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The Biodiversity Project has commissioned a number of public opinion research studies over the past decade. Below you will find summaries for each of these studies.
Some of these reports are also available for download (download a free copy of Adobe Reader  ).
Others are proprietary, and are only available by request. Contact the Biodiversity Project at 773-496-4020 or project@biodiverse.org for more information.
Protecting the Mississippi River: Key Findings from Six Focus Groups and a Regional Voter Survey
Released September 2007
This report summarizes the key findings of public opinion research conducted in the 10-state Mississippi River valley. This report provides information about public perceptions and attitudes regarding the Mississippi River, the benefits it provides and the threats it faces. The report also provides target audience, message and language recommendations to promote greater public engagement and support for the river's protection.
Great Lakes Communications Research: Analysis of Public & Policy-Maker Opinion on the Great Lakes & St. Lawrence Ecosystem
Released October 2007
This comprehensive report delves into the varying perspectives of Great Lakes residents and policy-makers in Canada, and is a guide to engaging the public in greater involvement in protection and conservation of the Great Lakes waters. This research identifies public attitudes and values toward the Great Lakes, evaluates the stories, images, and messages that likely will be most effective in engaging the public, and identifies target audiences and outlets to maximize successful messaging. It also includes detailed strategic recommendations for effective communications.
Great Lakes Restoration: A Time for Action
Released October 2005
This public opinion research report reveals the varying levels of concern the American residents of the Great Lakes basin show for the Great Lakes. The primary goal of the research was to gain a better understanding of what information needs to be communicated to build awareness, and which messages resonate to increase concern for the well-being of the Great Lakes. Based on this research, the report provides specific recommendations on how to increase public awareness of the state of the Great Lakes, and how to best communicate the need for restoration of this ecosystem.
Protecting the Great Lakes: Responsibility to Awareness to Action
Released January 2003
A three-phased research project to assess attitudes about water resources in the Great Lakes region. The research - six focus groups, 21 interviews with key decision-makers, and a 1500-person, region-wide phone survey - was designed to find out what residents in the region know and feel about the Great Lakes, and to identify where and how we can engage them on water resource issues over the long-term.
Americans and Biodiversity: New Perspectives for 2002 
Released February 2002
Topline data from a national survey of 1,500 adults gauging awareness of biodiversity, and appreciation for the importance of saving species and habitat diversity. This survey acts as a "follow-up" survey to the 1996 biodiversity poll.
New Hampshire Eastern Forests Focus Group Report
Released November 2001
Biodiversity Project commissioned two focus groups held in Manchester, New Hampshire. Discussions explored general attitudes about forests, terms and phrases related to forest preservation, support for solutions to forest threats and various messages for and against forest protection.
Choices Between Asphalt and Nature: Americans Discuss Sprawl
Released February 1998
This study looks at Americans' attitudes about housing preferences, land use and sprawled development. The inquiry addresses several relevant questions: Is sprawl a problem that Americans want to fix, or feel capable of fixing? What are the implications of sprawl that are meaningful to Americans' lives, and are there connections to nature? Are there actions that Americans will take to stop or control sprawl? Are there ways to plan communities that can be both appealing to people and sustainable?
Human Values and Nature's Future: Americans' Attitudes on Biological Diversity
- A Cluster Analysis of Findings From a National Survey
Released December 1996
The analysis detailed in this report complements the findings of the national biodiversity poll, and breaks the American public down into groups or "clusters" according to their attitudes about biodiversity. Download a one-page summary of the findings .
- An Analysis of Findings From a National Survey
Released October 1996
This analysis identifies key values and messages for communicating the impact of the loss of species and habitats and describes specific audiences for information about biodiversity. The survey it was based on is different than many others on environmental issues because it measures the values that underlie Americans' feelings about the environment. The quantitative findings of this survey complement the qualitative findings of the 1995 focus groups.
Current Trends in Public Opinion on the Environment: Environmental Compendium Update
Released January 1996
This memo highlights the trends found in survey data from 1992 to 1995, looking at public opinion on the environment in five main areas: 1) attitudes regarding environmentalism and the environmental movement, 2) the public's assessment of the state of the environment, 3) the priority assigned to the environment by the public, 4) the environmental issues of most concern, and 5) the role of government in environmental protection.
Communicating Biodiversity: Summary of Focus Group Research Findings
Released June 1995
This focus group project was designed to explore the public's lack of interest in and concern for biological diversity, and to identify strategies for public engagement. Using previously existing research as a foundation, this report identifies the attitudes and barriers to communicating the importance of saving biodiversity and the ecosystems which support it; and identifies approaches, messages, and language most useful in overcoming these hurdles. It served as the precursor to the 1996 poll, and provided the qualitative component of this paired research.
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