The objective of this next phase of research was to determine if there is a connection between underlying core values and a number of health and social issues that are widely discussed in America today. Those issues were: Birth Control/Contraception; End-of-Life; Stem Cell research; Comprehensive Sex Education; Emergency Contraception; and Human Papilloma Virus (HPV) Vaccine. In focus groups using dial technology (where participants use a hand-held device to register reactions and responses), we evaluated whether there was an “umbrella” frame(s) that connects the issues in a meaningful way and without being sidetracked by an often contentious abortion debate.

We also assessed reactions to core values and language as well as potential frames building on the findings from earlier qualitative research, secondary research and public opinion polls.

We conducted a total of eight dial sessions with 211 participants from four distinct regions of the US: Grand Rapids, MI, Atlanta, GA, Tucson, AZ and Seattle, WA. The Dial Groups were held between June 14 and June 20, 2006

Key Findings:

• The words “choices”, “options” and “decisions” are all linked and tested well. Yet the term “Life Decisions” could serve as a mediator frame that could lead us away from polarization and put abortion rights into perspective by broadening the frame.
• Respect for differing views came through loud and clear, with many participants mentioning this as an American value that is “uniquely ours.”
• Voters view prevention of disease as a benefit of these issues as often as they do prevention of unwanted/unintended pregnancies.
• People responded favorably to personal responsibility especially when it is linked to the access (availability) and information needed to make responsible decisions.
• Because there are differences of opinion within families, voters (especially women) feel that these decisions should be individual life decisions.
• Again and again, voters responded positively around “not condemning others’ beliefs.”