The Heritage Foundation

Market Research on Inequality

February 3, 2016

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.

February 3, 2016 | Market Research on Inequality

Income Inequality and Political Participation: American Perceptions and Attitudes

Messaging Priorities

  • Income inequality is a distraction from the issues that matter most to Americans.
  • Be careful not to be sucked into the income inequality vortex.
  • Redirect the conversation back to issues Americans really do care about, including health care, education, reducing the debt, and regulation.

Income inequality and the minimum wage are not significant issues with the majority of Americans and have less of an influence on motivating political participation than most other issues—despite the fact they have been hearing and reading about them quite a bit.


Source: Recommendations based off an online survey using a national representative sample of 966 U.S. voters conducted January 17-20, 2014 with a margin of error of ±3.1%.

American Perceptions Initiative is a project of The Heritage Foundation’s communications team.

About the Author

Mark Schreiber Director, Strategic Marketing
Strategic Marketing

Elizabeth Fender Market Research Associate
Strategic Marketing

Related Issues: Inequality