Phase 3 of WMATA’s Better Bus Network Redesign went live May 13th. This phase details proposed 2025 Metrobus network changes for public comment over the next two months. Phase 2 included designing a new system for renumbering the Metrobus routes in the DC region into something more logical, consistent, and easy to understand.  https://www.linkedin.com/posts/foursquareitp_behind-the-scenes-bus-route-renaming-activity-7194721564485971968-Obah?utm_source=share&utm_medium=member_desktop

The U.S. Census Bureau serves as the leading source of official data about the nation’s people and economy. It is the largest statistical agency in the United States. The Census Bureau’s mission is built around large-scale surveys and censuses. The Decennial Census is conducted every ten years while the Economic Census—the U.S. Government’s official five-year measure of American business and the economy—is conducted every five years. In addition, the Census Bureau conducts numerous other population and business surveys on a regular basis. WBA has been working with the Census Bureau on an ongoing basis for 25 years in support of their mission.

In 2023, as collection for the Economic Census concluded, communications shifted to users of the wide range of data from the Census Bureau. Two phases of focus group research were conducted to support this transition. With the success of and insights gleaned from an initial exploratory round of focus group research, a subsequent phase of research was conducted among data users to explore in more detail methods by which to communicate the data the Census Bureau makes available.

With OMB approval, WBA executed a plan for twenty (20) focus group sessions (ten per phase) among business professionals who are users of data as part of their jobs. Focus groups were held in cities across the United States (Chicago, Los Angeles, New York, Philadelphia, Miami, Dallas, and Houston) to get a broad representation. Groups included participants from a wide range of businesses, but all were required to use a variety of data types and use or analyze statistics or data as part of their jobs. These data users were asked to provide feedback on a range of communications vehicles including messages, URLs, an ad campaign, web site, social media posts and printed material. The feedback is being used by the Census Bureau and their communications agency (GRAFIK) to promote the Census Bureau.

Arlington Transportation Partners (ATP) is Arlington County’s business-to-business transportation consulting organization. ATP is a program of Arlington County Commuter Services (ACCS), a bureau of Arlington’s Department of Environmental Services. ACCS serves people who live in, work in, or visit Arlington County through programs and services that are designed to encourage the use of mass transit, carpooling and vanpooling, bicycling, walking, teleworking, and other alternatives to driving alone. ATP offers transportation expertise and complimentary assistance to give businesses, residential communities, and commercial properties a competitive edge and to help improve transportation amenities and commuter benefits. These services and programs have significant impacts on commuting patterns, traffic congestion, personal health, and air quality in Arlington County.

ATP launched the Champions program in 2013. At the end of 2013 and again in 2017, WBA conducted focus groups for the program to determine the attitudes and perceptions of ATP among its employer clients and prospective clients. Since then, ATP has expanded its client base from employers to schools, hotels, and commercial and residential multi-family properties. Although participation and enrollment has increased annually, ATP is continuously challenged by organizations that do not enroll in the Champions program from year to year.

In 2023, ATP again commissioned WBA Research to conduct a focus group study on its Champions program. The motivation behind the study was to gain a deeper understanding of various motivations, perspectives, and perceptions of ATP clients that influence the following:

• ATP and Champions program brand awareness, program value, and brand recognition,
• Awareness and use of ATP resources and marketing materials,
• Perception of the economic climate,
• Perception and views about Arlington County, particularly new developments around the County and transportation infrastructure and amenities unique to the County, and
• Telework arrangements and related incentives.

To gain actionable insight on these issues, qualitative research (in-person focus groups, virtual focus groups and interviews) was conducted among six different groups, spanning four types of ATP clients (e.g., Multi-Family Residential (MFR), Commercial, Employer, Hotels). The research provided valuable insights used by ATP to further evolve the program as the County and the public (employers, employees, residents, visitors, etc.) continue to evolve in their needs for and uses of various transportation types.

The U.S. Census Bureau serves as the leading source of official data about the nation’s people and economy. With planning underway for the 2022 Economic Census, which is the U.S. government’s official five-year measure of American business and the economy, the initial focus is being directed towards response promotion and data collection efforts. Building upon successful strategies developed for the 2017 Economic Census, the Census Bureau faces new challenges in creating awareness and increasing participation among the business community.
As we have for the past five Economic Censuses (25 years), WBA Research worked with the marketing agency GRAFIK to execute a research plan to seek insights from small and mid-sized business owners that will help direct outreach efforts. More specifically, the research examined awareness and perceptions of the U.S. Census Bureau and the Economic Census, along with potential barriers to completing the Economic Census. Messaging strategies and ad campaign concepts were tested to determine what approaches are most effective at building awareness, conveying information, and motivating response.
In October 2021, OMB (Office of Management and Budget) approved a plan for up to 14 focus group sessions with business owners and those within the firm responsible for completing government requests for business information. Between February 15 and March 3, 2022, 14 focus groups were conducted in six markets — Miami, Houston, Philadelphia, New York City, Chicago, and Irvine/Los Angeles. A total of 111 business people participated in the research. The discussions were moderated by Steve Markenson of WBA Research. Participants included business owners and executives, department heads, or in some cases an office manager who is tasked with filling out government forms on behalf of the business.
The learnings from the research are now being used by GRAFIK and the U.S. Census Bureau’s Respondent Outreach and Promotion Branch to develop a communications plan to be launched this Fall.

WBA Research conducted an online study among Maryland residents on behalf of the MDOT MVA in support of their Road Safety initiatives. WBAL cited this data in a related news story click here.

WBA is proud to have contributed to the development of Foursquare Integrated Transportation Planning’s Trip Chain Validator tool, which is already being used to improve the quality of Origin and Destination survey data collection. To read about it click here.

The Capital Area Food Bank (CAFB) has been providing food relief for those in need in Maryland, Virginia and the District of Columbia for the past 40 years. Prior to the COVID-19 pandemic, the region’s food insecure populations numbered around 400,000. However, since the pandemic, that number has increased by more than 50% to more than 600,000. Central to CAFB’s mission is providing hunger relief, but their long-term mission is to address the root causes of hunger and poverty. As part of its efforts to fulfill this mission, CAFB sought the help of WBA Research to gather data and insights to inform the organization and provide strategic direction. To understand the needs of long-term and newly food insecure CAFB clients, CAFB and WBA Research partnered to conduct qualitative and quantitative research.

The impact of the COVID-19 pandemic required some innovation in the methodologies employed to collect the data and information for this research. While traditionally WBA would deploy interviewers to food distribution sites to conduct interviews, the social distancing required by the pandemic necessitated a multimodal approach. CAFB clients were invited to participate via flyers, postcards, verbally and through various other means at food distribution locations. CAFB clients were given the opportunity to complete the survey by scanning a QR code if they had a smartphone, by accessing the survey’s URL or by calling a toll-free number. A total of more than 1,800 clients participated in the survey. This was followed by a series of focus groups and in-depth interviews (IDIs) among key segments of CAFB clients, such as those who are chronically food insecure, newly food insecure, mobility constrained, non-English speakers, seniors, and single mothers. Those willing to discuss their situation in a group setting took part in online focus groups, while those who preferred more anonymity could take part in in-depth Zoom or telephone interviews.

The results of all this research were combined into a comprehensive report that is being utilized by CAFB staff and partner agencies to advance their mission to address the root causes of hunger and poverty across the region.

WBA Research has joined the Kimley-Horn team supporting the Virginia Department of Rail and Public Transportation’s Transit Equity & Modernization Study. To read about it click here.

WBA was proud to provide research support to local agency Weber Shandwick in the refinement of their “Be the Driver” campaign for the Maryland MVA. Read the MVA’s press release HERE.

In recent months, WBA Research has managed studies for several clients to aid them in adapting and recovering from the impact of COVID-19 on their businesses. Some of this research is ongoing, evolving with the situation, and allowing our clients to see the effect of new measures they implement to keep their employees and customers safe while working to return to pre-COVID business levels or adapt to a new post-COVID world. While each of these clients faces their own unique challenges, conducting these different studies has brought to light some common themes that our clients must address related to environmental safety, messaging surrounding these measures, and changes in customer behavior. We are glad to be of service to our clients, their customers, and their communities during this challenging time.