Southeastern
Institute of
Research
VDOT Omnibus Study
Wave III
June 12, 2006
Pulsar
Advertising
Pulsar Advertising
1
Southeastern Institute of Research
Objectives &
Methodology
Pulsar Advertising
2
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
• Track and monitor perceptions of VDOT
across all Districts
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Southeastern Institute of Research
Methodology
• Random telephone survey conducted across Virginia
• Designed to track key measures of contact, familiarity,
satisfaction, and trust of VDOT
– Survey includes “diagnostic” questions to understand the
nature of the contact
– Areas of special interest also addressed: e.g., 511, Highway
Safety Corridors
• Interviews conducted with 1,200 residents of the
Commonwealth
• 300 interviews conducted in each of 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)
• Interviews were conducted April 24 – May 4, 2006
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Southeastern Institute of Research
Methodology
• The first wave of the VDOT Omnibus
Study was reported in January 2005
and the second wave was reported in
October 2005
• The questionnaire was fundamentally
redesigned after the first wave. In
order to track changes over time,
comparisons are made across waves as
appropriate
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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
Pulsar Advertising
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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
– Areas of Special Interest
•
•
•
•
Opinion Leaders
Information about Construction
Virginia 511
Highway Safety Corridors
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Southeastern Institute of Research
Contact with VDOT
Pulsar Advertising
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Southeastern Institute of Research
Awareness (Contact) With VDOT
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
Pulsar Advertising
9
Southeastern Institute of Research
As in Previous Waves, Many Virginians Have
Contact with VDOT
100%
92%
91%
92%
Wave I
Wave II
Wave III
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
Contact with VDOT Reaches
Across All Regions
Wave I
About 9 of
10 residents
have had
some form of
contact with
VDOT over
the past year
– regardless
of the region
in which
they live.
100%
92%
88%
91%
Wave II
Wave III
93% 93% 94%
92% 90% 93%
92% 92% 93%
Central
Eastern
Northern
80%
60%
40%
20%
0%
Western
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 Interact with VDOT in a Variety of
Ways – But, They Tend To Be “Recipients” of
the Interaction Rather than Initiators
No statistically
significant
changes are
posted in
comparison to
Wave II.
Nevertheless,
searching the
VDOT website
is still about
double what it
was in Wave I
(11%).
Read or heard about VDOT in news
74%
VDOT road crews
73%
Visited Virginia Interstate rest area
62%
Electronic message boards
61%
Encountered Safety Service Patrols
40%
Searched VDOT website
24%
Received mail from VDOT
17%
Called VDOT
17%
Visited a VDOT office
12%
Called 511 or the Highway Helpline
12%
Attended VDOT public meeting
7%
Sent email to VDOT
7%
Sent a letter to VDOT
About 1 out of 10 have
had contact with VDOT
through 511 or the
Highway Helpline.
6%
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:
These
patterns were
also found in
the previous
wave.
• Western Virginians are significantly less likely than others to
have read or heard about VDOT in the news and to have
encountered electronic message boards on Virginia highways.
• Northern Virginians are significantly more likely to search the
VDOT website and to have received mail from VDOT.
• Northern Virginians are significantly less likely to have called
511 Virginia or Highway Helpline.
• Eastern Virginians are less likely to have called or visited a
VDOT office.
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Southeastern Institute of Research
“Personal
contact” is
defined as
those who
have called or
visited a VDOT
office, called
511 Virginia 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.
Half of Virginians Have Had
“Personal Contact” with VDOT
No Contact
8%
Personal
Contact
51%
Only General
Contact
41%
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.
Northern Virginians Are More Likely to Have
“Personal Contact” with VDOT, and Eastern
Virginians Are Less Likely
50%
53%
Personal Contact
42%
60%
Western
41%
41%
Only General Contact
Central
50%
Eastern
32%
Northern
9%
6%
7%
7%
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
Of Those Who Had Personal Contact,
4 in 10 Were Due to a Negative Issue
You reported a problem
You voiced a complaint
15%
You requested information
39% contacted
VDOT for a
neutral issue
23%
You had a question
16%
You complimented VDOT
It is unknown
whether
these points
of contact
were positive
or negative in
nature.
40% contacted
VDOT for a
negative issue
25%
Only 4%
contacted
VDOT for a
positive issue
4%
Other
18%
0%
20%
40%
60%
80%
100%
Question: You indicated that you have had contact with VDOT during the past year.
Which of the following best describes the nature of that contact?
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Southeastern Institute of Research
Over Half, However, Said that the Tone of
the Interaction Was Positive
"3"
24%
"2"
8%
"4"
30%
"1"--Negative
tone
7%
58%
"5"--Positive
tone
28%
Don't know
3%
Question: Still thinking about this specific interaction with VDOT, how would you
characterize the nature of the tone of that interaction?
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Southeastern Institute of Research
And, Two-thirds Said that the Knowledge of
VDOT Employees Was Sufficient
NOTE:
Question
asked of those
who
contacted
VDOT with a
complaint,
problem,
question, or
request.
"4"
28%
"3"
17%
63%
"2"
6%
"1"-Knowledge
not sufficient
10%
Don't know
4%
"5"-Knowledge
sufficient
35%
Question: During your interaction with VDOT, how would you characterize the
knowledge and ability of the VDOT employees with whom you spoke to find an
answer to your inquiry?
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Southeastern Institute of Research
Many, However, Were Not Satisfied with the
Way Their Problem Was Handled by VDOT
"3"
17%
NOTE:
Question
asked of those
who
contacted
VDOT with a
problem or
complaint.
"4"
15%
"2"
14%
43% were
not satisfied
"5"--Very
satisfied
24%
"1"--Not at all
satisfied
29%
Don't know
1%
Question: You mentioned that you voiced a complaint or reported a problem to
VDOT. How satisfied are you with the way that complaint or problem was handled by
VDOT?
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: Contact with VDOT remains stable from
previous waves, with nearly all—across all regions—having
some type of contact. But, type of contact varies. About
half have had some type of “personal” contact with VDOT.
Of those with personal contact, 4 in 10 said that it was
because of a complaint or problem. Two-thirds, however,
said that the tone was positive and that the knowledge of
the staff was sufficient. Many, however, were not satisfied
with how their problem was handled.
Implication: VDOT’s strong presence across the state
continues to offer both opportunity and responsibility for
VDOT communications. Take advantage of this contact by
“managing” the tone and outcome of the interaction –
and, consequently, the perception of VDOT. Ensure that
all VDOT employees that interact with the public are
trained and knowledgeable about how to handle
“problems” so that these negatives can be turned into
positives.
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Southeastern Institute of Research
Familiarity with VDOT
Pulsar Advertising
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Southeastern Institute of Research
Familiarity With VDOT
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
Pulsar Advertising
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Southeastern Institute of Research
Half of Virginians Are Familiar with VDOT
A third, 32%,
rate their
familiarity
with VDOT at
midway
between “1”
(“Not very
familiar”) and
“5” (“Very
familiar”).
20% are not
familiar
with VDOT
and its
work.
"1"--Not Very
Familiar
7%
"2"
13%
"5"--Very
Familiar
15%
About half
(48%) say
that they
are familiar
with VDOT.
"4"
33%
"3"
32%
Question: Overall, how familiar would you say you are with VDOT and the work it
does?
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Southeastern Institute of Research
Familiarity with VDOT has not Changed
Since the Previous Wave
100%
NOTE: This
question was
not asked in
Wave I.
80%
60%
40%
20%
33% 32%
8%
7%
30%
33%
17% 15%
13% 13%
0%
"1"--Not very
familiar
"2"
"3"
Wave II
"4"
"5"--Very
familiar
Wave III
Question: Overall, how familiar would you say you are with VDOT and the work it
does?
Pulsar Advertising
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Southeastern Institute of Research
Unlike the Last Wave, There Are No Significant
Differences in Familiarity Across Regions
In the previous
wave, those in
Western
Virginia were
the most
familiar with
VDOT and
those in
Northern
Virginia were
the least.
Western
34%
Central
33%
15%
15%
49%
48%
"4"
Eastern
33%
31%
Northern
0%
20%
18%
14%
40%
"5"--Very Familiar
51%
45%
60%
80%
100%
Question: Overall, how familiar would you say you are with VDOT and the work it
does?
Pulsar Advertising
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Southeastern Institute of Research
Familiarity Has Remained Fairly Constant in All
Regions Since the Previous Wave of Research –
Northern Virginia Continues to Post the Lowest
Level of Familiarity
"5"--Very Familiar
NOTE: This
question was
not asked in
Wave I.
100%
"4"
80%
60%
40%
54%
24%
49%
15%
50%
18%
48%
15%
46%
14%
51%
18%
43%
40%
12%
13%
20%
30%
34%
32%
33%
32%
33%
Wave III
Wave II
Wave III
Wave II
Wave III
31%
27%
0%
Wave II
Western
Central
Eastern
Wave II
Wave III
Northern
Question: Overall, how familiar would you say you are with VDOT and the work it
does?
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 More Familiar with VDOT than Those
with Only “General Contact” or No Contact At All
Personal Contact
41%
Only General
Contact
25%
20%
9%
61%
This pattern is
consistent with
the previous
wave.
34%
"4"
No Contact
19%
0%
18%
20%
"5"--Very Familiar
37%
40%
60%
80%
Question: Overall, how familiar would you say you are with VDOT and the work it
does?
Pulsar Advertising
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Southeastern Institute of Research
100%
Conclusion & Implication
Conclusion: Familiarity with VDOT has not changed since
the previous wave. Almost half continue to rate
themselves as familiar with VDOT and the work that it
does. Unlike the previous wave, however, familiarity with
VDOT does not vary between regions. Respondents in all
regions are equally as likely to say they are familiar with
VDOT. As was reported in the previous wave, “personal
contact” with VDOT increases familiarity with VDOT.
Implication: Even though almost half rate themselves as
very familiar with VDOT, there is still room for
improvement. 1 in 5 say they are not familiar with VDOT
and the work that it does, and a third give it a mid-range
rating. In order to increase familiarity with VDOT, focus
on “personal contact,” such as through VDOT offices, 511,
websites, meetings, and mailings. These contact points
are opportunities for VDOT to control the outcome of the
interaction and build and enhance its imagery.
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Southeastern Institute of Research
Overall Satisfaction
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Southeastern Institute of Research
Favorability (Satisfaction) With
VDOT
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
Pulsar Advertising
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Southeastern Institute of Research
Currently, 4 Out of 10 Residents Are
Satisfied with VDOT Overall
"4"
29%
An additional
42% could
most easily
improve their
ratings to a
satisfactory
level. This
group
currently gives
VDOT a
midpoint
satisfactory
rating of “3.”
"5"--Very
Satisfied
10%
Don't know
1%
"1"--Not at all
satisfied
6%
"3"
42%
"2"
12%
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
Satisfaction with VDOT has not Changed
Since the Previous Wave
100%
NOTE: This
question was
not asked in
Wave I.
80%
60%
38%
40%
20%
6%
6%
42%
32%
29%
12% 12%
11% 10%
0%
"1"--Not at all
satisfied
"2"
"3"
Wave II
"4"
"5"--Very
satisfied
Wave III
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
As in the Previous Wave, the Greatest
Opportunity to Improve VDOT’s Overall Satisfaction
Rating Is in Eastern Virginia
There is Also Additional Opportunity in Northern Virginia
Western
38%
15%
32%
Central
11%
53%
43%
"4"
Eastern
20%
7%
26%
Northern
0%
27%
7%
20%
"5"--Very Satisfied
33%
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
Overall Satisfaction in Northern Virginia Has
Decreased Significantly Since the Previous Wave
Wave II
NOTE:
Percentages
indicate those
rating their
overall
satisfaction a
“4” or a “5.”
Wave III
100%
80%
60%
54%
53%
46%
44%
43%
40%
28%
27%
33%
20%
0%
Western
Central
Eastern
Northern
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
“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
37%
8%
32%
But, 40% of those who had
personal contact were
reporting a problem or
voicing a complaint.
9%
41%
"4"
No Contact
19%
0%
46%
27%
20%
"5"--Very Satisfied
40%
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?
Pulsar Advertising
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Southeastern Institute of Research
100%
But, Those Who Are Most Familiar with
VDOT Are Most Likely to Be
Satisfied with VDOT
“Familiar”
rated their
familiarity
with VDOT “4”
or “5” on a 15 scale. “Not
Familiar”
rated it “1,”
“2,” or “3.”
Familiar
32%
15%
Just as was reported in
the last wave of the
study, the relationship
between contact and
satisfaction is not
straightforward. It
involves familiarity.
47%
"4"
Not Familiar
27%
0%
6%
20%
"5"--Very Satisfied
33%
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?
Pulsar Advertising
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: Overall satisfaction with VDOT has not changed
since the previous wave. About 4 in 10 are satisfied with VDOT
overall, and another 4 in 10 rate their satisfaction at a midpoint
on a 5-point scale. As in the previous wave, the greatest
opportunity to increase satisfaction is in Eastern Virginia.
Satisfaction in Northern Virginia, however, also presents a
concern as it has decreased significantly since the previous
wave. Satisfaction appears to be related to familiarity. Those
who are familiar with VDOT and the work it does are more likely
to be satisfied with VDOT.
Implication: VDOT satisfaction ratings can be improved —
especially in the Eastern and Northern Virginia regions.
Communications can be used to improve satisfaction by
increasing familiarity with VDOT. Use communications to inform
and educate Virginians about VDOT — and shape their
perceptions. Continue to focus on Eastern Virginia, but also pay
particular attention to Northern Virginia to understand why
satisfaction has decreased in this area and what can be done to
reverse this backward trend.
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Southeastern Institute of Research
Trust in VDOT
Pulsar Advertising
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Southeastern Institute of Research
Trust in VDOT
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
Pulsar Advertising
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Southeastern Institute of Research
VDOT’s Trust Equity Is 41%
41% rate their
trust of VDOT
a “4” or “5”
on a 5-point
scale. 26%
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
14%
Don't know
1%
"1"--Do not
Trust VDOT At
All"
10%
41%
"2"
16%
"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
Trust in VDOT Has Not Changed Significantly
Since the Previous Wave
100%
NOTE: This
question was
not asked in
Wave I.
80%
60%
34% 35%
40%
20%
27%
9% 10%
24%
17%
14% 16%
14%
0%
"1"--Do not
trust at all
"2"
"3"
Wave II
"4"
"5"--Trust very
much
Wave III
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
41
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 Actually Less Likely to Trust VDOT Than Those
with Only General or No Contact
Personal Contact
22%
Only General
Contact
11%
27%
This finding is
consistent with the
previous wave of this
research.
33%
15%
42%
"4"
No Contact
16%
0%
45%
29%
20%
"5"--Trust VDOT very much
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?
Pulsar Advertising
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Southeastern Institute of Research
VDOT’s Trust Equity
Is Related to Familiarity
“Familiar”
rated their
familiarity “4”
or “5” on a 15 scale. “Not
Familiar”
rated it “1,”
“2,” or “3.”
Familiar
25%
As was reported in
the previous wave,
trust equity is
stronger among those
who are familiar with
VDOT.
43%
18%
"4"
Not Familiar
22%
0%
11%
20%
"5"--Trust VDOT Very Much
33%
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?
Pulsar Advertising
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Southeastern Institute of Research
Those Who Are Satisfied with VDOT
Also Tend to Trust VDOT
“Satisfied”
rated their
overall
satisfaction
with VDOT “4”
or “5” on a 15 scale. “Not
Satisfied”
rated it “1,”
“2,” or “3.”
Satisfied
43%
32%
"4"
Not Satisfied
11%
0%
75%
"5"--Trust VDOT Very Much
13%
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?
Pulsar Advertising
44
Southeastern Institute of Research
Greatest Opportunity to Improve
Trust in VDOT Is in Eastern Virginia and
Northern Virginia
Western
25%
Central
25%
47%
22%
15%
40%
"4"
Eastern
21%
11%
23%
Northern
0%
8%
20%
"5"--Trust VDOT Very Much
32%
31%
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?
Pulsar Advertising
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Southeastern Institute of Research
Trust Decreased Significantly Since the
Last Wave in Central and Northern Virginia
Wave II
NOTE:
Percentages
indicate those
rating their
trust a “4” or
a “5.”
Wave III
100%
80%
60%
52%
47%
52%
42%
40%
40%
28%
32%
31%
20%
0%
Western
Central
Eastern
Northern
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: As was reported in the last wave of the study, 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. Also similar to overall satisfaction, residents
of Eastern and Northern Virginia are less trusting than those of
other areas. Furthermore, trust in Central and Northern Virginia
has decreased significantly since the previous wave.
Implication: Just as with satisfaction, trust of VDOT can be
improved by increasing familiarity. Greatest opportunities for
improvement are in Eastern and Northern Virginia where levels
of trust are lowest. But, trust equity in Central Virginia should
be monitored closely in the next wave as a significant decrease
is posted for that region.
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Southeastern Institute of Research
Relationship Between
Nature of Contact and
Satisfaction/Trust
Pulsar Advertising
48
Southeastern Institute of Research
Type of Personal Contact Is Related to Overall
Satisfaction and Trust with VDOT
NOTE: Base
size for those
who
contacted
VDOT with a
compliment is
small.
Interpret with
caution.
Compliment
Overall
Satisfaction
58%
Neutral
Those who contact
VDOT with a
complaint are less
likely to be
satisfied with
VDOT and less
likely to trust it.
48%
Complaint
29%
64%
Compliment
Trust
40%
Neutral
28%
Complaint
0%
20%
40%
60%
80%
100%
Question: You indicated that you have had contact with VDOT during the past year.
Which of the following best describes the nature of that contact?
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Southeastern Institute of Research
Overall Satisfaction and Trust Are Related to the Level of
Satisfaction with the Way a Problem Is Handled
Those Who Are Satisfied with the Handling Are Just as Satisfied
Overall as Those with No Complaint
NOTE: Base
size for those
who
contacted
VDOT with a
compliment is
small.
Interpret with
caution.
58%
Compliment
Overall
Satisfaction
Neutral
48%
Satisfied with complaint
59%
11%
Not satisfied with complaint
Compliment
Trust
64%
40%
Neutral
Satisfied with complaint
How VDOT
handles a
complaint
makes a
difference.
VDOT has the
power to turn
a negative
into a
positive.
48%
Not satisfied with complaint
8%
0%
20%
40%
60%
80%
100%
Question: You mentioned that you voiced a complaint or reported a problem to
VDOT. How satisfied are you with the way in which your complaint or problem was
handled by VDOT?
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Southeastern Institute of Research
The Tone of Interaction Is Also Related to Overall
Satisfaction and Trust
Overall
Satisfaction
Positive
55%
Negative
16%
Positive
49%
Trust
Negative
17%
0%
20%
40%
60%
80%
100%
Question: Still thinking about this specific interaction with VDOT, how would you
characterize the nature of the tone of that interaction?
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Southeastern Institute of Research
Similarly, Perceptions of the Knowledge and Ability
of Employees Are Related to Overall Satisfaction and
Trust of VDOT
NOTE:
Question
asked of those
who
contacted
VDOT with a
complaint,
problem,
question, or
request.
Overall
Satisfaction
Sufficient
54%
Not sufficient
13%
Sufficient
47%
Trust
Not sufficient
17%
0%
20%
40%
60%
80%
100%
Question: During your interaction with VDOT, how would you characterize the
knowledge and ability of the VDOT employees with whom you spoke to find an
answer to your inquiry?
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: Those who contacted VDOT with a compliment are
the most satisfied and trusting overall, whereas those who
contacted with a complaint are least satisfied and trusting.
Satisfaction and trust, however, are often influenced by the way
a complaint is handled and by the overall tone of the contact
and knowledge of the employees.
Implication: Ensure that the tone of each contact is positive
and that employees are knowledgeable and helpful. A complaint
can potentially be “transformed” into satisfaction and trust.
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Southeastern Institute of Research
Satisfaction with
Specific Attributes
and Responsibilities
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Southeastern Institute of Research
As in the Previous Wave, The Highest Levels of
Satisfaction with VDOT Are Related to Traffic
Management and Communication
These ratings
do not vary
significantly
from the
previous wave.
Traffic management and incident response
33%
Communicating to you
15%
28%
17%
Being responsive to needs & preferences of
citizens
22%
11%
Working to plan for future transportation
needs
21%
11%
Maintenance and construction of roadways
and highways
19%
Management of public funds
"4"
18% 8%
0%
"5"--Very Satisfied
8%
48%
45%
33%
32%
27%
26%
20%
40%
60%
80%
Question: How satisfied are you with VDOT in regard to…
Pulsar Advertising
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Southeastern Institute of Research
100%
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
Satisfied
78%
Not Satisfied
This finding is
consistent with the
previous wave of this
research.
13%
Satisfied
71%
Trust
Not satisfied
15%
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 More Likely To Be
Satisfied with and 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
Satisfied
76%
Not Satisfied
This finding is
consistent with the
previous wave of this
research.
11%
Satisfied
71%
Trust
Not satisfied
12%
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?
Pulsar Advertising
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Southeastern Institute of Research
Satisfaction with VDOT’s Responsiveness Is Also
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
Satisfied
75%
Not Satisfied
This finding is
consistent with the
previous wave of this
research.
11%
Satisfied
70%
Trust
Not satisfied
10%
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
Satisfaction and Trust Are Also Tied to Satisfaction
with VDOT’s Planning for Future Needs
Proportions
are based to
those who
are either
satisfied or
not satisfied
with VDOT’s
planning for
future
needs.
Overall
Satisfaction
Satisfied
71%
Not Satisfied
This finding is
consistent with the
previous wave of this
research.
12%
Satisfied
67%
Trust
Not satisfied
11%
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?
Pulsar Advertising
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Southeastern Institute of Research
Satisfaction with VDOT Communication Is Also
Related to Overall Satisfaction and Trust of VDOT
Proportions
are based to
those who
are either
satisfied or
not satisfied
with VDOT in
terms of
communicating about
transportation changes.
Overall
Satisfaction
Satisfied
61%
Not Satisfied
This finding is
consistent with the
previous wave of this
research.
13%
Satisfied
57%
Trust
Not satisfied
15%
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
Those Who Are Satisfied with VDOT in Terms of
Traffic Management and Incident Response Are 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
traffic
management
and incident
response.
Overall
Satisfaction
Satisfied
60%
Not Satisfied
This finding is
consistent with the
previous wave of this
research.
11%
Satisfied
59%
Trust
Not satisfied
9%
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
Communications Play a Key Role in Forming and
Maintaining These Key Attributes and Functions
Traffic management and incident response
33%
Communicating to you
Driven by
Perceptions and
Shaped by
Communications
15%
28%
17%
Being responsive to needs & preferences of
citizens
22%
11%
Working to plan for future transportation
needs
21%
11%
Maintenance and construction of roadways
and highways
19%
Management of public funds
"4"
18% 8%
0%
"5"--Very Satisfied
8%
48%
45%
33%
32%
27%
26%
20%
40%
60%
80%
Question: How satisfied are you with VDOT in regard to…
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Southeastern Institute of Research
100%
Western Virginia Rates VDOT Most Favorably
• On every attribute, Western Virginia—followed by
Central Virginia—rates VDOT most favorably.
• Northern Virginia and Eastern Virginia are similar
in their ratings and tend to rate VDOT lower than
Western and Central Virginia.
• Eastern Virginia gives particularly low ratings to
maintenance and construction of the roadways
and highways across Virginia.
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: On a series of attributes and functions,
VDOT is rated most favorably on traffic and incident
management and communication. It is rated least
favorably on management of public funds and
maintenance/construction. It is important that VDOT
be related favorably on all six of the attributes and
functions evaluated in this research. Satisfaction on
these measures is positively related to overall
satisfaction and trust of VDOT.
Implication: Communications can play a key role in
“driving” VDOT’s performance on these measures.
Both communications strategy and specific executions
of that strategy can shape and formulate perceptions
of VDOT.
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: Perceptions and ratings of VDOT vary
across regions. It is viewed most favorably in Western
Virginia and least favorably in Eastern Virginia. Eastern
Virginia gives particularly low ratings to maintenance
and construction of the roadways and highways across
Virginia.
Implication: VDOT has not yet overcome its “imagery”
problems in Eastern Virginia. Continue to utilize the
tone, content, and frequency of communications to
improve perceptions of VDOT in Eastern Virginia.
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Southeastern Institute of Research
Identification of
Possible Causes for
Declines in Trust in
Central and Northern
Virginia
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Southeastern Institute of Research
• A decline in overall satisfaction is posted in this wave in
Northern Virginia. Similarly, a decline in trust is
reported in this wave in both Northern Virginia and
Central Virginia.
• The following six slides compare ratings of VDOT on the
six previously reported attributes or functions for each
region. The data for this wave are compared to the last
wave to determine the extent to which declines may
have occurred in specific regions for these six functions.
• This analysis indicates that:
– Satisfaction with VDOT’s traffic management and incident
response has decreased significantly in Northern Virginia
– Satisfaction with VDOT’s maintenance and construction of
roadways and highways has also decreased significantly
in Northern Virginia
– Satisfaction with VDOT’s management of public funds has
decreased significantly in both Central and Northern
Virginia
Pulsar Advertising
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Southeastern Institute of Research
Satisfaction in Regard to Traffic Mgt and
Incidence Response Has Decreased Significantly
in Northern Virginia Since Wave II
Traffic Management and Incidence Response
NOTE: This
question was
not asked in
Wave I.
"5"--"Very Satisfied"
100%
"4"
80%
64%
60%
52%
23%
40%
A significant increase is posted
for Western Virginia
52%
47%
16%
41%
14%
41%
20%
36%
25%
31%
47%
36%
12%
16%
27%
42%
27%
11%
9%
31%
35%
27%
0%
Wave II
Wave III
Western
Wave II
Wave III
Central
Wave II
Wave III
Eastern
Wave II
Wave III
Northern
Question: How satisfied are you with VDOT in regard to… traffic management and
incidence response?
Pulsar Advertising
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Southeastern Institute of Research
Satisfaction in Regard to Communication Has
Not Changed Significantly in Any of the Regions
Communicating with You
NOTE: This
question was
not asked in
Wave I.
"5"--"Very Satisfied"
100%
"4"
80%
60%
40%
51%
25%
50%
21%
46%
17%
47%
17%
37%
15%
40%
29%
29%
30%
Wave II
Wave III
Wave II
Wave III
42%
15%
13%
16%
20%
26%
46%
22%
24%
Wave II
Wave III
31%
29%
Wave II
Wave III
0%
Western
Central
Eastern
Northern
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
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Southeastern Institute of Research
No Significant Changes Are Posted for Responsiveness –
But, Downward Trends May Be Developing in Central and
Northern Virginia
Being Responsive to Needs and
Preferences of Citizens
NOTE: This
question was
not asked in
Wave I.
"5"--"Very Satisfied"
100%
"4"
80%
60%
42%
40%
18%
44%
17%
41%
35%
11%
14%
20%
24%
27%
24%
10%
30%
21%
14%
27%
8%
19%
30%
25%
7%
6%
23%
19%
0%
Wave II
Wave III
Western
Wave II
Wave III
Central
Wave II
Wave III
Eastern
Wave II
Wave III
Northern
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
Satisfaction with VDOT’s Planning Has
Increased Significantly in the Eastern Region
Working to Plan for Future
Transportation Needs
NOTE: This
question was
not asked in
Wave I.
"5"--"Very Satisfied"
100%
"4"
80%
60%
42%
41%
32%
40%
16%
16%
10%
30%
11%
20%
21%
28%
10%
29%
28%
6%
7%
23%
21%
Wave II
Wave III
6%
26%
25%
22%
19%
Wave II
Wave III
15%
18%
Wave II
Wave III
0%
Wave II
Wave III
Western
Central
Eastern
Northern
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
Satisfaction with Roadway Maintenance and
Construction Has Decreased Significantly in
Northern Virginia
Maintenance of Roadways and Highways
NOTE: This
question was
not asked in
Wave I.
"5"--"Very Satisfied"
100%
"4"
80%
60%
40%
37%
15%
40%
14%
35%
10%
30%
34%
7%
8%
20%
13%
22%
26%
25%
22%
24%
15%
4%
5%
9%
10%
Wave II
Wave III
5%
27%
19%
0%
Wave II
Wave III
Western
Wave II
Wave III
Central
Eastern
Wave II
Wave III
Northern
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
Significant Decreases in Satisfaction with
VDOT’s Management of Public Funds Are
Reported for Central and Northern Virginia
Management of Public Funds
NOTE: This
question was
not asked in
Wave I.
"5"--"Very Satisfied"
100%
"4"
80%
60%
40%
35%
11%
36%
14%
33%
12%
26%
8%
20%
24%
22%
21%
18%
Wave II
Wave III
19%
19%
6%
6%
13%
13%
Wave II
Wave III
27%
7%
20%
3%
20%
17%
Wave II
Wave III
0%
Wave II
Wave III
Western
Central
Eastern
Northern
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
Conclusion & Implication
Conclusion: In Northern Virginia, satisfaction with VDOT
has decreased on three key measures: traffic
management and incidence response, maintenance and
construction of roadways and highways, and management
of public funds.
Implication: In Northern Virginia, VDOT is frequently
scrutinized by citizens and by the media. These
significant decreases in Northern Virginia are reasons for
concern and may be related to the decreases in overall
satisfaction and trust. They should be monitored closely
in future research – including the next wave of this
Omnibus. Examination of VDOT activities, projects and
media coverage may be helpful in order to identify
potential causes for these problems.
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: VDOT has experienced a decline in
satisfaction in Central Virginia in terms of management of
public funds.
Implication: This decrease in satisfaction may be tied, at
least in part, to the difficulty of the General Assembly to
develop and approve a budget. It may also indicate
growing concern with VDOT in Central Virginia – concern
that is reflected in the decrease in trust in Central
Virginia reported in this wave of the study. Satisfaction
scores for Central Virginia should be monitored closely in
the next wave of this study to determine if this trend
continues.
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: While VDOT’s scores continue
to be low in Eastern Virginia, a significant
increase is posted in Eastern Virginia for
VDOT’s planning activities.
Implication: This improvement in Eastern
Virginia may reflect the beginning of
positive responses in Eastern Virginia to
VDOT’s increased and enhanced
communications efforts in that region.
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Southeastern Institute of Research
Information about
Construction
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Southeastern Institute of Research
Springfield Interchange
There is still
opportunity
for
improvement.
26% have
received less
information
than they have
needed,
including 11%
who said they
received no
information.
These
percentages
do not vary
significantly
from those in
the previous
wave.
For the Most Part, Residents of Northern Virginia
Have Received the Information They Have Needed
in Regard to the Springfield Interchange
More than what you have needed
8%
All that you have needed
54%
22%
Most of what you have needed
24%
Some of what you have needed
12%
Less than what you have needed
3%
Somewhat less than what you have needed
3%
Much less than what you have needed
2%
Very little
26%
7%
Nothing
11%
Don't know
9%
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?
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Southeastern Institute of Research
I-64 Hampton Construction
Just as Reported in the Last Wave, Residents in
Eastern Virginia Have Not Received Sufficient
Information about the I-64 Construction
More than what you have needed
These
percentages
do not vary
significantly
from those in
the previous
wave.
5%
All that you have needed
37%
13%
Most of what you have needed
19%
Some of what you have needed
17%
Less than what you have needed
7%
Somewhat less than what you have needed
8%
Much less than what you have needed
41%
4%
Very little
13%
Nothing
9%
Don't know
6%
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?
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Southeastern Institute of Research
Also as Reported in the Last Wave,
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
13%
22%
24%
19%
12%
17%
Most of what you have needed
Some of what you have needed
3%
7%
3%
8%
2%
4%
7%
13%
11%
9%
9%
6%
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%
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?
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Southeastern Institute of Research
Keeping Eastern Virginians Informed
about I-64 Construction Is Important
Proportions
are based to
those who
have
received
sufficient
information
or have not
received
sufficient
information.
Overall
Satisfaction
Trust
Have received
sufficient
information
36%
Have not received
sufficient
information
Those who have received
sufficient information
about I-64 construction
are more likely to be
satisfied with VDOT and to
trust VDOT.
24%
Have received
sufficient
information
35%
Have not received
sufficient
information
17%
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?
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Southeastern Institute of Research
Northern Virginians Who Have Received Sufficient
Information About the Springfield Interchange
Construction Are Also More Likely to Be Satisfied with
and Trust VDOT than Those Who Have Not
Proportions
are based to
those who
have
received
sufficient
information
or have not
received
sufficient
information.
Overall
Satisfaction
Trust
Have received
sufficient
information
39%
Have not received
sufficient
information
23%
Have received
sufficient
information
37%
Have not received
sufficient
information
20%
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?
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Southeastern Institute of Research
As in the Previous Wave, 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
NOTE:
Percentages
total more
than 100
because
respondents
were
permitted to
give more
than one
answer.
56%
57%
Newspaper
Radio
29%
Internet
7%
39%
Northern Virginia
13%
Eastern Virginia
3%
2%
Email updates
38%
44%
Other
0%
20%
40%
60%
80%
100%
Question: Where did you read or hear this information?
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: As in the previous wave of this study,
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. In both regions,
communication about the projects plays a key role
in satisfaction and trust of VDOT.
Implication: Learn from these initiatives: Frequent
and regular communication about construction
projects can help to grow and nurture perceptions
and trust of VDOT and provide information to help
navigate through the area more successfully.
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Southeastern Institute of Research
511 Virginia
Pulsar Advertising
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Southeastern Institute of Research
Radio or TV Reports and VDOT Highway
Message Signs Are Currently the Most Useful
Forms of Getting Information to Plan Routes
Radio or TV Traffic reports
38%
VDOT Highway Message Signs
31%
Highway Advisory Radio
5%
VDOT website
4%
511 Virginia
2%
VDOT Traffic Cameras
2%
VDOT toll-free Highway Helpline
1%
Do not use any of these tools
17%
0%
20%
40%
60%
80%
100%
Question: Which of the following tools do you find most useful for providing you
with traffic information to plan your routes when traveling?
Pulsar Advertising
86
Southeastern Institute of Research
Western Virginians Are Less Likely to Use Any of
These—And Are Less Likely to Find Radio/TV
Reports Useful. They Are More Likely to Find
Highway Message Signs Useful
19%
Radio or TV Traffic Reports
29%
29%
24%
VDOT Highway message signs
VDOT toll-free Highway Helpline
Western
4%
3%
3%
5%
VDOT website
VDOT traffic cameras
41%
5%
4%
7%
5%
Highway Advisory Radio
511 Virginia
43%
42%
47%
Central
3%
3%
3%
1%
Eastern
Northern
0%
0%
3%
4%
2%
1%
2%
1%
17%
10%
13%
Don not use any of these tools
0%
20%
27%
40%
60%
80%
100%
Question: Which of the following tools do you find most useful for providing you
with traffic information to plan your routes when traveling?
Pulsar Advertising
87
Southeastern Institute of Research
Nearly 4 out of 10 Virginians Are
Currently Aware of 511
Don't know
1%
Yes
39%
No
60%
Awareness of 511
in:
Western 39%
Central
38%
Eastern
46%
Northern 33%
Question: Prior to this interview, had you ever heard of or read about 511 or 511
Virginia?
Pulsar Advertising
88
Southeastern Institute of Research
Slightly More than 1 in 10 Have Used 511
Virginia for Traffic or Traveler
Information
Yes
13%
No
87%
Question: Have you ever called or logged onto 511 Virginia for traffic or traveler
information?
Pulsar Advertising
89
Southeastern Institute of Research
Usage of 511 Virginia Does Not Vary
Significantly by Region
Western
12%
Central
12%
Eastern
16%
Northern
10%
0%
20%
40%
60%
80%
100%
Question: Have you ever called or logged onto 511 Virginia for traffic or traveler
information?
Pulsar Advertising
90
Southeastern Institute of Research
Those Who Are the Most Familiar with VDOT
Are the Most Likely to Use 511 Virginia
NOTE:
Proportions
indicate usage
of 511 Virginia
based on
those who are
familiar or not
familiar with
VDOT overall.
Familiar
16%
Not familiar
9%
0%
20%
40%
60%
80%
100%
Question: Have you ever called or logged onto 511 Virginia for traffic or traveler
information?
Pulsar Advertising
91
Southeastern Institute of Research
Two-thirds of Those Who Have Used 511 Rate
the Usefulness of the Service Favorably
Those in
Western
Virginia are
twice as likely
(47%) as those
in Northern
Virginia (24%)
to give Virginia
511 the very
highest rating.
Don't know
2%
"1"--Not at all
useful
5%
"2"
9%
"5"--Very
Useful
33%
62%
"3"
22%
"4"
29%
Question: When you checked with 511 for traffic or traveler information, how useful
did you find this service?
Pulsar Advertising
92
Southeastern Institute of Research
Conclusion & Implication
Conclusion: Currently, only 2% rate 511 Virginia as the
most useful way of getting information for planning routes
while traveling. Radio or TV reports and VDOT Highway
Message Signs are the most useful sources. But, more than
1 in 10 have ever used 511 Virginia for traffic or traveler
information. Of those who have used the service, twothirds rate it favorably.
Implication: Two key lessons are evident for 511: 1.
Grow awareness and trial of the service and 2. Enhance
its usability.
Currently, those who are most familiar with VDOT are
using the service. Use communications to reach beyond
this group to introduce others to the service.
Pulsar Advertising
93
Southeastern Institute of Research
Opinion Leaders
Pulsar Advertising
94
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
95
Southeastern Institute of Research
Nearly All Opinion Leaders Have Had
Contact with VDOT During the Past Year
“Opinion
leaders” are
defined as
people who
have
participated
in at least 2
community
and public
activities
during the
last 12
months.
This finding is
consistent with the
previous wave of this
research.
98%
Leaders
89%
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
96
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.
89%
64%
Read or heard about VDOT in news
89%
63%
Visited Virginia Interstate rest area
53%
Electronic message boards
51%
Encountered Safety Service Patrols
34%
Searched VDOT website
Called VDOT
13%
Visited a VDOT office
9%
Called 511 or the Highway Helpline
9%
Attended VDOT public meeting
4%
Sent email to VDOT
4%
Sent a letter to VDOT
3%
0%
50%
Leaders
25%
12%
75%
35%
17%
Received mail from VDOT
77%
Non-Leaders
22%
This finding is
consistent with the
previous wave of this
research.
17%
17%
13%
12%
9%
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
97
Southeastern Institute of Research
Opinion Leaders Are More Likely To Be
Familiar with VDOT
“Opinion
leaders” are
defined as
people who
have
participated
in at least 2
community
and public
activities
during the
last 12
months.
Leaders
38%
17%
56%
"4"
Non-Leaders
30%
0%
20%
14%
40%
"5"--Very Familiar
44%
60%
80%
100%
Question: Overall, how familiar would you say you are with VDOT and the work it
does?
Pulsar Advertising
98
Southeastern Institute of Research
But, Opinion Leaders Are Slightly
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%
7%
36%
"4"
Non-Leaders
30%
0%
20%
12%
40%
"5"--Very Satisfied
This finding is
consistent with the
previous wave of this
research.
42%
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
99
Southeastern Institute of Research
Opinion Leaders Are Slightly Less
Satisfied on Some Specific Attributes
But There Are Fewer Differences Than in the Previous Wave
“Opinion
leaders” are
defined as
people who
have
participated
in at least 2
community
and public
activities
during the
last 12
months.
44%
50%
Traffic management and incident response
45%
45%
Communicating to you
Being responsive to needs & preferences of
citizens
30%
35%
Working to plan for future transportation
needs
26%
35%
Maintenance and construction of roadways
and highways
27%
27%
Management of public funds
24%
27%
0%
20%
40%
Leaders
Non-Leaders
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
100
Southeastern Institute of Research
Opinion Leaders Are
Less Likely to Trust VDOT
“Opinion
leaders” are
defined as
people who
have
participated
in at least 2
community
and public
activities
during the
last 12
months.
Leaders
22%
11%
33%
"4"
Non-Leaders
25%
0%
This finding is
consistent with the
previous wave of this
research.
41%
16%
20%
"5"--Trust VDOT Very Much
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?
Pulsar Advertising
101
Southeastern Institute of Research
Conclusion & Implication
Conclusion: Although Opinion Leaders tend to
have more contact with VDOT and to be more
familiar with it than others, they are less
satisfied with VDOT and less trusting of it.
Implication: Continue to take advantage of the
opportunity Opinion Leaders provide to VDOT to
be its “ambassadors of good will.” By using the
frequent contact VDOT has with Opinion
Leaders, VDOT can communicate with them
positively, regularly, and frequently.
Pulsar Advertising
102
Southeastern Institute of Research
Highway Safety
Corridors
Pulsar Advertising
103
Southeastern Institute of Research
As in the Last Wave of This 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)
53%
I-95 in Richmond &
Henrico (Central VA)
52%
I-95 in Prince William
County (Northern VA)
Percentages are those
in each region that
reported that they are
aware of the increased
fines in each Corridor.
32%
0%
20%
40%
This finding is
consistent with the
previous wave of this
research.
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
104
Southeastern Institute of Research
Awareness of the Highway Safety Corridors Has
Not Changed Significantly Since the Last Wave
of the Study
100%
80%
60%
50%
55%
53%
51%
52%
38%
40%
32%
20%
0%
I-81 near Roanoke
(Western VA)
I-95 in Richmond &
Henrico (Central VA)
I-95 in Prince William
County (Northern VA)
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
105
Southeastern Institute of Research
Increased Safe Driving Varies by Region
I-81 Near Roanoke Is Most Effective;
I-95 Near Prince William County Is Least
NOTE:
Question
asked of
respondents
who were
aware of
increased
fine.
Drive safer and pay closer attention to the
posted speed limits
22%
31%
47%
30%
It has had no affect, as have always driven
the posted speed limits
39%
36%
16%
23%
It has had no affect; continue to drive as
always have
34%
6%
6%
7%
Don't drive the Highway Safety Corridor
Western
Central
Northern
1%
0%
1%
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
106
Southeastern Institute of Research
NOTE:
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.
Drivers in All Three Regions—Especially Western
Virginia—Report Improvement in their Driving
Habits as a Result of the Highway Safety Corridors
Drive safer and pay
closer attention to
the posted speed
limits
73%
58%
38%
25%
It has had no affect;
continue to drive as
always have
But,
improvement is
lowest in
Northern
Virginia.
42%
60%
Western
Central
Northern
2%
Don't know 0%
2%
0%
20%
40%
60%
80%
100%
Question: If you have driven that part of [SPECIFY], how has your driving behavior
been affected?
Pulsar Advertising
107
Southeastern Institute of Research
Safe Driving Has Increased in Western Virginia
Since the Previous Wave, But Has Decreased in
Northern Virginia
NOTE:
Percentages
indicate
those who
say tat they
drive safer
and pay
closer
attention to
the posted
speed limits.
100%
80%
68%
73%
63%
56%
60%
58%
55%
38%
40%
20%
0%
I-81 near Roanoke
(Western VA)
I-95 in Richmond &
Henrico (Central VA)
I-95 in Prince William
County (Northern VA)
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
108
Southeastern Institute of Research
Conclusion & Implication
Conclusion: Awareness of the Highway Safety Corridors has
remained stable across all waves. About half of the residents in
Western and Central Virginia are aware of the Highway Safety
Corridor in their area. Fewer—about a third—are aware of the
Highway Safety Corridor in Northern Virginia. Drivers do respond
to the Highway Safety Corridor program—but this varies by
region. Of those who could change their behavior, almost threequarters in Western Virginia, half in Central Virginia, and a third
in Northern Virginia say that they drive safer and pay closer
attention to the speed limits.
Implication: The Highway Safety Corridor program continues to
have a positive impact on the driving behavior of those aware of
the program. But the data in this wave of the research suggest
that the effectiveness of the program may vary depending upon
the region—and related differences in population density, traffic
congestion, traffic patterns, and so forth. Examine in greater
detail how regions vary to better understand how to modify the
program to fit each region and how to better use
communications in specific regions more effectively.
Pulsar Advertising
109
Southeastern Institute of Research
Thank you
Pulsar Advertising
110
Southeastern Institute of Research