The American Perceptions Initiative (API)— a project of The Heritage Foundation—conducts market research among adult Americans on a variety of issues and policy priorities to provide support for strategy and messaging. Market research is designed to explore the relevancy, credibility and support for the policies, concepts, messages and language used as well as the impact they have to create movement and action to support these policies and vision for America.
All of API’s market research is conducted in partnership with Vision Critical and Heart+Mind Strategies. Vision Critical is a well-respected research firm based on North America with research specialist that cover subjects including public opinion, health, technology, consumer goods, media and travel. They work with household brands, government bodies, not-for-profit organizations and the media to help them better understand their customers and stakeholders. Heart+Mind Strategies is an experienced and award winning consulting firm specializing in winning the hearts and minds of the people that matter most to their client’s success.
“Regardless of whether someone supports same-sex marriage or opposes it, everyone can agree that government shouldn’t compel Americans to violate their beliefs about marriage” is the most powerful message, garnering the greatest support and facing the least opposition. In fact, the proportion of those who agree to those who disagree is more than 4 to 1.
This message taps into a pervasive feeling that “government is infringing on my personal freedoms” (71% agree). Moreover, trust in government is low, with over half saying that they don’t “trust government to protect the interest of everyday Americans” (58% disagree).
The majority of Americans surveyed agreed they are “fearful for our country’s future—America is on the decline” (78% agree). Notably, the highest agreement was seen among Millennials, with 80% agreeing.
Similarly, many Americans think that “family values have gone downhill over the last several decades” (80% agree).
Source: Online survey using a national representative sample of 1,010 Americans conducted April 16, 2015 with a margin of error of ±3.1%.