Mission: Listen First

  1. We seek out sources of information closest to the American people to formulate research questions that seek out the issues of the future.
  2. We rethink the status-quo issue buckets and dividing lines, asking instead innovative questions that seek to learn rather than affirm.
  3. We apply the most appropriate tools of market research to better understand the "why" driving Americans' opinions, attitudes, and behavior. 
  4. We collaborate to analyze and assess the data so that our listening project accurately reflects what the science indicates.
  5. We help the voice of the American people reach a larger audience, be taken seriously, and understood thoroughly.