Redacted transcripts of open-ended focus groups discussions and follow-on questioning intended to reveal the key socioeconomic realities and hurdles that discourage landowners from enrolling in conservation programs or restoring playas. Focus groups were conducted in areas with large playa clusters as identified by PLJV’s science-based Playa Decision Support System. Researchers selected key landowners in each state for participation, and will use the focus group sessions to learn what landowners think and feel about management of their lands in general, and about conservation of playas specifically. To prepare for the focus groups, workshops were held to solicit input from conservation agencies and partners on what information they need to be more effective. After the research had been completed, a strategic communications planning session will be held to help partners apply specific research results to current efforts and resources to improve outreach efforts to landowners and encourage more playa conservation. The research results will also be shared with focus group participants, letting them know their opinions were heard and understood, and will be used to make changes in programs and outreach efforts.
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