The Early Adopters

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					                    the
                    early
                    adopters
                    reading the tea leaves

                    Activist Insights Report:
                    Market Research on the Tea
                    Party Movement, its Leaders
                    and their Motivations




           400 West Erie Street, Suite 407 • Chicago, Illinois 60654 • 312.920.0080   • 03/01/2010 •
alliance
“Our enemies must acknowledge that these people have
acted upon pure and upright principle … you cannot
imagine the height of joy that sparkles in the eyes and
animates the countenances as well as the hearts of all we
meet on this occasion .”


    Sam Adams on the original Tea Party
TAble of ConTenTS

Reading the Tea Leaves ...................................................................................................................................... 1

Introduction ............................................................................................................................................................. 2

Research and Analysis ......................................................................................................................................... 4

             Methodology ............................................................................................................................................ 4

             Insight Areas ............................................................................................................................................. 4

Conclusions & Recommendations ................................................................................................................... 8

             The Early Adopters ................................................................................................................................ 8

             Tea Party Leaders Are Self Aware .................................................................................................... 8

             The Leadership Question ..................................................................................................................... 8

Appendices .............................................................................................................................................................. 11

             Appendix 1: Hierarchical Value Map ................................................................................................. 11

             Appendix 2: Selected Ladders .......................................................................................................... 12
“My own son called me a stupid right–winger.”
                            alliance


                                                                                                 March 1, 2010

         Dear Friend,

         America’s tea parties last year triggered a sea change in the political climate. They pointed at the
         deep discontent with the bipartisan binge of bailouts and spending pouring from Washington over
         two presidencies, and presaged last summer’s Town Hall meetings which proved even to Congress
         that millions of people were very unhappy with their management.

         Many ridiculed the tea parties; even those sympathetic with the sentiments questioned whether
         mere protests make any difference. But by December the tea party leaders in Massachusetts
         had moved from protest to politics, and they created the base from which voters used a special
         election to put Scott Brown into the Massachusetts Senate seat formerly held by Ted Kennedy.

         Now political observers of all stripes are offering punditry about the significance of the tea parties
         – why they arose, and what their leaders want. Some have even gone so far as to interview some
         tea party folks; even then the media bias often is more prominent than the motives of the tea party
         leaders.

         The Sam Adams Alliance decided to learn what the tea party leaders are up to in the old fashioned
         way: We asked them. We met in person with tea party leaders from thirty-eight states; we
         collected survey data from forty-nine leaders; we conducted in-depth interviews with ten leaders
         from ten states.

         What we have learned is very promising for the American republic. We consistently found serious
         citizens standing up for the Constitution and the basic principles of America’s founding. We found
         a deep distrust of current political leaders and both political parties, but strong understanding that
         practical considerations argue against a third party. We found that the “tea party” label is a good
         fit for these citizens who stepped away from their private lives to speak up for their principles.
         They have much in common with the leaders in Boston two hundred years ago.

         The road to the American Revolution became one-way with a single defiant protest by patriotic
         citizens: the Boston Tea Party. The violent retaliation of the British proved that Sam Adams had
         been correct all along, and that British rulers viewed Americans as mere subjects on “plantations
         and colonies,” born to follow whatever orders the King and Parliament imposed.

         We live at another historic juncture. The country is embroiled in a great debate about the role of
         government, and the place of the individual in society. Please review our study and learn why tea
         party leaders have felt compelled to take a leading role in this debate. They have proven that they
         play an important role in American politics, and they just might be the earlier adopters of a new
         approach to citizen engagement in our political system.

         Best Wishes,




         Eric O’Keefe, Chairman, Sam Adams Alliance



400 West Erie, Suite 407
Chicago, Illinois 60654
P 312.920.0080
www.samadamsalliance.org
“I have a burning desire to protect freedom.”
ReAdIng The TeA leAveS

Attempts to define the Tea Party                •	 About one third remains unabashedly
movement—its motivations, values, beliefs,          loyal to Sarah Palin’s presidential
and goals—continue to miss the mark and             candidacy, yet the field splits from there.
yet to date there have been no in-depth             DeMint, Romney, and Huckabee each
conversations with the people who actually          garnered at least 10% of their support.
make up the movement themselves.
Market research through data collection         •   They have a sophisticated, well-informed
has focused on the opinions others hold             understanding of the U.S. Constitution
of the movement; this report examines the           and American history in general
motivations of the individuals themselves.
                                                The conclusion of this report is that the
•	 Due to continued participation and           Tea Party activists are not the “other,”
   activity, the Tea Parties are emerging       and they cannot be defined through a
   as a movement that is both long–term         single statement, document, or definition.
   and critical for political strategists and   They are the early adopters of a new
   participants to understand.                  empowerment. As early adopters, they
                                                are paving the road they believe our
•	 The people involved with these               country must proceed down in order to
   movements are not political junkies or       regain control over its government, and
   crusty right–wing extremists; 46.9%          they are modeling the type of paradigm
   were uninvolved or rarely involved with      shift—the reawakening of the "people"
   politics prior to 2009.                      component of a democracy—that they
                                                believe is necessary to our survival as a
•	 They aren’t in it to express anger           representative deomocracy.
   alone. An overwhelming majority
   characterized the goal of their initial      The recommendation from this report is
   involvement as “to stand up for my           the time has come to better understand
   beliefs.”                                    and attend to the Tea Parties. They are
                                                powerful, both in their political sway and in
•	 They are self aware. They’re aren’t          their passion.
   falling for a Third Party trap, including
   social issues on their docket, nor
   are they content to be labeled as
   protesting for the sake of protesting.
   70.3% are hopeful that they are having
   a positive impact on their country.




                                                                                                  1
    InTRoduCTIon

    The Tea Party movement started with a          The key claims:
    bang when on February 17, 2009, Rick
    Santelli, a reporter for CNBC, shouted         •	 The movement is insincere, orchestrated
    from the floor of the Chicago Board of
    Trade that he—and the traders                  •	 The movement is full of right-wing
    surrounding him—had had enough.                   extremists
    Enough government bailouts, taxation,
    and general amateurish attempts at fiscal      •	 The people involved are “hicks,” poorly
    policy that were leading our country down         educated, or violent
    the road toward massive nationalization
    of business. His furor was mirrored by the     •	 There is no underlying point–of–view,
    men and women surrounding him on the              or sophisticated understanding
    floor of the exchange.
                                                   •	 They operate on the fringes of
    But it wasn’t just the financial industry         political thought, embracing ideas
    that was furious; every day Americans             such as conspiracy theories and
    seize upon this lightning rod and Santelli’s      secessionist ideologies
    call for a Chicago Tea Party to hold their
    own Tea Parties. The movement began            •	 It is a short–term movement, comprised
    in an instant, and all across small towns         entirely of protest and nothing else
    and big cities of America, groups came
    together to hold protests against their        In order to support or refute these claims
    own government.                                and to gain clear insights about the Tea
                                                   Party movement, the Sam Adams Alliance
    And so began the attacks: that the             undertook a market research plan. This
    movement was “astroturf,” talking              analysis applies fact to this discussion and
    heads referred to the People involved          helps paint a picture of the varied people
    as tea-baggers, and condescension              and motivations behind the movement. The
    and conspiracy theories abounded. The          goal for this report is to provide accurate
    attacks continue, more virulent, more          information, from the source, about this
    subtle, more varied, and from a wider          movement, and to equip organizations and
    audience than in the first days. The           individuals who interact with Tea Party
    election of Scott Brown in January 2010,       organizations to engage with them to
    almost one year later, prove that this         move beyond protest, to action.
    movement has staying power and has in
    this way placed it in the cross–hairs of       Providing real information can be the
    both Republican and Democrat operatives,       difference between a movement defined
    desperate either to malign or claim this       by others and a movement defined by the
    movement as their own.                         participants; a movement defined by its
                                                   participants can continue to grow, and it
                                                   can recruit others to join its mission.




2
We surveyed fifty of the top Tea Party
leaders from across the country, in states
from Alaska and Hawaii to Texas, Rhode
Island, and Florida. We conducted ten
hour-long, in–depth “laddering” interviews
to determine the core connections to the
movement and to understand exactly
what their hopes and fears were about the
direction of the United States and the Tea
Parties themselves. We learned how varied
the people were, from level of education to
the candidate they’d select for president.
We also learned what they have in
common, and from this data, we are able to
present a deeply insightful report.

The market research was designed solely
to report on the facts, including the
following research questions:                 “My father fought in the
(1) What are the core motivating principles   second World War…when
behind these activists’ involvement in the
                                              you look back at those
Tea Party movement.
                                              troops, they were loved.
(2)What are the challenges facing their
organizations at this juncture.

(3) What will the future hold for the Tea
                                              What happened to that?”
Party movement?

(4)Moreover, does the Tea Party
movement operate on the fringes
of mainstream political discourse
or are the Tea Party activists
more vehement proponents of an
inherently relevant and moderate
conservative message?
The next section presents our research and
analysis followed by the conclusions and
recommendations this analysis suggests.




                                                                         3
    ReSeARCh And AnAlySIS

    Key activities of the study included:          finally, “value,” (or the deepest values that
                                                   drive their involvement).
    •	 Conducted research related to the
       motivations, patterns of behavior, type     Together, these analyses provide a broad
       and quantity of involvement, outlook,       and in–depth portrait of the individuals
       issue prioritization, and general           who are leading this new wave of citizen
       demographics of the Tea Party leaders.      activism.

    •	 Carried out ten in-depth market
       research interviews relative to their       InSIghT AReAS
       emotional connection to the Tea Party
       movement, including an investigation        The firsthand research uncovers the finding
       into their key “boiling point” moment.      that the Tea Party leaders are authentic
                                                   grassroots activists, due to the sincerity
    •	 Collected and analyzed eighty business      and deeply held beliefs we uncovered
       cards of the Tea Party leaders to           through our laddering interviews. Far
       investigate their use of color, choice of   from holding radical or ill–informed views,
       words, and self-described role.             they are well educated and understand
                                                   the delicacy of their relationship to
                                                   the Republican Party. Moreover, they
    MeThodology                                    demonstrate a commitment to their
                                                   country and the cause that is of such deep
    Nearly fifty Tea Party leaders participated    import to them that it would suggest that
    in our survey, which was distributed both      their involvement is both long–term and
    in-person as well as via the Internet.         extremely personal.
    The survey participants were chosen
    because of leadership of a local Tea           The most salient details from the research
    Party organization in the United States.       fall into three key insight areas:
    There was a sample size of forty-nine
    respondents.
                                                   unpracticed but not Impractical
    In order to develop a deeper
    understanding of what motivates and fuels      The Tea Party activists were new to the
    the Tea Party organizers, we interviewed       political scene in 2009. A combined total
    individuals across a broad spectrum of         of 46.9 percent of the activists were
    demographics, from which we developed          uninvolved or rarely involved in politics
    eight distinct ladders. These ladders chart    prior to the Tea Parties of 2009, suggesting
    the progression of connection to the Tea       a wholly distinct group of people who were
    Parties from “attribute” level, (or the most   engaging with their representation actively
    tangible aspects they appreciate), to          for the first time.
    “consequence,” (or the resulting feeling
    they get from each consequence), to



4
                                              They have also embraced new and social
                                              media adeptly.

                                              •	 91.5 percent are on Facebook, 80.9
                                                   percent of the organizers have a
                                                   website for their organization, and 59.6
                                                   percent are on Twitter.
                                              •	   63 percent communicate daily with
                                                   other Tea Party members.

                                              Clearly, this is an active community,
                                              thriving online.

                                              As for being impractical? A striking 85.7
                                              percent said “No” when asked if they were
If they had been inactive prior to this
                                              in favor of moving in the direction of a
engagement, what were they doing and
                                              Third Party.
who are they? Many polled by us were
entrepreneurs, stay–at–home moms, and/or
teachers. Others had Masters degrees
and/or had written books.

•	 53.3 percent of respondents have
   graduated from high school, and
   additional 46.7 percent graduated from
   college, and a further 15.6 percent have
   a graduate degree.




                                              This number dropped off when asked with
                                              which political party they were affiliated:

                                              •	 61.7 percent Republican, 27.7 percent
                                                   Independent, and 10.6 percent Tea Party.




                                                                                              5
                                                  The boiling Point

                                                  “don’t mess with my kids, buster.
                                                  don’t mess with my country,
                                                  buster” – Tea Party Activist

                                                  But what was the click, the “Boiling Point”
                                                  moment at which they transitioned from
                                                  uninvolved American to fully engaged
                                                  activist? Remarkably, this was such a
                                                  strong experience for many of them
                                                  that they were able to recount the exact
                                                  moment this transition occurred.

    The implication here is that while they do
                                                  For one woman, it was while she was
    not endorse the Tea Party as a political
                                                  manning the phones at a campaign office
    party, they do remain somewhat divided
                                                  for John McCain, surrounded by political
    as to where to apply the Tea Party energy.
                                                  hacks doing everything but work. She knew
    The Tea Party brand remains a strong
                                                  she had to apply herself in a different way,
    affiliation, although not for its evolution
                                                  one that allowed her to see immediate
    into a political party.
                                                  results and be amongst others who felt the
                                                  same urgency.
    Even more definite, zero percent selected
    “social issues” as the most important
                                                  Another woman, who grew up in the
    direction for the Tea Partie; instead their
                                                  Northeast, had always been a conservative,
    focus began and remained on fiscal issues:
                                                  but started being concerned with the
                                                  direction of government during the latter
    •	 91.7 percent said “budget” is “very
                                                  half of the Bush administration. She started
       important, followed by the “economy”
                                                  a blog to “get her angst out,” and when
       at 85.4 percent, and “defense” at
                                                  the Tea Party momentum started to build,
       79.6 percent.
                                                  she realized such a group did not exist in
                                                  her state yet. “I thought it would be just
                                                  twenty-five people showing up,” she said.
                                                  “I was shocked at the sheer numbers of
                                                  people who came out. They felt like they
                                                  had no voice.” One man had a similar
                                                  experience: “I expected there to be seven
                                                  hundred. Four thousand people came to
                                                  our first rally.”

                                                  And what did they strive to accomplish?
                                                  Overall, 89.6 percent characterized



6
their most important initial reason for       for American exceptionalism, the Tea
involvement as “to stand up for my            Party people felt something they hadn’t
beliefs.” This somewhat general statement     up till then: hope. This is reinforced by the
gained more color in the laddering            strong community Tea Parties provide.
interviews, the compilation of which is       Some wrote that the most rewarding
seen in Appendix 4. The laddering analysis    aspect of their involvement was “above
indicates the five primary values that        all, the friendships.” Others wrote of the
underlie their involvement.                   “great people,” “fellowship,” and how they
                                              appreciated “realizing many others share
                                              my beliefs.”
Thoughtful, deeply felt Connections
to the Movement                               Empowered: A taste of the empowerment
                                              that comes with a political voice left its
Being Responsible: Without fail, every        impact on all of the interviewees. The
Tea Party leader referred to the future       barriers to entry to involvement, even
generations of Americans whose                in a leadership position, were much
prospects, they feel, weigh heavily on        less pronounced within the nascent Tea
their shoulders. The ability to act on this   Party structure than in the traditional
feeling of responsibility to fight for and    bureaucracy of the Republican Party.
preserve freedom can be fulfilled through     Because of this, the Tea Party newcomers
the proactive, on-the-offensive nature        were able to take action swiftly—and see
of the Tea Parties. The flip side of living   the results of their activism. One Tea Party
responsibly is the even more crippling        leader described her empowerment with
fear of regret. Many candidly expressed       glee as an “emotional high.” “Imagine,”
their fear of looking into their              she said, “I had never put it together that
grandchildren’s eyes and thinking they        THEY work for ME.” This connection to the
could have done more.                         movement was one of the most strongly
                                              felt by all, something they all said would
Living without Regret: While they             be truly wrenching for them to give up,
reiterated time and again their disavowal     once attained.
of all “social” issues, there was an
undercurrent of an unspecific but             Proud; Living Unashamed: The Tea Party
omnipresent spirituality. Given what they     activists are unabashedly patriotic, with
defined as extraordinarily trying times for   a deep love for their country as well as a
our country, they expressed a need to take    nuanced understanding of its Founding
a stand to defend freedom. This action        principles and structure of government.
translates directly into their concept of     That pride in their country also imbues
having lived “a worthwhile life.”             them with a feeling of duty to protect its
                                              values and principles. The Tea Party people
Hope: Once surrounded by others with the      spoke of how, when they actively defended
same commitment to transparency, fiscal       their country, they felt proud of themselves
responsibility, and a greater appreciation    and of their sacrifice.



                                                                                              7
    ConCluSIonS & ReCoMMendATIonS

    The eARly AdoPTeRS                                polished brand and media messaging” as
                                                      well as tactical maneuvers.
    Tea Party activists are for the most part
    new to this role. They are neither practiced      They understand their position as a target,
    nor polished in activism; but having              and yet they remain committed to their
    experienced a taste of the empowerment            values. Their sometimes beleaguered
    that comes with action, they feel more than       candidate, Sarah Palin, rose to the top
    ever that this is their time to act. Above all,   of the poll once again as their pick for
    they are motivated by a fear of NOT acting.       president in 2012, with 36.4 percent
    They believe deeply in the American               of respondents choosing her as their
    experiment and are willing to sacrifice time,     preferred candidate. The new activists like
    money, security, all for the future.              the maverick candidate.

    Their diversity is their strength, and they
    are not a movement that can easily be             The leAdeRShIP QueSTIon
    defined by those jumping up to lead them.         Their opinions are divided on the need for
    They are powerful and, in this sense,             leadership. Some fear that jockeying for
    they are the “early adopters” of a new type       leadership will remove the truly grassroots
    of political involvement. The leaders refer       element from their movement. “Many
    to their position within the local tea parties    leaders of tea parties seem to be in
    as being at the head of an onslaught. They        place for the glory rather than for the
    have an organic, real grassroots fervor that      overall cause. I make this statement
    runs deep.                                        because it is something I have heard
                                                      numerous times. This is the most serious
                                                      problem I see that will only iron itself out
     TeA PARTy leAdeRS ARe Self AWARe                 over time.” Others endorse a coalition, “No
    They are also motivated to take this to           national leadership (top down), instead
    the next level—and are actively preparing         there should be a coalition of leaders.”
    for a phase two. When asked what they
    would suggest to improve their movement,          What is clear is that people and
    one activist wrote: “Brand better to show         organizations are piling on to claim credit
    that we are regular Americans, not right          or attach their star to this wagon. The Tea
    wing extremists.” By a margin of 56 to 22,        Partiers understand that true leadership
    they don’t want to be the Party of "No."          will emerge not from the attention-seekers
    “Offer solutions, positive alternatives” was      but from those who are willing and able to
    another recommendation. While they are            get out ahead of the pack, listen, and lead
    aware of these criticisms, they are also          from a point of authenticity.
    equipping themselves for the next stage in
    their organizational development.
    Suggestions for improving their movement
    included corporate speak: “better/more




8
"If ever a time should come,
when vain and aspiring men
shall possess the highest
seats in Government, our
country will stand in need
of its experienced patriots to
prevent its ruin.”


     Samuel Adams




                                 9
10   “I wish I could do it full-time.”
APPendICeS

Appendix 1: HierArcHicAl VAlue MAp




                                     11
     Appendix 2: Selected lAdderS




12
Appendix 2: Selected lAdderS (continued)




                                           13
     Appendix 2: Selected lAdderS (continued)




14
Appendix 2: Selected lAdderS (continued)




                                           15
     Involvement


     How long have you been associated               Less than             3 to 6     More than 6          Other
     with the Tea Party movement?                    3 months             months          months
     Raw Responses                                           0.0              2.0               45.0           1.0
     Percent                                                 0.0              4.1               91.8           2.0


     With what type of Tea
     Party activities are        Attending      Organizing  Media/
     you involved?                  Events         Events Marketing Fundraising Lobbying Outreach
     Raw Responses                    39.0            41.0     32.0        28.0     15.0     33.0
     Percent                          79.6            83.7     65.3        57.1     30.6     67.3


     How many Tea Parties have you                                            More
     attended?                              0     1-3 4-6          7-10     than 10
     Raw Responses                        1.0    10.0 19.0          6.0        12.0
     Percent                              2.1    20.0 39.6         12.5        25.0


     How many Tea Parties have you                                             more
     organized or helped organize?            0 1-3 4-6            7-10      than 10
     Raw Responses                          6.0 22.0 9.0            1.0         10.0
     Percent                               12.5 45.8 18.8           2.1         20.8


                                                                                          1-2             1-2
                                                                           1-2         Times           Times
     How often do you engage in the following?                          Times             per             per
     (percents)                                            Never      per Year         Month           Week Daily
     Communicate with fellow Tea Party activists             2.0           0.0           10.2            26.5 63.3
     Attend Tea Party events                                 2.1           8.3           50.0            33.3  6.3
     Attend political events                                 2.0          22.4           36.7            38.8  0.0
     Socialize with other Tea Party activists outside of
     organized gatherings                                    4.3            12.8         36.2           31.3   17.0




16
Movement Needs

Please select the channels that you currently use             Use   Percent
Facebook                                                       43      91.5
Webpage                                                        38      80.9
Twitter                                                        28      59.6
LinkedIn                                                       15      31.9
Snail Mail                                                      7      14.9
Blog                                                           19      40.4




Motivation
How would you rank your political
involvement prior to becoming a Tea Party           Raw
activist                                       Responses Percent
Uninvolved                                          15.0    30.6
Rarely Involved                                      8.0    16.3
Somewhat Involved                                   14.0    28.6
Involved                                             4.0     8.2
Very Involved                                        8.0    16.3


Please Characterize your primary                        Average
reason(s) for getting involved with the         Very      rating
Tea Parties                                 Important      (1-4)
To become politically involved                   44.9        2.8
To express my anger/frustration                  46.9        3.0
To be part of a community                        31.3        2.3
To stand up for my beliefs                       89.6        3.9
To learn about current events                    30.4        2.6
to influence elections                           83.7        3.8
To influence policy                              79.2        3.7


What do you find most rewarding                Raw
about being part of the Tea Parties       Responses Percent
Networking locally and nationally               7.0    14.3
Positive contribution to my country            20.0    40.8
Education opportunities                         3.0     6.1
Other (most used to reply "all")               19.0    38.8




                                                                              17
     On a scale of 1-7, please indicate agreement with the
     following statement (1 being strongly agree, 7 being          Strongly
     strongly disagree, answer in percents)                        Agree(1)
     I am proud to be involved with the Tea Parties                    70.8
     It is very important to me to be part of the Tea Party
     movement                                                            57.4
     I expect to be an active member of the Tea Party
     movement for a long time                                            55.3
     I feel hopeful about the impact the Tea Party movement
     has had on our country                                              70.2
     I feel hopeful that the Tea Party movement will continue
     to have a positive effect on our country                            65.2


     On a scale of 1-7, please indicate how much you agree with
     the following statements (1- strongly agree, 7- strongly              Stongly Agree
     disagree, answer in percents)                                                    (1)
     I am motivated to volunteer with the Tea Parties because I feel
     good when I do                                                                 50.0
     I believe the work of volunteers is crucial for the Tea Party
     movement to succeed                                                            75.0
     I am motivated to provide financial support to the the Tea Party
     movement because I feel good when I do it                                      29.8
     I believe financial support is crucial for the Tea Party movement
     to succeed                                                                     48.9




18
Issues
How important to you were            Raw
these issues when you first     Responses   Percent
became involved with the Tea         Very      Very
Parties?                        Important Important
Defense                              34.0      69.4
Immigration                          30.0      61.2
Education                            18.0      36.7
Trade                                13.0      26.5
Health Care                          28.0      57.1
Budget                               37.0      77.1
Environment/Climate Change           14.0      28.6
Economy/Jobs                         35.0      71.4


                                    Raw
                               Responses   Percent
How important to you are            Very      Very
the following issues today?    Important Important
Defense                             39.0      79.6
Immigration                         37.0      75.5
Education                           25.0      51.0
Trade                               22.0      44.9
Health Care                         38.0      77.6
Budget                              44.0      91.7
Environment/Climate Change          22.0      44.9
Economy/Jobs                        41.0      85.4


Please select the most
important direction for
the Tea Party                  Raw
movement                  Responses   Percent
Social issues                   0.0       0.0
Economic issues                 6.0      12.5
Elections                       8.0      16.7
Candidate recruitment           4.0       8.3
All of the above               27.0      56.3
None                            3.0       6.3




                                                      19
     Current Environment
     In your opinion, please rate the effectiveness of       Average Rating (1-5,
     the Tea Party leadership (1-very effective, 5-         higher corresponding
     very ineffective)                                       to more ineffective)
     Meeting activists' needs                                                 2.5
     Achieving the movement's objectives                                      2.5
     providing strong leadership                                              2.8
     Collaborating with other leaders                                         2.8
     Presenting the Tea Party message to the media                            3.0
     Taking the movement to the next level                                    3.1


     Are you in favor of a third political           Raw
     party for Tea Party supporters?            Responses   Percent
     Yes                                              1.0       2.0
     Maybe                                            5.0      10.2
     No                                              42.0      85.7
     Don't know                                       1.0       2.0


     What is your opinion of the Republican               Raw
     party's current image as "the Party of No?"     Responses     Percent
     I agree with this direction                          11.0        22.9
     I am neutral                                         10.0        20.8
     I disagree with this direction                       27.0        56.3


     Which political party do you                 Raw
     affiliate yourself with the most?       Responses   Percent
     Democrat                                      0.0       0.0
     Republican                                   29.0      61.7
     Green                                         0.0       0.0
     Independent                                  13.0      27.7
     Tea Party                                     5.0      10.6




20
 If you had to choose today, who would you         Raw
 support for president in 2012?              Responses        Percent
 Scott Brown                                         1.0          3.0
 Mitch Daniels                                       0.0          0.0
 Rudy Giuliani                                       2.0          6.1
 Mike Huckabee                                       5.0         15.2
 Bobby Jindal                                        4.0         12.1
 Sarah Palin                                       12.0          36.4
 Ron Paul                                            2.0          6.1
 Tim Pawlenty                                        0.0          0.0
 David Petraeus                                      0.0          0.0
 Mitt Romney                                         9.0         27.3
 Jim DeMint                                          4.0         12.1
 Michele Bachmann                                    3.0          9.1
 Rick Perry                                          1.0          3.0
 Mike Pence                                          1.0          3.0
 Waiting to decide/None of the above                 9.0         27.3
 Total Responses                                   33.0           ***
**** Note that some selected more than one candidate



Education
                                            Raw
Highest level of education completed   Responses    Percent
Some high school                             0.0        0.0
High school                                  6.0       13.3
Some college                                18.0       40.0
College degree                              14.0       31.1
Graduate school degree                       7.0       15.6




                                                                        21
Anne SoRoCk

This market research and the
accompanying report were written by
Anne Sorock, director of marketing at the
Sam Adams Alliance. Anne holds a B.A.
from The Johns Hopkins University and
an M.B.A. from Cornell University's the
Johnson School. Anne has experience in
brand management at ConAgra Foods,
book editing at Regnery Publishing, and
was a member of the legislative staff
of former U.S. Senator Peter Fitzgerald.
Please direct and questions or comments
to her at asorock@samadamsalliance.org

				
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