AFRICAN AMERICAN FOCUS GROUPS KEY FINDINGS AND APPLICATIONS

December 28, 2000

Purpose and Methodology

The Wisconsin Department of Tourism, in conjunction with Sykes Communications, the Department of Tourism's multi-cultural advertising agency and consultant Kathy Gaillard conducted three focus groups with African Americans from the Midwest who had recently traveled. The study was conducted to learn about the participants' priorities and decision-making processes and to evaluate the effectiveness of the Department's Web site, advertising, and promotional literature. This information is designed to assist Sykes Communications, the Department and the Wisconsin tourism industry.

The focus groups were held with mixed gender adult (married and singles) groups who are travel planners/decision makers, with a minimum household income of $50K for multi-person households and $30K for single person households. The dates and locations were:

• Milwaukee, November 9, 2000
• Minneapolis, November 16, 2000
• Chicago, November 30, 2000

Participants were recruited by the field service hosting each group, using their own databases or random lists. A total of 29 African American adults participated. Kathy Gaillard, under the direction of David Scheler, the Department's research coordinator, moderated the groups.

Participants watched TV ads, listened to radio ads, visited the Web site, sorted photographs, viewed several magazine ads and marked the photos they did and didn't like in four Wisconsin travel and event guides.

This report includes a bullet-point summary of the overall findings and applications for both the tourism industry and media designers. Each group's Detailed Findings contains an in-depth summary of the group, a table showing reactions to publications they viewed, as well as a "mind map" of vacation attributes. "Mind mapping", a technique used to graphically represent critical relationships, was used to depict the attributes of a good vacation. There are separate illustrations for each of the groups, as well as one for each individual group that participated in the study.

Key Findings

Travel Influences

During focus groups conducted with African Americans in Milwaukee, Minneapolis and Chicago, we found the following:

• Vacation planning has more to do with lifestage than ethnicity. Across the board, African Americans with children tend to like vacations that have a mixture of adult and children oriented activities - "something for everyone" ("if the kids aren't happy, nobody's happy").

• As with other populations, most African Americans tend to get their information and ideas about vacations through word-of-mouth.

• As with the overall market, Africans Americans with children, tend to plan vacations around times that children are not in school. Though children have little influence on where parents decide to vacation, parents with children admit they seek out family-oriented venues.

• Adults with no children are free to travel regardless of season. While summer and the warmer parts of spring and fall are the most popular seasons there was also a great deal of interest expressed in indoor and outdoor winter activities as well.

• Empty nesters and singles prefer vacation destinations that offer a variety of seasonal indoor and outdoor recreational activities, relaxation and recreation that is not geared to the family with children market.

For detailed accounts of lifestage segmentation, please refer to the Department of Tourism's study series on Parent and Child, Empty Nester Boomers and Generation X focus group reports.

Attributes of A Good Vacation

• Among African American groups, participants ranked these items high on the list of attributes of a good family vacation: clean accommodations, indoor, as well as outdoor activities, shopping and good service (room service, overall service).

• Most participants with family also expressed the importance of having plenty of activities or attractions for the kids. The participants who did not have children wanted to go to destinations that have nightclubs and good live music (preferably jazz).

• As with other populations, African Americans with children tended to favor staying at places that had laundry facilities and access to some other amenities (childcare, kitchenette, free breakfast, etc.).

• In addition to a great deal of activities, or things to do, the majority of the participants expressed great interest in being pampered, including spas, Jacuzzis, massages, complimentary champagne and even room service.

Reaction to TV and Radio Spots

• As with previous focus groups, everyone liked the Wisconsin television ads, and everyone agreed that one ad was geared toward couples, not families. Most liked the 30-second family ad best, but noted they didn't see people in the ad that "looked like them in the ads." A preference to see African American families (mom, dad & kids) was noted by many of the participants.

• In the couples' television commercial, some participants said they would rather see African American couples engaged in some of the other activities such as canoeing, horseback riding, rather than dancing - an activity they brand as somewhat stereotypical.

• The theme song, Stay Just A Little Bit Longer was very popular with every group. The Chicago group thought the music was soothing and relaxing - attributes they frequently associate with Wisconsin vacations. The Minneapolis group cautioned that care should be used in changing music. They cited jazz and rhythm and blues music as misleading for Wisconsin (they associated jazz with New Orleans and blues with what they considered more cosmopolitan areas such as Chicago). The Milwaukee group liked the jazz (because they liked jazz in general), but they also liked the original music. They noted that the "music went with the ad."

• The Milwaukee group, in particular, was very vocal about the colloquial dialect (slang) usage in the radio commercials - particularly the one that included the character "Maleek" and that the "g's" were dropped from fishin', swimmin', etc. Specific comments were, "it (commercial) sounded like it was written by a white man, who told a black man to read it."

• The Milwaukee group also was very vocal about the radio commercials ending with a white voice tagline. ".the white voice at the end (of the commercials) is like they're saying, 'I'm running this thing,' in the end. So, they are the ones to tell you what to do.Put another voice in there.".... an African American voice that doesn't use an affected dialect.

Reaction to Web Site

• Of those who had the opportunity to view the Web site (only one person was able to access the site in Milwaukee, but three tried), comments ranged from the pictures being nice, to the fact that navigating the site was cumbersome. Suggestions included the following:

• Two of the participants who tried to log onto the Web site said they were unable to. They were informed by another participant that the site is "case sensitive"; you must use all small case letters.

• The site contained too much detail.had to go through several layers to find the information wanted (e.g., biking trails). "They give (Internet site) you this big long list of trails. They don't give you prices or anything in there."

• "It (the site) just sits there. It didn't jump at me. There's no moving parts or something dramatic to catch the eye."

• "Too many links, and they were cumbersome to navigate."

• One participant in Minneapolis said, "Misleading. Right off the top, because it has red leaves on the first page.I felt like you're not on your job. That season is gone. You need to try to tempt me to come to Wisconsin with winter scenes now. This is November 15^th, the leaves are gone!"

• As with other groups, a few people indicated they are using the Internet to make vacation plans, while others still go through travel agencies. For the most part it appears that the African American participants use the Internet to research vacation possibilities. To that end, they would find the site more useful if it included more specifics, i.e., prices, and more location information. For example, some of the Minneapolis participants said they would like to know information such as distance rather than having access to a laundry list of options.

Photo Preferences

• Participants tended to like colorful, interesting pictures, e.g., the lighthouse sunset (picture #1), the couple canoeing in Kickapoo River (#12), and the bicycle at sunset (#14).

• Summer scenes of water play (tubing, rafting), horseback riding, and outdoor activities in general, were popular among most all participants.

• In the photo-sort exercise, each group was asked to sort photos into three piles (Good, Okay, and Bad). In general, participants liked photos with lots of color that showed people having fun engaging in activities. Participants didn't like Little Manitou waterfall (#4) as much because "it looked dangerous."
• Chicago participants rated the greatest number of photographs appealing - twice the number of Milwaukee participants - (14); with Minneapolis participants rating 10 pictures "appealing," and Milwaukee participants rating only 7 photos "appealing."

• Overall, colorful scenes of people recreating outdoors was the most popular genre. This was the case regardless of which ethnicity was portrayed in the pictures. However, as with most people, they appreciate seeing themselves in a least some photographic representations.

Application of Findings

Applications for Industry

Lodgings, Attractions, Local Chambers of Commerce, etc.

These conclusions are based on focus groups conducted in Milwaukee, Minneapolis and Chicago, in November 2000.

• Minneapolis is a hard sell. Participants in the Minneapolis focus group were less impressed with Wisconsin's attractions. Although a few had visited the Dells, the majority of the participants felt that Wisconsin offered very little that they don't already have in Minneapolis - including summer festivals and winter activities. To reach them, you'll need to show them something unique to Wisconsin's landscape and tourism attractions.

• The best way to directly invite and welcome African Americans to Wisconsin, in addition to using conventional mass media, is through advertisements in magazines, newspapers, programs and radio formats popular among this market segment.

• More African Americans are using the Internet to "scope out" ideas and options for vacations and getaways. Participants noted they would appreciate online access to price information. They appear not to be using these sites to finalize reservations, though. Some participants said that when it comes to making final plans, they use travel agents or contact with facilities via telephone.

• As with other groups, parents consider their children when making vacation plans. Parents often see hotel choice as one area where the kids' preferences can take precedence without making a huge difference to the budget or inconveniencing the parents. Consequently, consider offering the following to appeal to kids and attract repeat visits: cable TV with a great deal of channels and indoor swimming pools (activities for children when parents may need to rest). Other offerings that will appeal to practical parents: free breakfast, a laundromat, childcare or safe environment for kids to play and a kitchenette.

• Singles appear to prefer more exclusive hotel accommodations - the more amenities the better (parents like this too - especially for romantic getaways). Mentioned were: exclusive hotels, clean rooms, good service and all the extras, e.g., spas, massages, complimentary champagne, night clubs with good live music - preferably jazz.

• Other than lodging, many decisions are made after the family arrives at the destination. Collaborate with local businesses to refer visitors to each other. Work out reciprocal deals- show your ticket stub for a discount next door, our customers are entitled to use the hotel pool, etc.

• Parents tend to choose vacation destinations that offer something for everyone in the family ("if the kids aren't happy, nobody's happy"). Children don't have much influence in choosing the destination, but they definitely influence what the family does when it gets there. Promotional budgets designed to attract children are better spent locally or on the premises rather than an extensive campaign using children oriented media. Showing children and family having fun in advertisements is sufficient.

Applications for Designers

Photographers, Ad Agencies, Literature Editors, etc.

These conclusions are based on focus groups conducted in Milwaukee, Minneapolis and Chicago in November 2000.

• African Americans - particularly those in Minneapolis - were very vocal about how African American families are depicted in publications or television ads. They said pictures of a father and son or a mother and child may fuel the stereotype of broken homes or absentee fathers. They want to see more "whole" family units in pictures - both parents and children engaged in activities.

• This segment was very interested in seeing photographs of African American families enjoying themselves on a Wisconsin getaway.

• African American adults in Chicago and Minneapolis expect and appreciate marketing messages designed to communicate with them. This can be easily accomplished by advertising directed at the mainstream market through ads that include photographs of African Americans enjoying recreational activities.

• The couples' television commercial that showed an African American couple at the very end dancing, was viewed as negative by some. Participants said dancing was stereotypical, and commented that they enjoy some of the "mainstream" activities such as horseback riding, canoeing, etc. depicted in the television commercial.

• This segment was also very interested in seeing photographs of African American couples and friends groups enjoying themselves on a Wisconsin getaway.

• It was noted in the groups that pictures should portray realistic settings and environments where African American families, couples or groups of friends are enjoying the state.

• When targeting African Americans in television and radio advertising, it's not necessary to use colloquial dialects ("slang"). Point in fact, some participants were offended at the use of slang, the use of stereotypical names (Maleek), and "dropping the g's," in the Stay A Little Bit Longer radio commercial that referred to "fishin', boatin', etc.

• Overall, participants preferred the state's major travel publications such as The Official Travel Guide and The Calendar of Events and Recreation Guide but felt there was a strong need to have more photographs of "themselves" depicted recreating and enjoying a variety of seasonal activities. Pictures showing various ethnic groups engaged in activities also helped African Americans feel welcome.

• Many of the participants felt that the So Close to You, So Much To Do new African American vacation guide was very limited in scope due to the emphasis on a few areas of the state and summer activities. They also found it somewhat patronizing as it was only depicting African Americans and in very selective settings.

• Sound used in radio and television ads reaching out to African Americans does not have to use ethnic music. Moreover, the Minneapolis focus group participants specifically commented that jazz and rhythm and blues music accompanying ads was misleading, "this doesn't say Wisconsin". They tend to associate jazz with places such as New Orleans, while blues music is associated with areas they consider more cosmopolitan, such as Chicago.

• Chicagoans and members of both the Minneapolis and Milwaukee focus groups liked the "Stay A Little Bit Longer," music and said the mainstream music was low-key, soothing, and relaxing - traits they associate with vacationing in Wisconsin.

• Parents look for a mix of active and restful periods in their vacations, and a photo montage should reflect that. They know a family vacation has to appeal to varied tastes and they try hard to carve out a few moments of serenity for themselves while keeping their children busy. Photos of parents lounging while children romp will appeal to them.

• Scenic, picturesque, peaceful photos (lighthouse at sunset, snow on trees, fall color) appeal greatly to participants (singles and couples). These pictures are especially liked when participants think of getaways that don't include children.

• Photos that show activity (activities that involve the whole family for people with children) are appealing. Canoeing, boat tours, horseback riding, fishing, paddlewheel boats, water slides, and skiing. Include lots of diversity in these photos; the audience wants to "see themselves" engaged in the fun things they like.

• Summer is more appealing than winter. Use ski and snow pictures sparingly for general interest, and reserve photos for winter-focused publications. As you might expect, people from Illinois are more interested in traveling for snow than people from Minnesota are, so if your promotion will be geographically targeted, use the winter scenes accordingly. Show scenery and activities they can't find in their own state.

• Almost all women, and some men (especially those with mates) said shopping is important in vacation planning. Participants with teen girls, said shopping is a very important activity during vacations. However, photos of outlet mall shopping didn't receive enthusiastic reactions from anyone. Photos of antique shopping and the farmers market appealed to some, but not all. The cheese shop was dubbed "boring" by some participants. Tentative recommendation: show appealing products (clothes, shoes, ethnic art), whole family units engaged in shopping and familiar brand names being purchased in interesting or boutique shopping areas rather than conventional malls.

Overall Results of Photo Sort Exercise

Of the photos used in the photo sort exercise, the most popular are shown in the table below. The ratings given were derived by assigning a numerical value to each of the three sort categories (3=Good, 2= Okay, 1=Bad). Each group was asked to select, as a group, which category to assign the photos. The group consensus was tallied and scored, then averaged across all groups. All three groups rated these pictures "Good" or "Okay."

Photo	Ranked	Comments
Lighthouse Sunset (#1)	Top tier	"Pretty colors. Relaxing."
Paddleboat riverboat (#6)	Top tier	"Looks like fun."
Bicycle at sunset on lake (#14)	Top tier	"Relaxing. Pretty. I would do that."
Autumn waterfall (#7)	Just missed top tier	"Colorful, peaceful, pretty."

Some least popular photos are shown in the table below. The only photo that every group considered "bad" was the family camping photo. This photo was a daytime camping scene with no fire or particular activity. Comments were that it "looks boring," or "I wouldn't do that."

Photo	Ranked	Comments
Fisherman in boat w/Northern on line	Very low	"I like the sunset." "I like the sunset and the fishing part. I just don't like to touch fish. The catching part is fun."
Young adults tubing indoors	Bottom tier	Didn't "see themselves" in the photo.
Young Hispanic women at Devil's Lake	Bottom tier	Participants said it showed little activity but, more importantly, it "looks dangerous."

Rankings and comments for the other photos are shown below. Consistent with the previous comments above, participants tended to like activity in photos, colorful scenery or see representations of themselves.

Photo	Ranked	Comments
Caucasian kids on boat tubing	Very high	"No black people."
Kids snowboarding	Very high	Pictures of kids having fun is always a good sell.
Couple canoeing Kickapoo River	Very high	"So-so." "A little scary; little boat, big rock." "I've been on the canoe ride and white water rafting when I was there, so it was fun." "It's beautiful; it looks like up north in Wisconsin."
Mixed ethnicity children on carnival ride	Very high	.this says, "Kids. Fun. Happy. Can make a vacation or break it (kids being happy)." "I don't like the scenery in the background. Take the building out of the background." "Not realistic. All the other shots, you might have one or two black kids, that one you have like five on there, and that's not realistic.and the white kid is sitting by herself."
African American girl on beach	Very high	Liked. No particular comments
African American couple indoor tubing	Very high	"So-so, but doesn't say Wisconsin to me." "Looks inviting.on a hot day, you get in the water and play."
Mixed ethnicity children on beach	Very high	Liked kids having fun. No particular comments.
Sternwheeler - Julia Belle Swain	Fairly high	"Liked - I like ferry boats." "I liked; I went on a .boat like that once and I liked it."
Winter pine on rock bluff	Fairly high	Scenic.In general, all groups liked pretty scenery.
Whitewater rafting	Okay	"No black people." "Just so-so." "I ain't kidding no black people. We like that kind of stuff." "(don't like) the danger involved with whitewater rafting."
Family biking	Okay	Pictures showing family units having fun were well received.
Family snowmobiling	Okay	"When you think of snowmobiling, you think of speed, and that pictures doesn't (leave you with that impression)."
Native American children dancing	Okay	Colorful. No other particular comments,
Kids on Milwaukee beach	Okay	Liked kids having fun. No particular comments.
African American children go-karting	Bottom tier	Didn't like the yellow car. "I liked it."

Overall Results of Publication Review Exercise

For this exercise, each group was asked to review four publications: 2000 Spring/Summer Event & Recreation Guide, the 2000/2001 Fall/Winter Event & Recreation Guide, the Official 2000/2001 Travel Guide, and the So Close To You, So Much to Do publication geared to African Americans. Respondents were asked to indicate which photos they found most appealing and which they found most unappealing in terms of planning a vacation. They were allowed to choose, as individuals, as many or as few photos as they wished from each publication. The number of times a picture might be selected varies from picture to picture and group to group depending on how potent the perceived appealing or unappealing attributes of the picture were to the participants.

The following charts list all of the pictures chosen by publication. Each publication shows the overall likeablity by participants. The likeability ratings given were derived by subtracting the percentage of people who selected a photo as unappealing from the percentage of people who selected a photo as appealing. An example is given below.

Example: If 8 out of the 23 total participants said they found a photo appealing the percentage who found the photo appealing and unappealing is 8 divided by 23, or 35.

Photos for each publication are listed in descending order by total likeablity in the following charts. This method accounts for the popularity or lack thereof of the photo chosen and also accounts for how frequently or infrequently it was even considered. Photos selected are rated in popularity from most appealing, highest numbers, to least appealing, negative numbers. Those rated as zero or close to zero are relatively neutral.

African American Adult Rating Chart: 2000/2001 Fall/Winter Guide
						Adults (30)
Page	Description					Appealing	Unappealing	A/U
70	Festival of Lights					47	0	47
6	Grey Rock Mansion					43	0	43
59	Sleighrides					40	0	40
50	Snowmobiling					37	0	37
7	Waterpark - Indoors					37	3	34
57	Sleighrides					40	7	33
11	Circus World Museum					37	7	30
86	International Snow Sculpting					33	3	30
86	Flake out Festival					30	3	27
	Front Cover					27	3	24
60	Romantic Sleigh ride					23	0	23
6	Eau Claire Winter Beach					20	0	20
7	Old Rittenhouse Inn					27	7	20
52	Snowmobiling					23	3	20
56	Sleighrides					23	3	20
63	Sleigh ride at Wilderness Hotel					20	0	20
23	Ski Buddies					20	3	17
13	Ho Chunk Casino					27	13	14
72	Richland County Fair					17	3	14
85	Show Choir					20	7	13
9	Table for Two					13	3	10
20	Rib Mountain Skiing Area					23	13	10
61	Horse Team					13	3	10
68	John Michael Kohler Arts Center					20	10	10
	Inside Front Cover					10	3	7
13	Geneva Lakes Kennel Club					20	13	7
35	Minocqua Winter Park					17	10	7
51	Snowmobiling Publications					7	0	7
69	Farmers Market					10	3	7
70	Botanical Gardens					7	0	7
81	Holiday Parade					17	10	7
10	The Milwaukee Ballet					13	7	6
79	Autumn Harvest					13	7	6
	Inside Back Cover					13	7	6
29	Chart					5	0	5
31	Chart					5	0	5
32	Map					5	0	5
58	Map					5	0	5
9	Food					3	7	4
2	Map					3	0	3
4	Squaw Bay					13	10	3
9	Blackwolf Run Dinner					10	7	3
16	Downhill Skiing					10	7	3
53	Snowmobiling					10	7	3
82	Holiday Folk Fair					10	7	3
5	Map					3	3	0
8	Food - Bayfield					7	7	0
10	Antique Shopping					7	7	0
12	Shopping Fun					7	7	0
14	Map					3	3	0
18	Map of Skiing Locations					0	0	0
26	Map					0	0	0
43	Blue Mound State Park					7	7	0
55	Snowmobiling					10	10	0
67	American Players Theater					10	10	0
78	Run Wild					3	3	0
83	Country Christmas					7	7	0
89	Ski Race					7	7	0
24	Trackin Trails					10	13	-3
25	Friends Skiing					10	13	-3
45	Cross-Country Fun at Elver Park					7	10	-3
65	Skiing					10	13	-3
71	Wilhelm Tell Festival					10	13	-3
88	Snow Shoe Race					7	10	-3
	Back Cover					0	3	-3
77	Cranberry Festival					3	7	-4
41	Christmas Mountain					7	13	-6
74	US Watermelon Seed Championship					17	23	-6
12	EAA					10	17	-7
21	Snowboarding					10	17	-7
22	Snowboarding					13	20	-7
44	Cross-Country Skiing Family					3	10	-7
47	Lake Mendota					3	10	-7
84	Pinecrest Christmas					0	7	-7
11	Neville Museum					7	17	-10
28	Timberland Hills					3	13	-10
39	Devil's Lake State Park					3	13	-10
87	Winter Games					7	17	-10
3	Skijouring					10	23	-13
48	Skiing					7	20	-13
17	Snowboarding					7	23	-16
19	Christie Mountain Skiing					7	30	-23

African American Adult Rating Chart: Official 2000/2001 Travel Guide
						Adults (30)
Page	Description					Appealing	Unappealing	Likeability
70	Riverboat					50	7	43
13	Sunset and Lighthouse					37	0	37
76	Madison Skyline					37	0	37
31	Little Manitou Falls					37	3	34
4	Family Fun					33	0	33
9	African World Festival					33	0	33
58	Kickapoo River					33	3	30
6	Romantic Getaway					30	0	30
	Inside Back Cover					30	0	30
29	Last Supper					27	3	24
	Front Cover					27	3	24
9	Indian					23	0	23
14	Chasing Waves					23	0	23
16	Boardwalk					23	0	23
41	Theater					23	0	23
52	Lower Dells					23	0	23
73	Riverfest, La Crosse					23	0	23
75	Alma Historic District					23	0	23
79	Milwaukee Skyline					23	0	23
85	Monona Terrace/Madison Skyline					23	0	23
38	Dell's Mill					23	3	20
1	Lighthouse					20	0	20
9	Old House					20	0	20
60	Noah's Ark					20	0	20
60	Ho Chunk Casino					30	13	17
10	Camping					27	10	17
42	Warrior Pow Wow					20	3	17
48	Decorative Glass - Museum					17	0	17
50	Lighthouse and Moon					17	0	17
61	Bear Hug					17	0	17
68	Horicon Marsh					17	0	17
80	Bradford Beach					17	0	17
5	Merry-Go-Round					15	0	15
84	Maxwell Street					17	3	14
25	Big Bay State Park					13	0	13
45	Chief Waupaca					13	0	13
61	Duck Tour					13	0	13
80	Betty Brinn Children's Museum					13	0	13
36	Crandon Brush Run					17	7	10
31	Amnicon Falls					15	5	10
20	Packer Hall of Fame					13	3	10
87	Farmers Market					13	3	10
5	Pumpkins					10	0	10
11	Kayaking					10	0	10
19	Cave Point					10	0	10
48	1000 Islands Environmental Center					10	0	10
49	Outlet Shopping					10	0	10
62	Camel Kisses - Circus World Museum					10	0	10
72	Rock Cave					10	0	10
73	Turkish Nook					10	0	10
78	Milwaukee City Hall Clock Tower					10	0	10
82	Milwaukee County Zoo					10	0	10
85	Ice Cream					10	0	10
25	Sea Caves					10	3	7
86	Polar Bear					10	3	7
7	Old Rittenhouse