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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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