Informed Americans Methodology
Charlton
Research Company developed the "Informed American"
methodology to collect public opinion data from a
segment of the population which is more engaged in
public affairs than most Americans. Because Informed
Americans are more involved, they tend to be more
informed about current issues, and therefore, have an
opinion or are able to form an opinion on complex
topics. A similar methodology has been used since the
1940s. Charlton Research Company can further
dimensionalize the Informed American segment into
highly, moderately, and minimally Informed Americans.
Such categories allow us to analyze reactions from the
groups most likely to take action on an issue.
Values Methodology
Some
people respond best to factual arguments, while others
respond to emotional arguments. Therefore, with any
public policy issue, it is important to understand the
underlying values which are driving people's attitudes
and opinions. Values become the dominant prism through
which the public makes judgment on an issue. Such
Values influence the weight people give to an argument.
Consequently, it is useful to communicate in a manner
that reflects the values people hold.
Charlton
Research Company's Values Methodology combines
qualitative and quantitative research components which
are designed to identify the underlying values driving a
public policy debate. The firm has conducted studies
using this Values Methodology on various issues,
including the environment, taxes and health care. Once
determined through research, values can then be
incorporated into communications messages allowing our
clients to effectively reach several constituencies at
various points in a public policy debate.
Public Judgment Model
To
successfully execute a public affairs strategy which
will impact an issue, it is important to know the
evolution of the issue in the minds of the public. This
knowledge is key to shaping strategies which most
efficiently answer the queries and concerns of the
public. Yankelovich's 'Public Judgment Model' offers an
excellent tool for framing an issue in terms of its
saliency to public opinion. As issues cycle through the
national debate, the saliency of one issue declines
while another gains popularity. However, just because
and issue is not at the top of people's list of concerns
does not negate its importance.
Importance-Performance
Analysis
One of
the best methods to evaluate quantitative data regarding
an organization's performance is to use the Martilla/James
Importance-Performance Analysis. The model is based on
the finding that satisfaction is a function of overall
expectations related to certain important attributes and
judgments of attribute performance. Graphing the
results of this analysis on a grid allows Charlton
Research Company to correlate important issues with
people's judgments of performance. The
Importance-Performance Analysis, therefore, provides the
organization with a useful focus to develop policy
decisions.
