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Importance-performance analysis is a methodology that may allow Extension professionals to prioritize the characteristics of an issue, a resource, or so on that should receive the most attention. Through this approach, high priority is assigned to elements that clients are unsatisfied with but view as highly important. We explored applying the method to the selection of messages on water conservation. Findings are presented in the context of water conservation programming, but implications may apply across Extension. We recommend that Extension professionals consider using this methodology to analyze target audiences and prioritize associated communications.