The Roles of Research
Hot heart, cold mind. Those are the attributes of successful activists. They feel passionately about their cause. At the same time, to have an effect, they must be analytical. That means dealing with facts, even uncomfortable ones. Here are the roles of research:
- To map your environment. To make things happen, you need to know who and where the decision-makers are, and what's important to them. You need to know your access routes. You need to know who opposes you, who competes with you, who can collaborate with you, the costs of coalition. Map these connections.
- To develop an answer. What's the most effective change you can make? Research your issue's history. Understand what's worked and what hasn't. Are there analogous issues? What can you learn from their advocates? Is your issue understood and defined correctly? Are the terms exhausted or out of date?
- To understand your audiences. What language do people use when they talk about their issue? Do they think it's urgent or that it has little to do with them? What values are bound up with your issue? What emotions? What calculations? What stories?
- To make the most of your assets. Where are you strongest and your opponent weakest? What is the most efficient way to channel your message to key audiences - not only through media, but also through personal networks? What skills do staff and volunteers have? Are they deployed rewardingly?
- To measure your progress. How can you tell if you're moving closer to your goal? What metrics make real sense to measure change? How can these be communicated to others? At what point would you decide to change your approach, message, or analysis? (Hint: Challenge your strategy all along.)
Polling and message testing is costly. Sometimes, you can take advantage of the research your opponents have done: reverse engineer that campaign and see what you can learn. But to win, you need to define the issue to your advantage. Don't play catch-up. Don't play defense. You must lead.