How do regional transit agencies improve their chances for public support when it comes to project proposals and funding? A new peer-reviewed study from the Mineta Transit Research Consortium (MNTRC) addresses that issue. Understanding Public Opinion Regarding Transit Initiatives in Southeast Michigan offers recommendations on how to enhance the success of campaign initiatives and public opinion efforts. It was written for the Metro Detroit region, but the information can be leveraged for other regions, as well. An interdisciplinary team at the University of Detroit Mercy spearheaded by principal investigator Claudia Bernasconi, MDes, conducted the research. The report is available at http://transweb.sjsu.edu/project/1236.html
Overall goals of this study were to assess the nature of public opinion regarding regional transit and to understand its relation to socio-demographic characteristics, political attitudes and orientations, and geographical characteristics of respondents. The study covered four counties now served by a new Regional Transit Authority (RTA) – Washtenaw, Oakland, Wayne, and Macomb Counties. Next year, voters will decide whether to fund the RTA.
Bernasconi said, “The report recommends certain key elements for supporting positive attitudes about transit. These include public education about transit, clarity about transit funds spending, accountability measures, and transparency of transit plans and decision-making processes. The report also includes specific recommendations for campaign messaging for Southeast Michigan.”
The project consisted of three phases – a pilot mail survey; an educational campaign; and a comprehensive phone and email survey. In the last phase, an ad hoc survey was designed based on the review of past public opinion surveys, local media coverage on public opinion about transit, and previous educational campaigns.
Research findings offered much insight that could be leveraged for future projects. For example:
- Overall, the majority of respondents support some form of funding. However, they are divided on the preferred method.
- Close to 30 percent of the people are unsure about potential benefits from the RTA. Among non-supporters, a top reason is distrust and lack of knowledge about how funds would be spent.
- This means that transparency in decision making and transit funds spending – including anticipated benefits and timelines, as well as clear accountability measures – are important.
- Campaign messaging should focus on the positive impact of transit for non-riders and on specific improvements the public desires.
- Swing groups will play an important role in securing support for regional transit, as they make up 45 percent of the total sample. Younger voters – specifically Young Swing Voters – are particularly important.
- Geographically, significant differences were found across the four counties.
- Support for transit is influenced by political and ideological orientation. Overall, liberals and Democrats are more supportive than Republicans and conservatives.
“As voters decide whether to fund the RTA, it will be important that those who are RTA advocates and local transit activists should strategically enact an effective educational campaign that resonates with public opinions, perceptions, and priorities,” Bernasconi said. “To reach different voter types, increase knowledge of transit benefits, and shape positive public opinion, the various stakeholder should employ a variety of communication tools to convey appropriate messages and strategically coordinate their efforts. A more positive public opinion will be a key factor to building support for transit in the region.”
