In my last post, I mentioned the importance of conducting tracking surveys to measure changes in attitudes and behavior over time. The HRC-designed Animal Tracker study is intended to do just that for a core set of issues relating to animal issues and animal advocacy.
The first annual Animal Tracker survey was sponsored by a consortium of animal advocacy organizations including the American Society for the Prevention of Cruelty to Animals, Animal Welfare Trust, The Humane Society of the United States, American Humane Association, Animal Legal Defense Fund, Farm Sanctuary, and World Society for the Protection of Animals (USA). HRC initiated the study and provided consultation related to project planning, survey design, research, and analysis.
The inaugural Animal Tracker survey was conducted in the spring of 2008 and included a sample size of more than 1,500 U.S. adults. The survey was fielded using the Knowledge Networks panel, which combines offline random digit dialing techniques with online panel research capabilities. This results in a true probability sample and survey data that are much more accurate than most other online surveys. Using this approach, we will be able to make detailed comparisons with future survey waves in which we’ll repeat the exact same questions.
It is this long-term perspective, after we have conducted surveys over several years, which will provide the most value to animal advocates. The first survey provides a solid baseline against which we will measure future changes in attitudes and behavior among U.S. adults, but it only describes a single moment in time. The results are interesting nonetheless, and overall they show strong support for all kinds of animals and the advocates who work on their behalf. Here are just a few highlights from the first Animal Tracker survey:
- 43% of U.S. adults have talked or heard about animal protection (AP) issues "frequently" or "occasionally" in the past three months.
- 72% say they have a "favorable" opinion of the AP movement.
- Many people "strongly support" using anti-cruelty investigations (47%), the media (37%), and speaking in schools (33%) to advocate for animals.
- 73% have watched wildlife, 25% have donated to an AP group, 19% have adopted an animal, and 5% have volunteered for an animal group in the past year.
- 72% would support a law requiring that farmed animals are given enough space to behave naturally.
- 70% support the specific goal to "minimize and eventually eliminate all forms of animal cruelty and suffering."
For the full results, download the Animal Tracker report (registered users only).
The next Animal Tracker survey will be fielded in the first quarter of 2009 and will include a subset of the baseline survey questions. The exact cost of sponsorship for the next survey is still being determined, but is likely to be in the range of $500 to $1,000 per sponsor. The benefits of sponsorship are significant, including access to more detailed survey results (including "cross-tab" data for key demographic segments) and full permission to use the results publicly with the media, in reports, etc. Sponsors are also able to add their own survey questions.
New sponsors will be accepted through December 15, 2008. Please contact HRC about becoming having your organization become a sponsor in 2009.