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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

    1

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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

    2

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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.

    3

    “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

    4

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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.

    5

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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.

    7

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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.

    8

    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

    11

    APPENDICES

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    Appendix 2: Selected lAdderS

    12

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    13

    Appendix 2: Selected lAdderS (continued)

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    Appendix 2: Selected lAdderS (continued)

    14

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    15

    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

     

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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]