1. Issue Testing Survey of US Consumers Relating to Individuals with Disabilities
December 5, 2016

2. Introduction About the Firm About Cory
Intersection of politics and business
3 offices, operating nationally
Messaging and research strategy
Deep understanding of public opinion research
About Cory
US Army combat veteran
My life of second service started by putting up yard signs for a local candidate
Created the firm’s research operation
Craft beer/spirits enthusiast

3. Survey Goal
Our goal was to examine public opinion among US consumers regarding the awareness and treatment of individuals with disabilities by businesses. Consumers whose buying decisions were most likely to be influenced by a business’s practices towards individuals with disabilities were interviewed to gather these findings.

4. Methodology
This telephone survey was conducted September 12-17, 2016 among 866 US consumers, with a margin of error of ∓3.33. All interviews were conducted using a combination of automated calls to landline phones and live operators to cell phones. Landline interviews constituted 77% of the calls, while 23% were conducted by cell phone.

5. Data Collection
We start with a list of adults living in the US who are 18 years old and older. Our list of adults is procured from leading commercial data partners. We ensure a representative sample by weighting based on age, gender, race, and geography. To determine likelihood for deep opinions about the issue, we ask several questions in the beginning of the survey.

6. Demographics Gender Geography Age Male 46.2% Northeast 19.1% Female
53.8%
Midwest
22.1%
Age
South
39.4%
18-34
22.4%
West
19.4%
35-49
23.2%
50-64
29.4%
65 & older
25.1%

7. Demographics Income Race < $25,000 34% White 74.6%
$25,000 - $50,000
25.3%
Black
11%
$50,000 - $75,000
17.2%
Hispanic
11.2.4%
$75,000 - $100,000
9.5%
Other
3.2%
> $100,000
14.1%

8. Top Insights
73% will buy from businesses if they knew the business employs individuals with disabilities.
66% will buy from businesses that feature individuals with disabilities in their advertising.
78% will buy from businesses that ensures easy access for individuals with disabilities at their physical locations.
70% buy from businesses that ensures easy access on their website, kiosk, or mobile app.
Half use accessibility settings/features for vision, hearing, etc.

9. Top Insights
65% are less likely to buy from businesses that have been fined by government for discrimination practices.
Only 7% are less likely to impacted by a business’s unfriendly approach to individuals with disabilities.
About 47% believe businesses should accommodate special needs by request.
64% recently saw or heard an online, print and/or television advertisement that includes individuals with disabilities.

10. Top Insights
70% recently saw or heard an online, print and/or television ads about the Paralympic Games. 79% of those report income of $75,000 to $100,000.
62% believe that businesses don’t do enough to market to consumers with disabilities.
56% report that they or a family member have some impairment that may be physical, cognitive, mental, sensory, emotional, developmental, or some combination of these.
54% report struggling with some sort of impairment (vision, hearing, etc.) when using websites or computers. 58% of those are age

11. Buying Impact | Employment Practices
Are you more or less likely to purchase goods and/or services from a business if you knew the business employs individuals with disabilities?

12. Buying Impact | Employment Practices
Impact greater with women than men (76% to 69%)
Impact greatest with year olds (77%). Least with year olds (67%)
Impact greatest in the South (76%). Least in the West (67%)
Impact greatest in income range $25,000 to $75,000 (avg 78%). Least in the less than $25,000 (67%)
Impact greatest among African Americans (79%). Least with Whites (72%)

13. Buying Impact | Ads Featuring IWD
Are your more or less likely to purchase goods and/or services from a business that features individuals with disabilities in their advertising?

14. Buying Impact | Ads Featuring IWD
Impact greater with women than men (72% to 59%)
Impact greatest with 65+ year olds (71%). Least with year olds (59%)
Impact greatest in the South (68%). Least in the West (62%)
Impact greatest in income range $25,000 to $50,000 (71%). Least in the $75,000 to $100,000 range (62%)
Impact greatest among African Americans (70%). Least with Hispanics (60%)

15. Buying Impact | Physical access
Are your more or less likely to purchase goods and/or services from a business that takes steps to ensure easy access for individuals with disabilities at their physical locations?

16. Buying Impact | Physical access
Impact greater with women than men (82% to 74%)
Impact greatest with year olds (83%). Least with year olds (73%)
Impact greatest in the Midwest (83%). Least in the Northeast (76%)
Impact greatest in income range up to $50,000 (81%). Least in the $75,000 to $100,000 range (67%)
Impact greatest among African Americans (88%). Least with Hispanics (71%)

17. Buying Impact | Virtual access
Are your more or less likely to purchase goods and/or services from a business that takes steps to ensure easy access for individuals with disabilities on their website, kiosk, or mobile app?

18. Buying Impact | Virtual access
Impact greater with women than men (76% to 63%)
Impact greatest with year olds (76%). Least with year olds (65%)
Impact greatest in the South (75%). Least in the West (61%)
Impact greatest in income range $50,000 to $ (74%). Least in the $75,000 to $100,000 range (61%)
Impact greatest among African Americans (80%). Least with Hispanics (67%)

19. Approach to IWD
With respect to a business’ approach to consumers with disabilities, which of the following statements best reflects your attitude?

20. Ad Exposure Overall TV 27.8% Online 16% Multiple 13.5% Print 6.3% None
36.4%
Have you recently seen or heard an online, print and/or television advertisement that includes individuals with disabilities?

21. Ad Exposure Paralympic GamesTV
31.4%
Online
20.2%
Multiple
11.2%
Print
7.8%
None
29.5%
Have you recently seen or heard an online, print and/or television advertisement about the Paralympic Games, which occur after the Summer Olympic Games?

22. 60%
Do not believe that businesses do enough to market to consumers with disabilities?

23. 56%
Either the respondent or a family member has an impairment that may be physical, cognitive, mental, sensory, emotional, developmental, or some combination of these?

24. QUESTIONS

25. Brent Buchanan, Managing Partner Cory Brown, SVP Research & Data
Brett Cowden,
VP Audience Engagement
Matt Hubbard,
Project Coordinator
A veteran of over 175 political, advertising, and PR campaigns, Brent serves as senior strategist and taskmaster — keeping the creative juices flowing and opening the lines of communication.
Buried deep in numbers, scratch pads, and databases, Cory digs deep into the data and pulls out (and visualizes) hidden gems that give our clients the edge.
Combining a career in finance with a love of writing and an unhealthy obsession with politics, Brett has a finely-tuned antenna for serving existing clients and developing new relationships.
With tenacity to make things happen and willpower of steel, Matt keeps all channels open and flowing as he assists clients with projects and deliverables.

26. Cory Brown, SVP Research & Data
(202) x PO Box # Washington, DC 20090