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,. .</ ~-.:;. . . . Water Proiect Construction Proeram - Proiect Data Non-Reimbursable Investment Applicant: Colorado Water Conservation Board Project Name: Statewide Water Conservation Public Awareness Research Study County: Statewide Drainage Basin: Statewide Water Source: N/A To~al Project Cost: $150,00~__ Funding Sources: CWCS Type of Applicant: State Agency ./ /, Median Household Income: N/ A CWCB Investment: $150,000 SUMMARY A comprehensive Statewide Water Conservation Public Awareness Research Study is needed to help illustrate the importance of determining where Colorado citizens believe their water supply comes from and how it is consumed. The research would pinpoint critical attitudes and behaviors among Coloradoans and those affected by recommended best management practices. A combination of qualitative and quantitative research would be conducted strategically to benchmark statewide attitudes and perceptions about water efficiency. Since attitudes, microclimates, and water supplies vary in Colorado, the research studies will be segmented geographically according the nine 1177 roundtable basins around the State. The water awareness strategy will focus on three research target groups for all regions, regulated community, stakeholders, and citizens. The research strategy would include a quantitative and qualitative survey, in-depth interviews, and focus groups. Examples of data that might be collected in this study include: . Opinions about the amount of water available now and in the future . The importance of water conservation & funding . Awareness & support of efforts to conserve water . Identifying users of water and source of drinking water . Consumer conservation behavior . Perceptions about the environment & water in Colorado The study findings may be used as benchmarks for a future Statewide Water Conservation Public Awareness Campaign and as a resource from which to develop the most effective messaging and umbrella brand for the State's potential future water awareness and conservation efforts. Potential statewide marketing objectives include educating individual Coloradoans of the importance of water conservation to their future as residents of the State and to complement and reinforce other local & regional water conservation public-awareness programs and activities; striving to make all Coloradoans aware that their natural water resources are limited and not immune to the consequences of their individual behaviors. Similar research in other states indicates that the more people know about their water the more likely they are to conserve it. 1