DBR Role

DBR conducted qualitative and quantitative research online, in person, and by phone.

Research Innovation

Used online heat map technology and control-treatment studies to determine the specific language that was most effective in ballot arguments and advertisements.


Identified language that emphasized the importance of accountability, revealed the importance of the temporary tax language, and highlighted the importance of the messenger in communicating that money would go directly to classroom spending. Advertisement tests determined the most effective advertisements at different points during the campaign.