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Research
As part of Moving Forward, we used qualitative and quantitative research to determine how we  might shift the ways in which the public and policymakers understand and discuss reproductive health and family health decisions. Specifically, we sought to identify an overarching aspirational frame, one dynamic and powerful enough to accommodate the current discussion as well as unpredictable future developments and discussions. The Moving Forward research team was led by Harris Interactive and Breglio Consulting. Our key activities included:
Conducted focus groups using both tested and new technology to fill research gaps including in-person and internet-based focus groups. We assessed participant view of issues in the reproductive health cluster as well as on matters related to family decisions such as stem cell research and end-of-life questions. We also used these focus groups to probe the values and language that participants use naturally when discussing these issues. Click here for key findings.
Next, using the results from the qualitative research as our guide, we conducted eight "pulse-line focus groups" in four cities (Atlanta, GA, Grand Rapids, MI, Tucson, AZ, and Seattle, WA) across the U.S. that allowed selected individuals to register their reactions using dial technology to various frames and values. Pulse-line group attendants watched a series of video vignettes featuring spokespersons representing various points of view: strongly pro-choice, anti-choice, conflicted, and more moderate. Click here for key findings.
Our final research step was conducting quantitative research to validate the findings from our qualitative research about the various frames and messages and to guide the project's further refinement of those frames. Click here for key findings.
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