We recommend using public opinion not only to gauge where audiences stand now, but also to determine how to move them to a more positive point of view and to action over the short and long-terms. Moving them on a specific issue for a specific campaign is important, but messaging that solely relies on this approach can often clash with longer-term goals.
Depending on your budget, opinion research techniques can range from informal discussions to focus groups or large national surveys.
TYPES OF PUBLIC OPINION RESEARCH
Focus groups, one-on-one interviews, content analysis, dial testing
- getting a sense of how specific audiences are currently thinking and talking about an issue—values, vocabulary, themes, metaphors—and why
- testing out message ideas and themes
- informing the design of polling questions
Survey (phone, mail, online, mobile)
- extrapolating to the population at large
- measuring attitude changes over time
- testing the effects of different messages
- identifying and comparing audiences