Shaping the future of Utah Lake
My Role: Market Research Lead
The Utah Lake Authority (ULA) wanted to gain a comprehensive understanding of public perceptions surrounding Utah Lake. This research aimed to uncover why people choose or do not choose to visit the lake, as well as the underlying beliefs that shape these decisions. The goal was to identify opportunities to enhance both the recreational experience and overall management of the lake.
Measuring Perceptions and Behaviors
To explore these questions, I conducted a survey with 400+ participants across nine Utah counties, focusing on:
Lake Usage: Why do users choose Utah Lake? What draws them to it over other recreational options?
Perceptions & Beliefs: What drives attitudes toward the lake? Are there misconceptions influencing public opinion?
Generational Differences: How do perceptions vary between longtime residents and newer community members?
Non-User Attitudes: What do non-users think about Utah Lake’s value and the importance of its preservation?
Key Insights
The research revealed five critical insights:
Recreation & Accessibility: People enjoy Utah Lake for its recreational opportunities and convenient location.
Concerns About Water Quality: Cleanliness and water safety are top concerns among residents.
Stereotypes & Misinformation: Many people base their opinions on longstanding stereotypes rather than firsthand experiences.
Ecological Importance: A significant number of residents recognize Utah Lake’s environmental significance.
Family Influence: Attitudes toward the lake are often shaped by generational experiences and family history in the area.
Bringing user voices to life
To deepen our understanding, I conducted a series of structured interviews, intercept interviews, and focus groups with both users and non-users. These conversations provided additional context to the survey findings and helped identify specific areas for improvement. I also developed user personas to visualize key audience segments and their unique motivations, concerns, and behaviors.
Impact
This research identified 12 strategic opportunities to improve the management and perception of Utah Lake, along with 30 actionable recommendations to enhance recreational facilities and amenities. The findings will serve as a foundation for policymakers to advocate for change, secure funding, and implement sustainable, long-term strategies for Utah Lake.