Mckenzie Boyce PhD x’26 has received the 2025 George Goldman Award for Excellence in Regional Economic Development. Boyce earned this recognition for her research on Wisconsin households’ willingness to pay for broadband services.
As part of a University of Wisconsin–Madison research team, she helped survey households across the state to better understand broadband demand through her design of a discrete choice experiment to measure consumer preferences and willingness to pay for different broadband attributes.
The study revealed two key findings:
- Broadband connectivity is highly valued, but ultra-fast speeds do not significantly increase appeal for most households.
- Many households are willing to pay at least, if not more than, current market prices for broadband services.
These insights have practical implications for government agencies, internet service providers, and community development programs seeking to balance infrastructure expansion, subscription rates, and costs.
About the George Goldman Award:
The George Goldman Award for Excellence in Regional Economic Development recognizes outstanding research that advances understanding and practice in regional economic development. It honors innovative work that provides practical insights for policymakers, businesses, and communities.
Read full report: EDAUC_StudySeries_WTP_FINAL.pdf
Journal Link: journal article