More often than not, campaigns, whether electing a candidate or branding a corporation, are about understanding and building a broader image and perception than they are about specific issues. Issues, rather, are the elements used to frame and inform the image and perceptions that we need to drive.

Our approach is that of thematic pollsters, believing that each data set tells a complex, often interwoven story and as pollsters it is our job to understand that story and define the clearest and most salient route for our clients to achieve their objectives. Read More

Case Studies

Understanding the West

In 2000, in the eight Inner Mountain West states – Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah, and Wyoming – Democrats held just 5 out of 28 Congressional seats, no Governors’ mansions, and won the electoral votes of just one state – New Mexico. Since that time Myers Research | Strategic Services has been working with a number of clients in these Western States to develop a unique understanding of the West and its people, and to bring about real change to the electoral landscape.

Through an extensive series of qualitative and quantitative research in 2007 and early 2008, we focused solely on helping our clients understand the qualities of Western voters and how they view themselves in relation to the West and in relation to the rest of the country. Our research discovered that across the West, voters believe they possess a quality of life that is unique to the rest of the nation. It is what brought many of them to the West and the reason they choose to remain there. Westerners also believe they are more likely to cherish the outdoors than those in other parts of the United States. To them, the outdoors represents a combination of physical exercise, recreation, family time without the interruptions of technology, and a way to stay grounded, and this notion is seen as a common bond across the West.

Looking at those who successfully won office in the West in 2004 and 2006, like Montana Governor Brian Schweitzer and Colorado Governor Bill Ritter, it is clear that, in the same way that Westerns value a unique quality of life, they value a sense of independence and pragmatism when it comes to their decision in the voting booth. In regression analysis, Westerners indicate that a candidate who is an independent thinker drives voters to choose Democrats, and it is this notion that has helped Democrats make major inroads in the Mountain West.

In fact, in the 2008 election, Barack Obama won the electoral votes of Colorado, Nevada, and New Mexico, and Democrats control 17 out of 28 Congressional seats as well as boasting Governors in 4 states (5 prior to Janet Napolitano’s appointment as Secretary of Homeland Security).

Read Case Study: Colorado House 2004