1. Understanding the Values and Priorities of Central Floridians
Prepared for the Central Florida Partnership
February 3, 2017

2. Understanding Who We Are
What are current perceptions of quality of life and how have those changed?
What is the outlook for the future?
How do residents look at the local economy and where it is going?
What are the most important regional priorities?
What are the most important personal priorities and values?

3. How have perceptions of quality of life changed?
The steady increase in self-reported perceptions of quality of life reflect an optimistic outlook among residents of Central Florida. A similar trend was found in 2005 data.
Ladder of Life
Mean rating on a scale from 1 (worst) -10 (best)
Best Possible Life –
Not in FL year round- 7.7
Aged
Worst Possible Life –
Five Years Ago
Today
Five Years from Now
2005 data
6.1
7.1
8.2
BASE: ALL QUALIFIED RESPONDENTS
Q200. Now please imagine a ladder that represents the your quality of life. The ladder has 10 steps and
the 10th step represents the best possible life for you and the first step represents the worst possible life for you. On which step would you say you personally stand at the present time?
Q205. Still thinking about the ladder that represents your quality of life, on which step would you say you stood 5 years ago?
Q210. Still thinking about the ladder that represents your quality of life, using your best guess, on which step will you be standing
on five years from now?

4. Direction of their own community
Subgroup analysis
Similar to 2005 data, most Central Florida residents believe that things are going in the right direction when thinking about their community. This sentiment is highest among those who don’t live in Florida year round and those with higher levels of household income. Those with a more pessimistic view tend to be non-voters, have lower levels of household income and less academic experience.
Direction of Their
Own Community
Wrong Track:
-Not registered to vote- 53%
-Earning <$30K- 53%
-HS or less- 50%
Right direction:
-Not in FL year round- 82%
-Earning $100K+ 77%
2005 data
Wrong Track
30%
Right Direction
62%
BASE: ALL QUALIFIED RESPONDENTS
Q320. Now, thinking about your own community, do you feel like things are going in the right direction today or do you feel things have
pretty seriously gotten off on the wrong track?

5. Perspective on Local Economy
Views of the local economy
Feelings about local economy are tepid with seven in ten viewing it as somewhere between weak and strong. Future outlook is more optimistic as nearly half feel that the local economy is improving.
Perspective on Local Economy
Strength of Local Economy
Direction of Local Economy
Improving:
-Regional transportation elite- 60%
Somewhere in between:
-Lake county- 79%
Getting worse:
-Quality of life elite- 33%
-HS or less- 31%
-Not registered to vote- 30%
-Earning <$30K- 30%
Weak:
-Earning less than <$30K-36%
-Aged %
BASE: ALL QUALIFIED RESPONDENTS
Q600. Based on what you are seeing and hearing from others in the community, would you say the local economy is strong, weak, or somewhere in between?
Q605. Do you think your local economy is improving or getting worse?

6. Importance of Priorities on a REGIONAL Basis
What are the MOST important REGIONAL priorities?
In terms of importance on a region-wide basis, reducing crime, creating better job opportunities, and improving education are seen as top priorities.
Mean Score
Importance of Priorities on a REGIONAL Basis
BASE: ALL QUALIFIED RESPONDENTS
Q315. Please rate each of the following issues where 1 means "not at all important to the future of the region" and 10 means "Extremely important to the future of the region."

7. What are the MOST important PERSONAL priorities?
Top personal priorities share overlap on employment and safety, but education is replaced by traffic as impacting day-to-day quality of life.
Influence on Quality of Life
Negative
53%
Positive
47%
Importance of Priorities on a PERSONAL Basis
Here is the aggregated version of the personal priorities. I’ve combined items where we had somewhat comparable positives & negatives
JOBS = + Plenty of jobs & employment opportunities; - Lack of employment opportunities/Too many low wage jobs
SAFE = + Safe community/Low crime; - Too much crime/Unsafe neighborhoods/ Gangs
HEALTHCARE = + Access to high quality healthcare; - Lack of access to high quality healthcare
SCHOOL = + Good school system (P-12); - Lack of funding for schools
INFRASTRUCTURE = + Infrastructure (roads, utilities, broadband etc.) that meets the needs of the region; - Lack of investment in infrastructure
All others were only asked as a positive or a negative and show their exact wording.
Note: 2005 data are not perfectly comparable due to difference in question set up, but key issues such as jobs, traffic and community safety were among the top issues then, too.
Too small to be included on map
BASE: ALL QUALIFIED RESPONDENTS
Q400. The people of the Central Florida region have mentioned many factors—both positive and negative—that contribute to or detract from their quality of life.  Thinking about the quality of life in the Central Florida region, please identify which one (either a positive or a negative factor) of the following factors has the most significant impact on the overall quality of life for you personally. You may choose a positive or a negative factor depending on which has the greatest impact on your overall quality of life.

8. What are the consequences of these factors?
Influence on Quality of Life
What
PERSONAL VALUES
are triggered by these factors?
NEW
Importance of Priorities on a PERSONAL Basis
NEW
Here is the aggregated version of the personal priorities. I’ve combined items where we had somewhat comparable positives & negatives
JOBS = + Plenty of jobs & employment opportunities; - Lack of employment opportunities/Too many low wage jobs
SAFE = + Safe community/Low crime; - Too much crime/Unsafe neighborhoods/ Gangs
HEALTHCARE = + Access to high quality healthcare; - Lack of access to high quality healthcare
SCHOOL = + Good school system (P-12); - Lack of funding for schools
INFRASTRUCTURE = + Infrastructure (roads, utilities, broadband etc.) that meets the needs of the region; - Lack of investment in infrastructure
All others were only asked as a positive or a negative and show their exact wording.
NEW
BASE: ALL QUALIFIED RESPONDENTS
Q400. The people of the Central Florida region have mentioned many factors—both positive and negative—that contribute to or detract from their quality of life.  Thinking about the quality of life in the Central Florida region, please identify which one (either a positive or a negative factor) of the following factors has the most significant impact on the overall quality of life for you personally. You may choose a positive or a negative factor depending on which has the greatest impact on your overall quality of life.

9. Understanding the consequences of factors
Factors are mapped to their corresponding functional and emotional benefits and then linked to which personal value they most effectively support.
This creates a blueprint for finding the most effective areas to improve quality of life and the personal benefits that result from those improvements.
Value Level
Personal value(s) supported by the emotional benefit
Emotional Level
Emotional benefit(s) associated with each functional benefit
Benefits Level
Functional benefit(s) associated with each factor
Here is the updated map. Lot’s of similarity to new items shown in purple.
Do we want to reframe these as positives and try to integrate into the map in existing pathways (where/if possible)?
I tried to show relative weight of splits where we saw clear dominant pathways.
Attribute Level
Factor that impacts quality of life

10. Concern for the future of the region Overreliance on tourism economy
Central Florida Pathways –Jobs/Opportunity/Affordability (25%)
Enjoyment
Peace of mind
VALUES
Peace of mind
Enjoyment
Well
being
Pride
Personal
security
Family
love
Self
satisfaction
Enjoyment
Quality
of life
Discourage
Do a good job
as a parent
Stress/
Worry
Less
stress
Do other
things
Enjoy
life
EMOTIONS
Makes me happy
Spend time with family/ friends
Enjoy
life
Feel
safe
Spend money on other things
I can
relax
Benefits
Florida economy
Concern for the future of the region
Children have better quality of life
Saves
me time
Can be
active
BENEFITS
Safer
roads
The top three areas that have the MOST impact on personal quality of life revolve around Jobs/Finance, Saftey and Traffic. I have created three slides to highlight these pathways.
One of the interesting findings is that Safety & Finance look similar in terms of emotional benefits and values. The traffic pathway broadens at the emotional/value level and taps into a much wider range of personal benefits and underlying values.
I just did these three for starters (as these are the key areas)
Do we want to focus on these or build additional ones?
Economic hardship
Make more money
Brings in tourism
Enjoy
nature
Children will learn better
Safe and
secure community
Less
traffic
Theme
parks
Growing
class divide
ATTRIBUTES
Living close
to family
Jobs /
Employment
Neighborly/Friendly community
School
system
Access to healthcare
Overreliance on tourism economy
Low cost of living/
Affordable
The beach/
Outdoor recreation
Adequate infrastructure/ Well maintained
Things are local/
Accessible
Variety of
things to do
Note:
New items in purple

11. Understanding Our Responsibilities
How important is a regional vision?
How important are regional priorities?
How well does the region perform on regional priorities?
Which sector(s) should focus on each area?
How well does each sector perform on their respective priorities?

12. Having a regional vision
Long range vision continues to be an important requirement for the region. Performance has improved since 2005 with a significant decrease in the Poor performance category and growth in Fair and Good categories.
Importance
Performance
37%
26%
78%
80%
How important is it that Central Florida has a vision or a long range plan for development in the region?
How would you rate the performance of Central Florida when it comes to planning and preparing for development in the region?
BASE: ALL QUALIFIED RESPONDENTS
Q610. How important is it that Central Florida has a vision or a long range plan for development in the region?
Q620. How would you rate the performance of Central Florida when it comes to planning and preparing for development in the region?

13. Understanding the importance of regional priorities and how well Central Florida fulfills those needs
Priorities are plotted on a quadrant chart to illustrate relative importance and regional performance. A third dimension of sector responsibility is indicated by a small pie chart that shows where the importance and performance of each priority falls on the quadrant chart.
Importance vs. Performance
Sector Responsibility
Regional
High Priorities
Equities
Low Priorities
Differentiators
What is the relative importance of this priority?
IMPORTANCE
Independent
Public
Private
PERFORMANCE
How well does the region address this priority?

14. Understanding Our Responsibilities
A safe environment and safe community
Creating jobs and helping to grow the economy
Access to quality healthcare
Good education system
Importance
% Absolutely/Very
Collaborating and working well together to make the region a great place to live
Providing support and opportunities to the large numbers of workers in low paying jobs
Human services
A wide variety of recreational activities
Mean importance 56%
A welcoming environment and feeling of belonging
Helping the homeless
Feeling that I have a voice in my community
Feeling that I can depend on my neighbors
Religious/spiritual institutions/organizations
Access to a wide variety of shops and retailers
Access to a public transportation system
Arts & community
Mean performance 27%
Performance
% Perfectly/Very Well
BASE: ALL QUALIFIED RESPONDENTS
Q500: For this next question, please think about how you feel about key priorities in the region. When it comes to making Central Florida a great place to live, how important are each of the following features?
Q505: How well does Central Florida fulfill the needs of each of those same features?

15. What are the priorities for each sector?
There is a clear separation of roles: education and safety are for public sector. Private sector is seen to focus on job creation, retail and economic issues. The independent sector is seen as best suited for religious services and homeless outreach. Public and independent both have stake in human services.
Private
Priority
% Key Responsibility
Performance Rating
59%
43%
34%
Independent
Priority
% Key Responsibility
Performance Rating
40%
28%
Public
Priority
% Key Responsibility
Performance Rating
61%
44%
35%
Education
Job creation
Religious/Spiritual
Safety
Wide variety of retail options
Helping the homeless
Human services
Support for low wage earners
Human services =
Poor (0-39) =
Fair (40-59) =
Good (60-79) =
Excellent (80-100)
BASE: ALL QUALIFIED RESPONDENTS
Q525: Please select the three priorities you feel should be the key focus or responsibility for each sector.
Q530a/b/c: Looking at the three priorities you selected for the public/private/independent sector, how well is the public/private/independent sector currently doing?

16. Understanding the Values and Priorities of Central Floridians
Prepared for the Central Florida Partnership
June 16, 2015