The purpose of this focus group study was to test several elements of an advertising campaign to educate residents about proper fertilizing techniques. Eight focus groups were held from June 28 to July 1, 2010. Participants all had lawns for which they made watering and fertilizing decisions. Participants were exposed to six different taglines, six graphics with taglines on them, six video draft advertisements that had been produced by District staff, and two previous television advertisements that had been produced to affect watering frequency during winter months.
Kerr & Downs Research
8 Focus Groups
Southwest Florida Water Management District