Gomez Research; Strengthening Nonprofit Marketing & Communications

CalOptima OneCare

Project Goals:
To promote enrollment in CalOptima's OneCare health plan among Medi-Cal and Medicare eligible customers in Orange County.

Research Approach:
Focus groups in English, Spanish, and Vietnamese to determine when and how customers select a health care plan, the features that are most important to them, their awareness of the benefits offered by OneCare, and feedback on direct marketing materials.

CalRecycle

Project Goals:
To increase the proportion of California residents who properly maintain their tires as part of a larger effort to reduce the estimated 44 million reusable and waste tires generated each year.

Research Approach:
Multi-lingual focus groups to test the effectiveness of campaign taglines, graphics, and messaging to encourage residents to maintain their tires and a statewide public opinion poll to measure changes in awareness and behavior over time.

Council of Accountable Physician Practices

Project Goals:
To foster the development and recognition of the organized health care delivery system as a model for transforming the way American healthcare is delivered.

Research Approach:
Nationwide qualitative study to gauge awareness and beliefs about organized care, evaluate the effectiveness of language widely used to describe health care systems, and to test the effectiveness of marketing materials advocating the organized health care model.

Cause & Affect

Project Goals:
To inspire a movement to get America healthy by consuming more fruits and vegetables through the promotion of the documentary film, "Fat, Sick & Nearly Dead."

Research Approach:
Message testing with different audiences to understand what motivates individuals to change their eating habits, the extent to which the film resonates with audiences, and to gauge the potential of the film to change beliefs and behavior.

California Healthy Marriages Coalition

Project Goals:
To increase participation in marriage education and relationship skills classes among couples in California as part of a larger effort to improve the well-being of children by strengthening parent relationships.

Research Approach:
A statewide public opinion poll to measure public attitudes toward marriage, divorce, and marriage education and to identify motivators/barriers to participating in relationship skills classes.

Kaiser Permanente Institute for Health Policy

Project Goals:
To identify and analyze significant health policy issues and shape policy and practice.

Research Approach:
Series of focus groups to investigate consumer attitudes regarding healthcare reform, the extent to which consumers value the attributes of an organized delivery system, and their willingness to transition to an organized care system.

L.A. Care Lynwood Family Resource Center

Project Goals:
To improve services provided by the Lynwood Family Resource Center (FRC) and to increase community participation rates.

Research Approach:
A client satisfaction study with FRC visitors and referring physicians to measure awareness and satisfaction with services, understand the perceived value and brand identity of the Center, and to identify the most effective communication channels for reaching out to current and potential clients.

UCLA Alumni Association

Project Goals:
To increase alumni participation among younger and increasingly diverse graduates.

Research Approach:
A series of focus groups with recent undergraduates to understand how they perceive the Alumni Association, how they respond to current and proposed language describing the Association and its benefits, their needs and interests, and the impact of Facebook and other social networks on the changing role of traditional alumni organizations.