2021 Research Results
Over the course of 2019-2020, Students for Life of America commissioned right brain research & quantitative studies with Vinea Research. We first identified Millennial women who described their views on abortion as “in the middle” and started with qualitative visualization research methods to help identify trends within responses. From there, the team at Students for Life created video advertisements and messaging that may persuade and move the middle further to the pro-life position.
After four phases of qualitative and quantitative studies which measured responses before and after watching, the following videos are the top results of successful messaging that moved the middle along the continuum toward the pro-life position.
We studied women between the ages of 20-34 with middle-ground opinions on abortion, trying to identify opportunities to get them to move their positions. Using “Right Brain Research” and quantitative studies we began with qualitative, one-on-one interviews with visualization exercises to identify trends from respondents. From there, our team created video advertisements from messaging themes to measure opinion change. Below are some of our key findings:
- The pro-life brand is damaged as well as the pro-choice brand.
- She chooses to be in the middle with intention.
- She judges abortion by the circumstances around it, making the middle the “moral high ground.”
- She believes abortion should always be a difficult decision.
- Woman-focused messaging is the most effective to get her to move out of the middle
Watch the Videos:
This same research was conducted for Moveable Middle Men. Check that out here.