This project supported the Texas Turnpike Authority Division (TTA) in collecting public attitudinal and perception data regarding the Loop 49 toll road in Tyler, TX.  Results from the analysis were used for refining TxDOT's public education strategy and TxTAG marketing efforts.  Among the techniques that were used in support of TTA’s statewide implementation effort included:

1. interviews of local stakeholders and community opinion setters to better understand their viewpoints;
2. statistically-valid public opinion scans via telephone and web-based surveys to benchmark citizen understanding and customer attitudes toward the Loop 49 toll road; and
3. focus group discussions to assess public perception and to test various local message options.

• Sponsor:  Texas Department of Transportation, Texas Turnpike Authority
• Years:  2006 - 2008
• Publications:  Pending