Final Survey Report

Middle School

Prepared for

July 2007

The materials herein have been prepared expressly for Center for Energy Workforce Development. Any reproduction thereof without the express consent of

Bernard Hodes Group, Inc. is strictly prohibited.© 2007, Bernard Hodes Group, Inc.

Executive Summary

On behalf of the Center for Energy Workforce Development, Bernard Hodes Group was engaged to conduct an online survey for middle school students beginning May 7, 2007 and ending July 17, 2007. Answers from a total of 28 respondents were captured. The age ranges of respondents were from age 10 up to age 14 and represented students from across the U.S. The questions asked address general habits, careers, energy industry perceptions and Internet media habits.

Approximately half of the students surveyed think they know what they want to be when they grow up (55%). The jobs of the students’ parents represent a diverse mix of careers ranging from Professional (doctor, lawyer, etc.), Engineering/IT, Civil Service, stay-at-home moms or dads, advertising and sales. Additionally, over half of the student’s parents attended college (58%). Since research has shown that parents—especially those who attended college— of Generation Y-ers (or Millennials) have a strong influence on their children’s careers, this data validates the fact that parents do play a significant role in career aspirations and further suggests that parents should be included in marketing strategies.

Interestingly, most of the respondents belong to a sports-related team (50%), play sports regularly (70%) and play sports-related activities in their free time (47%). This suggests that there is an opportunity to market to these students and parents via sporting events, such as sponsoring soccer or baseball leagues, or placing a banner at the playing field for example.

When questioned about what the word “energy” means to the students, approximately half of the respondents have a good understanding of what was actually being asked, with answers such as “electricity” and “power”. Further, most respondents know who their local gas or electric company is (52%). With regards to the two photos of energy industry employees, most either commented that the picture was “cool” (30% and 30%) or “doesn’t matter” (48% and 52%). This is important as it suggests that if the Center for Energy Workforce Development were to utilize photos such as these in marketing materials or student presentations, it would not have a negative impact.

With regard to Internet habits, MySpace, YouTube, Google and Yahoo were noted as frequently visited sites. Hodes recommends the purchase of key words that will ultimately link students researching careers to the GetIntoEnergy.com website.

Finally, the vast majority of respondents either own a cell phone or MP3 player. Hodes received feedback from two respondents that it would have been “cool” to receive a free music download for taking part in the survey. Future marketing efforts could include this, such as offering a free music or ringtone download for taking part in the quiz on getintoenergy.com.

1. What is your age?    Response Total Response Percent

10 years old 5 16%11 years old 8 26%12 years old 7 23%13 years old 6 19%14 years old 5 16%Total Respondents  31

2. What part of the country do you live in?    Response Total Response Percent

Southeast (Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Virginia, West Virginia) 13 42%Northeast (Connecticut, Delaware, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Vermont) 9 29%Midwest (Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota, Wisconsin) 3 10%Southwest (Arizona, New Mexico, Oklahoma, Texas) 1 3%West (Alaska, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington, Wyoming) 5 16%Total Respondents  31

3. Do you know what you want to be when you grow up?    Response Total Response Percent

Yes 17 55%No 14 45%Total Respondents  31

4. If yes to the above, then what?       

Total Respondents     (skipped this question)     

5. Did your parents go to college?    Response Total Response Percent

Both parents attended 18 58%One parent attended 8 26%Neither attended 5 16%Total Respondents  31

6. What do your parents do for a living?    Response Total Response Percent

Professional (Doctor, Lawyer, etc.) 8 26%Engineering/IT (Electrical Engineer, Programmer/Analyst, etc.) 7 23%Sales (Sales Manager, Sales Representative, etc.) 6 19%Service (Retail, Hotel/Hospitality, Restaurant, etc.) 3 10%

Skilled (Manufacturing, Service Technician, Plumber, etc.) 3 10%Civil Service (Teacher, Firefighter, Police Officer, etc.) 6 19%Stay-at-home Mom or Dad 5 16%Don’t know 3 10%Other, please specify 10 32%

Advercitingadvertisingadvertising and financeExecutive AssistantLinemen for smecoMedia Manageroffice manigerOperations manager and MRI techtatoo artist

Total Respondents  31

7. Do you belong to any clubs?    Response Total Response Percent

Yes 15 50%No 15 50%Total Respondents  30(skipped this question)  1

8. If yes to the above, then what type?    Response Total Response Percent

Girl Scouts or Boy Scouts 3 19%Chorus/Drama Club 5 31%Science/Math Club 2 12%Yearbook/School Newspaper 1 6%Sports-Related Team 8 50%Total Respondents  16(skipped this question)  15

9. Do you play sports?    Response Total Response Percent

Yes 21 70%No 9 30%Total Respondents  30(skipped this question)  1

10. What do you do with your free time?    Response Total Response Percent

Play outside 14 47%Listen to the radio 7 23%Watch TV 17 57%Go to the mall 8 27%Play sports 14 47%Play video games 15 50%Total Respondents  30(skipped this question)  1

11. What does the word “energy” mean to you?  1. A cup of coffee  2. A power cell that gives an object a boost to keep it going  3. Ability to do things  4. Being active  5. Caffeinated drink  6. Electricity  7. Food  8. It means being active or hyper.  9. It means something that we use to do things  10. Physical and mental ability  11. Power  12. Power  13. Power for motorize vehicles and household appliances  14. Power for playing my bass.  15. Power, eclectic  16. Strength  

17. The stuff used to light up our houses, make things work, and power lines.  18. The word is the power to move.  19. To be fit and be able to play games  20. To me, energy means being active and being up and doing something

productive.  21. What make things work  22. When you are excited and you can go and do anything you feel like

doing/ hyper     Total Respondents   (skipped this question)   

12. When you see this picture, what do you think?    Response Total Response Percent

Cool 7 30%Not cool 5 22%Doesn’t matter 11 48%Total Respondents  23

(skipped this question)  8

13. When you see this picture, what do you think?    Response Total Response Percent

Cool 7 30%Not cool 4 17%Doesn’t matter 12 52%Total Respondents  23(skipped this question)  8

14. Do you know who your local gas or electric company is?    Response Total Response Percent

Yes 12 52%No 11 48%Total Respondents  23(skipped this question)  8

15. If yes to the above, please name.  1. Citgo  2. Los Angeles Department of Water and Power  3. Nevada power and southwest gas  4. Nicor  5. PSE&G  6. SMECO  7. SMECO  8. SMECO or PEPCO are my local electric companies  9. Tampa Electric  10. TVA  11. TVA  12. TVA  

   Total Respondents  12(skipped this question)  19

16. What sites do you visit on the Internet at school or at home, such as  

MySpace and Facebook?1. Activities and games  2. Addictinggames.com  3. Google, Onekey  4. Imeem.com  5. Mileyworld  6. MySpace  7. MySpace  8. MySpace  9. MySpace, Comcast, and girlslife  10. MySpace, Yahoo!  11. MySpace, YouTube, iTunes  12. Piczo and YouTube  13. Runescape  14. Stardoll and Google  15. YouTube  16. Yahoo, Google,  

   Total Respondents  16(skipped this question)  15

17. Do you own a cell phone or MP3 player?    Response Total Response Percent

Yes 21 91%No 2 9%Total Respondents  23(skipped this question)  8