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City of Mounds View <br /> Page 7 <br /> • Step 1: Discovery <br /> Discovery At RMG, we engage in specific qualitative and quantitative <br /> research needed to inform the planning process: discovery of <br /> internal objectives, needs, resources and capabilities; in addition <br /> to identifying the brand value of external audiences, <br /> opportunities, obstacles and audiences. To meet your objectives, <br /> RMG recommends a combination of qualitative and quantitative <br /> research. Here are the steps/options in this process, which <br /> culminates with RMG presenting the findings to you: <br /> • Segment audiences, and analyze existing communications to each <br /> o Mounds View Residents <br /> o Mounds View Businesses and their employees <br /> o Non-residents: those who visit and patronize Mounds View businesses <br /> o Redevelopment professionals: partnering governmental agencies, businesses, <br /> brokers and developers <br /> o Neighboring Cities <br /> • Examine existing research from the City of Mounds View, including marketing/business <br /> plan <br /> • Develop business and service models <br /> • Interview EDA to focus the organizational goals/values and the strategic plan, as needed. <br /> • • Secondary research to benchmark the positioning of the competition for services, <br /> products, etc. <br /> • Build and deploy polls/surveys/other input tools: <br /> o Phone survey question grids: good when random samples and statistical validity <br /> are needed; higher cost, but higher response rate and ability to gauge unaided <br /> awareness, randomize questions, use complex filters, etc. <br /> o Interviews with key stakeholders: for more in-depth, qualitative responses of <br /> highest importance audience members <br /> o Focus groups: for group dynamics, exploring associations, modes of thinking, <br /> gaps in understanding, etc. Especially good for testing messages, ideas, <br /> approaches, etc. <br /> o Internet/e-mail surveys: <br /> • Likert scales (multi-point rating, semantic differential, etc.) <br /> • Multiple choice <br /> • Radio button ratings (ranked choices) <br /> • Multi-select questionnaires <br /> • Open-ended questionnaires (short-answer or single-line text box) <br /> • Matrix, hybrids and others created for specific needs <br /> Survey tool planning: <br /> • Using the preliminary research, finalize key questions to be answered. Some examples: <br /> o Brand awareness/familiarity <br /> • o Brand imagery and personality <br /> o Perceived benefits of city services and offerings <br /> ©2008 RMG Proprietary and Confidential 8/12/08 <br />