Methodology

This report offers an overview of the publicly released Where America Stands survey results, which, along with proprietary results, will help guide the Freedom Forum’s new and ongoing initiatives to help the public know, understand, value and defend our First Amendment freedoms.

The Freedom Forum also conducted follow up interviews with a select, representative group of survey respondents to further illustrate and amplify Americans’ passionate and diverse First Amendment viewpoints.

The First Amendment: Where America Stands was designed and conducted for the Freedom Forum by McKee Wallwork + Co. (MWC), a marketing advisory firm, and Decision Analyst, a marketing research and analytical consulting firm. The study was developed using MWC’s proprietary research methodology, IDEALS®, which stands for “Interests, Desires, Emotions, Attitudes, and Lifestyles Segmentation.”

The online survey was conducted between July 17 and Aug. 6, 2020, collecting data and opinions from 3,006 respondents who were 16 or older and representative of the 50 states and the District of Columbia. Potential respondents were randomly drawn from American Consumer Opinion®, Decision Analyst’s propriety panel of consumers, and from select partner panels.  All respondents were able to complete the survey in either English or Spanish.

The overall margin of error for the survey sample is plus or minus 1.8 percentage points at the 95% confidence level. The margin of sampling error may be higher for subgroups.

Response percentages may not total 100% due to rounding.

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About The Freedom Forum

The Freedom Forum is a nonpartisan organization dedicated to fostering First Amendment freedoms for all. We raise awareness of First Amendment freedoms through education, advocacy and action, sharing the stories of people who have exercised their freedoms to ignite change.

About McKee Wallwork + Co.

McKee Wallwork + Co. is a marketing advisory firm that specializes in generating new momentum for clients throughout North America. The company has twice been recognized by Advertising Age as Regional Small Agency of the Year and won the publication’s 2015 National B2B Campaign of the Year award. Advertising Age has also twice recognized MWC as one of the nation’s Best Places to Work.

IDEALS® is a registered trademark of McKee Wallwork + Co. LLC.

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About Decision Analyst

Decision Analyst is a global marketing research and analytical consulting firm specializing in strategy research, new product development, advertising testing, and advanced modeling for marketing decision optimization.  For over 40 years, the firm has delivered competitive advantage to clients throughout the world in consumer-packaged goods, telecommunications, retail, technology, medical, and automotive industries.