Driving Trust: How Data-Driven Insights Help Midwest DOT Proactively Elevate Public Confidence

The Solution

The omnibus study, which The DRG designs and manages, is a biennial, multi-modal quantitative survey that tracks shifts in public sentiment and emerging trends. Per The DRG’s consultation, this study has evolved over time from a phone-only methodology to a combination of phone and online surveys. This evolution, among others, ensures a representative sample of the state’s diverse population by meeting them where they are. In the most recent wave of research, the DOT wanted to measure the following KPIs:

• Overall confidence and trust in the DOT’s management and priorities
• Confidence in their ability to maintain roads, bridges, and construction projects
• Public attitudes regarding funding and the DOT’s fiscal responsibility
• Accuracy and effectiveness of DOT communications around all of the above

Consulting with the DOT and sharing information along the way, we ensured the study was designed to accurately and deeply measure what mattered to them. For example, we used both cell phone and landline samples to capture a broad demographic cross-section. Additionally, we oversampled non-Caucasian residents to ensure inclusive representation. Trending past data also allowed us to assess progress and identify emerging concerns. Finally, we consulted with the DOT on necessary updates to the study, including modernizing survey questions to reflect new transportation technologies.

The Wins

The most recent study provided the DOT with a data-driven roadmap for improving public trust, communication, and service delivery. Key insights included:

• Satisfaction & Trust: Confidence was highest in the DOT’s ability to build and maintain roads and bridges, but two other key areas of trust had declined.
• Construction Disruptions: A rising percentage of residents viewed construction as disruptive. Not surprisingly, those living in more urban areas reported greater frustration.
• Public Engagement & Communication: One quarter of respondents had engaged with the DOT in the past year, with the website being the primary information source. Social media engagement increased, yet opportunities remained to improve the accuracy and timeliness of communications.
• Transit & Accessibility: Carpooling increased, yet satisfaction with public transportation availability showed a long-term decline, particularly among urban residents.
• Transportation Insecurity: Those facing transportation insecurity (younger, lower-income, non-Caucasian residents) exhibited lower trust in DOT planning and overall satisfaction with state road maintenance.

Based on these insights, The DRG recommended a few targeted actions to enhance public perceptions and confidence, including:

• Strengthening public messaging and education around topics in the two key areas of trust that had declined.
• Continuing proactive road maintenance and minimizing construction disruptions, especially in urban areas.
• Expanding communication efforts through preferred channels, including phone and social media alerts for younger residents and TV/radio for older demographics, as well as improving communications’ timeliness, accuracy, and relevancy.
• Where possible, improving perceptions of public transit availability by addressing concerns around accessibility and reliability with messaging targeted at specific segments.

The DOT has continued leveraging these findings to refine outreach strategies, improve project communication, and strengthen public perceptions in its infrastructure management. Through this ongoing partnership, The DRG helps ensure the DOT remains attuned to public needs, proactive in its communication, and responsive in service delivery – helping build and maintain critical public trust long-term.