Developed an evidence-based project with original commissioned research through poll testing, surveys, and focus groups to understand how New Yorkers engage with the Census and to create accessible and culturally competent messaging for all New Yorkers.
- Partnered with Quinnipiac University to conduct a poll that surveyed 1,339 participants across all five boroughs of New York City, with findings that included 87-89% of undocumented immigrants would be hesitant to complete the Census. View findings >
- Partnered with Global Strategy Group and 11 community-based organizations to conduct 12 focus groups to understand the opportunities and obstacles to conducting Census outreach in communities across New York City.
- Data obtained from these focus groups helped identify the most convincing rationales for participating in the Census and the trusted messengers who could be effective in reaching and persuading New Yorkers to complete the form.
Phone and Text Polling
- Surveyed 217 New Yorkers by text and by phone call in targeted zip codes across New York City with historically low Census response rates.
- Responses showed that New Yorkers responded better to positive messages than negative and highlighted several key messages and themes that resonated with specific communities.
Follow-up Focus Groups
- Worked with community-based organizations to conduct 5 focus groups across key demographic and geographic constituencies, including Muslim, at-risk youth, public housing, and Jewish populations to further flesh out key messages for each community.
- Data obtained during focus groups assisted in the development a robust messaging guide for advocates. Key issue areas for New Yorkers included jobs, safety and security, healthcare, and more.