Quantum Market Research (Aust) Pty Ltd / Level 10 Como Centre, 644 Chapel Street, South Yarra Vic 3141 Australia / t 61 3 9289 9599 / f 61 3 9289 9595 / e firstname.lastname@example.org / w www.qmr.com.au ANSTOCommunity stakeholder study Quantitative Findings June 2007 Job No: 27041
Background • The Australian Nuclear Science and Technology Organisation (ANSTO) is Australia’s national nuclear research and development organisation and the centre of Australian nuclear expertise. ANSTO is a Federal government statutory authority responsible to the Minister of Education, Science and Training. • With a salaried staff of approximately 930, ANSTO delivers specialised advice, scientific services and products to government, industry, academia and other research organisations. ANSTO’s vision is to be recognised as an international centre of excellence in nuclear science and technology for the benefit of Australia. • As the organisation is primarily a taxpayer-funded one, ANSTO regularly undertakes market research to: • Assist it in appropriately allocating expenditure to specific communication programs • Ensure the Australian community gets value-for-money from its investment • Assist in ensuring the Australian community understands the positive impact that ANSTO’s science and technology has on its way of life • Gather information that will allow ANSTO to adapt its operations so that it more effectively meets stakeholder needs. • After conducting stakeholder research in 2003, ANSTOis undertaking another comprehensive review of the quality of its relationships with two primary target audiences – ANSTO staff and the Australian community. A key aspect of this review is to determine how effective ANSTO’s communication is with these audiences, and to identify, explore and measure issues which impact on ANSTO’s relationship (management) with these stakeholders. • The 2007 market research program is essentially an update of the 2003 program in regard to community stakeholders.
Objectives • Key aspects being measured in the 2007 research include: • ANSTO communication strategy objectives. • The perceived quality of ANSTO’s stakeholder communication. • Customer/collaborator feedback. • Issues that are impacting on the quality of ANSTO’s relationship with community stakeholders. • An extensive list of specific information objectives was provided in the lead-up to the research and discussion guides and questionnaires used in the research draw from those objectives to provide information and insight to ANSTO in these areas. • In particular, ANSTO needed to determine which means of communication are, or would be, most effective in impacting on the knowledge, attitudes and behaviour of the community. • The research therefore needed to measure the effectiveness of ANSTO’s communication in the following areas, which are relevant to ANSTO’s balanced scorecard objectives: • Measure the percentage of community stakeholders that have either some knowledge or a detailed understanding of what ANSTO does • Gauge community attitudes towards ANSTO and ANSTO’s activities
Approach Agency selection Agreement on methodology and sample Preparation ANSTO letter • The diagram across outlines the approach to be taken to the research. • Stage 1 (conducted in April 2007) involves: • 2 community focus groups (one with Sutherland Shire residents, one with residents of Illawarra Shire) • 8 staff face to face depth interviews across a range of levels and divisions at ANSTO • Stage 2 (conducted in May 2007) involves: • 700 telephone interviews with (400 with Sutherland Shire residents, 150 with residents of Bankstown and Illawarra Shires and 150 with residents of Southern Adelaide suburbs) • Stage 3 involves the application of a special analysis tool (CareCom) to draw maximum value from the research investment. Stage 1: Qualitative Community Staff Data Collection Stage 2: Quantitative Community Stage 3: Application of CareCom™model Reporting and presentation Delivery Review and revise communication strategy Community Staff
Sample selection and interviewing • We drew a representative sample of the community by age, gender and location from three locations - post codes in and around Sutherland shire (400), Bankstown city (75), Illawarra (75) and middle southern suburbs of Adelaide (150). • We screened out: • Anyone who worked for a federal, state or local government agency, a marketing or media organisation or a science/medical, technological or research organisation • Anyone who was a current member of a special interest group • Interviewing was completed using Computer Assisted Telephone Interviewing (CATI) after loading the appropriate telephone directories. Thus, our computer randomised household selection, and not our interviewers. • Note that throughout these findings, results from Bankstown (2004) have been directly compared to Bankstown\Illawarra (2007) and are marked an asterisk
Executive Summary - Community • The name ANSTO is better known and used more often than Lucas Heights compared to 2004 – by both locals and the wider community. • As in 2004, those living further away from the site have less knowledge about what ANSTO does • Most people associate ANSTO with nuclear medicine and radioisotopes, medical research and nuclear research and technology • However, some think that ANSTO operates nuclear power plants and one in ten thought ANSTO was involved in the manufacturing or research of nuclear weapons. • In 2004, of those people who had heard, seen or read anything about ANSTO, most regarded the messages as negative rather than positive. In 2007, this has significantly improved with most regarding the messages as positive rather than negative. • As in 2004, about one in three people living in Sutherland, Bankstown/Illawarra or Adelaide feel that the nuclear fuel cycle puts them at risk.
Executive Summary - Community • In general, the community wants to know more about what ANSTO does and how they do it. Specifically, more information about safety procedures, waste disposal was a strong themes in community information needs. • Reflective of the need for more information about safety, three in four people felt that there was at least a moderate risk of a security breach of the ANSTO facility. • Nevertheless, the community is very open to the idea that ANSTO improves the lives of everyday Australians through its medical and scientific research, but information needs to be communicated to reassure them that day to day processes are not putting the community at risk. • Over the last four years there has been a noticeable improvement in the communication efforts of ANSTO, with both the local and more general community gaining a better understanding of ANSTO. This is evident not only in the increased level of awareness and knowledge reported, but in the marked decrease in people claiming to be too uninformed to have an opinion about ANSTO. The proportions of advocates and quietly positive have risen notably since 2004. • Importantly, the provision of information which is comprehensive and which reduces feelings of uncertainty and risk has as improved since 2004. Taking into account ANSTO’s objective of encouraging community engagement and feelings of safety illustrates that current communication strategies are on the right track. • Also the performance of ANSTO in the eyes of the community has also improved in the most part. There were notable improvements in perceptions of innovation and nuclear research and technology.
The 2007 ANSTO report card Other key scores: • ANSTO has improved in all of the important factors as determined by the community! • ANSTO is seen as less of a target for terrorist attack than other important structures, such as the Sydney Harbour Bridge, transport networks or refineries.
Corporate Communications KPIs • As part of ANSTO’s Corporate Communications Plan written following the 2003 study and executed over the intervening years, the following Key Performance Indicators were developed and agreed. • The execution of the Plan over recent years has aimed to produce demonstrable change in these areas amongst the community: • Based on the advocacy scale, decrease the percentage of community stakeholders that are uninformed about ANSTO from 61% to 56% by June 2005 – in June 2007, the level achieved is 46% • Based on the advocacy scale, increase the percentage of community stakeholders that are either ANSTO advocates or quietly positive from 18% to 23% by June 2005 – in June 2007, the level achieved is 27% • Increase the percentage of community stakeholders that have either some knowledge or a detailed understanding of what ANSTO does from 38% to 43% by June 2005 – in June 2007, the level achieved is 48% • Notwithstanding the fact that measurement in these areas did not take place in 2005 as planned, overall, each of the KPIs has been reached and exceeded. • It would seem the development of a plan and its careful execution over recent years has successfully impacted on the community’s relationship with ANSTO.
Where to from here - Community Continuing from our insights in 2004, in 2007 and beyond ANSTO should… • Continue to expand communication with wider Australian communities about ANSTO’s operations • Continue to raise awareness about what ANSTO does and addressing misconceptions (e.g. nuclear power production, nuclear weapons research/production, etc.) • Continue to identify and promote the positive benefits of ANSTO’s work, e.g. its contribution to the environmental through research, helping address climate change issues • Expand dialogue with local community • Continue to make use of local communication sources which influence community opinion • Be seen to be consistent, open and honest (i.e. not secretive) New actions… • Expand dialogue and engagement with a wider community • Address concerns of security breaches and day to day safety precautions to both local and broader communities • Educate the community about the nuclear fuel cycle and nuclear waste handling as they are key areas of concern
The Key Learning – Community The key learning from this survey is that… Advocacy in the community is closely related to knowledge and understanding about the positive contributions that ANSTO makes to the lives of every day Australians ANSTO needs to continue to communicate to and educate the general community about the safety precautions ANSTO undertakes at their facility to prevent a security breach. The ‘uninformed’, if communicated to in the ‘right’ way can reasonably be converted to advocates/positives – the signs are there of progress made over the past few years.. ANSTO is seen by the community as an authority on all things nuclear, including nuclear power! Its role is set to increase and the community draws great comfort from knowing that Australia’s leading nuclear facility will play an authority role in the debate.
General Findings Based on 700 interviews with community
Unprompted awareness of ANSTO Q.5.Can you tell me the name of the Federal Govt. organisation that is responsible for the management and further development of nuclear science and technology? [unprompted] • Overall, around one in three (33%) in these communities correctly identified ANSTO as the relevant organisation with a further 3% using the colloquial Lucas Heights name for the organisation. • Correct identification was stronger closer to the facility (45% nominating ANSTO within Sutherland Shire) and weaker further afield (7% in Adelaide) • Awareness appears to have improved since 2004, on both an overall analysis and in both the Sutherland and Bankstown/Illawarra regions.
Unprompted awareness of ANSTO Q.5.Can you tell me the name of the Federal Govt. organisation that is responsible for the management and further development of nuclear science and technology? [unprompted] • There was little mention of other institutions.
Unprompted awareness of ANSTO Q.5.Can you tell me the name of the Federal Govt. organisation that is responsible for the management and further development of nuclear science and technology? [unprompted] • Three out of five people were unable to provide an answer. This was significantly higher the further away respondents were from the facility, but in closer areas this has improved over the past four years.
Level of knowledge of ANSTO’s activities Q.6.Thinking about ANSTO and its activities, would you say you have…..[prompted] • Where in 2004 less than half the community (38%) demonstrated some or detailed knowledge of ANSTO and its activities, three years later this figure has risen to 48%. Increases in the knowledge of the community were seen in all locations. • Those residing closer to the facility claimed to have better knowledge.
Awareness of activities (unprompted) (2004) Q.7.To the best of your knowledge, what does ANSTO do? What else? Anything else? [free/multiple response] • Knowledge of ANSTO’s work in 2004 was reasonably good, although one in five were unable to indicate what ANSTO actually did (19% overall, 26% in Bankstown, 35% in Adelaide) • There was some knowledge of ANSTO’s research focus, although no-one mentioned ANSTO’s involvement in environmental research
Awareness of activities (unprompted) (2007) Q.7.To the best of your knowledge, what does ANSTO do? What else? Anything else? [free/multiple response] • Knowledge of ANSTO’s work has seen a marked improvement since 2004. • ANSTO’s focus, especially in Nuclear medicine and medical research were two of the big movers.
Awareness of activities (prompted) Q.7a.And which, if any, of the following activities is ANSTO involved in? [randomised, prompted and multiple response] • Once prompted, claimed knowledge of ANSTO’s work in medical and scientific research were all strong. ANSTO’s high profile in commenting on nuclear power is evident in 2007.
Awareness of activities (prompted) Q.7a.And which, if any, of the following activities is ANSTO involved in? [randomised, prompted and multiple response] • Accurate knowledge of ANSTO’s activities is strongest closer to the facility. The proportion wrongly associating ANSTO with nuclear weapons is strongest in Adelaide whilst the operating of nuclear power plants was nominated evenly across the three locations:
Public profile level of ANSTO Q.8. Generally speaking, how much have you seen, heard or read about ANSTO and what it does? Would you say…[prompted] • Overall, about half (54%) claimed to have heard very little or nothing about ANSTO and its activities. Even in Sutherland Shire, 43% had heard very little or nothing • Encouragingly, these figures suggest greater visibility for ANSTO compared to 2004 in all locations.
Sources of information Q.9. How or where do you find out things about ANSTO? Where else?[free/multiple response]
Positive/negative propaganda Q.10. And has what you’ve seen, heard or read typically been more positive than negative, more negative than positive or neutral in relation to ANSTO and its operations?[prompted] • Amongst those who have seen, heard or read about ANSTO, around quarter of the information was considered negative, around a third neutral and just over a third positive. These proportions are relatively stable regardless of location • The positive nature of coverage has improved since 2007.
Information about operations and safety procedures in demand Q.24. What, if anything, would you like to know more about in relation to ANSTO and its operations? What else? Anything else?[free/multiple response] • Key information needed by the community centres around knowing more about what ANSTO does, the safety procedures which ANSTO has in place concerning risks and waste disposal. Honesty and communication to the community remain key requests. • Encouragingly, one in three have no additional information needs (consistent across locations)
Influential sources of information - prompted Q.25/26. Which of the following sources do you find influential/most influential in forming your views about ANSTO and its activities? [randomised/multiple/prompted] Local papers, ABC TV news and radio as well as ANSTO material, remain the key sources for information for the community
Influential sources of information - prompted Q.25/26. Which of the following sources do you find influential/most influential in forming your views about ANSTO and its activities? [randomised/multiple/prompted]
Influential sources of information - prompted Q.25/26. Which of the following sources do you find influential/most influential in forming your views about ANSTO and its activities? [randomised/multiple/prompted]
Importance of nuclear facility Q.12. In your opinion, would you say, having a nuclear science and technology facility in Australia is….[prompted] • Even though half claim little knowledge of what ANSTO does, nine in ten see the presence of a nuclear science and technology facility in Australia as important (53% very important, 37% quite important) – with little variation by location.
Able to discuss ANSTO in positive way Q.14. Putting aside your current views of ANSTO, how comfortable or uncomfortable would you be discussing ANSTO in a positive way with others in your community? • More than half the community would feel comfortable discussing ANSTO in a positive way with others in the community (21% very comfortable). The degree of comfort overall was highest in Sutherland (64%, up from 58%). • Of note, only around one in nine would feel uncomfortable talking about ANSTO in a positive way • Those willing to talk about ANSTO in a positive way fell slightly in Bankstown/Illawarra and Adelaide since 2004.
Able to discuss ANSTO in positive way Q.14. Putting aside your current views of ANSTO, how comfortable or uncomfortable would you be discussing ANSTO in a positive way with others in your community? • Men are more comfortable talking about ANSTO positively (63%) compared to women (54%), with those above the age of 45 more comfortable discussing ANSTO positively.
Feelings of safety (Bankstown/Illawarra & Sutherland only) Q.15. Generally speaking, how safe or unsafe do you feel having the ANSTO facility nearby?[prompted] • Overall, more people feel safer since 2004 with three in four people indicating that they feel quite or very safe having the ANSTO facility nearby. • Nearly four in five respondents in Sutherland felt safe about having the facility nearby (30% very safe). And two-thirds of respondents in Bankstown/Illawarra felt safe. • Interestingly, feeling safe was higher Sutherland than in Bankstown/Illawarra suggesting the work in reassuring local residents of the safety of the facility.
Feelings of safety (Bankstown/Illawarra & Sutherland only) Q.15. Generally speaking, how safe or unsafe do you feel having the ANSTO facility nearby?[prompted] • Men feel marginally safer than women (83% compared to 73%), whilst the age groups did not differ in their feeling of safety • Overall, less people, one in five feel unsafe having the facility nearby compared to 2004.
100% 1 1 1 1 1 2 2 2 2 3 2 2 4 4 3 4 5 4 9 11 9 10 10 15 17 15 16 80% 28 24 27 25 36 40 27 30 34 31 60% % of Respondents (n=700) 35 38 37 37 40% 33 23 31 29 31 32 20% 20 21 15 25 23 23 20 20 16 14 10 6 5 0% Sydney Airport Major petrol Public Sydney ANSTO Chemical Major CBD Telstra Major hospitals Football Park refineries transport Harbour Bridge manufacturing building Stadium (n=150)** network plants (n=550)* Very high risk High risk Moderate risk Low risk No risk Not sure Feelings of safety - landmarks Q.17. I’m going to read out the names of some places and landmarks. For each one I’d like you to tell me how much you feel that place or landmark is at risk of a terrorist attack. The first place is ….. Do you think this place is • Almost half of all respondents felt that ANSTO was a high risk of a terrorist attack. • However, placed in perspective, most places or landmarks of any significance including the Sydney Airport, the Harbour Bridge, the public transport network or refineries were considered at greater risk of attack. * Sydney resident only **Adelaide residents only
Feeling of safety Q.18. ANSTO has recently commissioned a new nuclear research reactor to replace its old reactor. Do you think the new reactor will be..? • Seven in ten respondents felt the new reactor would be safer than the old reactor, and there was little variance across locations.
Feeling of safety Q.18. ANSTO has recently commissioned a new nuclear research reactor to replace its old reactor. Do you think the new reactor will be..? • Men are far more likely than women to consider the new reactor safer than the old one, whilst 45+ year olds were a little stronger in their feelings about the safety of the new reactor.
Risk of security breach (Bankstown/Illawarra & Sutherland only) Q.16. And how much risk do you think there is of a security breach at the ANSTO facility? Is there a…[prompted] • Whilst perceived risk of attack and perceived risk of security breach may be related, it is clear that the community sees greater potential for an attack than security breach (49% compared to 29% respectively) • There was little difference between those in Sutherland and those in Bankstown.
Risk of security breach (Bankstown/Illawarra & Sutherland only) Q.16. And how much risk do you think there is of a security breach at the ANSTO facility? Is there a…[prompted] • Men (23%) perceive a slightly lower risk of a security breach compared to women (32%), whilst the age groups do not differ in the views of the potential risk of a security breach at the ANSTO facility • Since 2004, men have become more confident in the security of the ANSTO facility.
Attitudes towards ANSTO Q.19. I’m now going to read you a series of things other people have said about ANSTO. For each one, I’d like you to tell me whether you strongly agree, agree, disagree or strongly disagree. The first statement is… • The community generally believes that ANSTO is a leader within Australia in regards to medical research and is at the cutting edge. • Many believe that ANSTO’s should play a more integral role in the discussions about the introduction of nuclear power and that more could be done to promote their accomplishments. Not asked in 2004
Attitudes towards ANSTO Q.19. I’m now going to read you a series of things other people have said about ANSTO. For each one, I’d like you to tell me whether you strongly agree, agree, disagree or strongly disagree. The first statement is… • The community is quite comfortable with ANSTO playing a role in discussions about nuclear power and see the organisation as credible in this respect. • Perceived paranoia around the ANSTO facility remains unchanged. Not asked in 2004 Not asked in 2004
Attitudes towards ANSTO Q.19. I’m now going to read you a series of things other people have said about ANSTO. For each one, I’d like you to tell me whether you strongly agree, agree, disagree or strongly disagree. The first statement is… • The community has indicated that ANSTO could do more to showcase its role in international nuclear safety with many unaware of ANSTO’s authority in this area. • There has been a slight drop in the community’s perception risk associated with ANSTO’s involvement with the nuclear fuel cycle Not asked in 2004
Attitudes towards ANSTO Q.19. I’m now going to read you a series of things other people have said about ANSTO. For each one, I’d like you to tell me whether you strongly agree, agree, disagree or strongly disagree. The first statement is… • By and large, the 2007 findings depict an improved outlook for ANSTO. Since 2004, the community has become more aware and knowledgeable about who ANSTO is and what they do. • As seen in 2004, the closer the residents were to the ANSTO facility, the stronger and more positive the opinions were. • Residents in all locations felt: • ANSTO is a leader in medical research within Australia • They would like to see ANSTO play a leading or major role if Australia is talking about introducing nuclear power • They rarely heard about the good things that ANSTO does • ANSTO is doing cutting edge scientific research for the benefit of all Australians • Comfortable with ANSTO playing a role in discussions and debate about the potential for nuclear in Australia • And although there have been some notable improvements in educating the community, there is some work to be done in ensuring adequate knowledge and a more balance perspective of ANSTO’s role and operations: • Nearly one in four people in Bankstown or Illawarra still feel unsafe living nearby the ANSTO facility
Attitudes: ANSTO and cutting edge research Q.19. I’m now going to read you a series of things other people have said about ANSTO. For each one, I’d like you to tell me whether you strongly agree, agree, disagree or strongly disagree. The first statement is… • Eight in ten respondents agreed that ANSTO was at the cutting edge of scientific research for the benefit of all Australians. • Although all regions appears to be more positive in reference to this statement compared to 2004, almost three in ten respondents in Adelaide were still unsure.
Attitudes: ANSTO and nuclear fuel cycles Q.19. I’m now going to read you a series of things other people have said about ANSTO. For each one, I’d like you to tell me whether you strongly agree, agree, disagree or strongly disagree. The first statement is… • Overall, more than one in three respondents felt that ANSTO’s involvement in the nuclear fuel cycles puts the community at risk. • However, those in Sutherland were less likely to hold this opinion compared to those in the Bankstown/Illawarra locations - a sign that local communication has worked to dispel fears.