT website, attending a VDOTrun public meeting, receiving mail from VDOT, or sending
a letter or email to VDOT. Others have only had “general
contact” with VDOT, such as encountering a VDOT road
crew or seeing an electronic message board. About half
have had “personal contact” with VDOT, and half have
experienced only “general contact.”
Implication: These two different kinds of contact can be
very different individual experiences and have different
outcomes in terms of perceptions and imagery of VDOT.
This analysis will identify and examine some of these
differences.
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Southeastern Institute of Research
Familiarity with VDOT
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Southeastern Institute of Research
There Is Opportunity to Educate Residents
of Virginia about VDOT and the Work It Does
A third, 33%,
rate their
familiarity
with VDOT at
midway
between “1”
(“Not very
familiar”) and
“5” (“Very
familiar”).
21% are not
familiar
with VDOT
and its
work.
"1"--Not Very
Familiar
8%
"5"--Very
Familiar
17%
"2"
13%
About half
(47%) say
that they
are familiar
with VDOT.
"4"
30%
"3"
33%
Question: Overall, how familiar would you say you are with VDOT and the work it
does?
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Southeastern Institute of Research
Respondents in Western Virginia Are Most Likely to
Be Familiar with VDOT; Respondents in Northern
Virginia Are Least Likely
Western
30%
Central
54%
24%
32%
50%
18%
"4"
32%
Eastern
Northern
27%
0%
14%
Recall that residents of
Northern Virginia are
the most likely to have
personal contact with
VDOT.
40%
13%
20%
46%
40%
"5"--Very Familiar
60%
80%
100%
Question: Overall, how familiar would you say you are with VDOT and the work it
does?
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Southeastern Institute of Research
“Personal
contact” is
defined as
those who
have called or
visited a VDOT
office, called
511 or the
Highway
Helpline,
searched the
VDOT website,
attended a
VDOT-run
public
meeting,
received mail
from VDOT, or
sent a letter or
email to VDOT.
Those Who Have Had “Personal Contact” with
VDOT Are More Familiar with VDOT and Its Work
than Those with Only “General Contact” or No
Contact At All
Personal Contact
37%
Only General
Contact
26%
58%
21%
12%
38%
"4"
No Contact
20%
0%
40%
20%
20%
"5"--Very Familiar
40%
60%
80%
Question: Overall, how familiar would you say you are with VDOT and the work it
does?
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Southeastern Institute of Research
100%
Conclusion & Implication
Conclusion: Almost half rate themselves as highly familiar with
VDOT and the work that it does. Western Virginians are most
familiar with VDOT, and Northern Virginians are least. “Personal
contact” with VDOT increases familiarity with VDOT and the work it
does – although this relationship does not appear to hold true in
Northern Virginia.
Implication: In order to increase familiarity with VDOT and the work
it does, focus on “personal contact,” such as through VDOT offices,
helplines, websites, meetings, and mailings. These are contact
situations in which VDOT and VDOT communications can potentially
control the outcome – by managing content, tone and the citizen
experience.
Explore further the concept of “personal contact” and the role it
plays in building VDOT perceptions and imagery. Examine different
types of personal contact, such as internet vs. direct mail. Examine
also the role of the “tone” of the contact (positive vs. negative,
such as a citizen with a complaint).
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Southeastern Institute of Research
Overall Satisfaction
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Southeastern Institute of Research
Only about 4 Out of 10 Residents Are
Satisfied with VDOT Overall
An additional
one-third
(38%) could
most easily
improve their
ratings to a
satisfactory
level. This
group
currently gives
VDOT a
midpoint
satisfactory
rating of “3.”
"5"--Very
Satisfied
11%
Don't know
1%
"1"--Not at all
satisfied
6%
"2"
12%
"4"
32%
"3"
38%
Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means
“very satisfied,” how satisfied are you with VDOT overall?
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Southeastern Institute of Research
Greatest Opportunity to Improve VDOT’s Overall
Satisfaction Rating Is in Eastern Virginia
Western
34%
Central
54%
20%
36%
10%
46%
"4"
21%
Eastern
Northern
7%
36%
0%
20%
"5"--Very Satisfied
28%
8%
40%
44%
60%
80%
100%
Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means
“very satisfied,” how satisfied are you with VDOT overall?
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Southeastern Institute of Research
“Personal
contact” is
defined as
those who
have called or
visited a VDOT
office, called
511 or the
Highway
Helpline,
searched the
VDOT website,
attended a
VDOT-run
public
meeting,
received mail
from VDOT, or
sent a letter or
email to VDOT.
Those Who Have Had Personal Contact with VDOT
Are Not More Likely to Be Satisfied than Those
with General or No Contact
Personal Contact
29%
Only General Contact
36%
Some of those with
personal contact may have
had contact with VDOT
due to a complaint or
problem.
39%
10%
10%
46%
"4"
No Contact
26%
0%
22%
20%
40%
"5"--Very Satisfied
48%
60%
80%
Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means
“very satisfied,” how satisfied are you with VDOT overall?
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Southeastern Institute of Research
100%
Those Most Familiar with VDOT Are
Most Likely to Be Satisfied with VDOT
“Familiar”
rated their
familiarity
with VDOT
“4” or “5”
on a 1-5
scale. “Not
Familiar”
rated it “1,”
“2,” or “3.”
Familiar
33%
16%
49%
"4"
Not Familiar
31%
0%
20%
The relationship
between contact and
satisfaction is not
straightforward – it
involves familiarity.
"5"--Very Satisfied
38%
7%
40%
60%
80%
100%
Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means
“very satisfied,” how satisfied are you with VDOT overall?
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: Less than half of Virginia residents (43%)
are satisfied with VDOT overall, and an additional third
rate their satisfaction at a midpoint on a 5-point scale.
Satisfaction is related to familiarity. Those who are
familiar with VDOT and the work it does are more
likely to be satisfied with VDOT.
Implication: There is real opportunity to improve
VDOT satisfaction ratings. In particular, take
advantage of the opportunity presented by citizens
whose ratings are currently at the “midpoint.”
Improve their satisfaction by growing their familiarity
with VDOT. Use communications to inform them,
educate them and shape their perceptions. Focus
specifically in Eastern Virginia where the need is
greatest.
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Southeastern Institute of Research
Trust in VDOT
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Southeastern Institute of Research
VDOT’s Level of Trust Equity Is about the
Same as the Level of Satisfaction
44% rate their
trust of VDOT
a “4” or “5”
on a 5-point
scale. 23%
rate their
trust only a
“1” or “2.”
But, a third
(34%) are in a
midrange
level and
could be
converted to
a stronger
position of
trust.
"5"--Trust
VDOT Very
Much
17%
Don't know
1%
"1"--Do not
Trust VDOT At
All"
9%
"2"
14%
"4"
27%
"3"
34%
Question: To what extent do you trust VDOT to do the right thing for the people of
Virginia in regard to managing the state’s road and highway system?
Pulsar Advertising
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Southeastern Institute of Research
“Personal
contact” is
defined as
those who
have called or
visited a VDOT
office, called
511 or the
Highway
Helpline,
searched the
VDOT website,
attended a
VDOT-run
public
meeting,
received mail
from VDOT, or
sent a letter or
email to VDOT.
Those Who Have Had Personal Contact with VDOT
Are Not More Likely to Trust VDOT than Those
with General or No Contact
Personal Contact
24%
39%
15%
"4"
Only General
Contact
30%
No Contact
24%
0%
16%
28%
20%
40%
"5"--Trust VDOT very much
46%
52%
60%
80%
100%
Question: To what extent do you trust VDOT to do the right thing for the people of
Virginia in regard to managing the state’s road and highway system?
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Southeastern Institute of Research
VDOT’s Trust Equity Is Stronger Among
Those Who Are Familiar with VDOT
“Familiar”
rated their
familiarity
“4” or “5”
on a 1-5
scale. “Not
Familiar”
rated it “1,”
“2,” or “3.”
Familiar
24%
46%
22%
"4"
Not Familiar
29%
0%
20%
"5"--Trust VDOT Very Much
40%
11%
40%
60%
80%
100%
Question: To what extent do you trust VDOT to do the right thing for the people of
Virginia in regard to managing the state’s road and highway system?
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Southeastern Institute of Research
Trust in VDOT Is Related to Overall Satisfaction –
Respondents Who Are Satisfied with VDOT Also
Tend to Trust VDOT
“Satisfied”
rated their
overall
satisfaction
with VDOT
“4” or “5”
on a 1-5
scale. “Not
Satisfied”
rated it “1,”
“2,” or “3.”
Satisfied
43%
26%
"4"
Not Satisfied
10%
0%
69%
"5"--Trust VDOT Very Much
10%
20%
40%
60%
80%
100%
Question: To what extent do you trust VDOT to do the right thing for the people of
Virginia in regard to managing the state’s road and highway system?
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Southeastern Institute of Research
Greatest Opportunity to Improve
Trust in VDOT Is in Eastern Virginia
Western
27%
Central
52%
25%
31%
21%
52%
"4"
20%
Eastern
Northern
8%
29%
0%
28%
13%
20%
"5"--Trust VDOT Very Much
40%
42%
60%
80%
100%
Question: To what extent do you trust VDOT to do the right thing for the people of
Virginia in regard to managing the state’s road and highway system?
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: Trust and satisfaction go hand-in-hand. Those
who are satisfied with VDOT are more likely to trust
VDOT. Additionally and as with overall satisfaction, those
who are most familiar with VDOT are the most trusting.
Residents of Eastern Virginia are less trusting than those
of other areas.
Implication: Trust equity again demonstrates the
importance of increasing residents’ familiarity with VDOT
and the work it does. Contact alone does not guarantee
increased familiarity, satisfaction or trust. Use
communications to manage the content, tone and
outcome of VDOT’s contact with citizens. Use
communications to increase familiarity with VDOT to
enhance and grow trust equity. Again, efforts need to
focus on Eastern Virginia, which presents the greatest
opportunity for improvement.
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Southeastern Institute of Research
Satisfaction with
Specific Attributes
and Responsibilities
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Southeastern Institute of Research
The Highest Levels of Satisfaction with VDOT Are
Related to Traffic Management and Communication
Traffic management and incident response
31%
Communicating to you
17%
27%
18%
Being responsive to needs & preferences of
citizens
22%
11%
Working to plan for future transportation
needs
21%
10%
31%
Maintenance and construction of roadways
and highways
21%
9%
30%
Management of public funds
19%
"4"
0%
"5"--Very Satisfied
9%
48%
45%
33%
28%
20%
40%
60%
80%
Question: How satisfied are you with VDOT in regard to…
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Southeastern Institute of Research
100%
Satisfaction with VDOT in Terms of Traffic
Management and Incident Response Is Related to
Overall Satisfaction and Trust
Proportions
are based to
those who
are either
satisfied or
not satisfied
with VDOT in
terms of
traffic
management
and incident
response.
Overall
Satisfaction
Satisfed
66%
Not Satisfied
22%
63%
Satisfied
Trust
Not satisfied
22%
0%
20%
40%
60%
80%
100%
Question: How satisfied are you with VDOT in regard to: traffic management and
incident response, including such things as signal timing, placement of road signs
and clearing accidents and roadway obstructions?
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Southeastern Institute of Research
Those Who Are Satisfied with VDOT’s Planning for
Future Needs Are More Likely to Be Satisfied with
VDOT Overall and to Have a Higher Level of Trust
Proportions
are based to
those who
are either
satisfied or
not satisfied
with VDOT’s
planning for
future
needs.
Overall
Satisfaction
Satisfed
73%
Not Satisfied
25%
71%
Satisfied
Trust
Not satisfied
26%
0%
20%
40%
60%
80%
100%
Question: How satisfied are you with VDOT in regard to: working with
communities, stakeholders and businesses to plan for Virginia’s future
transportation needs?
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Southeastern Institute of Research
Satisfaction with VDOT’s Roadway Maintenance and
Construction Is Positively Related to Trust and
Overall Satisfaction
Proportions
are based to
those who
are either
satisfied or
not satisfied
with VDOT in
terms of
maintenance
and
construction.
Overall
Satisfaction
Satisfed
76%
Not Satisfied
28%
82%
Satisfied
Trust
Not satisfied
28%
0%
20%
40%
60%
80%
100%
Question: How satisfied are you with VDOT in regard to: maintenance and
construction of the roadways and highways across Virginia, including ensuring
quality design and completion of projects on time and on budget?
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Southeastern Institute of Research
Those Who Are Satisfied with VDOT’s Management of Public
Funds Are Particularly Likely to Trust VDOT
Proportions
are based to
those who
are either
satisfied or
not satisfied
with VDOT in
terms of
management
of public
funds.
Overall
Satisfaction
Satisfed
77%
Not Satisfied
26%
Satisfied
95%
Trust
Not satisfied
25%
0%
20%
40%
60%
80%
100%
Question: How satisfied are you with VDOT in regard to: management of public
funds in regard to the road and highway system in Virginia?
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Southeastern Institute of Research
Satisfaction with VDOT’s Responsiveness Is Positively
Related to Overall Satisfaction and Trust
Proportions
are based to
those who
are either
satisfied or
not satisfied
with VDOT in
terms of
management
of public
funds.
Overall
Satisfaction
Satisfed
78%
Not Satisfied
24%
Satisfied
77%
Trust
Not satisfied
24%
0%
20%
40%
60%
80%
100%
Question: How satisfied are you with VDOT in regard to: being responsive to the
needs and preferences of the citizens of Virginia?
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Southeastern Institute of Research
Those Who Are Satisfied with VDOT’s Communication Are Also
More Likely to Be Satisfied Overall and to Trust VDOT
Proportions
are based to
those who
are either
satisfied or
not satisfied
with VDOT in
terms of
communicating about
transportation changes.
Overall
Satisfaction
Satisfed
64%
Not Satisfied
24%
Satisfied
62%
Trust
Not satisfied
26%
0%
20%
40%
60%
80%
100%
Question: How satisfied are you with VDOT in regard to: communicating to you,
that is – keeping you informed about transportation changes that impact you?
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Southeastern Institute of Research
Eastern Virginia Rates VDOT Least Favorably
Satisfaction
with VDOT in
regard to
these items
varies by
region.
• Of all regions, Eastern Virginia tends to post the
lowest levels of satisfaction. Residents in this
area rate VDOT lower than the other areas on all
six attributes measured.
• Western and Central Virginia rate VDOT most
favorably.
• Northern Virginia sometimes mirrors Central and
Western Virginia. On other measures, it more
clearly reflects the views of Eastern Virginia.
Pulsar Advertising
48
Southeastern Institute of Research
Conclusion & Implication
Conclusion: From a list of specific functions and
responsibilities, VDOT is rated most favorably for traffic
management and communicating to citizens. Satisfaction
scores on specific functions are most favorable in Western
Virginia. Residents of Eastern Virginia are least satisfied
with VDOT’s performance on all six of the functions.
Implication: Efforts to improve perceptions of VDOT in
regard to specific functions should focus on Eastern
Virginia. This area demonstrates real need for
improvement. Continue to explore and develop ways of
using communications to enhance citizen perceptions in
Eastern Virginia.
Pulsar Advertising
49
Southeastern Institute of Research
Conclusion & Implication
Conclusion: Satisfaction with VDOT on a series of six
attributes or “functions” is related to overall
satisfaction and VDOT’s trust equity. Satisfaction with
VDOT’s management of public funds is particularly
important, especially for growing trust.
Implication: Utilize the importance of these attributes
to guide the development and use of communications
and communication pieces. Use these attributes to
establish objectives for specific communications and to
evaluate the content, tone, target audience, and so
forth of proposed communications.
Pulsar Advertising
50
Southeastern Institute of Research
Information about
Construction
Pulsar Advertising
51
Southeastern Institute of Research
Residents in Northern Virginia Tend to Have
Received the Information They Have Needed in
Regard to the Springfield Interchange
There is still
opportunity
for
improvement.
23% have
received less
information
than they
have needed.
More than what you have needed
8%
All that you have needed
56%
27%
Most of what you have needed
21%
Some of what you have needed
14%
Less than what you have needed
4%
Somewhat less than what you have needed
3%
Much less than what you have needed
23%
1%
Very little
6%
Nothing
9%
Don't know
8%
0%
20%
40%
This question
was asked of
respondents in
Northern
Virginia.
60%
80%
100%
Question: How would you describe the amount of information you have read or
seen from VDOT over the past year about transportation and traffic issues in the
area of the Springfield Interchange?
Pulsar Advertising
52
Southeastern Institute of Research
Residents in Eastern Virginia Have Not
Received Sufficient Information about
the I-64 Construction
More than what you have needed
5%
All that you have needed
34%
10%
Most of what you have needed
19%
Some of what you have needed
20%
Less than what you have needed
8%
Somewhat less than what you have needed
8%
Much less than what you have needed
44%
6%
Very little
13%
Nothing
9%
Don't know
3%
0%
20%
40%
This question
was asked of
respondents in
Eastern
Virginia.
60%
80%
100%
Question: Think about the construction on I-64 near the Hampton Coliseum. How
would you describe the amount of information you have read or heard from VDOT
over the past six months about transportation and traffic issues in that area?
Pulsar Advertising
53
Southeastern Institute of Research
Residents of Northern Virginia Feel Better
Informed than Those in Eastern Virginia
8%
5%
More than what you have needed
All that you have needed
10%
27%
21%
19%
14%
20%
Most of what you have needed
Some of what you have needed
4%
8%
3%
8%
1%
6%
6%
13%
9%
9%
8%
3%
Less than what you have needed
Somewhat less than what you have needed
Much less than what you have needed
Very little
Nothing
Don't know
0%
20%
And, residents of
Northern Virginia
have higher levels of
trust and satisfaction
than those in Eastern
Virginia.
Northern Virginia
Eastern Virginia
40%
60%
80%
100%
Question: How would you describe the amount of information you have read or
heard from VDOT over the past six months about transportation and traffic issues in
the Hampton Roads/Springfield Interchange area?
Pulsar Advertising
54
Southeastern Institute of Research
Eastern Virginians Who Have Received Information About I-64
Construction Are Twice as Likely to Be Satisfied with VDOT than
Those Who Have Not – and They Are More Likely to Trust VDOT
Proportions
are based to
those who
have
received
sufficient
information
or have not
received
sufficient
information.
Overall
Satisfaction
Trust
Have received
sufficient
information
35%
Have not received
sufficient
information
18%
Have received
sufficient
information
32%
Have not received
sufficient
information
21%
0%
20%
40%
60%
80%
100%
Question: Think about the construction on I-64 near the Hampton Coliseum. How
would you describe the amount of information you have read or heard from VDOT
over the past six months about transportation and traffic issues in that area?
Pulsar Advertising
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Southeastern Institute of Research
There Is No Clear Relationship between Perception of Level of
Information about Springfield Interchange and Overall
Satisfaction and Trust
Proportions
are based to
those who
have
received
sufficient
information
or have not
received
sufficient
information.
Overall
Satisfaction
Trust
Have received
sufficient
information
44%
Have not received
sufficient
information
46%
Have received
sufficient
information
40%
Have not received
sufficient
information
36%
0%
20%
40%
60%
80%
100%
Question: How would you describe the amount of information you have read or
heard from VDOT over the past six months about transportation and traffic issues in
the Hampton Roads/Springfield Interchange area?
Pulsar Advertising
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Southeastern Institute of Research
The Newspaper Is the Most Common Source of This Information
in Both Regions; Northern Virginians, However, Are More Likely
to Get Their Information from the Radio or Internet than Are
Eastern Virginians
63%
66%
Newspaper
39%
Radio
26%
Northern Virginia
Eastern Virginia
17%
Internet
8%
44%
48%
Other
0%
20%
40%
60%
80%
100%
Question: Where did you read or hear this information?
Pulsar Advertising
57
Southeastern Institute of Research
Conclusion & Implication
Conclusion: Residents of Northern Virginia feel better informed
about construction in the area of the Springfield Interchange
than do residents of Eastern Virginia in regard to I-64
construction. Receiving adequate information about
construction and maintenance appears to be related to
satisfaction with and trust of VDOT. Those in Northern Virginia –
where they are more likely than Eastern Virginia to have
received sufficient information – report higher levels of
satisfaction and trust.
Implication: Compare campaigns, tactics, strategies and
contexts of the Springfield Interchange project and the I-64
construction near the Hampton Coliseum to better understand
how and to what extent to communicate to residents on largescale construction projects, noting that communications for the
Springfield Interchange have been in place for eight years. Look
for strengths and weaknesses in both programs to gain insight
into how to develop and manage similar future programs.
Pulsar Advertising
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Southeastern Institute of Research
Opinion Leaders
Pulsar Advertising
59
Southeastern Institute of Research
Opinion Leaders Exercise Power
and Influence
• Opinion Leaders are individuals whose influence on
business, social, political, environmental and
educational issues far exceeds their numbers in the
population. Because they influence others, Opinion
Leaders possess power.
• Opinion Leaders are identified by their participation in
public, community, social, political, health/medicine,
arts, science/technology, business, religious and other
activities.
• This research identifies Opinion Leaders according to
their participation in a predetermined list of activities.
In order to qualify as an Opinion Leader, a respondent
must have participated in at least 2 of the activities
over the past 12 months.
Pulsar Advertising
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Southeastern Institute of Research
Opinion Leaders Are More Likely To
Have Contact with VDOT
“Opinion
leaders” are
defined as
people who
have
participated
in at least 2
community
and public
activities
during the
last 12
months.
97%
Leaders
86%
Non-Leaders
0%
20%
40%
60%
80%
100%
Question: In which of the following ways have you come into contact with VDOT
during the past year?
Pulsar Advertising
61
Southeastern Institute of Research
Opinion Leaders Have More of Every
Type of Contact Than Non-Leaders
VDOT road crews
“Opinion
leaders” are
defined as
people who
have
participated
in at least 2
community
and public
activities
during the
last 12
months.
86%
65%
Read or heard about VDOT in news
80%
59%
Visited Virginia Interstate rest area
74%
50%
Electronic message boards
71%
48%
Encountered Safety Service Patrols
33%
Searched VDOT website
34%
16%
Received mail from VDOT
8%
Called 511 or the Highway Helpline
7%
Attended VDOT public meeting
2%
0%
13%
11%
2%
Sent a letter to VDOT
15%
14%
3%
Sent email to VDOT
Non-Leaders
22%
10%
Visited a VDOT office
Leaders
24%
10%
Called VDOT
50%
7%
20%
40%
60%
80%
100%
Question: In which of the following ways have you come into contact with VDOT
during the past year?
Pulsar Advertising
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Southeastern Institute of Research
“Personal
contact” is
defined as those
who have called
or visited a VDOT
office, called 511
or the Highway
Helpline,
searched the
VDOT website,
attended a
VDOT-run public
meeting,
received mail
from VDOT, or
sent a letter or
email to VDOT.
“Opinion
leaders” are
defined as
people who have
participated in at
least 2
community and
public activities
during the last 12
months.
Opinion Leaders Are Much More Likely To
Have Had “Personal Contact” with VDOT
Than Non-Leaders
63%
Personal Contact
34%
Leaders
34%
Only General Contact
52%
Non-Leaders
3%
No Contact
14%
0%
20%
40%
60%
80%
100%
Question: In which of the following ways have you come into contact with VDOT
during the past year?
Pulsar Advertising
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Southeastern Institute of Research
Opinion Leaders Are More Familiar
with VDOT and the Work that It Does
“Opinion
leaders” are
defined as
people who
have
participated
in at least 2
community
and public
activities
during the
last 12
months.
Leaders
38%
19%
57%
"4"
Non-Leaders
25%
0%
16%
20%
"5"--Very Familiar
41%
40%
60%
80%
100%
Question: Overall, how familiar would you say you are with VDOT and the work it
does?
Pulsar Advertising
64
Southeastern Institute of Research
Opinion Leaders Are Less Satisfied
with VDOT Overall
“Opinion
leaders” are
defined as
people who
have
participated
in at least 2
community
and public
activities
during the
last 12
months.
Leaders
28%
36%
8%
"4"
Non-Leaders
34%
0%
20%
13%
40%
"5"--Very Satisfied
47%
60%
80%
100%
Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means
“very satisfied,” how satisfied are you with VDOT overall?
Pulsar Advertising
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Southeastern Institute of Research
Opinion Leaders Are Also Less Satisfied
on Every Specific Attribute
than Non-Leaders
“Opinion
leaders” are
defined as
people who
have
participated
in at least 2
community
and public
activities
during the
last 12
months.
43%
51%
Traffic management and incident response
42%
48%
Communicating to you
Being responsive to needs & preferences of
citizens
28%
Working to plan for future transportation
needs
24%
34%
24%
32%
Management of public funds
0%
20%
Non-Leaders
38%
28%
33%
Maintenance and construction of roadways
and highways
Leaders
40%
Percentages
indicate those
reporting that
their satisfaction
with each item is
a “4” or “5.”
60%
80%
100%
Question: How satisfied are you with VDOT in regard to…
Pulsar Advertising
66
Southeastern Institute of Research
Opinion Leaders Are
Less Trusting of VDOT
“Opinion
leaders” are
defined as
people who
have
participated
in at least 2
community
and public
activities
during the
last 12
months.
Leaders
24%
36%
12%
"4"
Non-Leaders
29%
0%
19%
20%
40%
"5"--Trust VDOT Very Much
48%
60%
80%
100%
Question: To what extent do you trust VDOT to do the right thing for the people of
Virginia in regard to managing the state’s road and highway system?
Pulsar Advertising
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: Opinion leaders are more knowledgeable
about VDOT than are non-leaders. They make more
contact, and in more “personal” ways. They also report
being more familiar with VDOT and the work that it does.
They are, however, less satisfied — both overall and on
each specific attribute — and less trusting of VDOT.
Implication: Opinion Leaders can be a great asset to
VDOT – or a great liability – simply because they have the
ability to influence others. VDOT does not appear to be
taking full advantage of this opportunity. Benefit from
the contact VDOT already has with Opinion Leaders and
reach out to “touch” them even more regularly and
positively. Understand their specific needs and
perspectives, develop communications that address these
needs, and make them advocates for VDOT.
Pulsar Advertising
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Southeastern Institute of Research
Highway Safety
Corridors
Pulsar Advertising
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Southeastern Institute of Research
The Highway Safety Corridors in Western VA and
Central VA Are Better Known than the One in
Northern VA
I-81 near Roanoke
(Western VA)
55%
I-95 in Richmond &
Henrico (Central VA)
51%
I-95 in Prince William
County (Northern VA)
Percentages reflect
those in each region
that reported that they
are aware of the
increased fines in each
Corridor.
38%
0%
20%
40%
60%
80%
100%
Question: Are you aware that motorists stopped and ticketed for speeding on a
section of Interstate [SPECIFY], known as the Highway Safety Corridor, may have to
pay significantly increased fines?
Pulsar Advertising
70
Southeastern Institute of Research
About a Third of Those Aware of the
Increased Fine Are Driving More Safely
Question
asked of
respondents
who were
aware of
increased
fine.
37%
32%
36%
Drive safer and pay closer attention to the
posted speed limits
33%
34%
26%
It has had no affect, as have always driven
the posted speed limits
21%
24%
29%
It has had no affect; continue to drive as
always have
In the previous wave
of the study, the
same proportion
(37%) in Western
Virginia reported
paying closer
attention to the
posted speeds.
8%
9%
9%
Don't drive the Highway Safety Corridor
Western
Central
Northern
1%
1%
0%
Don't Know
0%
20%
40%
60%
80%
100%
Question: If you have driven that part of [SPECIFY], how has your driving behavior
been affected?
Pulsar Advertising
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Southeastern Institute of Research
Proportions
shown are
based to
audience
members who
potentially
could change
behavior for
safer driving.
Those who do
not drive in
Highway
Safety
Corridor or
“have always
driven within
the speed
limits” are
excluded.
Question
asked of
respondents
who were
aware of
increased
fine.
All Three Regions Experienced Improvement
Among Drivers Who Could Change Their Behavior
Drive safer and pay
closer attention to
the posted speed
limits
63%
56%
55%
Western
Central
Northern
35%
41%
45%
It has had no affect;
continue to drive as
always have
2%
Don't know
2%
0%
0%
20%
40%
60%
80%
100%
Question: If you have driven that part of [SPECIFY], how has your driving behavior
been affected?
Pulsar Advertising
72
Southeastern Institute of Research
Awareness of the Highway Safety Corridor on I-81 Near
Roanoke Has Increased Slighlty – But Not Significantly –
Since the First Wave of the Study
Graph reports
awareness of
Highway
Safety
Corridor on
I-81 Near
Roanoke – ask
of
respondents
in Western
Region.
100%
80%
60%
55%
50%
40%
20%
0%
Wave I
Wave II
Question: Are you aware that motorists stopped and ticketed for speeding on a
section of Interstate [SPECIFY], known as the Highway Safety Corridor, may have to
pay significantly increased fines?
Pulsar Advertising
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Southeastern Institute of Research
In Both Waves I and II, Over One-third of Those in
Western Virginia Aware of the Increased Fine Are
Driving More Safely
Graph reports
impact of
Highway
Safety
Corridor on
I-81 Near
Roanoke on
driving – ask
of
respondents
in Western
Region aware
of increased
fine.
100%
Wave I
Wave II
80%
60%
40%
37% 37%
34% 33%
15%
20%
21%
12%
8%
2%
1%
0%
Drive safer and
It has had no
It has had no
Don't drive the
pay closer
effect, as have affect; continue Highway Safety
attention to the always driven
to drive as
Corridor
posted speed the posted speed
always have
limits
limits
Don't know
Question: If you have driven that part of [SPECIFY], how has your driving behavior
been affected?
Pulsar Advertising
74
Southeastern Institute of Research
Graph reports
impact of
Highway
Safety
Corridor on
I-81 Near
Roanoke on
driving – ask
of
respondents
in Western
Region aware
of increased
fine.
Proportions
are based to
audience
members who
potentially
could change
behavior.
In Both Waves I and II, Over One-third of Those Aware
of the Increased Fine Are Driving More Safely
100%
Wave I
Wave II
80%
68%
63%
60%
35%
40%
28%
20%
4%
2%
0%
Drive safer and pay closer
attention to the posted
speed limits
It has had no effect, as have
always driven the posted
speed limits
Don't know
Question: If you have driven that part of [SPECIFY], how has your driving behavior
been affected?
Pulsar Advertising
75
Southeastern Institute of Research
Conclusion & Implication
Conclusion: Drivers do respond to the Highway Safety Corridor
program. About one third of the drivers in each of the three
regions that have a Highway Safety Corridor program have
changed their behavior as a result of the program. About half of
residents in Western and Central Virginia are aware of the
Highway Safety Corridor in their area. Fewer, however, are
aware of the Highway Safety Corridor in Northern Virginia.
Implication: The Highway Safety Corridor program continues to
have a positive impact on the driving behavior of those aware of
the program. But, there continues to be opportunity to increase
the effectiveness of the program. In fact, VDOT could
potentially double the impact of this program by continuing to
build awareness since only about half are aware (assuming all in
a given region drive along the corridors where Highway Safety
Corridors have been established). Continue the outreach
communications campaign to take advantage of this
opportunity.
Pulsar Advertising
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Southeastern Institute of Research
Appendix
Pulsar Advertising
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Southeastern Institute of Research
Appendix
• The graphs in this section compare results of
key measures across the 4 regions: Western,
Central, Eastern and Northern Virginia
Pulsar Advertising
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Southeastern Institute of Research
Western Virginians Tend to Have General,
Rather than Personal, Contact with VDOT
VDOT road crews
74%
Read or heard about VDOT in news
61%
Visited Virginia Interstate rest area
57%
Electronic message boards
50%
Encountered Safety Service Patrols
39%
Searched VDOT website
16%
Received mail from VDOT
12%
Called VDOT
19%
Visited a VDOT office
13%
Called 511 or the Highway Helpline
8%
Attended VDOT public meeting
10%
Sent email to VDOT
4%
Sent a letter to VDOT
4%
0%
20%
40%
60%
80%
100%
Question: In which of the following ways have you come into contact with VDOT
during the past year?
Pulsar Advertising
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Southeastern Institute of Research
Central Virginians Also Tend to
Have General Contact
VDOT road crews
74%
Read or heard about VDOT in news
68%
Visited Virginia Interstate rest area
55%
Electronic message boards
57%
Encountered Safety Service Patrols
37%
Searched VDOT website
25%
Received mail from VDOT
11%
Called VDOT
16%
Visited a VDOT office
8%
Called 511 or the Highway Helpline
9%
Attended VDOT public meeting
7%
Sent email to VDOT
7%
Sent a letter to VDOT
3%
0%
20%
40%
60%
80%
100%
Question: In which of the following ways have you come into contact with VDOT
during the past year?
Pulsar Advertising
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Southeastern Institute of Research
Those in Eastern Virginia Experience Contact with
VDOT in a Variety of Ways – But, It Tends to Be
General Contact, Rather than Personal
VDOT road crews
70%
Read or heard about VDOT in news
70%
Visited Virginia Interstate rest area
60%
Electronic message boards
59%
Encountered Safety Service Patrols
40%
Searched VDOT website
21%
Received mail from VDOT
15%
Called VDOT
11%
Visited a VDOT office
8%
Called 511 or the Highway Helpline
14%
Attended VDOT public meeting
5%
Sent email to VDOT
6%
Sent a letter to VDOT
4%
0%
20%
40%
60%
80%
100%
Question: In which of the following ways have you come into contact with VDOT
during the past year?
Pulsar Advertising
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Southeastern Institute of Research
As in Other Parts of Virginia, Residents of
Northern Virginia Are More Likely to Have
General Contact
VDOT road crews
76%
Read or heard about VDOT in news
72%
Visited Virginia Interstate rest area
65%
Electronic message boards
64%
Encountered Safety Service Patrols
45%
Searched VDOT website
31%
Received mail from VDOT
25%
Called VDOT
14%
Visited a VDOT office
13%
Called 511 or the Highway Helpline
8%
Attended VDOT public meeting
7%
Sent email to VDOT
5%
Sent a letter to VDOT
4%
0%
20%
40%
60%
80%
100%
Question: In which of the following ways have you come into contact with VDOT
during the past year?
Pulsar Advertising
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Southeastern Institute of Research
Over Half (54%) in Western Virginia Are
Satisfied with VDOT
Don't know
1%
"5"--Very
Satisfied
20%
"1"--Not at all
satisfied
4%
"2"
8%
"3"
33%
"4"
34%
Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means
“very satisfied,” how satisfied are you with VDOT overall?
Pulsar Advertising
83
Southeastern Institute of Research
Nearly Half – 46% – in Central Virginia
Are Satisfied with VDOT Overall
"5"--Very
Satisfied
10%
Don't know
1%
"4"
36%
"1"--Not at all
satisfied
4%
"2"
9%
"3"
39%
Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means
“very satisfied,” how satisfied are you with VDOT overall?
Pulsar Advertising
84
Southeastern Institute of Research
Satisfaction with VDOT Is Lowest in
Eastern Virginia (28%)
"5"--Very
Satisfied
7%
"1"--Not at all
satisfied
12%
"4"
21%
"2"
20%
"3"
40%
Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means
“very satisfied,” how satisfied are you with VDOT overall?
Pulsar Advertising
85
Southeastern Institute of Research
44% in Northern Virginia Are Satisfied
with VDOT
"1"--Not at all
satisfied
4%
"5"--Very
Satisfied
8%
"2"
12%
"4"
36%
"3"
39%
Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means
“very satisfied,” how satisfied are you with VDOT overall?
Pulsar Advertising
86
Southeastern Institute of Research
Residents of Western Virginia Are Most Satisfied
with VDOT in Regard to Planning for Future
Transportation Needs; Residents of Eastern
Virginia Are Least Satisfied
26%
Western
22%
Central
42%
16%
10%
32%
"4"
15%
Eastern
6%
23%
Northern
0%
21%
6%
20%
"5"--Very Satisfied
29%
40%
60%
80%
100%
Question: How satisfied are you with VDOT in regard to working with communities,
stakeholders, and businesses to plan for Virginia’s future transportation needs?
Pulsar Advertising
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Southeastern Institute of Research
Residents of Eastern Virginia Are Also Least
Satisfied with VDOT in Regard To
Maintenance and Construction
22%
Western
15%
25%
Central
10%
37%
35%
"4"
9% 4%
Eastern
13%
27%
Northern
0%
"5"--Very Satisfied
7%
20%
34%
40%
60%
80%
Question: How satisfied are you with VDOT in regard to: maintenance and
construction of the roadways and highways across Virginia, including ensuring
quality design and completion of projects on time and on budget?
Pulsar Advertising
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Southeastern Institute of Research
100%
Again, Residents of Eastern Virginia Are
Least Satisfied with VDOT in Regard To
Traffic Management and Incident Response
25%
Western
27%
36%
Central
52%
52%
16%
"4"
27%
Eastern
0%
41%
14%
35%
Northern
20%
"5"--Very Satisfied
12%
40%
47%
60%
80%
Question: How satisfied are you with VDOT in regard to: traffic management and
incident response, including such things as signal timing, placement of road signs
and clearing accidents and roadway obstructions?
Pulsar Advertising
89
Southeastern Institute of Research
100%
Residents of Eastern Virginia Are Least
Satisfied with VDOT in Regard to
Management of Public Funds
24%
Western
11%
21%
Central
12%
35%
33%
"4"
13%
Eastern
20%
Northern
0%
6%
"5"--Very Satisfied
19%
7%
20%
27%
40%
60%
80%
Question: How satisfied are you with VDOT in regard to: management of public
funds in regard to the road and highway system in Virginia?
Pulsar Advertising
90
Southeastern Institute of Research
100%
Again, Residents of Eastern Virginia Are
Least Satisfied with VDOT in Regard to
Being Responsive to the Needs and
Preferences of the Citizens of Virginia
Western
24%
Central
18%
30%
42%
11%
41%
"4"
14%
Eastern
Northern
10%
23%
0%
24%
7%
20%
"5"--Very Satisfied
30%
40%
60%
80%
Question: How satisfied are you with VDOT in regard to: being responsive to the
needs and preferences of the citizens of Virginia?
Pulsar Advertising
91
Southeastern Institute of Research
100%
Residents of Eastern Virginia Are
Least Satisfied with VDOT in Regard
to Communication
26%
Western
25%
29%
Central
17%
51%
46%
"4"
22%
Eastern
15%
31%
Northern
0%
20%
"5"--Very Satisfied
37%
15%
40%
46%
60%
80%
Question: How satisfied are you with VDOT in regard to: communicating to you,
that is—keeping you informed about transportation changes that impact you?
Pulsar Advertising
92
Southeastern Institute of Research
100%