Envision Omaha

Fregonese Associates, supporting the Heartland 2050 initiative, sought to guide long-term growth and development in the Omaha–Council Bluffs region. While the region demonstrated strong optimism, high quality of life, and positive direction, leaders needed a deeper understanding of resident priorities, trade-offs, and values to shape a unified regional vision. Critical questions included which issues mattered most (e.g., crime, jobs, taxes), how residents defined quality of life, and what type of growth strategies would best balance economic development, infrastructure needs, and community well-being. Without this insight, regional planning risked misalignment with public sentiment and long-term sustainability goals.

Heart+Mind Strategies conducted a comprehensive quantitative research study anchored by a regional survey of 400 residents. The study measured perceptions of quality of life, key policy and economic priorities, and support for various growth strategies. A values-based “laddering” framework was applied to connect functional attributes (e.g., jobs, infrastructure) to emotional outcomes (e.g., peace of mind, belonging) and core values (e.g., security, community). Additionally, the study tested multiple future development scenarios, infrastructure investments, and transportation priorities to understand trade-offs and preferences. This multi-layered approach ensured insights captured both rational decision-making factors and deeper emotional drivers influencing public opinion.