This information
collection request, which covers only the second phase of focus
groups EPA is planning on fuel economy labeling, is approved on an
emergency basis for 3 months. It is OMBs understanding that these
approved focus groups are intended solely to provide EPA a
qualitative exploration of issues related to the presentation of
fuel economy information to consumers, and that EPA does not intend
to use results from these focus groups to base decisions or develop
regulatory analysis, reports to Congress, or public statements. For
future rounds of focus groups and/or surveys related to fuel
economy labeling, OMB anticipates that EPA will seek public comment
and consult with and coordinate its research activities with DOT,
DOE, and FTC.
Inventory as of this Action
Requested
Previously Approved
06/30/2010
6 Months From Approved
05/31/2010
192
0
96
912
0
456
0
0
0
This is a request to conduct focus
group research for the Environmental Protection Agency (EPA). As
required under the Energy Policy and Conservation Act (EPCA), EPA
has promulgated regulations which specify the design and content of
fuel economy labels that are affixed on the windows of all cars and
light trucks sold in the U.S. EPA is responsible for developing the
fuel economy labels that are posted on window stickers of all new
light duty cars and trucks sold in the U.S. and, beginning with the
2011 model year, on all new medium-duty passenger vehicles (a
category that includes large sport-utility vehicles and passenger
vans). In 2006 EPA updated how the window sticker fuel economy
values are calculated to better reflect typical real-world driving
patterns and provide more realistic fuel economy estimates.
Beginning in the fall of 2010, increasing market penetration of
advanced technology vehicles, in particular plug-in hybrid electric
vehicles and electric vehicles, will require new label metrics and
presentation to effectively convey information to consumers.
Therefore, EPA has initiated a rulemaking action that will amend
the way in which fuel economy estimates are calculated and/or
displayed, for both conventionally fueled vehicles and advanced
technology vehicles. To ensure EPA amends the label in a way that
is meaningful and understandable to consumers, EPA has developed a
plan to conduct specific market research, the goals of which are to
understand consumers' current use of the label and its relevance
within the vehicle purchase process; identify barriers and
motivators in purchasing fuel efficient vehicles; identify the most
compelling ways to visually portray label information likely to
influence purchasing decisions; and test label designs and public
education messages. To accomplish these goals EPA plans to conduct
a limited set of voluntary focus groups over the course of the
rulemaking to solicit information from a diverse group of consumers
regarding what information displayed on the fuel economy label will
best serve the intended purpose of providing consumers with useful
and meaningful information about the fuel efficiency of the
vehicles they are considering purchasing. EPA will follow-up these
focus groups with an on-line internet survey that will provide
additional quantitative data regarding information developed in
focus groups. EPA is planning three "phases" of focus groups. The
first phase tested consumer understanding and use of the current
fuel economy label and the importance of various information
elements on today's label. This phase also assessed consumer
reactions to the introduction of new information on future labels
for conventionally fueled vehicles. This second phase will focus on
determining what information is most important and helpful on
labels for advanced technology vehicles and how that information is
best presented. Specifically, this phase will test what metrics
(fuel economy and fuel consumption, fuel cost, environmental
performance, etc.) are most appropriate for electric vehicles,
extended range electric vehicles, and plug-in hybrid electric
vehicles and how best to identify that the values of each
identified metric may be different depending on the mode in which
the vehicle is operating. Additionally, the second phase will
evaluate the understandability and worth to the consumer in
displaying the metric values for each mode of operation
individually and/or as a single value reflecting the operation of
the vehicle in a combination of modes (averaging with the use of
several assumptions). The third phase will ask consumers to assist
in developing the most effective and compelling presentation for
the overall label.
EPA plans to conduct
three phases of focus groups to gain information regarding what
information displayed on the fuel economy label will best serve the
purpose of providing consumers with useful, meaningful, and
compelling information. The focus groups must be conducted prior to
EPA's completion of the proposed rule. This second phase will focus
on determining what information is most important and helpful on
labels for advanced technology vehicles and how that information is
best presented. Specifically, this phase will test what metrics
(fuel economy and fuel consumption, fuel cost, environmental
performance, range, battery charge etc.) are most appropriate for
electric vehicles, extended range electric vehicles, and blended
mode plug-in hybrid electric vehicles and how best to explain that
the values of the metrics may be different depending on the mode in
which the vehicle is operating. The scope of each phase of focus
groups is limited and the Phase 2 focus groups will involve less
than 100 people. Detailed burden estimates are presented in the
Supporting Statement. During a meeting with OMB on January 5th of
this year discussing the development of EPA's fuel economy label
rulemaking, EPA noted the desire to conduct focus groups prior to
issuing a proposed rule to ensure that the content and designs are
understood and allow consumers to effectively compare the relative
energy consumption and environmental benefits of conventional
gasoline, hybrid vehicles, plug-in hybrid vehicles and electric
vehicles. OMB at that meeting urged EPA to consider undertaking
more quantitative research, in addition to the focus groups, and
EPA seeks to be responsive to OMB's request by developing a robust
internet survey as a follow-up to the focus groups. EPA seeks this
information on an expedited basis for two key reasons, as
previously addressed in EPA ICR 2343.01: First, manufacturers are
developing a wide range of advanced technology vehicles, including
Plug-in Hybrid Electric Vehicles (PHEVs) and Electric Vehicles
(EVs), that will require new labels as early as this fall.
Manufacturers are eager to have finalized labels available for
these new vehicles and have urged EPA to complete a rulemaking no
later than the end of 2010 to insure that labels are available for
model year 2012 vehicles (beginning in January 2011). Failure of
EPA to complete it's rulemaking in a timely manner will create
confusion and delay for manufacturers and will also increase
consumer confusion and market delays for consumers. Second, EPA's
proposed greenhouse gas regulations for light-duty vehicles will be
going into effect starting with the 2012 model year, and EPA would
like to have a new label design finalized so that 2012 model year
vehicles can be equipped with a new label. This may be especially
important given the increased focus on greenhouse gas emissions and
the likelihood that the new label will have an indication of each
vehicle's greenhouse gas emissions performance. EPA has already
issued a formal ICR notice concerning all focus groups and survey
activities associated with this fuel economy label rulemaking and
the comment period closed on February 1, 2010 (no substantive
comments were received). The normal ICR process does not allow
enough time for EPA to plan for and conduct these focus groups. The
current schedule calls for the second phase of focus groups to be
conducted in the first and second weeks of April 2010. There is no
statutory deadline for the fuel economy rule, but as stated above,
EPA believes it is important to consumers, auto manufacturers, and
to the Agency to complete a rulemaking in time to cover 2012 model
year vehicles. To do this, the final rule must be done by the end
of the 2010 calendar year. The normal time needed for ICR approval
would not provide enough time for EPA to conduct the focus groups
prior to its need to propose the fuel economy rule this
summer.
US Code:
49
USC 32908 Name of Law: Fuel economy information
EPA has started a new
rulemaking action that will amend the way in which fuel economy
estimates are displayed, particularly for advanced technology
vehicles. EPA is focusing on additional metrics beyond MPG,
including fuel consumption metrics (gallons/100 miles, kW-hr/100
miles), Cost metrics ($/mi, $/100 miles, monthly fuel cost, annual
fuel cost, or 5-year fuel cost) and greenhouse gas metrics. Before
defining label options to propose, EPA will conduct three phases of
focus groups to gain information regarding what information
displayed on the fuel economy label will best serve the purpose of
providing consumers with useful, meaningful, and compelling
information. The focus groups must be conducted prior to EPA's
completion of the proposed rule. Phase 1 focus groups will test
consumer use of the current label information, their understanding
of proposed new information, and identify which information best
assists consumers in purchasing fuel efficient and environmentally
friendly vehicles. Phase 2 focus groups will cover EV and PHEV
label information and metrics and review the gasoline engine label
designs. Phase 3 will test both conventional fueled vehicle and
PHEV/EV label designs and potential consumer education messages
that should accompany the introduction of the new label to
consumers. The scope of these focus groups is limited, involving
less than 100 people. Detailed burden estimates are presented in
the Supporting Statement.
On behalf of this Federal agency, I certify that
the collection of information encompassed by this request complies
with 5 CFR 1320.9 and the related provisions of 5 CFR
1320.8(b)(3).
The following is a summary of the topics, regarding
the proposed collection of information, that the certification
covers:
(i) Why the information is being collected;
(ii) Use of information;
(iii) Burden estimate;
(iv) Nature of response (voluntary, required for a
benefit, or mandatory);
(v) Nature and extent of confidentiality; and
(vi) Need to display currently valid OMB control
number;
If you are unable to certify compliance with any of
these provisions, identify the item by leaving the box unchecked
and explain the reason in the Supporting Statement.
Moderator Guide Phase 2 Focus Groups 3_30_10.doc
Phase 2- fuel economy label screener 2010 Draft 4.docx
Focus Group Research for Improving Fuel Economy Label Design and Content: Phase 2