Case Study

Maricopa Association of Governments

REGIONAL VISIONING
Government + Public Policy

Developing a regional transportation plan guided by public values.

THE CHALLENGE

As the Maricopa Association of Governments (MAG) prepared its long‑range regional transportation plan for the Greater Phoenix area, the organization needed a deep understanding of residents’ values, priorities, and concerns. With major decisions ahead on mobility, infrastructure, and funding, MAG sought clear, credible insights that reflected the perspectives of both engaged stakeholders and the broader public. They turned to Heart+Mind Strategies to illuminate what residents value most about life in the region and what would drive support for future transportation planning and investment.

OUR STRATEGY

We designed a comprehensive, four‑part research program to uncover both the emotional and practical drivers shaping resident perspectives. We began with a Stakeholder Illumination Lab to explore regional values and transportation priorities among community and civic leaders. We then expanded these learnings through a BrightBoard session with general‑public participants to validate themes and surface additional insights. A robust online survey of 1,501 Maricopa County residents provided quantitative depth on transportation behaviors, needs, and funding attitudes. To broaden reach and transparency, we also fielded an open‑access public survey, gathering input from more than 9,000 residents. Together, this mixed‑method design delivered a multidimensional view of the region’s expectations for its transportation future.

IMPACT

The research revealed residents’ overall sentiment about quality of life in the region and clarified the values that shape their views of transportation investment. Through priorities mapping and values‑laddering, we identified the themes and messages most likely to resonate and build public support. These insights helped MAG refine its planning focus, strengthen its communications strategy, and align investment priorities with what matters most to Maricopa County residents—ultimately equipping the agency with a clear, values‑rooted roadmap for shaping the region’s transportation future.