Effectiveness Measurement
Paradigm’s effectiveness measurement services have evolved since 2002. Since implementing our first program with a BRC survey, Paradigm has added full service public awareness market research to our suite of services. Focus groups, telephone surveys, and surveys integrated into the communications (commonly known as BRCs) are the core of our studies implemented for pipeline operators.

Pretest Effectiveness of Materials
RP 1162 states that operators should pre-test the effectiveness of the materials developed upon design or major redesign of public awareness materials or messages. Paradigm has implemented several focus group sessions specifically targeting RP 1162 communications for pipeline operators. Our model for implementing a successful focus group includes; the methodology for focus group set up, the questionnaires, screening participants, recruitment guidelines, implementation of the research, and reporting with lessons learned and recommendations for continuous improvement.

RP 1162: Measure 1 – Outreach: Percentage of Each Intended Audience Reached

Survey
This is a basic measurement indicating whether the operator’s public awareness messages are getting to the intended stakeholders. Paradigm implements this type of research with a traditional BRC, or survey integrated into the communication, or with a phone survey following the distribution of printed materials.

Address Validation:
A 2009 National Transportation Safety Board investigation report regarding a 2007 pipeline incident recommended that pipeline operators have a process of validating the accuracy of the mailing lists utilized for public awareness distribution. The pipeline operator involved in the incident independently verified the mailing list against field collected addresses. This research resulted in a 96.88% accuracy rating of Paradigm’s 2009 data and process for identifying stakeholder audience addresses.

RP 1162: Measure 2 – Understandability of the Content of the Message
This measure assesses the percentage of the intended stakeholder audience that understood and retained the key information in the message received. Measure 2 will help operators evaluate the effectiveness of the delivery media and the message style and content. Paradigm measures understandability of the content of the message in both pre-test focus groups and surveys either, incorporated into the communication or post distribution of the message.

RP 1162 Measure 3 – Desired Behaviors by the Intended Stakeholder Audience
This measure is aimed at determining whether appropriate prevention behaviors have been learned and is taking place when needed and whether appropriate response or mitigation behaviors would occur and have taken place. Paradigm implements Measure 3 through survey of the stakeholder audiences with specific questions geared towards the desired behaviors operators wish to impose on stakeholders.