The Peoria Project began with a large scale, multi-mode survey focused on voters’ underlying values frames rather than demographics. The survey questions drew from research in social and behavioral science and focused on the beliefs that frame our identities and choices. We included questions about race, gender, moral foundations, social relationships, and perspectives on authority. And we combined the new survey data with more than 1.5 million historical poll records on issue and values questions collected by Catalist partners.
Using cluster analysis, we grouped voters into nine segments based on their shared values — all intended to provide a richer way to understand the different threads that make up the American tapestry than is normally used in approaching and producing advocacy communications.