American Psychological Association
Client
The American Psychological Association is a scientific and professional organization of 150,000 psychologists dedicated to advancing the creation, communication, and application of psychological knowledge to benefit society and improve people's lives.
Challenge
APA aims to expand the public's appreciation of psychology's positive role in the quality of life, but that goal requires first defining the current perceptions among Americans about the study and value of psychology.
Enter Reingold
In cooperation with APA's leadership, Reingold devised a survey questionnaire and conducted a nationally representative public opinion poll while collecting more in-depth qualitative information in three focus groups. Our research focused not only on public attitudes and awareness, but also on responses to messaging and elements of a research-based marketing strategy. We asked about respondents' views of APA and psychologists in general, their awareness of the diverse problems/issues psychology addresses, their understanding of the scientific underpinnings of psychology research and practice, and their interest in psychology as a field of study and solution to everyday problems.
Results
Reingold analyzed the survey results and produced a report on our preliminary findings, with statistical tables and an easy-to-understand depiction of the cross-tabulated results to showcase systematic relationships between respondent characteristics, or another variable, and particular answers given. In addition, we highlighted the most common and compelling verbatim responses.