Enhancing Public Understanding of Heat Warnings: Insights from Focus Groups Across the U.S.

Extreme heat remains the leading cause of weather-related deaths annually, underscoring the critical role of the National Weather Service (NWS) in issuing timely and effective heat warnings. Despite these efforts, our previous studies have shown that NWS heat-related message often contain meteorological jargon, like "heat index," which may be clear to experts but not to the public.

Currently, there is limited research in how diverse populations across the United States, especially those most vulnerable to heat, interpret heat warnings and associated jargon. This gap in knowledge is concerning, as understanding is essential for motivating protective actions; people cannot act on information they do not fully understand it.

In this presentation, we will discuss findings from focus groups conducted in geographically and demographically diverse urban areas across the United States. These groups were asked to discuss their understanding and interpretation of key heat-related terms used in NWS communications. We will explore how comprehension of these terms varies by region and demographic factors, offering valuable insights for forecasters and communicators. The results aim to help NWS and other heat risk communicators craft messages that are more accessible and impactful, ultimately improving public safety and weather readiness during extreme heat events.