1. Measuring Public Understanding of Particle Physics and its Applications The University of Chicago Survey Lab Fermilab Office of Communication

2. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 2 Communication More critical than ever for particle physics. What is particle physics? Why does it matter to the nation?

3. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 3 Fermilab’s special role As the nation’s only dedicated particle physics laboratory, Fermilab leads the communication effort for US particle physics. We collaborate closely with other labs around the world, with universities, with funding agencies.

4. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 4 Communication tools symmetry magazine, Fermilab Web site, Interactions.org, US LHC, Fermilab Today, brochures, press releases, community presentations, media interviews…..

5. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 5 To make the tools more effective… We need data. Beyond anecdotes.

6. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 6 We’d like to know… What do Americans know of particle physics? What do they think they know? How do they value the discovery of the physical nature of the universe? Its applications? Scientific leadership?

7. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 7 P5 saw the need for systematic data. “At this time there exist few quantitative analyses of the economic benefits of particle physics applications. A systematic professional study would have value for assessing and predicting the impact of particle physics technology applications on the nation’s economy.”

8. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 8 Data are hard to get. Under the Paperwork Reduction Act, federal agencies cannot undertake or fund public surveys without prior approval from the Office of Management and Budget (a complicated process).

9. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 9 Plan of action Collaboration of the Fermilab Office of Communication and the University of Chicago Survey Lab to carry out a comprehensive national opinion survey.

10. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 10 Benefits A more informed communication strategy More effective communication More support for particle physics

11. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 11 Results will benefit… Fermilab University of Chicago national labs with basic science programs universities funding agencies (already expressed interest) HEPAP policy makers opinion leaders

12. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 12 Benefits to the University Data will be useful to University science communicators Unique opportunity for cross-section of students – Harris School of Public Policy, Social Sciences graduate students and undergraduates –“Real world” study – results have real implications –Broadens the horizons of public policy students beyond social policy – a goal of the University Unifies divisions – Social Sciences, Public Policy and Physical Sciences – around a shared goal and project Puts the university at the forefront of an important policy issue

13. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 13 The approach Five stages: 1.Focus group research for questionnaire design 2.Laboratory testing of survey instrument 3.National pilot telephone survey 4.Post-survey focus group discussions 5.Summary analysis and planning

14. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 14 The team Judy Jackson, Communication Director, Fermilab Martha Van Haitsma, Director, University of Chicago Survey Lab Colm O’Muircheartaigh, Professor of Public Policy, Harris School of Public Policy, University of Chicago

15. June 27, 2008 Measuring Public Understanding of Particle Physics and its Applications 15 Questions? Thanks for your consideration!