June 12, 2015

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.

June 12, 2015 | Market Research on Economic Growth

Export-Import Bank Reauthorization

Majority of Americans Have Never Heard of the Export-Import Bank

Recent research from the American Perceptions Initiative found that awareness of the Export-Import Bank is very low. In fact, fifty-five percent (55%) of Americans had never heard of the Export-Import Bank, while those who had heard of it have little familiarity with what it is. Only two percent (2%) said they were very familiar with it.

Relatively Little Importance Placed on Reauthorizing

After considering a description of the Export-Import Bank, voters placed low necessity on reauthorization (17% very/extremely important), especially compared to other issues potentially facing Congress in months to come. Additionally, more voters would recommend their member of Congress not reauthorize the Export-Import Bank than would recommend authorizing, though a large proportion remained neutral on the issue.

Chart showing support for export-import bank reauthorization. 

High Impact Message

When given a choice between messages for and against the reauthorization of the Export-Import Bank, opinion was largely divided. However, one message stood out as having a stronger impact on perceptions of the Export-Import Bank, converting positive and ambivalent impressions to negative.

“The Ex-Im Bank benefits just one-half of 1% of small businesses. The vast majority of Ex-Im subsidies benefit multinational corporations such as Boeing, General Electric, and Bechtel that have virtually unlimited access to private financing."

Source: Online survey using a national representative sample of 602 U.S. voters conducted April 13–19, 2015 with a margin of error of ±4.0%.

About the Author

Mark Schreiber Director, Strategic Marketing
Strategic Marketing

Elizabeth Fender Market Research Associate
Strategic Marketing

Related Issues: Economic Growth