The Salmon Project conducted 5 public opinion research projects between 2012 and 2015. PDF and editable (Word/Excel/Powerpoint) files are available for all research. Full report sets are linked immediately below. Direct links to PDF reports are included in the descriptions of each research process, except where data is only available in Excel. The research projects conducted by Alaska Salmon Initiative/The Salmon Project include:
This research was the core of the feasibility process for the development and assessment of a possible Salmon Project. Conducted in the winter of 2012/2013 it included:
The reports and data resulting from this process include:
In 2013 we partnered with Great Land Trust to host a set of focus groups designed to gauge residents’ knowledge about wild salmon lifecycles and habitat in the valley, and test concepts and communications relating to the Great Land Trust’s King Maker program. We also conducted a small (n=150) telephone survey on the same subject.
The reports and data resulting from this process include:
In 2014 we designed a benchmark survey, built on the 2012/2013 research but also intended to provide a set of questions that could be repeated periodically and provide an indication of progress toward Salmon Project objectives. Because it had been difficult to that point to identify actual organizational objectives or metrics against which to measure, a set of proxies or indicators were identified, including whether or how frequently respondents were taking actions that were to the benefit of salmon, whether and how frequently they were talking to friends and neighbors about salmon, and awareness of The Salmon Project and some of its marks (such as Salmon Love). The benchmark survey had an n=600.
In 2015 we re-administered a version of the benchmark survey, revisiting some of our baseline questions and asking an additional few.
Our researcher conducted two focus groups among Anchorage and Matanuska-Susitna residents to test signage concepts and communications relating to the Baby Salmon Live Here and King Makers programs. The research was conducted in partnership with the Great Land Trust.