Details on Methodology

A trademarked brand segmentation process was to identify different voter segments in order to identify the best ways to persuade them to support library funding. This is simultaneously the study’s greatest strength and its greatest weakness. Since Leo Burnett is a major marketing and advertising firm, this adds credibility to their experience in using it. However, a fundamental principle in science is that the methodology should be transparent and reported in sufficient detail that anyone can critically review it to see how it might impact the results. Methods descripted in sufficient detail to allow replication of the study by others is the gold standard in research. This study is far from this.

Focus groups were held with the two segments which were most likely to vote for library funding were held in five cities, ranging in size from 13,200 (McPherson, KS) to 392,800 (Minneapolis, MN). The first round of these was to understand the nature of the support and the second round was to test various campaign themes.