Public Opinion

The court of public opinion has become more evident, vocal and volatile with the advent of digital communications. Social media bring events, issues and personalities front and center around the world with 24/7 communications.

Elections, new legislation, civil strife and natural disasters can change a company’s fortunes in a day.

Working with Stakeholder Insights to measure public opinion helps you gauge what your stakeholders think about specific issues and and what you need to do to engage their support.

Our public opinion analysis case profiles include Center for Food Integrity, Mercy, SIUE Stakeholder Perceptions, St. Louis College of Pharmacy, and St. Louis Community College STEM Workforce Survey.

Public opinion research outcomes        

Stakeholder perception measurement helps you:

  • Take appropriate actions and determine the level of resources required to respond (sufficient but not overkill if an issue is not a widespread concern)
  • Determine responsive actions considered most appropriate by stakeholders
  • Decide the best tone and text of messaging about a response

Public opinion research deliverables

  • A report of total response to each question, and, if relevant, differences between respondent subgroups that may have implications for your voter education campaign or marketing communications program. We use bar graphs, charts, verbatim comments and other visuals for easy understanding of the survey results.
  • An initial 2-3 page executive summary and 1-2 page statement of action implications or recommendations based on the findings, condensed for quick reading.

Public opinion research process

We help you measure public opinion when:

  • Desired behavior is not changing, for example, a costly or dangerous health habit
  • Social media signals controversy and intensity of discussion over an event or issue made public
  • You face opposition requiring a long or broad-based public information campaign to turn around
  • We can conduct an internet search for existing data on public opinion regarding the issue at hand.
  • A scan of social media, conducting short, informal focus groups or man-in-the-street interviews will help you understand current awareness and perceptions through informal and small sample data.
  • We ask you to define the research objectives based on what actions you would take based on various responses to survey questions.
  • You will need to confirm who should be the target audience for a survey if it may be relevant to some people but not others.
  • We help you determine the most cost-effective way to collect opinion data: telephone, online, in-person, mail or some other way.
  • We encourage you to use the opinion research results as a benchmark data point to track future change in perceptions.