Research Methodology

Research informs our strategy, every step of the way. The following is a summary of the methodology used in the research cited in this playbook.

2020 American National Election Studies Analysis

Galvanize Action commissioned Mindbridge to conduct a cluster analysis of data taken from the American National Election Studies (ANES) 2020 Time Series investigating non-college white women’s (NCWW) voting behavior in relation to key issue areas including racial resentment, internalized sexism, in-group favoritism, their views of government, role of religion in their lives, marriage, education, etc. 

Disinformation & Social Listening Study

Galvanize Action commissioned a study from GQR aimed to deeply understand which white women are more likely to believe disinformation, where they get their information, and what types of disinformation they are more likely to believe.

  • Galvanize Action and GQR conducted a nationwide online survey of 1,500 white women registered voters from July 2-11, 2021. The sample included 300 voters each from Georgia, Michigan, North Carolina, Pennsylvania, and Wisconsin.
  • Galvanize Action and GQR conducted a social listening analysis of grievance-based narratives and mis/disinformation appearing from July 9 to August 13, 2021 that reached white women voters. This included an analysis of more than 4,000 pieces of content from over 150 pages, groups, and accounts on Facebook, Pinterest, YouTube, and Instagram—and over 1,250 ads from the Facebook Ad Library.

Voter Segmentation*

Galvanize Action’s voter segmentation provides a framework for understanding the similarities and differences across moveable white women in order to create content that speaks to them as directly as possible. 

  • In October 2021, Galvanize Action developed and fielded a survey to 5,000 white women across the United States. The survey contained a series of questions designed to measure women’s psychographic traits along with their demographic information. 
  • After the survey, five voter segments were created by running the responses through clustering algorithms (think putting apples with apples and oranges with oranges). 
  • Finally, Galvanize Action analyzed the results and determined three of the five segments provide the best opportunity for persuasion.

Audience Understanding Surveys*

Galvanize Action’s Audience Understanding Surveys (AUS) provide insight on where white women stand on key issues. 

  • During the fall of 2021, Galvanize Action identified a set of issues that rose to the surface in a previous disinformation study and are likely to be salient during the 2022 midterm elections. These key issues, outlined below, were then included in sets of surveys fielded to white women across the United States. Surveys were conducted during October and November of 2021.
    • Immigration (n = 794)
    • Economy and Inflation (n = 752)
    • Climate Change (n = 800)
    • COVID (n = 797)
    • Paid Family Leave (n = 801)
    • Abortion (n = 801)
    • Critical Race Theory (n = 803)
    • Prescription Drug Costs (n = 801)
  • Results from the surveys were then used to determine which women are most moveable on any given issue, how they feel about it, and what they have in common.

Rapid Message Tests*

Galvanize Action’s Rapid Message Tests (RMTs) provide causal evidence that pieces of creative move women on key issues. 

  • Each RMT is an online, randomized survey experiment. In most cases the RMT includes a nationally representative sample of white women. However, for some tailored creative, Galvanize Action includes a state representative sample of white women instead. Women in the treatment group receive Galvanize Action creative and women in the control group receive a placebo unrelated to the political issue. 
  • After each RMT, Galvanize Action determines which pieces of creative to advance by evaluating which cause positive, statistically significant (ss) movement among key audiences and which backfire (negative ss movement). 
  • For some of the best-performing creative, Galvanize Action matches survey respondents to the voter file to evaluate effectiveness among Galvanize Action voter segments.

Field Experiments*

In May and June of 2022, Galvanize Action ran a field experiment to test the effectiveness of in-group careText on an off-white background: Value. In-Group Care. Protecting the people you are closest to and others who are similar. "It is my duty to take care of my family." message frames on moving moderate white women toward progress on key issues. All messages in the experiment were developed and lab-tested in advance (see description of Rapid Message Tests above for more details). 

  • A total of 1,866 white women in Pennsylvania, Wisconsin, and Ohio were randomly assigned to one of three groups, two treatment groups and one control group. Random assignment provides clear, causal evidence of the effect of the treatment delivered by Galvanize Action. 
  • All women in the experiment received a pre and post survey, which asked about views on abortion, paid family leave, and their political self-efficacy.
  • Women in the treatment groups received messages across social media and streaming services while those in the control group did not receive any messages.

Tracking Survey & Randomized Controlled Trial*

Galvanize Action’s 2022 tracking survey provides nuance on shifts in audience attitudes, opinions, and behaviors over time. The tracking survey also provides insight on responses to large political events, such as the Supreme Court overturning Roe v. Wade. In addition, it included a randomized controlled trial (RCT) which allowed Galvanize Action to determine the effectiveness of programming.

  • During the spring of 2022, Galvanize Action identified a set of key issues that were likely to be salient during the 2022 midterm elections. These issues, along with a set of research questions coming out of previous projects, were included in an eleven-wave panel survey. Issues and questions fall under the following categories:
    • Voting
    • Critical Race Theory and Culture War Issues
    • Economy and Inflation
    • Abortion
    • Top Concerns
  • The survey was fielded to 2,000 white women across Galvanize Action priority states (Pennsylvania, Wisconsin, and Ohio) from May to November. From September-November the One For All Committee paid for the tracking survey.
  • Respondents were recruited based on voter file matches to ensure representativeness of Galvanize Action’s audience and voter segments. The effects we estimate have been weighted to reflect white women registered voters in Pennsylvania, Wisconsin, and Ohio based on age, state, partisanship, and primary voter status.
  • After the baseline survey, respondents were randomly assigned to treatment and control groups. Random assignment provides clear, causal evidence of the effect of treatment delivered by Galvanize Action. Women in the treatment group received ads from Galvanize Action and the One For All Committee while the control group did not.
  • The panel survey provided nuance on changes (or no change) in the audience’s opinions, attitudes, and behavior leading up to and shortly after the 2022 midterms. Results were then used to make strategic pivots in Galvanize Action’s ad campaigns, provide rapid pulse checks for partners, and determine effectiveness of programming.

FrameShift Individual In-Depth Interviews

During the spring of 2023, Galvanize Action partnered with FrameShift to deepen our understanding of how women in our target audience self identify and what motivates their understanding of how the world works. Because people think in images rather than words, FrameShift used their unique MindCamSM technology to explore women’s subconscious thoughts.

  • FrameShift conducted 28 deep-dive, metaphor elicitation interviews via Zoom with a matched audience of voter segments (8 Traditionalist Conservatives, 12 Uncertain Individualists, 8 Trusting Liberals) in MI, OH, PA, and WI.
  • One-on-one interviews explored how women understand themselves and their roles in society in relationship to others, concerns about where society is heading, top issues, and what their ideal world would look like.

Worthy Strategy Group Focus Groups

As a follow-up to the in-depth interviews conducted by FrameShift, Galvanize Action partnered with Worthy Strategy Group in summer 2023 to explore what shapes women’s group identities and shared beliefs about the role of government.

  • WSG conducted four focus groups with 31 women from target segments (8 Traditionalist Conservatives, 15 Uncertain Individualists, 8 Trusting Liberals in MI, OH, PA, and WI), including many who participated in the phase I interviews.
  • During the 90-minute Zoom discussions, groups shared their beliefs about what it means to matter in America, feeling disconnected from those who represent them in government, top of mind issues, civic engagement, and working toward a more united country.

*Work conducted in partnership with Grow Progress.