Appendix 1
Qualitative Analysis Methodology
Qualitative Framework and Coding Approach
Survey comments were analyzed using a thematic, multi-field qualitative framework which coded the submissions of public feedback. This approach allows for consistent and value-added interpretations to distinguish overall perceptions of public services.
Survey comments were coded using:
Category and Subcategory
What area or public service the comment is about.
Experience Domain
Where (operationally) does the respondent experience the issue:
Service – The quality or effectiveness of the service
Process – Policies, requirements, and rules that drive service delivery People – Staff capacity, availability, knowledge, communication, or decision-making Technology – Systems( software, hardware, equipment, etc.) used in the delivery of services Sentiment
The emotional tone of the comment:
Positive
Neutral
Negative
Stance
Interpreting if the respondent supports or opposes the identified category/subcategory:
Support
Conditional
Neutral
Oppose
Actionability
Can the comment be assigned for follow-up to address a specific issue:
Directly Actionable – Clear and specific issue, request, or suggestion that may be addressed/reviewed Conditionally Actionable – An issue that may have broad implications or lacks specificity and requires more levels of consideration Contextually Actionable – A comment that only provides explanation or background for how or why a particular ranking was given.
Non-Actionable – Only expresses sentiment, is operationally vague, or is otherwise out-of-scope Acknowledgement of Survey Limitations and Methodological Constraints The framing of open-ended questions did not allow participants to expound on the reasoning behind their rankings, though many of them did.
This creates a challenge during analysis where some participants chose to answer the question as intended while others used it as justification for their rankings.
This survey did not capture key demographic information such as age, race & ethnicity, sex, gender, or household income.
Without this information the survey results run the risk of inadvertently and disproportionately magnifying or suppressing viewpoints of certain demographic groups. 2025’s Community Budget Priority Survey which captured demographic data showed that survey participants were overwhelmingly and disproportionately white and over the age of 55.
It is reasonable to infer that a similar disproportionality exists within the Let’s Talk Santa Rosa Quality of Life survey as well.
Comments regarding Public Safety concerns present a challenge when identifying context when demographic data is not present.
This is supported by numerous comments citing concerns about DHS/ICE and 13% of all comments mentioning police are opposed to supporting police programs.
Confusion from participants about how to complete paper surveys has led to approximately 12% of mailed in surveys to not be included in the overall results due to errors that would risk skewing the priorities ranking calculation or other survey criteria.
Due to the anonymous and dual-mode submission process there was a risk for duplicate responses to be recorded for the same participant that may affect the results.
Related Surveys, Studies, and Metrics
The Santa Rosa Police Department’s 2024 Annual Report demonstrates overall improvement or stability across most major crime categories including:
Violent crime reductions
80% decrease in homicides
11% decrease in reported rape offenses
Property Crime declines
Burglary down 27%
Vehicle theft down 14%
Improved traffic related outcomes
DUI-related collisions down 18%
Total traffic stops increased 4%
The Santa Rosa Fire Department 2024 Annual Report also indicates a robust emergency response framework. Emergency medical calls increased 10%, totaling 19,860 in 2024. Investment into the inRESPONSE mental health support team handled nearly five thousand calls in 2024, with over 1700 EMS and fire responses diverted, reducing strain on emergency units while maintaining service quality. Despite growing demand for services SRFD implemented several systemic improvements such as:
Launching the new Advanced Life Support provider program Integrating SWAT paramedics to enhance interagency response during high-risk incidents Acquiring new apparatus including off-road EMS and rescue vehicles to improve access in parks and wildland areas.
The 2024 Santa Rosa Police and Fire Department data demonstrate that crime prevention, fire protection, and emergency response programs are well-resourced, operationally stable, and adapting to community needs.
A 2025 study conducted by WalletHub evaluated 41 indicators of safety in more than 180 cities across the U.S. These indicators ranged from obvious metrics like crime rate, vehicle fatality rate, and natural disasters, but also included less obvious threats like risk of fraud, identity theft, and addressing homelessness. The results of this study found that Santa Rosa is the safest city in California, and the 14th safest in the nation. Of particular note, Santa Rosa ranks as the safest city in the U.S. for traffic related fatalities with the lowest occurrence per capita. 2022
2023
2024
Traffic-Related Fatal Crashes on City-Owned Streets
6 1
4 Traffic-Related Fatalities on City-Owned Streets
6 1
4 Traffic-Related Serious Injury Crashes on City-Owned Streets 43 30
34 Traffic-Related Serious Injuries on City-Owned Streets 56 31
36 Serious Injury/Fatal Crashes involving a Pedestrian or Cyclist 17 16
16 Where Santa Rosa falls short, according to this study’s report, is in regards to financial safety (unemployment rate, debt-to-income ratio, personal bankruptcy filings, etc.) in which Santa Rosa is ranked 93rd.
However, Santa Rosa continues to make progress toward implementing its Strategic Plan through investments in homeless services and affordable housing, and collaboration with regional partners through the Sonoma County Homeless Coalition.
Between 2022 and 2025, the first three years of the five-year Strategic Plan, homelessness decreased in Santa Rosa by 31 percent from 1,658 persons to 1,140. The most significant decrease (30 percent) occurred between 2022 and 2023 from 1,658 persons to 1,160 due in part to one-time funding available during the COVID19 pandemic and increased resources from the State of California’s Homekey program. This was followed by an 18 percent increase between 2023 and 2024 from 1,160 persons to 1,365 and then a 16 percent decrease between 2024 and 2025 from 1,365 persons to 1,140.
Attachment 1