Key Research Questions to Address: 1. Awareness & Education

What percentage of households are aware of firearm safe storage messages and recommendations? Where are people encountering these messages (gun shops, news, billboards, etc.)? How does awareness vary by demographics (region, urban/suburban/rural, income level)?

  1. Ownership & Storage Practices

What percentage of households own firearms? Of firearm-owning households:

What percentage lock ALL their firearms? What percentage leave some or all firearms unlocked? What storage methods are used (safes, biometric safes, cable locks, trigger locks, unlocked locations)? How many store firearms in vehicles, and how are these secured?

  1. Risk Factors & Demographics

How do storage practices differ between households with and without children? What are the storage differences by income level, geographic region, and urban/rural status? What percentage of firearms in vehicles are stored unsecured?

  1. Child Safety Behaviors

Among parents/guardians, what percentage ask about firearm presence and storage when their children visit other homes? How does this behavior correlate with awareness of safe storage messaging?

  1. Future Intentions

Among non-gun owners, how would they store a firearm if they obtained one?

Data Collection Requirements:

Sample size: Minimum 300 respondents per wave Demographics: Age 21+, capture location (region/urban-rural), income, household composition Survey length: Keep under 2 minutes Platform: Online survey accessible on mobile devices Frequency: Annual or bi-annual tracking

Critical Metrics to Track Over Time:

Percentage with all firearms locked (goal: increase year-over-year) Percentage storing unsecured firearms in vehicles (goal: decrease) Awareness of safe storage messaging (goal: increase) Parents asking about firearms in homes children visit (goal: increase)

Analysis Segments:

Geographic: Northeast, Northwest, Central, South regions Community type: Urban, Suburban, Rural Household composition: With/without children Income levels: <$50K, $50-100K, $100K+ Gun ownership status