Data on Cooperatives

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					                                                                                                     usda.gov Audience Types
                                                                                                              DRAFT


      Audience Type                     Sub-Groups                        Comments                                      User Intentions                            Funding           Number           Agencies
                                                                                                                                                                   Allocated         Served
      Citizens/Customers                                                                                                                                           Note: Users and funding allocations may fall across multiple groups.
      Producers                         Farmers, Ranchers, Aquaculture,   Includes all farm aid programs, including     Farm loans, price supports, export         $41.0B           2.2M              FSA, FAS, AMS, GIPSA,
                                        Minority and Specialty Crop       programs aimed at small and                   assistance, marketing assistance, grain                                       RMA, ARS, ERS, NASS,
                                        Producers                         disadvantaged farmers. May differ             inspections, crop insurance, risk                                             APHIS, CSREES
                                                                          significantly by region and crop.             management, agriculture research
                                                                                                                        programs and information.




      Low Income Families and                                             Includes all individual and family and non-   Food stamps, WIC, rural housing,           $36.0B            20M              FNS, RHS, Office of
      Individuals                                                         farm assistance programs except child         community development, CACFP, other                                           Community Development
                                                                          nutrition                                     FNS programs

      Children and Caregivers                                             Number served is School nutrition             School meals, CACFP, other FNS child       $10.3B            30M              FNS
                                                                          participants plus CACFP                       nutrition


      Agribusinesses and Cooperatives                                     Includes all non-farm agriculture-related  Agricultural research, market news,           $9.5B             100,000          ARS, ERS, NASS, FAS,
                                                                          businesses, including processors / packers grading/cert., market access, rural                                              AMS, GIPSA, RBS
                                                                          and cooperatives                           business and coop programs




      Landowners and Conservationists                                                                                   National forest system, NRCS programs,     $8.5B             10M              FS, FSA, NRCS, APHIS
                                                                                                                        Conservation Reserve, Animal Health                          landowners

      All Americans                     Spanish Speaking Users, Non-      USDA provides public goods/services that      Conservation programs, food safety,         $6.5B            285M             FS, FSIS, CNPP, APHIS,
                                        USDA Government Users             benefit all Americans.                        nutrition programs, public health programs,                                   NRCS
                                                                                                                        travel and recreation, disaster assistance

      Rural Communities and                                               Includes programs aimed at increasing     Empowerment zones and communities,             $5.9B             2.5M             RBS, RUS, FAS, OCD,
      Businesses                                                          rural employment as well as programs that rural utility, business and coop programs,                                        GIPSA, APHIS
                                                                          help rural communities in general         FAS credit guarantees and export
                                                                                                                    assistance




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                                                                                                     usda.gov Audience Types
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      Audience Type                     Sub-Groups                         Comments                                      User Intentions                           Funding     Number        Agencies
                                                                                                                                                                   Allocated   Served
      Researchers and Academic          Educators, Students                                                              ERS and NASS data research, ARS           $2.2B       3,300+         ARS, ERS, NASS,
      Community                                                                                                          research, CSREES research and grants                  Colleges; 1.3M CSREES
                                                                                                                                                                               researchers




      Legislators                                                                                                        Intentions are constituent driven         ?
      National and Local Media                                                                                           Intentions are event driven and include   ?
                                                                                                                         drought, fraud investigations, program
                                                                                                                         highlights

      Business Partners
      Food Distribution and Supply                                         Includes all programs where state and local Commodity/Warehouse Operations, Food        $63.3B                    FNS, FAS, FSA, AMS
      Chain Companies                                                      governments participate or cooperate in     Stamps, Export Programs, Marketing                                    GIPSA, APHIS, FSIS
                                                                           administration                              Certification Programs, Grain Market
                                                                                                                       Programs, Food, Plant, and Animal
                                                                                                                       Inspections


      Federal, State and Local agencies State Departments of Agriculture   Food stamps and school lunch make up          All FNS Programs, NRCS Conservation       $46.3B                    FNS, NRCS, RUS, FS
      and Organizations including                                          $36B of this amount; includes public bodies   Programs, FS Fire and Forest Programs,                              OCD, RHS, CSREES,
      Schools and public bodies                                            like nonprofit corporations, associations,    Rural Utility and Community Facility                                APHIS, NASS, RD
                                                                           municipalities, special-purpose districts,    Programs, Community Extension
                                                                           cooperatives and Federally-recognized         Programs, Animal and Plant Exclusion
                                                                           Indian Tribal groups.




      Banks, Lenders and Housing                                                                                         FSA and Rural Development Loans, FAS   $15.4B                       FAS, FSA, RD
      Developers                                                                                                         Credit Guaranteed RHS Housing Programs


      Agribusinesses and Land-based                                                                                      Export Programs, Inspections, Mining and $10.8B                     FAS, FSIS, FS, RBS,
      Products Companies                                                                                                 Forestry Programs                                                   APHIS, NRCS, RMA

      Colleges, Universities and                                           Includes all programs where state and local NASS and ERS Data Research, ARS       $5.5B                           ARS, CSREES, ERS,
      Research Partners                                                    governments participate or cooperate in     Research, CSREES Grants and Programs,                                 NASS, CNPP, NRCS,
                                                                           administration                              CNPP Research, Community                                              OCD
                                                                                                                       Development Programs


      Insurance Companies/Agents                                                                                                                                   $2.1B                     RMA
                                                                                                                         crop insurance and risk management
      Employees




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                                                                            usda.gov Audience Types
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      Audience Type                 Sub-Groups   Comments                                        User Intentions                                  Funding     Number        Agencies
                                                                                                                                                  Allocated   Served
      Prospective Employees                      Group includes everyone looking for             Employment with USDA. May be                                               All Agencies
                                                 employment at USDA. Will include                intergovernmental transfer, reassignment,                                  Staff Offices
                                                 individuals working for other Government        technical, college recruiting offices,                                     Departmental
                                                 Agencies as well as at large applications.      professional recruiters. Applications for part                             Administration. HR would
                                                 Group will vary significantly by job category   and full time.                                                             be specific department.
                                                 and position being applied for.




      All USDA Employees                         Employee HR Information                                                                                      100,000       All Agencies



      Service center employees                   Farm Service Agency, Natural Resources                                                                       27,000        Farm Service Agency
                                                 Conservation Service, Rural Development                                                                                    Natural Resources
                                                 agencies                                                                                                                   Conservation Service
                                                                                                                                                                            Rural Development
                                                                                                                                                                            agencies

      Headquarters employees                     All Agencies, Staff Offices, Departmental                                                                    11,500        All Agencies
                                                 Administration                                                                                                             Staff Offices
                                                                                                                                                                            Departmental
                                                                                                                                                                            Administration

      State and regional office                  FSA, RMA, Rural Development, FSIS,                                                                           10,000        FSA, RMA, Rural
      employees                                  NASS, ARS, APHIS, Forest Service,                                                                                          Development, FSIS,
                                                 NRCS, GIPSA, FNS                                                                                                           NASS, ARS, APHIS,
                                                                                                                                                                            Forest Service, NRCS,
                                                                                                                                                                            GIPSA, FNS

      Foreign employees                          Foreign Agricultural Service                                                                                 staff in 77   Foreign Agricultural
                                                                                                                                                              nations       Service

      Field employees/Inspection                 APHIS, FSIS, GIPSA, AMS                         Food inspectors at plants, Food and                          15,500        APHIS, FSIS, GIPSA,
      employees/Compliance                                                                       animal/plant inspectors at ports, Grain                                    AMS
      Employees                                                                                  inspectors
      Lab and Field Research                                                                                                                                  4,000         ARS, APHIS, FSIS, FS
                                                 ARS, APHIS, FSIS, FS
      Forest Rangers and National                                                                                                                             25,000        Forest Service
      Forest Field Employees                     Forest Service




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                                                                                            usda.gov Audience Characteristics
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            User Group                                             Producers                                 Agribusinesses and Cooperatives                        Low Income Families and Individuals
                                                                 Characteristics                                          Characteristics                                          Characteristics
            Overview
               Source                          OCIO Marketing and Grower Relations Assessment           USDA eGovernment Readiness Assessment, ERS                USDA eGovernment Readiness Assessment
                                                                                                        User Persona

               Contact                         eGovernment team (eGov@usda.gov)                         eGovernment team (eGov@usda.gov)                          eGovernment team (eGov@usda.gov)
               User Description (High Level)   Includes all producers, including small/                 Includes all non-farm agriculture-related businesses      Low income families and individuals that are
                                               disadvantaged farmers, minority and non-English          including processors, packers and cooperatives.           recipients of (non-farm) assistance programs.
                                               speaking producers. May differ significantly by region
                                               and crop.                                                Desire ready access to public meeting
                                                                                                        announcements, enforcement reports, HACCP plans,
                                               The OCIO assessment focused on farmers known to          technical assistance, and other activities aimed at the
                                               be Internet users and suggested by USDA staff            regulated industry. May also include people looking
                                               (innovators and Leaders psycho-graphically).             for temporary food licenses and may need to link to
                                                                                                        FDA.




               Job/ Role Title                 Customer                                                 Customer                                                  Customer
               Related Sub-Groups              Farmers, Ranchers, Aquaculture, Minority and             N/A                                                       N/A
                                               Specialty Crop Producers

               Size of Group                   2.2 million                                              100 thousand                                              20 million




            General Attributes
               Gender                          Vast majority are male
               Typical Age                     Age ranges from 25-65; average age is over 50

               Linguistic Ability (Language    Majority fluent in speaking and reading English,     Fluent in speaking and reading English
               Spoken, Written)                second largest language is Spanish.
               Education Level                 Majority have minimum of high school education; rest Majority have minimum of 4 year college level
                                               are variable.                                        degree. Many have a more advanced graduate
                                                                                                    degrees.
            Skills and Knowledge
               Frequency of interaction with   Most go to FSA offices 4-8 times per year.
               USDA




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                                                                                               usda.gov Audience Characteristics
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            User Group                                                Producers                                Agribusinesses and Cooperatives                      Low Income Families and Individuals
                                                                    Characteristics                                        Characteristics                                          Characteristics
            Overview
               Method of Interaction             In-person visits to USDA field offices. Most tech-       Largely Internet. Uses the Internet 2 to 3 hours each
                                                 savvy producers are currently using USDA's online        day to research market trends and the way the market
                                                 applications. Producers often interact with USDA         will affect the bottom line business.
                                                 through the mail or through intermediaries
                                                 (processors, elevators, etc.)
               USDA Agencies that user interacts Primarily FSA, NRCS. Also FAS, AMS, GIPSA, RMA,          ARS, ERS, NASS, FAS, AMS, GIPSA, RBS                    Food and Nutrition Service, WIC, Rural Housing
               with                              ARS, ERS, NASS, APHIS, and CSREES.                                                                               Community Development

               Programs / services that user      Includes all farm aid programs, including programs      Agricultural Research, Market News, Grading/Cert.,      This group is interested in information on food
               seeks from USDA                    aimed at small and disadvantaged farmers, as well as    Market Access, Rural Business and Coop. Programs, stamps, WIC, rural housing, community development,
                                                  minority and non-English speaking producers.            policy information, notices, directives, laws. May also CACFP, and other FNS programs.
                                                  Programs/services may differ significantly by region    include people looking for temporary food licenses
                                                  and crop.                                               and may need to link to FDA.

                                                  eForms, eLDP, news on Farm Bill and programs
                                                  specific to their crop or region, farm loans, price
                                                  supports, export assistance, marketing assistance,
                                                  grain inspections, crop insurance, risk management,
                                                  agriculture research programs and information




               Experience using Internet          Variable. A total of 43 percent of U.S. Farms now       Comfortable with a computer. Uses the Internet          Though Internet use is increasing (up 78% in the past
                                                  have Internet access, compared to 29 percent with       regularly.                                              year), among this user group it is still very low. 24%
                                                  Internet access in 1999. Of the U.S. farms with                                                                 use the Internet at home.
                                                  Internet access, 6 percent use the Internet to
                                                  purchase agricultural inputs, to conduct agricultural
                                                  marketing activities and to access NASS reports
                                                  while 9 percent access other USDA reports and
                                                  research information.

                                                  In 2001, 73 percent of U.S. farms with sales of
                                                  $100,000 and more have access to a computer, 69
                                                  percent own or lease a computer, 55 percent are
                                                  using a computer for their farm business, and 58
                                                  percent have Internet access. For farms with sales
                                                  between $10,000 and $99,999 the figures are: 53
                                                  percent have access to a computer, 47 percent own
                                                  or lease a computer, 30 percent are using a computer
                                                  for their farm business, and 39 percent have Internet
                                                  access. For Farms with sales less than $10,000, 50
                                                  percent report having computer access, 45 percent
                                                  own or lease a computer, 20 percent use a computer
                                                  for their farm business, and 40 percent have Internet
                                                  access.

               Formal or informal training with   None                                                    None                                                    None
               USDA sites (please specify)
            Attitudes and Culture




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                                                                                            usda.gov Audience Characteristics
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            User Group                                              Producers                                  Agribusinesses and Cooperatives                          Low Income Families and Individuals
                                                                  Characteristics                                            Characteristics                                            Characteristics
            Overview
               Attitude toward job/task to be   Highly motivated to complete tasks. Farmers are very      Users tend to be goal oriented and business minded.
               completed. User intentions.      interested in:                                            They use the Internet to research market forces that
                                                - online recognition of benefit eligibility,              will impact bottom line business. They also use
                                                - application for benefits, and                           research findings to analyze current and future
                                                - completion of forms.                                    company procurement strategies, and prepare reports
                                                                                                          and presentations to business executives,
                                                                                                          shareholders and the board of directors.

                                                                                                          This group desires ready access to public meeting
                                                                                                          announcements, enforcement reports, HACCP plans,
                                                                                                          technical assistance, and other activities aimed at the
                                                                                                          regulated industry.




               Attitude toward conducting       Variable; ranging from very negative to very positive. Good. Users are comfortable using a wide range of
               services online                                                                         online sources including periodicals, commodity
                                                They want to receive the benefits of registration, but industry websites, and government sites.
                                                want to minimize time doing non-farming work
                                                activities.

               Barriers to use                  Barriers are:                                                                                                         Barriers are:
                                                - Heavy dependence on service centers and private                                                                     -Low literacy rates
                                                sector intermediaries to determine program eligibility                                                                -Seniors experience problems with eye sight and
                                                and complete registration forms.                                                                                      dexterity
                                                - Internet use is less common among older members                                                                     -Language barriers
                                                of group.                                                                                                             -Lack of relevant content available to this user group
                                                - Many find current USDA applications very difficult to
                                                use or access.




               Attitude toward USDA             USDA is essential to their business, both as an           Obtaining information from USDA is essential to
                                                information source and as a provider of subsidy.          business. Users look to ERS and NASS for economic
                                                                                                          analysis and data, and USDA and other government
                                                                                                          sites for information regarding trade policy, regulation,
                                                                                                          and legislation issues.
               Attitude toward program or       Current USDA.gov is easy for users to follow, but
               service being provided           does not provide relevant information.




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                                                                                                usda.gov Audience Characteristics
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            User Group                                                   Producers                                 Agribusinesses and Cooperatives                Low Income Families and Individuals
                                                                       Characteristics                                       Characteristics                                      Characteristics
            Overview
               Attitude toward privacy               Fear of giving social security number, but otherwise
                                                     privacy concerns are low. Farmers indicated that
                                                     USDA already knows most information about their
                                                     farm size, output, and income, so would prefer forms
                                                     to prepopulate.
            Organizational Environment
               Level/ type of assistance available Many receive significant assistance in filling out forms
               to learn/use application            from grain elevators and cotton gin operators. They
                                                   also visit the FSA office 4-8 times per year and
                                                   heavily rely on FSA staff for assistance.

            Technical Environment
               Likely user interface device for   Desktop at home or office                           Desktop at office                                         Shared machine at a library or other public facility.
               accessing the Internet
               Other possible user interface      Desktop, laptop, cell phone possible, PDA much less Laptop, possibly PDA
               devices for accessing the Internet likely.


               Location                          Rural Areas; usually office in the home or small office                                                        Shared machine at a library or other public facility.
                                                 on farm site
               Type of Access / connection speed Mostly dial-up. Significant minority has broadband.     Agribusinesses and Cooperatives fall towards the       This group falls on the lowest end of the spectrum in
                                                 See "Experience Using Internet" section above.          "leading edge" in terms of eGovernment readiness.      terms of eGovernment readiness. Access to the
                                                                                                         This group typically has dedicated dial-up or          Internet, if any, is shared. Only 12.7% of low-income
                                                                                                         broadband access. This group is second only to the     families and individuals have Internet Access.
                                                                                                         Research/Academic community in their ability to take
                                                                                                         advantage of e-enabled USDA programs and
                                                                                                         services.




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                                                                                        usda.gov Audience Characteristics
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            User Group                                      Children and Caregivers                   Rural Communities and Businesses                      Researchers and Academic Community
                                                                 Characteristics                                     Characteristics                                          Characteristics
            Overview
               Source                          USDA eGovernment Readiness Assessment, US           USDA eGovernment Readiness Assessment                   USDA eGovernment Readiness Assessment, ERS
                                               Census Bureau                                                                                               User Persona, Commodity Market Information User
                                                                                                                                                           Analysis for One Stop Portal
               Contact                         eGovernment team (eGov@usda.gov)                    eGovernment team (eGov@usda.gov)                        eGovernment team (eGov@usda.gov)
               User Description (High Level)   Schoolchildren receiving the benefits of child      This group includes those individuals, families and     Educators and researchers that desire focused
                                               nutrition programs including school meals, CACFP,   businesses that benefit from programs that work to      material in a particular area of interest. They are
                                               and other FNS sponsored programs.                   increase rural employment, development, and             experts in their field or are working to establish their
                                                                                                   community.                                              area of expertise. These users conduct original
                                                                                                                                                           research and analysis, write papers, teach classes,
                                                                                                                                                           and search for grant information and internship
                                                                                                                                                           opportunities.

                                                                                                                                                           Includes university-based professionals working in
                                                                                                                                                           scientific fields such as human nutrition, food science,
                                                                                                                                                           biology, horticulture, veterinary medicine, etc.; also
                                                                                                                                                           public health professionals such as epidemiologists;
                                                                                                                                                           individuals conducting applied or behavioral research
                                                                                                                                                           in fields such as social marketing.

                                                                                                                                                           Also includes K-12 teachers, generally creating an
                                                                                                                                                           assignment for their students or as part of the
                                                                                                                                                           Research/Academic Community.

                                                                                                                                                           May also include student teachers, or adult and teen
                                                                                                                                                           leaders teaching in non-classroom settings such as
                                                                                                                                                           the 4-H club, Boys and Girls Club, YMCA, etc.


               Job/ Role Title                 Customer                                            Customer                                                Customer
               Related Sub-Groups              N/A                                                                                                         Educators, Researchers, Students (High School,
                                                                                                                                                           College and Graduate level)

               Size of Group                   30 million                                          -Approx. 2 Million rural families directly and indirectly 3,300+ Colleges and Universities, 1.3 million
                                                                                                   receiving loan aid                                        researchers
                                                                                                   -Approx. 4700 rural businesses and co-ops with 4
                                                                                                   million members
                                                                                                   -Approx. 3000 rural utility cooperatives
            General Attributes
               Gender                                                                                                                                      Male and Female
               Typical Age                     School age children, under 18 years of age

               Linguistic Ability (Language                                                                                                                Well written and spoken in the English language.
               Spoken, Written)
               Education Level                 Grade-school and/or high-school education                                                                   Majority have minimum of 4 year college level
                                                                                                                                                           degree. Many have or are working toward more
                                                                                                                                                           advanced graduate degrees.
            Skills and Knowledge
               Frequency of interaction with
               USDA




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                                                                                            usda.gov Audience Characteristics
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            User Group                                     Children and Caregivers                       Rural Communities and Businesses                  Researchers and Academic Community
                                                                   Characteristics                                     Characteristics                                      Characteristics
            Overview
               Method of Interaction                                                                                                                      Regular online interaction




               USDA Agencies that user interacts Food and Nutrition Service                           RBS, RUS, FAS, OCD, GIPSA, APHIS                    ARS, ERS, NASS, CSREES, NRCS
               with

               Programs / services that user      School Meals, CACFP, other FNS child nutrition      Empowerment zones and communities, rural utility,   ERS and NASS data research, ARS research,
               seeks from USDA                    programs.                                           business and coop programs, FAS credit guarantees   CSREES research and grants
                                                                                                      and export assistance.
                                                                                                                                                          Members of this audience will come to usda.gov
                                                                                                                                                          seeking free or low-cost teaching aids, canned lesson
                                                                                                                                                          plans, etc. County extension agents may or may not
                                                                                                                                                          receive materials from their State specialists,
                                                                                                                                                          depending on the reach and depth of the State
                                                                                                                                                          distribution system; these people are also key
                                                                                                                                                          educational partners and may need to download
                                                                                                                                                          materials from the Internet. High school, college and
                                                                                                                                                          graduate students conduct research for projects,
                                                                                                                                                          papers and essay contests.



               Experience using Internet          90% of children can access the Internet either at   -42% of rural families use the Internet             This is the most technically savvy user group. Most
                                                  home or at school.                                  -48% of rural businesses and cooperatives use the   email extensively and access the web daily.
                                                                                                      Internet
                                                  22.8% access only at school; 56.9% access both at
                                                  home and at school; 9.9% access only at home;
                                                  10.4% have no access.

                                                  Source: US Census Bureau, August 2000




               Formal or informal training with   None                                                                                                    None specific to USDA sites
               USDA sites (please specify)
            Attitudes and Culture




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                                                                                          usda.gov Audience Characteristics
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            User Group                                   Children and Caregivers                        Rural Communities and Businesses    Researchers and Academic Community
                                                                 Characteristics                                     Characteristics                         Characteristics
            Overview
               Attitude toward job/task to be   Children's intentions may include simple                                                   These users are motivated by their careers and/or
               completed. User intentions.      exploration or fun, but more than likely would be                                          subjects of study. They conduct research for projects,
                                                homework assignments .                                                                     papers, essay contests, and theses. They search for
                                                                                                                                           material for classroom lectures, discussions and
                                                                                                                                           lesson plans and look for research grant information,
                                                                                                                                           and internship/fellowship opportunities.




               Attitude toward conducting                                                                                                  Positive, this group uses the web as a primary tool in
               services online                                                                                                             information gathering. Reads publications, subscribes
                                                                                                                                           to topical listserves and websites, and collaborates
                                                                                                                                           with her peers.


               Barriers to use                  Low-income children only have 25% the average                                              The challenge for this group is not accessing the
                                                children's Internet access rate. Some children's                                           Internet but rather locating needed, wanted and
                                                access only at school limits the time they can use                                         applicable information. In addition:
                                                the Internet. Source: US Census Bureau, August                                             - Reliance on paper-based processes
                                                2000                                                                                       - Currently good at releasing results of research, but
                                                                                                                                           need to create and present people with ways to use
                                                                                                                                           and apply it
                                                                                                                                           - Desire to make scientific research more interesting
                                                                                                                                           and accessible to citizens by presenting it in new and
                                                                                                                                           innovative formats
                                                                                                                                           - Most research and data presented in formats suited
                                                                                                                                           to researchers; much is not understandable to citizens
                                                                                                                                           - Extension services translate research and data to
                                                                                                                                           farmers and citizens, but they are often not aware of
                                                                                                                                           everything that is available


               Attitude toward USDA




               Attitude toward program or
               service being provided




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                                                                                        usda.gov Audience Characteristics
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            User Group                                       Children and Caregivers                  Rural Communities and Businesses    Researchers and Academic Community
                                                                      Characteristics                              Characteristics                         Characteristics
            Overview
               Attitude toward privacy




            Organizational Environment
               Level/ type of assistance available
               to learn/use application




            Technical Environment
               Likely user interface device for                                                                                          Desktop or laptop at home, office or library.
               accessing the Internet
               Other possible user interface                                                                                             Desktop, laptop, cell phone, PDA possible
               devices for accessing the Internet


               Location                              Home or school                                                                      Home or office

               Type of Access / connection speed Falls to the middle of the spectrum in terms of                                         Nearly all colleges and universities have Internet
                                                 eGovernment readiness. Typically have dedicated                                         access. Many have high-speed networks and Internet
                                                 dial-up access.                                                                         connections, enabling advanced applications.




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                                                                                            usda.gov Audience Characteristics
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            User Group                             Landowners and Conservationists                                            Legislators                                  National and Local Media
                                                                 Characteristics                                             Characteristics                                       Characteristics
            Overview
               Source                          USDA eGovernment Readiness Assessment                       ERS User Persona, Commodity Market Information        ERS User Persona, Commodity Market Information
                                                                                                           User Analysis for One Stop Portal                     User Analysis for One Stop Portal

               Contact                         eGovernment team (eGov@usda.gov)                            eGovernment team (eGov@usda.gov)                      eGovernment team (eGov@usda.gov)
               User Description (High Level)   Includes all aspects of managing USDA lands                 This audience is typically concerned with providing   Includes writers and media professionals who use the
                                               including fire protection, land rehabilitation, managing    valuable information for policy and legislation       Internet to find current, credible information for their
                                               citizen use of public lands, and managing use of            decision making process.                              stories. Seeks just the facts.
                                               natural resources such as coal and timber.

                                               Includes USDA’s conservation and rehabilitation
                                               activities assisting communities and private land-
                                               owners, including conservation planning and
                                               management, as well as direct administration of
                                               rehabilitation activities.




               Job/ Role Title                 Customer                                                    Customer                                              Customer
               Related Sub-Groups              Private Forest & Land Owners and Environmental              USDA Policy Makers, Congress and Policy Makers        Major Newswires, Radio and TV, Agriculture
                                               Groups, Recreation Users, Ranchers, Forest                                                                        Publications
                                               Products and Mining Industries
               Size of Group                   10 million (Private forest and land owners and
                                               environmental groups)




            General Attributes
               Gender                                                                                                                                            Male and Female
               Typical Age

               Linguistic Ability (Language                                                                Well written and spoken in the English language.      Well written and spoken in the English language.
               Spoken, Written)
               Education Level                                                                             Many possess advanced degrees                         Minimum of 4 year college level degree.


            Skills and Knowledge
               Frequency of interaction with                                                                                                                     Strictly on a need-to-know basis.
               USDA




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                                                                                            usda.gov Audience Characteristics
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            User Group                                Landowners and Conservationists                                        Legislators                                National and Local Media
                                                                   Characteristics                                         Characteristics                                      Characteristics
            Overview
               Method of Interaction                                                                                                                          Online as well as via interviews with subject matter
                                                                                                                                                              experts and USDA personnel.



               USDA Agencies that user interacts Forest Service and NRCS                                  NASS for raw data, ERS for in-depth reports, Farm   ERS
               with                                                                                       Service Agency

               Programs / services that user      ePermits (A standardized, unified forest permits        Seeks accurate and credible information from USDA. Some of the online resources used include USDA
               seeks from USDA                    system would improve citizen service and save time      Seeks different data and analysis almost every visit. websites, ERS website, AgWeb, FarmDoc, ProfNet,
                                                  and effort)                                                                                                   university websites and search engines
                                                                                                          Customer seeks customized data and analysis for
                                                  Recreation.gov has had millions of hits (Citizens       further analysis, based on changing environmental
                                                  could make eReservations for forests/parks online)      need and macro/microeconomic trends.

                                                  eForms (NRCS along with FSA and RD provides
                                                  agency forms and published information online.
                                                  Through these agencies USDA successfully deployed
                                                  a common Internet site complying with the e-File Act)




               Experience using Internet          33% of ranchers have internet access                    Well written and spoken in the English language.    Technically savvy. Uses email extensively and
                                                                                                                                                              accesses the Internet regularly for research and
                                                  87% of Forest products and mining industries                                                                personal purposes.
                                                  worksites have Internet access




               Formal or informal training with                                                                                                               None specific to USDA
               USDA sites (please specify)
            Attitudes and Culture




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                                                                                          usda.gov Audience Characteristics
                                                                                                        DRAFT



            User Group                              Landowners and Conservationists                                       Legislators                                   National and Local Media
                                                                 Characteristics                                        Characteristics                                         Characteristics
            Overview
               Attitude toward job/task to be                                                          They are focused and detail-oriented. They have a      Media users gather primary information through
               completed. User intentions.                                                             broad knowledge of agricultural legislation and        interviews but use the Internet to verify information,
                                                                                                       issues. They need to remain flexible to deal with      provide background, and add hard facts to stories.
                                                                                                       unexpected demands driven by the “issue of the day”,   They desire credible information that is relevant and
                                                                                                       and often operate under aggressive deadlines.          current. They desire a broad subject matter focus.

                                                                                                       Researches information pertinent to current            Users have daily data and analysis needs; require
                                                                                                       legislation, Prepares economic analysis for            more data than analysis. Customers feel pressure to
                                                                                                       committee members and staff, Attends and performs      show immediate results in their daily activities. They
                                                                                                       briefings, Keeps abreast of current issues that may    need to find and quickly act on relevant market-
                                                                                                       impact or have been impacted by policy and             moving information.
                                                                                                       legislation.
                                                                                                                                                            They are motivated, persistent and on a deadline.
                                                                                                       Uses AgWeb.com for timely news, NASS for raw         Users do not want to spend a lot of time searching for
                                                                                                       data, and ERS for in-depth reports. Also obtains     data. "Time is money".
                                                                                                       information from FAPRI, THOMAS, the
                                                                                                       Congressional Research Service, Mann Library, and
                                                                                                       the Farm Service Agency. Accuracy and credibility of
                                                                                                       the information is key.


               Attitude toward conducting       Best practices and other knowledge currently shared    Uses email extensively, uses Web several hours per     Positive, this group seeks information on a need-to-
               services online                  informally. There is no specific knowledge-sharing     day for job. Comfortable using web-based services.     know basis. They want to find facts quickly and
                                                system for NRCS and districts.                                                                                simply. Under a time crunch and affected by
                                                                                                                                                              information overload. Spend less time searching and
                                                                                                                                                              more time formatting for personal analysis.

               Barriers to use                  Security is a major, unadressed concern in data
                                                sharing, especially watershed data and other
                                                sensitive information.




               Attitude toward USDA                                                                    Sees USDA as the benchmark, an objective source      Sees USDA as a valuable benchmark, the only
                                                                                                       for data and free informed analysis. Values unbiased objective source of data
                                                                                                       research, accuracy and credibility of information is
                                                                                                       key.

               Attitude toward program or
               service being provided




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                                                                                           usda.gov Audience Characteristics
                                                                                                       DRAFT



            User Group                                   Landowners and Conservationists                                Legislators                National and Local Media
                                                                     Characteristics                                   Characteristics                     Characteristics
            Overview
               Attitude toward privacy               See challenges, above




            Organizational Environment
               Level/ type of assistance available
               to learn/use application




            Technical Environment
               Likely user interface device for                                                                                          Desktop or laptop from office or home.
               accessing the Internet
               Other possible user interface                                                                                             Desktop, laptop, cell phone, PDA possible
               devices for accessing the Internet


               Location                                                                               Home or office

               Type of Access / connection speed Communications infrastructure and Internet access    Usually high-speed connection      Largely broadband at work, most likely dial-up at
                                                 inadequate, both in some Service Centers and for                                        home.
                                                 some customer groups.




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                                                             usda.gov Audience Characteristics
                                                                         DRAFT



            User Group                                           All Americans                                  Employees (All)
                                                                 Characteristics                                 Characteristics
            Overview
               Source                          USDA eGovernment Readiness Assessment             USDA eGovernment Readiness Assessment


               Contact                         eGovernment team (eGov@usda.gov)                  eGovernment team (eGov@usda.gov)
               User Description (High Level)   All Americans benefit from USDA services. Some    USDA employees include Service Center employees,
                                               programs relevant to citizen interests include    Headquarters employees, State and regional office
                                               conservation programs, food safety, nutrition     employees, Foreign employees, Field/inspection
                                               programs, public health programs, travel and      employees, Laboratory & field research employees,
                                               recreation, and disaster assistance.              Forest Rangers & National Forest Field Employees.

                                                                                                 About half of USDA's employees are Service Center
                                                                                                 employees or Forest Service Employees. Forest
                                                                                                 Service employees comprise 25% of total USDA
                                                                                                 employees.




               Job/ Role Title                 Customer                                          Employee
               Related Sub-Groups              Spanish-speaking Americans                        N/A


               Size of Group                   285 Million                                       Approximately 100,000




            General Attributes
               Gender                          Male and Female
               Typical Age                     All                                               IT Workforce: average age 43 yrs; 28% are 50+ years
                                                                                                 old
               Linguistic Ability (Language    All
               Spoken, Written)
               Education Level                 All


            Skills and Knowledge
               Frequency of interaction with
               USDA




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                                                                 usda.gov Audience Characteristics
                                                                              DRAFT



            User Group                                             All Americans                               Employees (All)
                                                                   Characteristics                              Characteristics
            Overview
               Method of Interaction




               USDA Agencies that user interacts All                                                 All
               with

               Programs / services that user      Conservation programs, food safety, nutrition
               seeks from USDA                    programs, public health programs, travel and
                                                  recreation, and disaster assistance.




               Experience using Internet          Internet usages is on the rise in the United States Varies
                                                  however, growth rates have slowed considerably from
                                                  the mid 1990s. Percentage of households nationwide
                                                  with Internet access is at 42%




               Formal or informal training with
               USDA sites (please specify)
            Attitudes and Culture




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                                                               usda.gov Audience Characteristics
                                                                           DRAFT



            User Group                                          All Americans                                       Employees (All)
                                                                 Characteristics                                      Characteristics
            Overview
               Attitude toward job/task to be   USDA home page is the primary interface to the      Uses the Internet for business purposes such as
               completed. User intentions.      public. There are 20 additional web sites resources research, completing/submitting forms
                                                accessible on the USDA server -- not including
                                                agency sites. There are over 74,145 web pages on
                                                these 20 USDA sites. These sites provide the public
                                                a means to access information and learn about
                                                USDA. Also accesses portal sites such as
                                                FoodSafety.gov and Nutrition.gov.




               Attitude toward conducting                                                           Uses the Internet for business purposes such as
               services online                                                                      research, completing/submitting forms




               Barriers to use                                                                      Barriers include Field/Inspection employees and
                                                                                                    Foreign employees reduced access to the Internet




               Attitude toward USDA




               Attitude toward program or
               service being provided




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                                                                  usda.gov Audience Characteristics
                                                                              DRAFT



            User Group                                              All Americans                                     Employees (All)
                                                                    Characteristics                                     Characteristics
            Overview
               Attitude toward privacy




            Organizational Environment
               Level/ type of assistance available
               to learn/use application




            Technical Environment
               Likely user interface device for                                                       Desktop or laptop at office or home
               accessing the Internet
               Other possible user interface                                                          Cell phone (about 40%), PDA (about 20%),
               devices for accessing the Internet                                                     Pager/Blackberry (about 11%)

                                                                                                      Source: USDA eGov Survey, Dec. 2001
               Location

               Type of Access / connection speed Varies; typically dedicated dial-up access.          Most employee groups have convenient access to
                                                                                                      high-quality Internet connections, especially
                                                                                                      headquarters and Service Center employees.

                                                                                                      Field, inspection, and foreign office employees are
                                                                                                      less likely to have access, especially high-speed
                                                                                                      access.




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Description: Data on Cooperatives document sample