the early adopters
TRANSCRIPT
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alliance
the
earlyadopters
reading the tea leaves
400 West Erie Street, Suite 407 • Chicago, Illinois 60654 • 312.920.0080 • 03/01/2010 •
Activist Insights Report:
Market Research on the TeaParty Movement, its Leadersand their Motivations
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“Our enemies must acknowledge that these people have
acted upon pure and upright principle… you cannot
imagine the height of joy that sparkles in the eyes and
animates the countenances as well as the hearts of all we
meet on this occasion.”
Sam Adams on the original Tea Party
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Reading the Tea Leaves ......................................................................................................................................
Introduction .............................................................................................................................................................
Research and Analysis .........................................................................................................................................
Methodology ........................................................................................................... .................................
Insight Areas ............................................................................................................ .................................
Conclusions & Recommendations ...................................................................................................................
The Early Adopters ................................................................................................ ................................
Tea Party Leaders Are Self Aware ....................................................................................................
The Leadership Question ......................................................................................................... ............
Appendices ..............................................................................................................................................................
Appendix 1: Hierarchical Value Map .................................................................................................
Appendix 2: Selected Ladders .............................................................................................. ............
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TABLE OF CONTENTS
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“My own son called me a stupid right–winger.”
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March 1, 2010
Dear Friend,
America’s tea parties last year triggered a sea change in the political climate. They pointed at thedeep discontent with the bipartisan binge of bailouts and spending pouring from Washington overtwo presidencies, and presaged last summer’s Town Hall meetings which proved even to Congressthat millions of people were very unhappy with their management.
Many ridiculed the tea parties; even those sympathetic with the sentiments questioned whethermere protests make any difference. But by December the tea party leaders in Massachusettshad moved from protest to politics, and they created the base from which voters used a specialelection to put Scott Brown into the Massachusetts Senate seat formerly held by Ted Kennedy.
Now political observers of all stripes are offering punditry about the signicance of the tea parties
– why they arose, and what their leaders want. Some have even gone so far as to interview sometea party folks; even then the media bias often is more prominent than the motives of the tea partyleaders.
The Sam Adams Alliance decided to learn what the tea party leaders are up to in the old fashionedway: We asked them. We met in person with tea party leaders from thirty-eight states; wecollected survey data from forty-nine leaders; we conducted in-depth interviews with ten leadersfrom ten states.
What we have learned is very promising for the American republic. We consistently found seriouscitizens standing up for the Constitution and the basic principles of America’s founding. We founda deep distrust of current political leaders and both political parties, but strong understanding thatpractical considerations argue against a third party. We found that the “tea party” label is a goodt for these citizens who stepped away from their private lives to speak up for their principles.
They have much in common with the leaders in Boston two hundred years ago.
The road to the American Revolution became one-way with a single deant protest by patrioticcitizens: the Boston Tea Party. The violent retaliation of the British proved that Sam Adams hadbeen correct all along, and that British rulers viewed Americans as mere subjects on “plantationsand colonies,” born to follow whatever orders the King and Parliament imposed.
We live at another historic juncture. The country is embroiled in a great debate about the role ofgovernment, and the place of the individual in society. Please review our study and learn why teaparty leaders have felt compelled to take a leading role in this debate. They have proven that theyplay an important role in American politics, and they just might be the earlier adopters of a newapproach to citizen engagement in our political system.
Best Wishes,
Eric O’Keefe, Chairman, Sam Adams Alliance
alliance
400 West Erie, Suite 407
Chicago, Illinois 60654
P 312.920.0080
www.samadamsalliance.org
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“I have a burning desire to protect freedom.”
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Attempts to dene the Tea Party
movement—its motivations, values, beliefs,
and goals—continue to miss the mark andyet to date there have been no in-depth
conversations with the people who actually
make up the movement themselves.
Market research through data collection
has focused on the opinions others hold
of the movement; this report examines the
motivations of the individuals themselves.
• Due to continued participation and
activity, the Tea Parties are emerging
as a movement that is both long–term
and critical for political strategists and
participants to understand.
• The people involved with these
movements are not political junkies or
crusty right–wing extremists; 46.9%
were uninvolved or rarely involved with
politics prior to 2009.
• They aren’t in it to express anger
alone. An overwhelming majority
characterized the goal of their initial
involvement as “to stand up for my
beliefs.”
• They are self aware. They’re aren’t
falling for a Third Party trap, including
social issues on their docket, nor
are they content to be labeled as
protesting for the sake of protesting.
70.3% are hopeful that they are havinga positive impact on their country.
• About one third remains unabashedly
loyal to Sarah Palin’s presidential
candidacy, yet the eld splits from there.DeMint, Romney, and Huckabee each
garnered at least 10% of their support.
• They have a sophisticated, well-informed
understanding of the U.S. Constitution
and American history in general
The conclusion of this report is that the
Tea Party activists are not the “other,”
and they cannot be dened through a
single statement, document, or denition.They are the early adopters of a new
empowerment. As early adopters, they
are paving the road they believe our
country must proceed down in order to
regain control over its government, and
they are modeling the type of paradigm
shift—the reawakening of the "people"
component of a democracy—that they
believe is necessary to our survival as a
representative deomocracy.
The recommendation from this report is
the time has come to better understand
and attend to the Tea Parties. They are
powerful, both in their political sway and in
their passion.
READING THE TEA LEAVES
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The Tea Party movement started with a
bang when on February 17, 2009, Rick
Santelli, a reporter for CNBC, shoutedfrom the oor of the Chicago Board of
Trade that he—and the traders
surrounding him—had had enough.
Enough government bailouts, taxation,
and general amateurish attempts at scal
policy that were leading our country down
the road toward massive nationalization
of business. His furor was mirrored by the
men and women surrounding him on the
oor of the exchange.
But it wasn’t just the nancial industry
that was furious; every day Americans
seize upon this lightning rod and Santelli’s
call for a Chicago Tea Party to hold their
own Tea Parties. The movement began
in an instant, and all across small towns
and big cities of America, groups came
together to hold protests against their
own government.
And so began the attacks: that the
movement was “astroturf,” talking
heads referred to the People involved
as tea-baggers, and condescension
and conspiracy theories abounded. The
attacks continue, more virulent, more
subtle, more varied, and from a wider
audience than in the rst days. The
election of Scott Brown in January 2010,
almost one year later, prove that this
movement has staying power and has inthis way placed it in the cross–hairs of
both Republican and Democrat operatives,
desperate either to malign or claim this
movement as their own.
The key claims:
•The movement is insincere, orchestrated
• The movement is full of right-wing
extremists
• The people involved are “hicks,” poorly
educated, or violent
• There is no underlying point–of–view,
or sophisticated understanding
• They operate on the fringes of
political thought, embracing ideas
such as conspiracy theories and
secessionist ideologies
• It is a short–term movement, comprised
entirely of protest and nothing else
In order to support or refute these claims
and to gain clear insights about the Tea
Party movement, the Sam Adams Alliance
undertook a market research plan. This
analysis applies fact to this discussion and
helps paint a picture of the varied people
and motivations behind the movement. The
goal for this report is to provide accurate
information, from the source, about this
movement, and to equip organizations and
individuals who interact with Tea Party
organizations to engage with them to
move beyond protest, to action.
Providing real information can be the
difference between a movement dened
by others and a movement dened by the
participants; a movement dened by its
participants can continue to grow, and it
can recruit others to join its mission.
INTRODUCTION
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We surveyed fty of the top Tea Party
leaders from across the country, in states
from Alaska and Hawaii to Texas, RhodeIsland, and Florida. We conducted ten
hour-long, in–depth “laddering” interviews
to determine the core connections to the
movement and to understand exactly
what their hopes and fears were about the
direction of the United States and the Tea
Parties themselves. We learned how varied
the people were, from level of education to
the candidate they’d select for president.
We also learned what they have in
common, and from this data, we are able to
present a deeply insightful report.
The market research was designed solely
to report on the facts, including the
following research questions:
(1) What are the core motivating principles
behind these activists’ involvement in the
Tea Party movement.
(2)What are the challenges facing their
organizations at this juncture.
(3) What will the future hold for the Tea
Party movement?
(4) Moreover, does the Tea Party
movement operate on the fringes
of mainstream political discourse
or are the Tea Party activists
more vehement proponents of aninherently relevant and moderate
conservative message?
The next section presents our research and
analysis followed by the conclusions and
recommendations this analysis suggests.
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“My father fought in the
second World War…when
you look back at those
troops, they were loved.
What happened to that?”
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Key activities of the study included:
•Conducted research related to themotivations, patterns of behavior, type
and quantity of involvement, outlook,
issue prioritization, and general
demographics of the Tea Party leaders.
• Carried out ten in-depth market
research interviews relative to their
emotional connection to the Tea Party
movement, including an investigation
into their key “boiling point” moment.
• Collected and analyzed eighty business
cards of the Tea Party leaders to
investigate their use of color, choice of
words, and self-described role.
METHODOLOGY
Nearly fty Tea Party leaders participated
in our survey, which was distributed both
in-person as well as via the Internet.
The survey participants were chosen
because of leadership of a local Tea
Party organization in the United States.
There was a sample size of forty-nine
respondents.
In order to develop a deeper
understanding of what motivates and fuels
the Tea Party organizers, we interviewed
individuals across a broad spectrum ofdemographics, from which we developed
eight distinct ladders. These ladders chart
the progression of connection to the Tea
Parties from “attribute” level, (or the most
tangible aspects they appreciate), to
“consequence,” (or the resulting feeling
they get from each consequence), to
nally, “value,” (or the deepest values that
drive their involvement).
Together, these analyses provide a broad
and in–depth portrait of the individuals
who are leading this new wave of citizen
activism.
INSIGHT AREAS
The rsthand research uncovers the nding
that the Tea Party leaders are authentic
grassroots activists, due to the sincerity
and deeply held beliefs we uncovered
through our laddering interviews. Far
from holding radical or ill–informed views,
they are well educated and understand
the delicacy of their relationship to
the Republican Party. Moreover, they
demonstrate a commitment to their
country and the cause that is of such deep
import to them that it would suggest that
their involvement is both long–term and
extremely personal.
The most salient details from the research
fall into three key insight areas:
Unpracticed but not Impractical
The Tea Party activists were new to the
political scene in 2009. A combined total
of 46.9 percent of the activists wereuninvolved or rarely involved in politics
prior to the Tea Parties of 2009, suggesting
a wholly distinct group of people who were
engaging with their representation actively
for the rst time.
RESEARCH AND ANALYSIS
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If they had been inactive prior to this
engagement, what were they doing and
who are they? Many polled by us were
entrepreneurs, stay–at–home moms, and/or
teachers. Others had Masters degrees
and/or had written books.
• 53.3 percent of respondents have
graduated from high school, and
additional 46.7 percent graduated fromcollege, and a further 15.6 percent have
a graduate degree.
They have also embraced new and social
media adeptly.
• 91.5 percent are on Facebook, 80.9
percent of the organizers have a
website for their organization, and 59.6
percent are on Twitter.
• 63 percent communicate daily with
other Tea Party members.
Clearly, this is an active community,
thriving online.
As for being impractical? A striking 85.7
percent said “No” when asked if they were
in favor of moving in the direction of a
Third Party.
This number dropped off when asked with
which political party they were afliated:
• 61.7 percent Republican, 27.7 percent
Independent, and 10.6 percent Tea Party.
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The implication here is that while they do
not endorse the Tea Party as a political
party, they do remain somewhat divided
as to where to apply the Tea Party energy.
The Tea Party brand remains a strong
afliation, although not for its evolution
into a political party.
Even more denite, zero percent selected
“social issues” as the most important
direction for the Tea Partie; instead theirfocus began and remained on scal issues:
• 91.7 percent said “budget” is “very
important, followed by the “economy”
at 85.4 percent, and “defense” at
79.6 percent.
The Boiling Point
“Don’t mess with my kids, buster.Don’t mess with my country,
buster” – Tea Party Activist
But what was the click, the “Boiling Point”
moment at which they transitioned from
uninvolved American to fully engaged
activist? Remarkably, this was such a
strong experience for many of them
that they were able to recount the exact
moment this transition occurred.
For one woman, it was while she was
manning the phones at a campaign ofce
for John McCain, surrounded by political
hacks doing everything but work. She knew
she had to apply herself in a different way,
one that allowed her to see immediate
results and be amongst others who felt the
same urgency.
Another woman, who grew up in the
Northeast, had always been a conservative,
but started being concerned with the
direction of government during the latter
half of the Bush administration. She started
a blog to “get her angst out,” and when
the Tea Party momentum started to build,
she realized such a group did not exist in
her state yet. “I thought it would be just
twenty-ve people showing up,” she said.
“I was shocked at the sheer numbers of
people who came out. They felt like theyhad no voice.” One man had a similar
experience: “I expected there to be seven
hundred. Four thousand people came to
our rst rally.”
And what did they strive to accomplish?
Overall, 89.6 percent characterized
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their most important initial reason for
involvement as “to stand up for my
beliefs.” This somewhat general statementgained more color in the laddering
interviews, the compilation of which is
seen in Appendix 4. The laddering analysis
indicates the ve primary values that
underlie their involvement.
Thoughtful, Deeply Felt Connections
to the Movement
Being Responsible: Without fail, every
Tea Party leader referred to the future
generations of Americans whose
prospects, they feel, weigh heavily on
their shoulders. The ability to act on this
feeling of responsibility to ght for and
preserve freedom can be fullled through
the proactive, on-the-offensive nature
of the Tea Parties. The ip side of living
responsibly is the even more crippling
fear of regret. Many candidly expressed
their fear of looking into their
grandchildren’s eyes and thinking they
could have done more.
Living without Regret: While they
reiterated time and again their disavowal
of all “social” issues, there was an
undercurrent of an unspecic but
omnipresent spirituality. Given what they
dened as extraordinarily trying times for
our country, they expressed a need to takea stand to defend freedom. This action
translates directly into their concept of
having lived “a worthwhile life.”
Hope: Once surrounded by others with the
same commitment to transparency, scal
responsibility, and a greater appreciation
for American exceptionalism, the Tea
Party people felt something they hadn’t
up till then: hope. This is reinforced by thestrong community Tea Parties provide.
Some wrote that the most rewarding
aspect of their involvement was “above
all, the friendships.” Others wrote of the
“great people,” “fellowship,” and how they
appreciated “realizing many others share
my beliefs.”
Empowered: A taste of the empowerment
that comes with a political voice left its
impact on all of the interviewees. The
barriers to entry to involvement, even
in a leadership position, were much
less pronounced within the nascent Tea
Party structure than in the traditional
bureaucracy of the Republican Party.
Because of this, the Tea Party newcomers
were able to take action swiftly—and see
the results of their activism. One Tea Party
leader described her empowerment with
glee as an “emotional high.” “Imagine,”
she said, “I had never put it together that
THEY work for ME.” This connection to the
movement was one of the most strongly
felt by all, something they all said would
be truly wrenching for them to give up,
once attained.
Proud; Living Unashamed: The Tea Party
activists are unabashedly patriotic, with
a deep love for their country as well as a
nuanced understanding of its Foundingprinciples and structure of government.
That pride in their country also imbues
them with a feeling of duty to protect its
values and principles. The Tea Party people
spoke of how, when they actively defended
their country, they felt proud of themselves
and of their sacrice.
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THE EARLY ADOPTERS
Tea Party activists are for the most partnew to this role. They are neither practiced
nor polished in activism; but having
experienced a taste of the empowerment
that comes with action, they feel more than
ever that this is their time to act. Above all,
they are motivated by a fear of NOT acting.
They believe deeply in the American
experiment and are willing to sacrice time,
money, security, all for the future.
Their diversity is their strength, and they
are not a movement that can easily be
dened by those jumping up to lead them.
They are powerful and, in this sense,
they are the “early adopters” of a new type
of political involvement. The leaders refer
to their position within the local tea parties
as being at the head of an onslaught. They
have an organic, real grassroots fervor that
runs deep.
TEA PARTY LEADERS ARE SELF AWARE
They are also motivated to take this to
the next level—and are actively preparing
for a phase two. When asked what they
would suggest to improve their movement,
one activist wrote: “Brand better to show
that we are regular Americans, not right
wing extremists.” By a margin of 56 to 22,
they don’t want to be the Party of "No."
“Offer solutions, positive alternatives” wasanother recommendation. While they are
aware of these criticisms, they are also
equipping themselves for the next stage in
their organizational development.
Suggestions for improving their movement
included corporate speak: “better/more
polished brand and media messaging” as
well as tactical maneuvers.
They understand their position as a target,
and yet they remain committed to their
values. Their sometimes beleaguered
candidate, Sarah Palin, rose to the top
of the poll once again as their pick for
president in 2012, with 36.4 percent
of respondents choosing her as their
preferred candidate. The new activists like
the maverick candidate.
THE LEADERSHIP QUESTION
Their opinions are divided on the need for
leadership. Some fear that jockeying for
leadership will remove the truly grassroots
element from their movement. “Many
leaders of tea parties seem to be in
place for the glory rather than for the
overall cause. I make this statement
because it is something I have heard
numerous times. This is the most serious
problem I see that will only iron itself out
over time.” Others endorse a coalition, “No
national leadership (top down), instead
there should be a coalition of leaders.”
What is clear is that people and
organizations are piling on to claim credit
or attach their star to this wagon. The Tea
Partiers understand that true leadership
will emerge not from the attention-seekers
but from those who are willing and able toget out ahead of the pack, listen, and lead
from a point of authenticity.
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CONCLUSIONS & RECOMMENDATIONS
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9
"If ever a time should come,when vain and aspiring men
shall possess the highest
seats in Government, our
country will stand in need
of its experienced patriots to
prevent its ruin.”
Samuel Adams
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“I wish I could do it full-time.”10
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Appendix 1: HierArcHicAl VAlue MAp
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APPENDICES
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Appendix 2: Selected lAdderS
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Appendix 2: Selected lAdderS (continued)
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Appendix 2: Selected lAdderS (continued)
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Appendix 2: Selected lAdderS (continued)
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Involvement
How long have you been associatedwith the Tea Party movement?
Less than3 months
3 to 6months
More than 6months
Other
Raw Responses 0.0 2.0 45.0 1.0
Percent 0.0 4.1 91.8 2.0
With what type of TeaParty activities are
you involved?
Attending
Events
Organizing
Events
Media/
Marketing Fundraising Lobbying Outreach
Raw Responses 39.0 41.0 32.0 28.0 15.0 33.0
Percent 79.6 83.7 65.3 57.1 30.6 67.3
How many Tea Parties have youattended? 0 1-3 4-6 7-10
Morethan 10
Raw Responses 1.0 10.0 19.0 6.0 12.0
Percent 2.1 20.0 39.6 12.5 25.0
How many Tea Parties have you
organized or helped organize? 0 1-3 4-6 7-10
more
than 10
Raw Responses 6.0 22.0 9.0 1.0 10.0
Percent 12.5 45.8 18.8 2.1 20.8
How often do you engage in the following?
(percents) Never
1-2
Times
per Year
1-2
Times
per
Month
1-2
Times
per
Week Daily
Communicate with fellow Tea Party activists 2.0 0.0 10.2 26.5 63.3
Attend Tea Party events 2.1 8.3 50.0 33.3 6.3
Attend political events 2.0 22.4 36.7 38.8 0.0
Socialize with other Tea Party activists outside of
organized gatherings 4.3 12.8 36.2 31.3 17.0
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Movement Needs
Please select the channels that you currently use Use Percent
Facebook 43 91.5
Webpage 38 80.9
Twitter 28 59.6
LinkedIn 15 31.9
Snail Mail 7 14.9
Blog 19 40.4
Motivation
How would you rank your political
involvement prior to becoming a Tea Partyactivist
RawResponses Percent
Uninvolved 15.0 30.6
Rarely Involved 8.0 16.3
Somewhat Involved 14.0 28.6
Involved 4.0 8.2
Very Involved 8.0 16.3
Please Characterize your primary
reason(s) for getting involved with the
Tea Parties
Very
Important
Average
rating
(1-4)
To become politically involved 44.9 2.8
To express my anger/frustration 46.9 3.0
To be part of a community 31.3 2.3
To stand up for my beliefs 89.6 3.9
To learn about current events 30.4 2.6
to influence elections 83.7 3.8
To influence policy 79.2 3.7
What do you find most rewarding
about being part of the Tea Parties
Raw
Responses Percent
Networking locally and nationally 7.0 14.3
Positive contribution to my country 20.0 40.8
Education opportunities 3.0 6.1
Other (most used to reply "all") 19.0 38.8
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On a scale of 1-7, please indicate agreement with the
following statement (1 being strongly agree, 7 being
strongly disagree, answer in percents)
Strongly
Agree(1)
I am proud to be involved with the Tea Parties 70.8
It is very important to me to be part of the Tea Party
movement 57.4I expect to be an active member of the Tea Party
movement for a long time 55.3
I feel hopeful about the impact the Tea Party movement
has had on our country 70.2
I feel hopeful that the Tea Party movement will continue
to have a positive effect on our country 65.2
On a scale of 1-7, please indicate how much you agree with
the following statements (1- strongly agree, 7- strongly
disagree, answer in percents)
Stongly Agree
(1)
I am motivated to volunteer with the Tea Parties because I feelgood when I do 50.0
I believe the work of volunteers is crucial for the Tea Party
movement to succeed 75.0
I am motivated to provide financial support to the the Tea Party
movement because I feel good when I do it 29.8
I believe financial support is crucial for the Tea Party movement
to succeed 48.9
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Issues
How important to you were
these issues when you first
became involved with the Tea
Parties?
Raw
Responses
Very
Important
Percent
Very
Important
Defense 34.0 69.4
Immigration 30.0 61.2
Education 18.0 36.7
Trade 13.0 26.5
Health Care 28.0 57.1
Budget 37.0 77.1
Environment/Climate Change 14.0 28.6
Economy/Jobs 35.0 71.4
How important to you are
the following issues today?
RawResponses
Very
Important
Percent
Very
Important
Defense 39.0 79.6
Immigration 37.0 75.5
Education 25.0 51.0
Trade 22.0 44.9
Health Care 38.0 77.6
Budget 44.0 91.7
Environment/Climate Change 22.0 44.9
Economy/Jobs 41.0 85.4
Please select the most
important direction for
the Tea Party
movement
Raw
Responses Percent
Social issues 0.0 0.0
Economic issues 6.0 12.5
Elections 8.0 16.7
Candidate recruitment 4.0 8.3
All of the above 27.0 56.3
None 3.0 6.3
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Current Environment
In your opinion, please rate the effectiveness of
the Tea Party leadership (1-very effective, 5-
very ineffective)
Average Rating (1-5,
higher corresponding
to more ineffective)
Meeting activists' needs 2.5
Achieving the movement's objectives 2.5
providing strong leadership 2.8
Collaborating with other leaders 2.8
Presenting the Tea Party message to the media 3.0
Taking the movement to the next level 3.1
Are you in favor of a third political
party for Tea Party supporters?
Raw
Responses Percent
Yes 1.0 2.0
Maybe 5.0 10.2No 42.0 85.7
Don't know 1.0 2.0
What is your opinion of the Republican
party's current image as "the Party of No?"
Raw
Responses Percent
I agree with this direction 11.0 22.9
I am neutral 10.0 20.8
I disagree with this direction 27.0 56.3
Which political party do you
affiliate yourself with the most?
Raw
Responses Percent
Democrat 0.0 0.0
Republican 29.0 61.7
Green 0.0 0.0
Independent 13.0 27.7
Tea Party 5.0 10.6
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If you had to choose today, who would you
support for president in 2012?
Raw
Responses Percent
Scott Brown 1.0 3.0
Mitch Daniels 0.0 0.0
Rudy Giuliani 2.0 6.1
Mike Huckabee 5.0 15.2Bobby Jindal 4.0 12.1
Sarah Palin 12.0 36.4
Ron Paul 2.0 6.1
Tim Pawlenty 0.0 0.0
David Petraeus 0.0 0.0
Mitt Romney 9.0 27.3
Jim DeMint 4.0 12.1
Michele Bachmann 3.0 9.1
Rick Perry 1.0 3.0
Mike Pence 1.0 3.0Waiting to decide/None of the above 9.0 27.3
Total Responses 33.0 ***
**** Note that some selected more than one candidate
Education
Highest level of education completed
Raw
Responses Percent
Some high school 0.0 0.0High school 6.0 13.3
Some college 18.0 40.0
College degree 14.0 31.1
Graduate school degree 7.0 15.6
21
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8/20/2019 The Early Adopters
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ANNE SOROCK
This market research and the
accompanying report were written by
Anne Sorock, director of marketing at theSam Adams Alliance. Anne holds a B.A.
from The Johns Hopkins University and
an M.B.A. from Cornell University's the
Johnson School. Anne has experience in
brand management at ConAgra Foods,
book editing at Regnery Publishing, and
was a member of the legislative staff
of former U.S. Senator Peter Fitzgerald.
Please direct and questions or comments
to her at [email protected]