Research Project Proposal
Wood River, Illinois
Background and Current Situation
The Bridge to Opportunity is a non-profit public art initiative dedicated to enhancing the aesthetic appeal and vitality of Wood River, Illinois. We believe a visually appealing urban environment contributes significantly to community well-being and pride.
Wood River is actively engaged in city-wide economic development. Our project is designed to align directly with these goals, but we currently lack critical data on how the business community perceives this value. This research is essential to craft a persuasive, data-driven marketing strategy that ensures the long-term viability and success of the initiative by securing robust local partnerships.
Guiding Research Question
How can the Bridge to Opportunity project's public art and beautification initiatives be most effectively marketed to Wood River's business community, specifically by highlighting their alignment with current city-wide economic development efforts and by leveraging partnerships with organizations like the Wood River Business Alliance?
Research Objectives and Approach
Research Objectives
- Identify the key economic development priorities and challenges for Wood River's business community.
- Determine the business community's current perceptions of public art and its potential value.
- Gauge interest level in partnerships and the types of collaborations they find most appealing.
- Discover the most effective communication channels and messaging to secure local support.
Research Approach: Individual Interviews
We will use a qualitative approach—individual, semi-structured interviews—to gain rich, detailed insights into business leaders' specific motivations and concerns.
Our purposive sample will target 10-15 key decision-makers involved with the Wood River Business Alliance, ensuring our data comes from the most relevant target audience for future partnerships.
Research Details: Guide and Ethical Principles
Interview Guide Focus Areas
The semi-structured interviews will focus on four key areas to ensure comprehensive data collection from decision-makers:
- 1. Economic Priorities: Understanding top priorities (e.g., job creation, downtown revitalization) and the biggest growth challenges.
- 2. Public Art Perception: Gauging current attitudes toward art's value in attracting customers and improving the city's brand.
- 3. Partnership Appeal: Discovering the most compelling ROI, preferred types of support (monetary, in-kind, volunteer), and collaboration styles.
- 4. Communication and Messaging: Identifying the best communication channels and the most persuasive language for future marketing.
Key Ethical Considerations
Informed Consent: Participants will review and sign a form detailing the study's purpose and their right to withdraw at any time.
Confidentiality: All identifying details (names, business names) will be replaced with pseudonyms in the final report to ensure strict anonymity.
Proposed 8-Week Timeline
Weeks 1--2
Phase 1: Setup & Recruitment
Finalize guide, contact 20 potential participants, and prepare consent forms.
Weeks 3--5
Phase 2: Data Collection
Conduct and transcribe all 10--15 individual interviews (45--60 min each).
Weeks 6--7
Phase 3: Data Analysis
Code transcripts using thematic analysis to identify key findings and messaging.
Week 8
Phase 4: Reporting & Strategy
Synthesize actionable marketing recommendations and deliver final report.
Commitment
All interviews will strictly adhere to ethical standards, guaranteeing confidentiality and anonymity for all participating Wood River business leaders. Our goal is to provide data that drives real, positive change.