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Telework!Va Research Study: The Tidewater Market

Telework!Va Research Study: The Tidewater Market. Prepared By The Pulsar Advertising Team Southeastern Institute of Research Spring 2004. Background & Methodology. A quantitative online research study among corporate decision makers of large and small businesses in the Tidewater area

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Telework!Va Research Study: The Tidewater Market

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  1. Telework!VaResearch Study:The Tidewater Market Prepared By The Pulsar Advertising Team Southeastern Institute of Research Spring 2004 1

  2. Background & Methodology • A quantitative online research study among corporate decision makers of large and small businesses in the Tidewater area • Sample supplied by the Hampton Roads and Virginia Peninsula Chambers of Commerce • Interviewing conducted June 2 – July 2, 2004 • This report based on 228 completed interviews • Maximum statistical error (at 95% confidence level) is +/- 6.5%

  3. Objective • The overall objective of this study is to understand what elements to import from the current Northern Virginia Telework!Va program to Tidewater. • Specific objectives include: • Identify the best prospects and potential demand for Telework!Va services in Tidewater • Provide input into the ideal packaging and bundling of the existing Telework!Va services • Identify the most meaningful selling messages and communication channels for program roll-out in Tidewater.

  4. Professions: Professional Services: 23% Sales/Customer Service: 16% Manufacturing/Distribution: 13% Marketing/Advertising: 7% Finance/Investment: 5% Government: 5% Non-Profit: 5% Education: 4% Engineering/Architecture: 2% Phone/Communications: 1% Hospitality: 1% Other: 18% Job Titles: President/CEO: 37% General Manager: 17% HR Director: 4% CFO: 4% Vice President: 4% Chairman: 1% IT Manager: 1% Marketing Director: 1% Other: 31% Average Number of Employees: 157 Employees Profile of Tidewater Employers • Gender: • Male: 63% • Female: 37% • Average Age: • 47 Years of Age

  5. Metro Tidewater Area Employers’ Perspective On Air Quality And Traffic Congestion 5

  6. Almost All Of Tidewater Employers Rate The Area’s Quality Of Life Favorably39% rate it “Excellent” Q 1: Overall, how would you rate the quality of life in the Metro Tidewater area?

  7. Virtually All Employers View Traffic Congestion As A Bigger Problem Than Air Quality 97% say traffic congestion is a problem Q 2/3: Do you believe an air quality/a traffic congestion problem exists in Metro Tidewater?

  8. Employers Currently Offering Work Commute Assistance Have A Greater Appreciation For Air Quality Problems Q 2/3: Do you believe an air quality/ traffic congestion problem exists in Metro Tidewater?

  9. Transportation and Traffic Congestion Issues Have A Definite Perceived Impact On Employee Productivity Q 5: How would you describe the affect transportation/daily commute issues have on your employees? Q 6: How would you describe the affect traffic congestion has on your employees’ productivity?

  10. Most Top Executives Are Sensitive To The Impact Of Traffic Issues On EmployeesChart reflects responses of ‘high’ and ‘medium’ only Q 5: How would you describe the affect transportation/daily commute issues have on your employees? Q 6: How would you describe the affect traffic congestion has on your employees’ productivity?

  11. The Larger The Company, The More Likely They Are To Feel The Affects Of Transportation/Daily Commute Issues On EmployeesWhile Company Size Has No Bearing On Views Of Employee Productivity Chart reflects responses of ‘high’ and ‘medium’ only Q 5: How would you describe the affect transportation/daily commute issues have on your employees? Q 6: How would you describe the affect traffic congestion has on your employees’ productivity?

  12. Most Employers Feel A Responsibility To Help Resolve Area Congestion/Air Quality Problems Q 4: How much responsibility do you believe an employer has in helping to solve congestion and air quality problems in the area?

  13. Larger Companies Feel More Of A Responsibility In Resolving Area Congestion & Air Quality ProblemsChart reflects responses of ‘high’ and ‘medium’ only Q 4: How much responsibility do you believe an employer has in helping to solve congestion and air quality problems in the area?

  14. Yet, Few Employers Currently Offer Their Employees Work Commute Assistance Q. 7: Does your company currently offer any type of assistance, other than free parking, that help employees with their work commute?

  15. Key Finding # 1:Tidewater employers recognize the area congestion/air quality problems and its affect on their workforce. While most feel a responsibility in addressing these issues, few offer employees work commute assistance programs. Strategic Implication: Position work commute assistance programs and Telework!Va as an effective, sensible way employers can act on their sense of responsibility and directly benefit themselves. 15

  16. Work Commute Assistance Programs 16

  17. Of The Small Minority That Offer Programs, Flex Time And Telecommuting Are The Most Popular Work Commute Assistance Programs*Among only those who currently or used to offer employee work commute assistance* Q 8/8a: What type of programs does/did your company offer to employees to assist with their work commute? * Data represents only 37 respondents or 16% of the total sample

  18. Employers Find Their Commute Assistance Programs Most Effective For Retention And Productivity* Q 9: How would you rate the overall effectiveness of your employee commute assistance programs in terms of the following business concerns? * Data represents only 37 respondents or 16% of the total sample

  19. Key Finding # 2:Among those that do offer work commute programs – they have a positive reputation as the majority feel they are effective for retention and enhanced employee productivity. Strategic Implication: Link work commute programs/Telework!Va directly to employer benefits. 19

  20. Existing Telecommute Programs 20

  21. Most Telecommute Programs Are Informal*Among only those who currently or used to offer employee work commute assistance* Q 11: What type of telecommuting program does/did your company currently have or previously had? * Data represents only 8 respondents or 4% of the total sample

  22. Employers Who Offer Telecommuting To Their Employees Report An Average 59% Of Their Workforce Currently Telecommutes*Definition: Employees working at home or telecommute center, during some or all of their regular working hours at least 8 days a month * Employers who offer an informal program report an average 53% of their workforce telecommutes Employers who offer a formal program report an average 100% of their workforce telecommutes However, due to small sample size, no statistically significant difference can be concluded from these findings. 22

  23. Savings To Employees And Employee Retention Lead The Way As Perceived Benefits To Telecommuting ProgramsMuch more so than recruitment and productivity Retention Productivity Recruitment Q 15: What do you see as the major benefits of a telecommuting program?

  24. Twice As Many Of Those Who Currently Offer A Work Commute Program Find A Telecommute Program Beneficial For Increased Productivity Q 15: What do you see as the major benefits of a telecommuting program?

  25. Key Finding # 3:Telecommuting programs work! Employees participate and employers see direct benefit in employee retention and enhanced employee productivity. Strategic Implication: Bring specific benefits – employee retention and productivity – to life in the Telework!Va marketing efforts. 25

  26. Barriers To Telecommuting Programs 26

  27. While There Are Many Reasons Companies Hesitate To Offer Telecommuting Programs, Their Biggest Concerns Center Around Managing And Performing Work Cannot affect Does the work get done? Soft Q 14: Why do you not currently offer a telecommute program to your employees?

  28. Many Of These Reasons Are “Concerns” Or Issues Based On Perceptions, Not Issues Based On Facts Or Experience. Example: Employee Interest 28

  29. Employers Feel That Only A Third Of Their Employees Are Interested In A Telecommute ProgramMany are uncertain of their employees’ interest in Telecommuting Q 19: What is your Employee’s current attitude about telecommute programs?

  30. From A 2001 Resident Study, We Know That Almost 60% Of Tidewater Area Residents Were Were Interested In Telecommuting At Least On An Occasional Basis* Q. If your company allowed it, would you be interested in working from a location other than your central workplace on a regular/occasional basis? * Source: Fitzgerald & Holliday’s 2001 Telework Study

  31. Key Finding # 4:There are many different barriers to embracing telecommuting programs. Managing/producing work are the biggest perceived roadblocks. This and other reasons are based on perception, not experience. Past negative experience with telecommuting is a non-consequential barrier. Strategic Implication: Address concerns head on with facts and unassailable evidence. Special attention should be accorded employee supervision/productivity, and appreciation of cost-benefit (ROI) of a telecommute program. 31

  32. Interest In And Support For The Telework!VaProgram 32

  33. 38% Are Interested In The Telework!Va Program Q 21: Now that you have an understanding of the program and its accountability requirements, how interested would you be in participating in this Telework!Va Program if it were available to you today?

  34. Realistic Level of Demand: 1 Out of 8Applying A Discount Model To Level of Interests Suggests That The Potential Market For The Telework!Va Program in Tidewater Could Be As High As 12% Demand Discount Model A more realistic potential for market demand can be obtained by applying a standard demand forecasting discount model where market potential equals 50% of those who say they are “Very interested” plus 25% of those who say “somewhat interested” in the product concept. Q 21: Now that you have an understanding of the program and its accountability requirements, how interested would you be in participating in this Telework!Va Program if it were available to you today?

  35. Professional Services Are Most Likely To Embrace Telework!VaWhile Manufacturing and Distribution Are Least Likely To Do So Q 21: Now that you have an understanding of the program and its accountability requirements, how interested would you be in participating in this Telework!Va Program if it were available to you today?

  36. Two Out Of Five Feel The Telework!Va Incentive Program Would Motivate Their Company To Adopt Telecommuting Q 32/33: How likely would this program be to motivate your company to expand/begin to look into a telecommute program?

  37. And 37%* Of Company Presidents And General Managers Would Personally Support Telework!Va * Management in this study skews to the highest c-class level. Q 30: If Telework!Va came to your attention, would you personally work to see that it was considered for implementation in your company?

  38. Small and Big Business Management Would Support Telework!Va Implementation In Their Company Q 30: If Telework!Va came to your attention, would you personally work to see that it was considered for implementation in your company?

  39. There Is No Set Reason That Two-Thirds Are Not Interested In Telework!Va • Telecommuting is not practical for business • Need more information to evaluate • Have no need for it • Too much time involved in implementation

  40. When Asked For Suggestions For Program Improvements, Two Thirds Say “Nothing In Particular” Q 29: Are there any changes or improvements that you would like to suggest to make Telework!Va more appealing to you or your company?

  41. Key Finding # 5:Over a third of companies are interested in Telework!Va. And 40% of senior management* feel the program would motivate them (their company) to consider telecommuting, and over a third would personally support this cause! Strategic Implication: Launch Telework!Va in Tidewater. Leverage high-level personal interest of c-class executives in the program. * Management in this study skews to the highest c-class level. 41

  42. Telework!VaProgram AccountabilityRequirements 42

  43. A Majority Find All Program Accountability Requirements Reasonable Q 20: How reasonable would you say are the accountability requirements necessary for program participation?

  44. For The Most Part, Even Those Uninterested In Telework!Va Say The Requirements Are Reasonable Q 20: How reasonable would you say are the accountability requirements necessary for program participation?

  45. Key Finding # 6:Most find the program accountability requirements reasonable. Strategic Implication: The basic Telework!Va Program can work with its current accountability requirements. * Management in this study skews to the highest c-class level. 45

  46. The Importance Of Telework!Va’s Financial And Program Assistance Incentives 46

  47. Telework!Va’s Financial Incentive Is Most Important To Business InterestOn a scale of 1 – 5, where ‘1’ is “Most Appealing” and ‘5’ is “Least Appealing” • Incentive Level – Up To 10 Employees or $35K 1.9 average • Program Development Assistance 2.7 average • Online Training/Educational Assistance 3.2 average • Equipment Lease 3.3 average • IT/MIS Technical Assistance 3.6 average Q 23: Looking at specific aspects of the program, which are most important to you in your interest in the Telework!Va program?

  48. Half Think A Financial Incentive Is Absolutely Necessary Q 24: Do you think a financial incentive is absolutely necessary to motivate companies to seriously consider implementing a telework program?

  49. Even Those Uninterested In The Program Feel A Financial Incentive Is Necessary Q 24: Do you think a financial incentive is absolutely necessary to motivate companies to seriously consider implementing a telework program?

  50. Younger Respondents Find Financial Incentives Absolutely Necessary Q 24: Do you think a financial incentive is absolutely necessary to motivate companies to seriously consider implementing a telework program?

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