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HomeMy WebLinkAboutCompass Kitchener - 2004-11-03November 3, 2004 COMPASS KITCHENER COMMITTEE MINUTES CITY OF KITCHENER The Compass Kitchener Committee met this date, commencing at 4:00 p.m. Present: Don Bourgeois, Paul Royston, John Hall Trudi Bunting, Pat Doherty, Glen Woolner Mayor Carl Zehr Barry Watson, President, Environics Research Group Jane Armstrong, Senior Vice President, Environics Research Group Staff: Carla Ladd, Shelley Adams, Rob Browning, Gord Stewart, Janice Given, Barb Wagner Regrets: Trudy Beaulne, Dan Williams 1. Environics Research Group C. Ladd introduced Barry Watson, President and Jane Armstrong, Senior Vice President, Environics Research Group. The committee members and guests introduced themselves. B. Watson and J. Armstrong outlined Environics unique methodology of blending traditional public affairs polling with values-based segmentation. The proposed methodology can be used to help the City of Kitchener meet its research needs including: An increased understanding of public priorities among competing interests and limited resources Citizen and stakeholder engagement for ongoing strategic planning efforts Evaluating satisfaction with programs and services already initiated Evidence based communication and branding strategies Quantitative validation of other citizen engagement efforts The research process uses traditional polling methods to ascertain opinion relating to public policy issues and priorities such as taxation and revenue generation, user fees, infrastructure renewal, growth, environment, arts and related funding and policy setting. The social values research component adds depth to demographics and traditional polling analysis by identifying the fundamental values that can predict and identify the way residents react to situations, events, opportunities and challenges. Social values research is a unique and stable way of measurement given that values are not transitory - individuals possess deeply held values which change very slowly. Values will rarely shift quickly or suddenly unless influenced by a catalytic/major event, such as 9/11. A list of the social values and a detailed technical appendix can be found in "Fire and Ice: The United States, Canada and the Myth of Converging Values" a book by Michael Adams, President, Environics. The study is based on years of social values research and probes the diverging values of Canadians and Americans. J. Armstrong gave a brief synopsis of how the Town of Markham used social values research to clarify the residents' vision and direction for their community. They blended traditional polling questions with questions that probed social values. They identified 4 strong segments in the COMPASS KITCHENER COMMITTEE MINUTES November 3, 2004 - 15 - CITY OF KITCHENER population, including: Small Town Boosters who support quality of life and the small town atmosphere over the big city feel; Low Tax Activists, who choose the lowest possible taxes over high quality services and infrastructure; pro-Market Enthusiasts who choose market driven development over government controlled, green development; and Big City Promoters who choose the big city feel over small town atmosphere. By identifying the values of the residents of Markham, policy makers have confidence to make decisions to meet the needs of the citizens on a long term basis. The results of this research were shared directly with residents in a theatre style event 2 years ago and continue to be a part of their strategic planning and decision-making process. All recommendations to Council must be in relation to this work. A representative from Markham indicated that the research results were the "nobler part of a larger plan". It was noted that social values research could be a very powerful communications tool for the City. If we understand the community's social values we can predict where community support is and identify areas where opportunities to educate the public are required. This understanding can help develop branding, messages and communication to the public. It will provide a deep understanding of the needs of residents and the political environment we deal with. Several potential methodologies to gather information were discussed. Higher response rates are experienced for social values surveys since respondents are talking about themselves rather than specific policy interests. In Markham, information gathering was initially conducted in the field using in-home surveys, however, the events of September 11th' 2001 prompted residents to be more cautious about allowing someone in their homes. The remainder of the survey was conducted as a self-administered mail survey. Environics recommends value surveys be conducted by mail if possible. Telephone surveys can be less representative, and in-home surveys are more expensive and difficult due to gated communities, apartment and building security. Quotas are often set for different quadrants to ensure good representation. It was noted that in Markham, the survey was translated into Chinese to ensure representation from their large Chinese population. Translation may be problematic in Kitchener as there are many cultures which should be represented. A need to address social polarization was also identified, i.e., a method to include people across the socio-economic strata. Research data previously commissioned by Compass Kitchener provides a base for understanding citizen needs, however more in-depth research is required to identify the long-term strategic direction. In response to a question regarding other types of polling, D. Bourgeois advised that the sub-committee met with two polling firms with different approaches to surveying. EK©S offers excellent services in the more traditional form of surveying - for facilitation purposes, and to manage specific processes, plans and solutions. Environics combines the more traditional research - the perspectives of people at a given time with social values research to understand the fundamentals of "why". This tool helps us gather information we could not obtain through traditional surveying techniques and will provide a predictive, more effective strategic planning tool which can be used over the long term. The tool will help us to enhance communication with residents, to help the public understand what we are doing and why, and help us shape public opinion. COMPASS KITCHENER COMMITTEE MINUTES November 3, 2004 - 16 - CITY OF KITCHENER Committee members and guests strongly supported the research proposal from Environics. Comments included: · impressed with the level of sophistication · values differ from community to community, an excellent tool to facilitate the identification of Kitchener's unique community personality · will support the City direction to proceed with the growth management strategy · an excellent and unique way of doing research that will also allow comparisons with other communities who have performed similar research · will allow the identification of conflicting views - there is a sense that we live in "Kansas", where in reality we live in the centre of a community of 500,000 · gives us the opportunity to speak to people and is a good way to conduct social marketing · a"5 star" research proposal. C. Ladd outlined the estimated costs and possibilities for funding. The committee agreed to allocate the entire Compass Kitchener budget of $25,000 over the 3 year term of Council. Two operating areas of the City will provide additional funding as the data will be extremely useful in their respective areas. All technical issues and questions should be referred to Barb Wagner for consolidation. On motion by P. Doherty it was resolved: That Environics Research Group is recommended as the consultant of choice to complete the research to support role of Compass Kitchener to engage the public in meaningful dialogue around the community vision and relevant community issues. All members were in support of the motion. It was agreed that D. Bourgeois, Chair will lead the presentation to Council with the representatives from Environics in attendance. The December 13th Council date was proposed. Strategic Services will draft a supporting report identifying the costing and procurement process. 2. Update on Leisure Facilities Master Plan The Leisure Facilities Master Plan Summary Document and media release were sent to Compass Kitchener members on November 2, 2004. S. Adams advised that public meetings will be held in the Subscriber's Lounge of The Aud (400 East Avenue), on: Thursday, November 18th, 7:00 -9:00 pm Tuesday, November 23rd, 7:00 - 9:00 pm Compass Kitchener members can send their input directly to Shelley Adams or Greg Hummel. 3. Updates S. Adams distributed flyers for the Network Exchange & Speaker Series on housing strategy. The event will be held on Nov. 16/04 at 11:30am to 1:00 pm at the Victoria Park Pavilion. P. Royston and G. Woolner will attend with S. Adams and B. Wagner on behalf of the committee. COMPASS KITCHENER COMMITTEE MINUTES November 3, 2004 - 17 - CITY OF KITCHENER 4. Action Items Strategic Services staff will draft a report and presentation for the December 13, 2004 Council meeting. D. Bourgeois will present the report to Council with representatives from Environics in attendance. 5. Adiournment Meeting adjourned 6:00 p.m.