Agency Public Safety Dept

Contractor Corona Insights, Inc.

SWIFT Contract Number 71057

Project Name Traffic Safety Telephone Survey – Driving Behavior

Project Number (if applicable) 14-06-20

Summarize purpose of the contract, including why it was necessary: Telephone surveys have been conducted in Minnesota as part of the evaluation of traffic safety media campaigns and enforcement awareness. These surveys examine awareness of traffic safety messages, perceptions of enforcement risk, and driving behaviors. However, these surveys measure behaviors among the general population, and since the majority of drivers are low-risk drivers, there has been little opportunity to develop an understanding of those high-risk drivers for whom messages are targeted.

The Minnesota OTS targeted this high-risk population with a large survey and analysis. By re-contacting previous survey respondents who engaged in high-risk behaviors, along with other randomly selected residents, the study team was able to gather enough data from high-risk drivers to learn about their attitudes, perceptions, and behaviors. Additionally, enough surveys were completed to measure and understand drivers who exhibit different combinations of high-risk behaviors, such as speeding and texting/accessing the internet, those who drink and then drive and are non-users of seat belts, texting/accessing the internet while driving after drinking, and so forth.

The questions were designed to assess general risk associated with particular behaviors (crashes, loss of license, citations), perceptions of risk, behavior change model factors, risk tolerance, social norming perceptions, self-image, and other issues of interest. These were examined for different types of high-risk drivers based on their particular sets of behaviors around driving after drinking, non-seat belt use, speeding, and texting/accessing the internet. The goal was to better understand these segments to inform the development of messages targeted toward specific segments of high-risk drivers.

Project Duration

Start Date Wed, 01/15/2014 - 00:00

Original end date Tue, 09/30/2014 - 00:00

Actual end date Tue, 09/30/2014 - 00:00

Did project finish on time? Yes

Total billable hours utilized (if applicable) {Empty}

Contract Amounts

Original contract: $100000.00

Amendments $0.00

Contract total $100000.00

Did project finish within budget? Yes

What was the funding source? Federal Funds (CFDA) Number 20.600

Is this a sole source contract? Yes

If this was a single source contract, explain why the agency determined there was only a single source for the services (if applicable) The OTS telephone survey data of Minnesotans is maintained by Corona Insights, and private phone numbers of the individual respondents would not be available or released to another company. The existing data includes responses to specific National Highway Traffic Safety Administration (NHTSA) required survey questions on seat belt use, driving after drinking, and speeding. Based on responses to the NHTSA questions, Corona Insights has data on specific respondents who self-identified unsafe driving behaviors and can judiciously use the data for a one-time re-contact to gather more in-depth information from those respondents. Per the American Association of Public Opinion Research Code of Ethics, Corona Insights must keep telephone survey information confidential, and prudent data management requires that it is kept internal for the purposes of follow-up research. http://www.aapor.org/AAPOR_Code_of_Ethics/4249.htm.

Evaluator Name Hal Campbell

Evaluator Email Address hal.campbell@state.mn.us

Evaluate the contractor's timeliness The survey drafts, report draft and final report were earlier than the scheduled due date for each deliverable.

Evaluate the contractor's quality This was a difficult study to undertake. Because of the Contractor’s previous work on the State Telephone Survey the Contractor had a very good understanding of the sampling frame and survey questions. Besides the final report, the Contractor included additional findings that were useful for Communications and for OTS. The OTS expects the highest quality of work from its Contractors, and as evidenced by the final report and tables of results, the information will be extremely useful for OTS in our attempt to better understand high risk drivers.

Evaluate the contractor's cost For the hours of work required by this project, the Contractor came in under budget. This included a trip to St. Paul to meet and discuss the refine the survey instrument. The biggest part of the cost was the survey implementation, and this was managed to keep the cost down but obtain the required number of completed surveys.

Evaluate the contractor's overall performance Excellent. Their understanding of traffic safety overall and the MN OTS in particular incorporated with their interest in the topic made them 100% vested in the outcome. The Contractor was available to answer questions and provide a variety of options to address the complexity of high risk drivers for OTS to consider.

Would you engage the contractor's services again? Yes

Describe any negative action taken during the duration of this contract (i.e., termination, pursuit of suspension, etc.): {Empty}

Please rate the overall experience with the contractor 5 - very satisfied