INLAND RAIL COMMUNICATIONS QUALITATIVE RESEARCH · 2020-02-05 · Inland Rail Communications Focus Group Research Elton Consulting 5 research does not attempt to provide quantitative

INLAND RAIL COMMUNICATIONS QUALITATIVE RESEARCH ReportAustralian Government Department of Infrastructure, Regional Development and Cities

9 May 2018

www.elton.com.au [email protected]

Sydney | Canberra | Melbourne | Darwin ABN 56 003 853 101

1 INTRODUCTION 4

1.1 This report 4 1.2 Purpose of the research 4 1.3 Key findings 4 1.4 Methodology 5

2 RESEARCH FINDINGS 6

2.1 What do people know about Inland Rail? 6 2.2 What do people think about Inland Rail? 7 2.3 What do people value? Personas emerging from the qualitative research 16

3 NEXT STEPS 22

3.1 What do the qualitative findings mean for the baseline survey research? 22 3.2 Communications services 22

APPENDICES

A Focus Group Overview B Feedback form responses

Contents

4 Inland Rail Communications Focus Group Research Elton Consulting

1.1 This report This report has been prepared to provide the Department of Infrastructure, Regional Development and Cities with findings from the qualitative research conducted by Elton Consulting as part of the Inland Rail baseline research. A total of eight focus groups were completed between Monday 26 and Wednesday 28 March, and the consolidated results of these discussions are documented in this Draft Research Report.

1.2 Purpose of the research The focus groups are a key element of the baseline research being undertaken by Elton Consulting to underpin effective communications for Inland Rail. The baseline research aims to provide a strong understanding of existing levels of awareness, attitudes and values relating to the project. The research results will help to inform the initial phase of communications work including a review of the key messages and development of the Communications Strategy.

The qualitative research provides key insights for future communications and is documented in this report as follows:

» What do people know about Inland Rail?

» What do people think about it?

» What do they value?

» How should we be communicating about Inland Rail overall? How can we effectively communicateabout Inland Rail to people with different values?

1.3 Key findings The qualitative research found that:

» Awareness and understanding of Inland Rail is low to moderate, with lower levelsgenerally apparent among people farther from the route, and moderate levels closer to the routeand where the project has been more contested.

» Many participants have a limited or single-dimensional understanding of Inland Rail.For instance, some people have an understanding of where it goes or have heard about impactedlandowners, but do not know much more about the project.

» There are mixed views on freight rail as an appropriate response to the freighttransport challenge – some saw it as positive and logical, whereas others were concerned aboutpotential negative impacts (eg for the trucking industry and or communities along the routealignment).

» Given that awareness and understanding of Inland Rail is low, it is not surprising that peoplecommonly do not yet have a firm view for or against the project. While some people arecurrently supportive of Inland Rail, many are undecided about the project. The focus group

1 Introduction

Inland Rail Communications Focus Group Research Elton Consulting 5

research does not attempt to provide quantitative results. However, initial feedback (through the focus group discussions and feedback form) suggests that sentiment towards Inland Rail is mixed, but with a leaning towards support, rather than opposition.

» Key questions of interest raised by participants were numerous and diverse. There was broadconsistency in the areas of interest across the focus groups, however people in Sydney tended tosee themselves as being more removed from the project than those in the regions. Importantly,people want to understand what the benefits of Inland Rail are for them and for theirarea / region. Key areas of interest focused on: the project basics (where will it go,how long will it take), the number, type and location of jobs relating to Inland Rail, therationale for Inland Rail, how it would deliver an efficient freight rail network, and howit will interface with communities.

» Responses to the key messages or statements were insightful and there was a high degree ofconsistency across the focus groups. People commonly identified strongly with messages aboutjob creation and economic benefits for regional areas which they regarded as very important benefits. They sought further details on how Inland Rail would deliver these aspects ofthe project. The key messages most strongly challenged by participants were arguably thosefocusing on the project’s return on investment, job generation, and capacity to reducecongestion. Across the board, people want the facts and figures highlighted in messaging to bespecific, relevant and evidence based. The level of importance people placed on each of thestatements, and degree to which they challenged each statement, are both discussed further inthis report.

» Four personas emerged from the market research. The personas can be used to guide a targetedand effective approach to communications for the next phase of Inland Rail, providingopportunities to develop messages and target individuals within each grouping.

» There was some interest in being kept informed about Inland Rail as the projectprogresses, with higher levels of interest in future communications among people in regionalcommunities than among Sydney-siders.

» People identified a range of preferences for future communications – focusing on online,traditional and social media, and face to face communications. A single, centralised websitewas seen as critical, where people can easily access all project related information. There was alsoa desire for two-way exchange about Inland Rail, through face to face discussions incommunities, and or online interaction.

» People highlighted opportunities to make communications relevant – through a ‘people focused’approach to Inland Rail. They want to be engaged through communications that have a personaltouch and bring stories about everyday people to life.

1.4 Methodology The focus group research was conducted in accordance with the proposed approach and methodology as documented in the Research Plan. The discussion guide is provided in the Focus Group Overview document. These documents are provided in Appendix A.


2.1 What do people know about Inland Rail? Awareness and understanding

“Why is this the first time I’m hearing about it?”

“Is it the same as High Speed Rail?”

“There has not been a lot of communication with the people who it is going to affect”

“I’ve been here [Dubbo] long enough to know about Inland Rail, and I’m embarrassed to say I didn’t really know about it. Perhaps I don’t get time to watch the news, I don’t know… I’m surprised I missed it. I watch loads of things like A Current Affair and the news…”

Awareness and understanding of Inland Rail is low to moderate, as shown here.

Lower levels of awareness were apparent among people farther from the route (in Sydney and Dubbo) whereas moderate levels of awareness were evident in centres closer to the route (in Albury) and where the project has been more contested (in Toowoomba).

Only a handful of people were aware of the project in the Sydney focus groups, and less than half of all participants were aware in Dubbo. Awareness was higher in the centres of Albury (where half of all participants said they had heard about the project) and Toowoomba (where most people said they had heard about the project).

Understanding of Inland Rail is fairly limited across the board, even among people with an awareness of the project. Many participants have a single-dimensional understanding of Inland Rail. For instance, some people know that it goes between Melbourne and Brisbane, or had heard about impacted landowners, but do not know much more about the project.

People commented that there are so many rail infrastructure projects going on at present that it’s hard to tell the difference between them. Once revealed, the name “Inland Rail” was generally well received and thought to provide an appropriate name for the project.

2 Research findings


Among those who had heard about Inland Rail, communications about the project were received through news media (in all locations) and word of mouth (the latter in Albury, Dubbo and Toowoomba).

Across the board, there was no awareness of which government agency is responsible for the project. As such, even those people with a real interest in Inland Rail, including those who had previously heard a bit about the project, were not previously aware of the project website or ARTC website, and had not engaged with the available information.

Focus group participants were generally receptive to being told more about the project as part of the session, and many were particularly appreciative of being shown the route alignment map which they read keenly. A simplified version of the route alignment map is recommended, updates to include some key statistics. An interactive map is also recommended for the project website.

Demonstrating the low level of general awareness of Inland Rail, across all the groups, several people asked why they were only just hearing about Inland Rail for the first time. This led to a discussion of who decides that major projects such as Inland Rail will progress, who is involved in their planning and delivery and what consultation is undertaken, particularly with affected communities. For some, the perceived ‘vacuum of information’ caused suspicion. Effective communication that provides context about Inland Rail will be important to ensure people understand the project’s current status and background.

Furthermore, feedback obtained through the focus group discussions and feedback form demonstrates that awareness of the “Building our Future” campaign is very low, with some limited recognition of the campaign among participants from Sydney and Albury only.

2.2 What do people think about Inland Rail? Sentiment towards the project

“It should have been done 20 years ago” (at least one participant in each group)

“I can’t really say much about it, as long as it brings jobs”

“People’s livelihoods could be chopped in half by the rail line”

Given that awareness and understanding of Inland Rail is low, it is not surprising that people commonly do not yet have a firm view for or against the project. While some people are currently supportive of Inland Rail, many are undecided about the project. The focus group research does not attempt to provide quantitative results. However, initial feedback through the focus group discussions and feedback form suggests that sentiment towards Inland Rail is mixed, but with a leaning towards support, rather than opposition.

Focus group participants discussed a wide range of benefits of Inland Rail, focusing on jobs and economic growth as well as social and environmental benefits. However, people became notably more negative about Inland Rail when the conversation turned to their concerns which included: potential impacts on individual land owners and workers in the communities along the route corridor, such as quality of life impacts, and loss of livelihood for people like farmers and truck drivers and their families.


Key questions of interest

“Owners, contractors, jobs should all be local. Local training should be used for the benefit of Australian businesses”

“How are they going to compensate people? Are they going to be fair about it?”

Key questions of interest raised by participants were numerous and diverse. There was broad consistency in the areas of interest across the focus groups, however people in Sydney tended to see themselves as being more removed from the project than those in the regions. While they discussed many of the same issues, their level of care and emotional investment in the project and key areas of interest was lower.1

Importantly, people want to understand what the benefits of Inland Rail are for them and for their area / region.

Key areas of interest focused on: the project basics (where will it go, how long will it take), the number, type and location of jobs relating to Inland Rail, the rationale for Inland Rail, how it would deliver an efficient freight rail network, and how it will interface with communities. Key questions of interest are shown in the table below.

Detailed responses on each of the seven key messages is provided below. This information provides guidance for updating project communications including FAQs.

Topic Key questions of interest

About the project » What is the reason for the project? “What is therationalisation behind it?”

» What other options were considered instead of rail?

» Who decided, and what was the process for decisionmaking, about where Inland Rail would go? Has the routebeen decided? “Normal people don’t get a say in thematter” “It’s been completely autocratic”

» What are the main drivers behind the Inland Rail project?What will make Inland Rail successful, when other freightrail proposals have not succeeded in the past? “90% ofAustralians expect this to fail”

» What will it transport?

» How fast will the trains go?

» Where will they stop? Who benefits from this?

» Will land be purchased along the way?

» What is the timeframe for the project?

» How much will it cost?

» How will the trains be run? Is it a government project or isit split between government and private sectors? Who willbe in charge of maintaining the tracks and trains?

» Will the line be able to handle freight rail from a technicalperspective? Will Inland Rail use dual gauge tracks?

1 This was demonstrated in part by the level of participation in the focus group discussions, with regional groups involving strong moderation to progress through the discussion guide within each 90-minute session, whereas participants in the two Sydney based focus groups had less to say and gave the impression of being less invested.



Economy / Jobs

» What types of jobs will it create and where will they be? What measures will government put in place to provide long term and secure jobs for Australians from the local area? (eg mature apprenticeship scheme)

» How many long-term local jobs will be created? “Keep it local and pass on benefits”

» Will there be opportunities for traineeships and upskilling of local workers? “For the build and maintenance, train locals or Australians up to maintain it” “Owners, contractors, jobs should all be local. Local training should be used for the benefit of Australian businesses”

» What do trucking firms think?

» Why isn’t the proposed route going to Brisbane Port?

» Will it reduce costs on freight and therefore consumers?

Social / Communities

» How will people who are going to be directly impacted by Inland Rail (such as farmers) be compensated? What does this process involve? “People’s livelihoods could be chopped in half by the rail line” “There has not been a lot of communication with the people who it is going to affect” “How are they going to compensate people? Are they going to be fair about it?”

» How will Inland Rail connect to existing communities? What goods will it be used to transport? Who will benefit from Inland Rail? What does this mean for me? “Will there be a maintenance centre in Dubbo for the trains, and if so, how many jobs will it provide and for whom?”

» Will landowners be given appropriate compensation?

» How will impacts on local communities along the route be mitigated or managed, such as noise and traffic congestion? “How are we going to deal with increased traffic and increased trucks? They will be going through us [Albury] to get to the train. Will our roads be upgraded to manage that?…” “What about the noise? You can hear trains and you do tune them out. But what if a freight rail train is going past at 5am? Freight trains are louder than passenger trains”

» Will regional towns benefit from other infrastructure delivery?

» Will there be fences or boom gates? How will the rail line impact on physical community connections?

» How many trains will be using the rail line at one time? What are the hours of operation?

Environment / Sustainability

» Why are we building new rail lines when there are some existing lines that are not in use, and others that are being closed? How will Inland Rail connect and “tie everything together across the whole country”?



» Is rail really more efficient than trucks? Are there examples from other parts of Australia or overseas where a similar project has been successful?

» What are the environmental impacts of Inland Rail?

» What does it run on? “We should be looking at things to reduce pollution”

» How does the government propose to mitigate against flooding impacts?

» Is it only freight rail, or will it be able to accommodate passengers in future?

Project governance / Delivery

» How will government ensure that public money is spent effectively and efficiently in planning and delivery of Inland Rail? What will happen to the project if we have a change of government?

» How will the PPPs work? “In order to do this we’re going to need expertise we don’t have in Australia” “I would rather seek the expertise that we need from overseas than rely on unskilled Australian companies to deliver something like this”

Responses to key messages

Responses to the key messages or concepts were insightful and there was a high degree of consistency across the focus groups. People commonly identified strongly with messages about job creation and economic benefits for regional areas which they regarded as very important benefits. They sought further details on how Inland Rail would deliver these aspects of the project. The concepts most strongly challenged by participants were arguably those focusing on the project’s return on investment, job generation, and capacity to reduce congestion.

Further considerations for all concepts discussed by participants in the focus groups were:

» Be clear about each message; avoid messages that discuss two (or more) concepts together

» Support each message with the relevant facts and figures.

Detailed responses on each of the seven key messages is provided below.

Concept Response

Statement #1: Inland Rail will create a more reliable freight network with shorter delivery times, which will improve the efficiency and competitiveness of Australian industries

People saw this message as being critically important to both the rationale for and success of the project. It was also widely challenged.

People generally said they would need more information to be in a position to say whether or not Inland Rail could deliver a more reliable freight network with shorter delivery times.

They want to be able to compare information about the current context and Inland Rail project.

They want to know more about “how” Inland Rail would improve the efficiency and competitiveness of Australian industries. For instance, how would it work, and which industries would it benefit.

“… I’m looking at statement 1 as more of a long term benefit, like how that improvement of the rail line will bring


Concept Response

to the economy of the surrounding areas… it’s hard to measure as towns die down and coal gets used up, there aren’t going to be any benefits…It does have an opportunity to benefit the broader surrounding area of the state, you know whether its farming or whether it’s mining. The only thing is to convince businesses to set up a hub out there, rather than Campbelltown or Camden, where it used to be… So it’s challenging in a way, but I think with infrastructure, you build it good and people always use it, for the long term, that’s what I’m looking at for number one…… do it once do it well” (response to statement #1, 42 year old male, Sydney)

Statement #2: Inland Rail will return $16 billion to the national economy during the delivery phase and the first 50 years of operation

People saw economic returns as being critically important to the success of the project. However, this message was strongly challenged. They generally thought that $16 billion would represent a poor return on the initial equity investment of $8.4 billion.

They want to know more about what both these figures ($8.4 billion and $16 billion) include, and how the return on investment has been calculated.

People want to understand the return the project would offer within a shorter space of time. They commented that “not many of us will be around” in 50 years and suggested 5 or 10 years would be easier to comprehend. An annual return figure was also suggested.

People were concerned that in 50 years from now Inland Rail might have become outdated, as new technologies arise. It will be important to clearly communicate the anticipated duration of the infrastructure and how future-proofing has been considered.

An exception to all other participants, one participant said he was very comfortable with statement 2. He regarded the project cost, return and timeframe as being “standard” for a large scale infrastructure project. This highlights the importance of providing people with relevant contextual and comparison information to accompany this type of statement.

“You might as well fly people to the Opera House every week for that amount of money” (response to statement #2, 46 year old male, Dubbo)

Statement #3: Inland Rail will stimulate the economies of local regions, creating jobs and opportunities during the delivery phase and into operation

Statement 3 was regarded as being very important across all groups. It was also challenged. People felt that communities in regional areas needed jobs and local economic growth. In focus groups closer to the route alignment there was greater interest and concern about how jobs would be delivered – what type of jobs, for whom, and where they would be located.

Discussions focused on the need for more long term jobs for Australians in local communities. There was lengthy discussion about “jobs for Australians” and the need to upskill local people in order to ensure they are job ready, ahead of jobs becoming available. There was concern that local people might miss out on jobs to people who are willing to work for less pay (such as 457


Concept Response

visa holders), or to people with more real or perceived expertise who are flown in from Australia’s major cities or from overseas.

Messaging about jobs growth and economic opportunities was challenged in regional communities such as Dubbo, where many people work in the trucking industry (or have a partner, family member or friends in the industry). People who perceive Inland Rail as negatively impacting the trucking sector are likely to have a more negative view towards the project. Fostering support among these people will involve providing them with an understanding of how the project can boost regional economies as a whole, not take away trucking jobs. “[Inland Rail] might stimulate some people in the big city to move out to some of these [regional] places” (response to statement #3, 45 year old female, Sydney)

Statement #4: Inland Rail will connect our regions to our cities and ports, and to global markets

There were mixed views on this statement, with some people seeing connections as being important particularly for communities in proximity to the route alignment. This statement was also challenged, with people questioning how strong the connections delivered by Inland Rail would be. For instance, they commented that Inland Rail will not connect to the port in Brisbane and will not connect to major ports in NSW such as Port Botany or Newcastle.

There was considerable debate about how Inland Rail will intersect with trucks at key nodes, and what the project will mean for the truck driving industry overall. For instance, people want to know whether it will reduce long haul truck driving and or maintain the status quo or even increase shorter distance truck driving.

There were mixed perspectives on the term “global markets” with some regarding connections to global markets as positive – the idea that small regional producers could gain access to international markets; while others saw global markets as meaning that Inland Rail will benefit “big business” (such as US-based cotton farmers) rather than benefitting Australian businesses and communities. People want to know which towns will be rail heads and key centres for employment.

The idea of ‘future proofing’ the project – building in flexibility and adaptability for the future – arose in several focus groups. Participants queried whether Inland Rail could be transformed into passenger transport at a later date. They commented that it does not “connect people”. For instance, “You can only travel between Dubbo and Sydney by air (or car), because the bus stopped running a couple of years ago”. Opportunities to promote how the project will connect people and communities would be well received.

“I like the message of [statements] three and four going together, the idea that jobs are taken to the world kind of thing… it’s almost like a narrative. You’ve got this region, it’s stimulated, the goods go to the coast, the coast takes them to the world…” (response to statement #4, 35 year old male, Sydney)


Concept Response

Statement #5: Inland Rail will create 16,000 direct and indirect jobs

This message was widely regarded as being very important and was well received. It was challenged in as much as there were mixed views on the number of jobs – with some saying 16,000 sounded like a fair number and others saying it did not sound high enough.

People want to know how many of these jobs would be direct, how many would be indirect, and how direct and indirect jobs are defined and calculated. They also want to know about the nature of employment – for instance, how many of the 16,000 jobs would be full time, part time or casual jobs; and suggested employment schemes to support youth employment, Aboriginal employment, and employment of older workers (eg mature apprenticeship schemes).

Statement #6: Inland Rail will reduce congestion and create capacity for Sydney road and rail

This message was regarded as less important and was strongly challenged. It was seen as a nice idea, but one that would be unlikely to be achieved as a result of Inland Rail. While some people in the regions cared whether Inland Rail would reduce congestion in and around Sydney, most did not. People in Sydney liked the idea that the project might reduce congestion, but most did not believe this would be the case. They thought that taking trucks off roads would just open up more room for cars, given Sydney’s ever growing population.

People were generally interested in understanding how many ‘trucks’ Inland Rail would take off roads, and the method used to calculate figures. The environmental benefits of reduced emissions associated with taking trucks off roads was regarded as positive.

Statement #7: Road congestion on some of Australia’s busiest highways will be reduced with up to 15 serious crashes avoided every year

While reducing congestion was regarded as less important (as noted above), supporting road safety was thought of as being very important. This statement was also challenged. People thought the concept of “road congestion” should be treated separately to avoiding “serious crashes”. Some perceived this statement negatively, feeling that it implied blame on truck drivers for serious crashes and potentially road fatalities (with people in Dubbo being particularly aware of the human impact of these types of accidents due to the recent major road accident involving a truck driver near Dubbo).

People saw the topic of road safety as being very important across the board, but not all thought that Inland Rail could deliver a reduction in serious crashes. Some commented that agreement with this statement is premised on agreement with Statement 6, and as noted above, many people did not think that Inland Rail would reduce congestion. People are so concerned with the current state of congestion on our roads, that they find it hard to believe there is any way out of the current problem, particularly with continued population growth.

People wanted this statement to use clearer terminology (for instance, “road fatalities” rather than “serious crashes” which are not defined). Some wanted to understand how the figure of 15 was arrived at, whereas others thought the figure was immaterial and could be removed.


Concept Response

People were generally interested in understanding how many ‘trucks’ Inland Rail would take off roads

.

How should we be communicating?

“What I find with government social media projects is that… there’s not a lot of responses, not a lot of connection, because they follow a formula. Whereas if they get people who are influencers in local communities, that’s where the stories will relate to people… To deliver results, it [communication] needs to be two-way, it needs to be real [not just ticking boxes]…” (35 year old male, Sydney)

As stated earlier in this report, among those who had heard about Inland Rail, communications about the project were generally received through news media (focus groups in all locations) and word of mouth (in Albury, Dubbo and Toowoomba). There is an opportunity for future communications to use these methods and others to provide communities with relevant information about Inland Rail in a more proactive and targeted way.

There was some interest in being kept informed about Inland Rail as the project progresses, with higher levels of interest in future communications among people in regional communities than among Sydney-siders.

People identified a range of preferences for future communications – focusing on online, traditional and social media, and face to face communications. Facebook was commonly identified as the most popular social media platform for news: “What do you do when you wake up in the morning? Check Facebook!”

A single, centralised website was seen as critical, where people can easily access all project related information. People want the website to include:

» The project timeline, with key stages and milestones clearly identified so people can monitor its progress

» An interactive version of the route alignment map that people can click on to find out more about a specific region; for instance, to access information about the project status, benefits and opportunities for the community in Dubbo, Albury, Toowoomba (noting that people should also be able to click on and access information about places farther from the alignment such as Sydney)

» Project related job opportunities

» An opportunity for people to register their interest in receiving project updates

» Frequently asked questions (FAQs)

» An opportunity to have specific questions answered by government via email (noting that a phone contact may also be considered).

There was also a desire for two-way exchange about Inland Rail, through face to face discussions in communities, and or online interaction. People in regional communities want to see direct and respectful engagement with affected landowners and an approach to compensation that is fair.

People highlighted opportunities to make communications relevant – through a ‘people focused’ approach to Inland Rail. They want to be engaged through communications that have a personal touch and bring stories about everyday people to life. Communicating the benefits of Inland Rail could involve individual farmers and producers talking about what the project means for them, Australian businesses talking about the value of Inland Rail to the regions in terms of jobs and investment, a representative of the Australia Food and Grocery Council talking about what Inland Rail will mean for


the cost of consumer goods (and possibly even spokespersons from within the trucking industry talking about how Inland Rail will support overall economic growth).

Key considerations arising from the qualitative research that apply to all future communications are:

» Use plain language and avoid spin

» Ensure communications are clear and easy to understand

» Make relevant supporting information available for people to access if they wish to – across the board, people placed importance on having access to good quality information about Inland Rail including relevant facts and figures.

» Provide contextual and comparison information so that people can make up their own minds about key aspects of the project

» Continue to use the name Inland Rail which was well received and effectively describes the project route alignment

» Make communications visually appealing and attention grabbing – people said that communications should be interesting and relevant, in order to attract their attention; this was particularly important among people with lower levels of interest such as those in Sydney

» Clearly differentiate Inland Rail from other projects – Wherever possible, communications about Inland Rail should enable people to clearly differentiate the project from the large number of other infrastructure projects currently in planning or construction, such as High Speed Rail, Sydney Metro, various light rail and other infrastructure projects.

Communications preferences are shown by area in the table below. Further insights are provided as a collection of personas in the next section of this report.

Communications preferences by location

Sydney Albury Dubbo Toowoomba

» Generally supportive towards Inland Rail, with some people wanting to be engaged by government about the project

» People generally want information updates rather than two-way dialogue

» Diverse communications preferences – including TV, social media and Inland Rail website

» Communications should be relevant and appealing / attention grabbing


» Diverse communications preferences – including email, Inland Rail website, newspapers, TV, social media, and face to face communications

» Interest in regional issues

» Spokespersons such as sports people, Lord Mayor, local

» Mixed sentiment towards Inland Rail, with some people wanting to be engaged by government about the project

» People want to be able to access clear information about the project and find out what it means for the Dubbo community / businesses

» Diverse communications preferences – including social media, TV, Inland Rail website, and face to face communications


» Strong focus on social media and Inland Rail website as primary communications tools, and face to face communications

» Website to provide an information repository – the ‘Nexus Infrastructure’ website was referred to as working well from


Communications preferences by location

to get traction in people’s busy lives

» Positive news stories and documentaries with a human interest / lifestyle angle were suggested

member, Inland Rail team / employees, media personalities

» Interest in two-way information exchange / dialogue – for people with a strong interest in the project and those most affected; for instance, information booths in Dubbo, liaison with affected landowners, community reference group, TV interviews / panel discussions

a community perspective (people can sign up to receive information updates etc / see http://nexustsrc.com.au/)

2.3 What do people value? Personas emerging from the qualitative research

Four personas emerged from the market research for consideration in future communications about Inland Rail:

» Clear thinkers – Inland Rail makes sense / offers benefits, and is likely to succeed

» Contemplators – Inland Rail offers benefits and challenges for me (and others), and must consider economic, social, environmental or governance factors to succeed

» Optimists – Inland Rail offers a range of benefits and is likely to succeed

» Sceptics – Inland Rail offers more challenges than benefits and is unlikely to succeed.

Each of these groupings with its specific profile and needs, is discussed below. The personas can be used to guide a targeted and effective approach to communications for the next phase of Inland Rail, providing opportunities to develop messages and target individuals within each grouping. It is important to keep in mind that while the personas are useful for developing a robust communications approach, in reality, there will of course be crossover and overlaps between the groupings, as people are complex. For instance, the same person might be a Clear thinker and also have some of the attributes of a Contemplator, perhaps with a particular interest in social or economic issues.

The personas have been developed using insights from the focus group research. Clear thinkers made up approximately 1-2 participants from each focus group. Contemplators made up approximately 4-5 participants from each focus group. Optimists made up approximately 1-2 participants from each focus group. And, Sceptics made up approximately 1-2 participants from each focus group.

http://nexustsrc.com.au/

http://nexustsrc.com.au/


Clear thinkers

What do they want and expect?

» Just want it to happen

» Want to know that thefacts and figures stackup; information needs tobe based on evidenceand imparted by credibleexperts

» Don’t necessarily wantto hear much about it

» Some want to know thatdifficult issues are beingaddressed (like potentialimpacts on people’slivelihoods)

» Others just want toknow that progress isbeing made and theproject is beingdelivered on time andbudget

» Some want to find outmore about thetechnical details of theproject

What do they think and feel about Inland Rail?

“It should have been done 20 years ago – just get on with it”

» The project needs tohappen and willprovide importantinfrastructure forlocal communitiesand Australia

» It’s logical – joiningup the gaps makesgood use of existinginfrastructure andtaxpayer dollars

Who are they?

David is a retired engineer, with an existing interest in infrastructure / trains. He understands that major infrastructure projects involve significant time and budget.

Communicating with people like David

» Clearly explain the project scope and timeframes

» Provide regular project updates through standard channels (eg website, email and Facebookupdates)

» Make summary fact sheets available

» Make detailed reports from technical studies available

» Create infographics explaining key aspects of the project

» Involve project experts (such as engineers), spokespersons (such as business leaders) andinfluencers (such as train enthusiasts) in videos, interviews, panel discussions and otheractivities (eg site walkarounds) promoted through the website, TV, radio, newspapers and localnetworks

Trusted sources of information

» Landline (TV)

» The Land (newspaper)

» Local TV, radio, newspapers and networks

» Social media – particularly Facebook


Contemplators


» Want to know what itmeans for me

» Some may also want toknow what it means morebroadly – in social,economic, environmentalor governance terms

» While others are lessinterested “it doesn’treally affect me”

» Social: Contemplatorswho are primarily focusedon the people dimensionof Inland Rail carepassionately about theirfamilies and communities,and how Inland Rail couldimpact people’s lives andlivelihoods. They don’twant to see people whoare already doing it tough,doing it tougher. Theywant to know: What will itmean for my husbandwho drives a truck? Whatdoes it mean for people inregional communities?

Who are they?

Michelle is the office manager at a veterinary surgery. She minds her two grandchildren one day a week. She volunteers with the Rural Fire Service and enjoys socialising with friends.


“I’m concerned there could be less jobs in trucking. Owner operators could lose their businesses”

» The largest and arguablythe most complex group,Contemplators areweighing up the pros andcons of the project

» Many feel they don’t haveenough information tomake a decision about ityet

» They may have aparticular interest in oneor more of the followingfour areas…

» Environment:Contemplators who careabout the environmentgenerally see Inland Railas a step in the rightdirection to reducingemissions. However, somewant to know what itmeans in terms offlooding, flora and fauna,and whether diesel trainswould be any better forthe environment.

» Economy: Contemplatorswith a particular interestin jobs and the economywant to know more abouthow existing industrieswill be affected and whatnew opportunities fortraining and employmentInland Rail will bring – forthe long term.

» Governance: Does it stackup? Does the $8-$10 billioninclude maintenance?

» Is this part of a bigger plan?Have they thought about thefuture? Is there anopportunity for passengerrail? What about furtherconnections (eg Sydney toParkes)? Will the technologybe redundant in 50 years?

» Is this good government?Are the states on board?

» How does it compare towhat’s happening overseas?

Communicating with people like Michelle

» Communicate the direct benefits for individuals and for communities of the project

» Address concerns and show benefits as they relate to economic, social, environmental andgovernance issues


» Respond to local concerns at the coalface (through liaison with affected landowners andcommunities); this provides an important opportunity to demonstrate goodwill and a people-centred approach to infrastructure delivery

» The above may also provide content for good news stories, such as photo opportunities;however, above all, local engagement must be genuine otherwise it could contribute tonegative perceptions (and lead some people to become Sceptics)

» Media opportunities featuring individuals and spokespersons from industry / business focusedon telling the ‘people’ stories of the project – what it means for them as farmers, growers etc intheir day to day lives; why the business community is investing in the centres along the route.


» Landline (TV)

» The Land and Sydney Morning Herald (newspapers)

» Local newspapers and radio

» Social media – particularly Facebook; possibly also YouTube and Instagram

Optimists


» They may support InlandRail, or be undecided, butthey believe Inland Rail offersgood news stories and wantto hear these

» They want to know thatprogress is being made andthe project is being deliveredon time and budget

» They want to see a farmer orproducer who’s doing well

» They want to see stories thatare relevant to their lives andinterests (such as a storyabout regional producersconnected with good food /fine dining)

» They want to see videos orshort documentaries abouttrains, people relocating tosmall towns with a new leaseof life, etc (they enjoyedwatching “The Ghan:Australia’s Greatest TrainJourney” and “World’sGreatest Bridges”)


» Believe Inland Rail couldbe done really well andoffer real benefits forindividuals andcommunities

» It could be a “good”infrastructure project,not like the NBN orWestConnex

» It could put Australianproducers on the worldstage – for instancesupporting thetrajectory of a smallregional producer to asuccessful exporter

» It could also help toaddress some of thebigger challenges facingregional communities –such as youth /Aboriginalunemployment andpeople leaving due tolack of localopportunities

» It could help to solvesome of Sydney’s

Who are they?

Jane is a professional in her 40s. She loves Sydney but thinks about leaving the rat race from time to time. Jane is interested in current affairs and is an avid consumer of news. She values balanced reporting and good art direction. She works hard and is unlikely to tune in unless communications display these qualities.

“I think it’s a wonderful opportunity [to have direct access to Inland Rail], particularly for the agricultural industry that surrounds us [in Albury] and the manufacturing industry that is dying”

“…I do find Sydney quite overwhelming now… I don’t


problems – providing jobs in regional NSW, taking trucks and cars off our roads, contributing to viable regional centres where people from Sydney could relocate / retire to (with housing that is affordable)

love Sydney the way I used to, so to me the [Blue] Mountains represents a possible future”

Communicating with people like Jane

» Clearly communicate the diverse benefits of Inland Rail

» Tell the personal stories of what it means for real people

» Make communications interesting, relevant and attractive (eg human interest stories,documentaries)


» ABC and SBS news, Australian Story, 7:30 Report, Four Corners, NITV (TV)

» Sydney Morning Herald (newspapers)

» Social media – particularly Facebook; possibly also YouTube and Instagram

Sceptics


» May or may not want it tohappen

» Want to know that the factsand figures stack up;information needs to beclear, easy to understand andopen to public scrutiny

» Some may follow Inland Railwith interest; might beinterested in how to find outmore, have a say, make acomplaint, what it means forlocal businesses, who willdeliver it, what’s in it for me

» Want to know the project willbe well managed by theAustralian Government (“notlike the NBN”)

» Want to know thatAustralians will benefit


“It should have been done 20 years ago – government will never be able to deliver this”

“We need jobs for Australians”

“Is this because we’ve outgrown our road and rail capacity, or is it because foreign owned farms and mines in Australia want more efficient transport?”

» Concerned aboutchange and whatInland Rail will meanfor the future (eg lessjobs in the truckingsector and relatedindustries)

» Cynical about theproject rationale (will itreally deliver anefficient freight railsystem?), routeselection, and who will

Who are they?

Trevor works as a carpenter, contracting for a local builder. He also does night shifts at Woolworths from time to time to earn a bit of extra money. He enjoys fishing and hanging out with mates and generally hears about news through the local grapevine. He does not want to


benefit (was it just done to serve big business such as miners, foreign investors such as cotton growers?)

» Don’t believe theproject will be donewell or deliver thestated benefits forAustralians

be doing it any tougher than the way things are now.

Communicating with people like Trevor

» Show how Inland Rail will boost total jobs / growth, not take away from local industries andemployers, such as in the trucking sector

» Talk about the benefits of the project for Australians and Australia in the short and long term

» Show/talk about the alternative/s that were considered, and why the current route wasselected


» Commercial news and news programs eg A Current Affair (TV)

» Landline (TV)

» Sydney Telegraph (newspaper)

» Social media – particularly Facebook; possibly also YouTube and LinkedIn (to promote jobopportunities)


3.1 What do the qualitative findings mean for the baseline survey research?

The survey tool has been revised to incorporate updates based on the initial focus group findings. The baseline survey research will measure people’s existing awareness and understanding of Inland Rail. Benchmarking survey research will be undertaken to establish whether awareness and understanding increases over time, following implementation of the communications activities. The survey research will also test sentiment towards Inland Rail – now and over time. The survey research will provide robust demographic information to inform an understanding of any differences in levels of awareness, knowledge and attitudes by location and across population groups.

3.2 Communications services The findings of this report and the upcoming survey research will be used to support development of communications for Inland Rail. The focus group findings also provide guidance for the stakeholder interviews and GIS research. For instance, careful consideration should be given to the identification of appropriate spokespersons (such as community or business leaders) to feature in communications such as video content, media stories and so forth, which may commence through the stakeholder interviews. Also, GIS data / mapping of unemployment, and other variables of interest, could be considered in relation to communications targeting specific communities and regions.

3 Next steps


Appendices A Focus Group Overview B Feedback form responses

A Focus Group Overview

Focus Group Overview

1. OVERALL PURPOSE OF THE FOCUS GROUPS» To test and explore in depth the communication preferences of members of the community

» To test key messaging

» To test collateral / graphics (if relevant)

Focus groups will be held in 4 locations along the route corridor and broader eastern states (with a focus on NSW and Queensland) to explore the perspectives of:

» Communities that are likely to be impacted by Inland Rail (i.e. people who are likely to perceive theproject as being positive / negative)

» Communities that are likely to have higher / lower levels of awareness of Inland Rail.

2. PARTICIPANT RECRUITMENT SPECIFICATIONSFocus group participants will be professionally recruited by Jetty research from the community along the route corridor and broader eastern states to include:

» Balance of men and women

» Range of ages from 18-65 years

» Mix of residents / business operators / workers

» Participants will exclude Inland Rail and ARTC employees and their families.

3. PARTICIPANT RECRUITMENT SCRIPTSee attachment

4. FOCUS GROUP DISCUSSION GUIDE

a. Welcome and introductions (10 min):[Participants are invited to select an image card as they arrive that reflects what they value most abouttheir town / city / state]

Welcome and thank you for being able to attend this focus group for our Australian government client.

My name is and I’m from community consultation and research firm Elton Consulting. Also here with me today is [and noting any client representatives].

Elton Consulting is working on behalf of the Australian Government to find out what people think about major infrastructure to provide for the needs of Australians.

We’ll provide you with more information as the session continues. If there’s anything you’d like me to explain further once we get started, just let me know.

We will be taking written notes and an audio recording of the discussion to help us prepare our report.

All the information you provide me with today will be treated confidentially. That means that topics discussed and some direct quotes will be included in our final report, but no participant will be identified in conjunction with the focus group results.

Just before we start, some simple housekeeping matters: 1. Please turn your mobile onto silent

2. The toilets are located…

3. The nearest fire exit is located…

4. Please help yourself to refreshments

5. We’re very keen to hear from everyone, so please ensure everyone has a chance to have their say.

6. We have a lot to get through, so I apologise in advance if I move the discussion along during thesession. We will get you away on time.

7. If you have any thoughts that come to mind during the session but we’re running short on time, pleasejot them down on a post-it note and we’ll collect them up at the end.

8. Finally, there are no right or wrong answers. It’s expected that different people will have differentideas, and we’re keen to hear them all. We encourage everyone to tell us what you think. Please be frank and don’t hold back!

b. Ice-breaker (10 min)

I’d like to ask each of you to tell us your name and show us which image card you chose? What does it say about ‘what you value about the town/city/state you live and work in’? [NB cards show a range of images including cars/traffic, natural environment, food production, jobs, business, community life, family life, etc]

c. The first couple of questions are about your views on infrastructure in Australia (5 min)

» There is significant investment by governments in a wide range of infrastructure in Australia andNSW/QLD/VIC. What type of infrastructure do you think is most important for the future ofNSW/QLD/VIC? [test a series of options: roads, social and affordable housing, freight rail, passenger rail,other transport infrastructure, educational institutions, hospitals and health facilities, ports]

d. About Inland Rail (15 min)

» Have you heard about the Inland Rail project (i.e. Inland Rail)? Can you remember how and when youheard about it?

» Can you briefly describe what you know about Inland Rail (prompt: what can you remember seeing inthe news?)

– Do you know where it goes to and from? [to test knowledge of route from Melbourne to Brisbanevia regional NSW]

– Do you know what Inland Rail will transport? [to test understanding that it will move freightrather than passengers]

– Do you know what agency is responsible for planning and delivery construction of Inland Rail? [totest if people can name DIRDC and or ARTC]

– Are you aware of any particular marketing campaign or catchphrase about Inland Rail? [to test ifthey have heard of “Building our future” campaign / branding]

– Are you aware of anything else about the project? [to test awareness/understanding oftimeframes, , delivery of steel to site, any other topics]

» Are there other things you’d like to know about the project now? Are there other things you’d like toknow about future stages of the project, as it progresses? (e.g. number and types of jobs it willgenerate, number of trucks off roads, planned and potential future rail connections, other)?

» What do you see as some of the important issues for the people of Sydney / Armidale / Dubbo /Toowoomba relating to Inland Rail? What about for people in NSW/QLD/VIC and Australia morebroadly? What about for people living in communities along the route?

» How important is freight rail infrastructure (i.e. rail that is used for the purposes of transporting goodsrather than people), relative to other types of infrastructure? [prompts: roads, social and affordablehousing, freight rail, passenger rail, other transport infrastructure, educational institutions, hospitalsand health facilities, ports]

» Now thinking only about freight rail infrastructure, what do you think makes it important forNSW/QLD/VIC and Australia? What do you see as its main role? Are there secondary functions / benefitsof freight rail transport? [test whether people have an understanding of the freight challenge / theimpacts of heavy vehicles on our roads and moving freight by rail]

» Who do you think needs freight rail in NSW/QLD/VIC and Australia? Who do you think benefits from thisinfrastructure?

e. Your perspectives on the project (5 min presentation + 15 min discussion)

Inland Rail is a 1,700km freight rail line through regional Victoria, New South Wales and Queensland. It will support a road competitive service with a transit time of up to 24 hours, 98 per cent reliability, flexibility for faster and slower services, and make freight available to meet market demands.

In the 2017-18 Budget, the Australian Government committed an additional $8.4 billion equity investment in the Australian Rail Track Corporation (ARTC) to deliver the project. The government will also use Public Private Partnership arrangements through the ARTC to complete the most complex section, which includes the construction of 8.9km of tunnels through the Toowoomba Range. [Slide showing map and key graphics]

» Now that you know a bit more about the project, what do you think about Inland Rail [prompt forpositive and negative aspects of the project]?

» Do you have any concerns about Inland Rail? What are the reasons for your concerns?

» What do you see as its potential benefits – for you as an individual, as a business owner or employee,and for your community (prompt: economic, social and health, environmental)?

» Which of those benefits are most important to you? Why?

» What do you think communities / businesses in NSW/QLD/VIC expect from the Australian Governmentin relation to Inland Rail? Why?

» What factors do you think need to be taken into account by the Australian Government when theydeliver Inland Rail? Which factor is most important to you and why?

Responses to key messages

We’re going to show you a series of statements and ask you – for each one – to very quickly, straight off the top of your head, tell us how it makes you feel [Moderator to test which statements resonate with people]

What do you think about each of these statements about Inland Rail? [Moderator to read aloud a series of proposition statements outlining benefits about the project to be tested]

Okay, we’re now going to spend a few minutes talking about your responses as a group.

» Which of the statements did you agree with? What is it that rings true about that statement? Why?

» What is it that makes you question that statement? Why?

» What makes you unsure about whether or not you’d agree with that statement? Why?

» Which of the statements do you find most appealing? Which is least appealing? (please add to yourfeedback form). Why?

f. The next part of our discussion is about opportunities to support effective communications about

Inland Rail to best meet the needs of communities in NSW/QLD/VIC (20 min)

» Are you interested in being kept informed about Inland Rail project at key stages of the project?

» What are the best ways for government to communicate with you and your household about Inland Rail(prompt: mail, phone, email, SMS, face to face, web, papers, radio, TV, social media)? Why? What doyou value most about your preferences? (prompt: quick, accessible, other)

» What would make you want to visit the Inland Rail website? (prompt: to find a map, contact details forDIRDC or ARTC, other)

1. Inland Rail will create a more reliable freight network with shorter delivery times,which will improve the efficiency and competitiveness of Australian industries.

2. Inland Rail will return $16 billion to the national economy during the delivery phaseand the first 50 years of operation.

3. Inland Rail will stimulate the economies of local regions, creating jobs andopportunities during the delivery phase and into operation.

4. Inland Rail will connect our regions to our cities and ports, and to global markets.

5. Inland Rail will create 16,000 direct and indirect jobs.

6. Inland Rail will reduce congestion and create capacity for Sydney road and rail.

7. Road congestion on some of Australia’s busiest highways will be reduced with up to15 serious crashes avoided every year.

» What functions would you expect the website to include? (prompt: sign up to receive e-newsletters,discussion forum, SMS updates, complaints/feedback, other)

» What are the most important topics you want Inland Rail to communicate with you about? (prompt:what’s going on in your community, environmental benefits, economic benefits, upcoming works, longterm planning, other) Why?

» Most of us are constantly exposed to a lot of information. The government wants to strike the rightbalance between making sure information is available to people when they want/need it, withoutoverwhelming people with information they don’t need or want. What is the right amount or frequencyof information, for you? Is there anyone who would prefer more communication than at present / orless? Why?

» Who are the leaders or trusted people in your community or state who you feel are best placed toprovide information about Inland Rail in a way that people will listen to? For instance, this could be TVspokespeople/personalities or other media, local members for Parliament, local councillors, peakbodies, the Premier, or others.

g. Summary, thanks and close (10 min)

» Now that you’ve had a chance to find out more, and talk together about positives and negatives, how doyou feel about Inland Rail overall? Do you think the benefits outweigh the challenges? [to test overallsentiment]

» What is the single most important thing that we should take away from our discussion today about howto best communicate with you about Inland Rail, as the project progresses over the coming months andyears? [Each participant to add to feedback form / then discuss if time permits]

Thank you all for your time and contributions.

Just to let you know we have been commissioned by the Australian Department of Infrastructure, Regional Development and Cities to undertake this focus group and others to explore people’s levels of awareness, understanding and communications preferences as they relate to Inland Rail. The feedback you’ve provided today will be documented in our report to the Department.

[Moderator to distribute rewards / obtain signatures]

Recruiter Script – Group Discussions

Q1. Hi my name is (name), and I'm calling from Jetty Research. We are looking to involve people from your area in a group discussion. The session will go for 90 minutes. It will be held in a convenient location, and you would be paid $85 to attend. Is this something you’d be interested in hearing more about?

Jetty Research is bound by the Australian Privacy Principles contained in the Privacy Act 1988, and AMSRS Privacy (Market and Social Research) Code 2014. For respondents wanting more detail, direct them to our website.

Yes 1 Go to Q3 No 555 Q1

Q2. Thank you for your time and have a lovely afternoon/evening.

End

Q3. That's great, the session will be one of a number of discussions that will involve people living in different parts of Australia. You'll learn more about this issue, have a chance to ask questions and tell us what's important to you. You will be offered $85 at the end of the group, as an appreciation of your time. Light refreshments will be provided. There is no selling involved. Are you interested in attending one of the focus groups?

Yes 1 No 555 Go to Q2 Q3

Q4. (Explain focus group timing - confirm availability)

Must be a definite YES before booking them in. Details of VENUE will be sent with further information via email or post

Yes (definitely attend) 1 No 555 Q5 Answer If Attribute "No" from Q5 is SELECTED

Q5. I'm afraid these are the only times available. Is there someone else in your household who might be interested in participating? IF YES - ask to speak with them or set up a call back (REMEMBER TO SKIP BACK TO PAGE 1) IF NO - Thank you for your time.

End

Q6. Which of the sessions would you prefer to attend?

Check quotas

Date and time 1 1 Date and time 2 2 Q7

Q7. That's fantastic, firstly may I have your:

Prefer EMAIL. If post only please put FULL ADDRESS including state and postcode

Name 1 Q8_1_1 Surname 2 Q8_1_2 Email 3 Q8_1_3 Phone 4 Q8_1_4 Suburb 5 Q8_1_5

Q8. And finally, can I ask you a couple of quick questions to ensure we have a mix of people in the focus group…?

Which age bracket are you in?

PROMPTED

18-39 1 40-59 2 Q9 60+ 3

Q9. Which of the following best describes your current work arrangements?

PROMPTED

Self-employed / Business owner/operator 1 Employed full time, part time or casually 2 Q10 Unemployed 3 Not currently seeking employment 4

Q10. Do you speak a language other than English at home? Yes 1 No 555 Go to QX QX

Q11. Which language?

QX

Q12. Do you identify as being Aboriginal or Torres Strait Islander? Yes 1 No 555 Go to QX QX

Q13. Do you have any dietary requirements for catering purposes? Yes 1 No 555 Go to QX QX

E.g. vegetarian etc or type NO

QX

Q14. Sex

Male 1 Female 2 QX Other 3 Prefer not to say 4

Q14. Thank you for agreeing to take part in a discussion session in (location) on [Q7]. Refreshments will be served, and you'll be given an $85 gift card or cash as an appreciation of your time. We will send your official invitation with all the details in the next few days. Please note this invitation is not transferable. If something changes and you're no longer able to attend, it's important you contact us so that we can find a replacement. Thanks again for your time and we hope you enjoy the discussion.

End

B Feedback form responses

By location

Sydney (n=18) Albury (n=19) Dubbo (n=17) Toowoomba (n=20)

Q1. What are the best ways for the Government to communicate with you and your household about Inland Rail?

» TV (12/18participants)

» Social media(11/18participants)

» Web (10/18participants)


» Email and Web(8/19participantseach)

» Face to face,papers, socialmedia and TV(6/19participantseach)


» Social media(10/17participants)

» Face to Face,Web and TV(9/17participantseach)


» Social media(65%)

» Web (47%)

» Face to Face(35%)

Q2. In the last 48 hours have you visited a news website or discussion forum?

» Yes (83%)

» No (17%)


» Yes (84%)

» No (16%)


» Yes (68%)

» No (42%)


» Yes (45%)

» No (55%)

Q3. In the last 48 hours, which of the following social media have you used to access news?

» Facebook (16/18participants)

» YouTube (8/18participants)

» Instagram (4/18participants)




» LinkedIn andother (4/19participants each;‘Other’ includedReddit, Snapchat,online news ie


» Facebook (13participants out of17)

» YouTube (5participants out of17)

» LinkedIn and other(4/17 participantseach; ‘Other’includedTelevision, nine




» Instagram (6/20participants)

By location

Herald Sun, Google news)

news & ABC online, Radio TV and email)

Q4. How do you feel about Inland Rail overall on a scale of 1-10 (where 1=strongly support and 10=strongly oppose)?

» Support (55%)

» Neither supportor oppose (28%)

» Oppose (0%)

Q4. How do you feel about Inland Rail overall on a scale of 1-10 (where 1=strongly support and 10=strongly oppose)?

» Support (53%)

» Neither support oroppose (47%)

» Oppose (0%)

Q4. How do you feel about Inland Rail overall on a scale of 1-10 (where1=strongly supportand 10=stronglyoppose)?

» Support (24%)

» Neither supportnor oppose (47%)

» Oppose (29%)

Q4. How do you feel about Inland Rail overall on a scale of 1-10 (where1=strongly supportand 10=stronglyoppose)?

» Support (75%)

» Neither support noroppose (10%)

» Oppose (15%)

Q5. Which of the following statements best describes your views about Inland Rail?

» The benefits ofthe projectoutweigh thechallenges (67%)

» The challenges ofthe projectoutweigh thebenefits (33%)

» Not sure (0%)


» The benefits ofthe projectoutweigh thechallenges (57%)


» Not sure (32%)


» The benefits of theproject outweighthe challenges(6%)


» Not sure (53%)


» The benefits of theproject outweighthe challenges(80%)


» Not sure (15%)

Q6. Have you seen or heard of any of these campaigns/ branding about Inland Rail?

» “Building ourfuture” websiteand or TVadvertising (5%)

» No, none of theabove (95%)


» No, none of theabove (63%)

» "Building ourfuture" websiteand or TVadvertising (26%)

» "Building astronger Australia"website and or TVadvertising (11%)


» None of the 17participantsrecognised the"Building ourfuture" campaign


» None of the 20participantsrecognised the"Building ourfuture" campaign

<Name of Proposal> Elton Consulting 3

www.elton.com.au

Documents

INLAND RAIL COMMUNICATIONS QUALITATIVE RESEARCH · 2020-02-05 · Inland Rail Communications Focus Group Research Elton Consulting 5 research does not attempt to provide quantitative