What resources, amenities and services do the people of Central Florida really value?

As myregion looks to help Central Florida sculpt a vision for the future, it is important to understand just what is important to the people who reside in our region. Wirthlin Worldwide, a renowned strategic research organization with United States headquarters in Reston, Virginia and international headquarters in Stockport, United Kingdom, will help us learn the views of people in the region by conducting a value study of the seven counties that encompass myregion.  A significant portion of this values study is being funded by a generous contribution for Deseret Ranches of Florida, an important partner in the future of our region.

Wirthlin Worldwide, which has provided strategic research and consulting for a broad range of private and public sector clients since 1969, has pioneered techniques designed to uncover the rational and emotional underpinnings of human beliefs, choices, and aspirations. They believe that values are the central guideposts for human decision making and that there is a “strategic hinge” which exists, linking the attributes and benefits to the target audience.

Through their study of Central Florida, the group will look to identify the shared, core values that Floridians associate with quality of life, growth, and development of their ideal community. They will explore attitudinal differences among key stakeholder groups such as citizens, business leaders, and local political and regulatory personnel.

Wirthlin Worldwide then will translate this “value landscape” into successful action and communications strategy for myregion in a way that addresses public concerns, generates consensus among differing groups, and instills support and confidence in public leaders and projects.

The value study is beginning this month and will last throughout the spring. Final results will be revealed Summer 2005.