"We used American Environics's values-based segmentation methodology to recruit for focus groups on health care, and, frankly, all of us were blown away. The individuals in the groups were bound by values that went far deeper than political identity. This work led directly to the creation of four brand new Strategic Initiatives on health care, each of which flowed directly from the ways in which Americans experience the health care system, and think about solutions. At the end of the project we fielded a nation-wide survey with a battery of values questions attached. This allowed us to gain a rich, quantifiable perspective into which underlying factors were driving opinion on health care."

   Celinda Lake, President,
   Lake Research Partners