Communications • Qualitative • Branding

Enbridge expressed a requirement to gather unbiased, objective insights regarding its primary target audiences’ (stakeholders’) perceptions, preferences and retention to inform current and future communications strategies. Federal policies require specific levels of communication with residents who are proximate to owned pipelines; this research sought to explore communications efficacy, with special attention to printed materials, to achieve the following:

• Provide data and insights to inform the design and delivery of the client message
• Generate a clear picture of the depth of comprehension by the constituent group cited

To gather information from these various constituencies, Saurage employed three different qualitative methods:

• In-depth interviews 30-40 minutes in length were a perfect way to learn perceptions, concerns, retention, and information opportunities by officials and excavators. Both target groups are hard to reach, and public officials often are the most candid not in front of their constituent groups.
• SMARTBoards (Online bulletin boards) were held over a three-day period with affected public and school officials, generating more than 1,000 posts from two boards.
• Mini-teleconferences included 3 to 5 farmers for about 40-60 minutes, discussing the topics of interest.

Results

At present, reporting is being finalized. However, the client gathered answers to all of its key questions and then some. Not only is their information gathering effort in compliance with federal policy requirements, but they plan to modify their approach and adjust printed materials to more effectively impact message absorption.