• Survey Tool: 
  
  • A chatbot survey distributed through email lists, social media, and partner networks. Participants could share testimonials via text, audio, or video to add depth to their answers.
• Research Questions:
  
  • How familiar they are to the Dignity Index and how (and in what settings) do they apply it? Which products or programs have the highest potential to amplify the organization’s impact?
• Sample Size: 
  
  • Out of 568 survey initiations, 410 participants completed the survey, resulting in a 72% completion rate.
• Analysis:
  
  • The survey included three main completion checkpoints:
    
    • Completion of the skills-based questions
    • Completion of demographic questions
    • Completion of questions specific to The Dignity Index

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The survey results enabled CommonAlly to define key demographics and segment their audience, providing insights into participants' levels of interest, motivation, and financial willingness to invest in skills. This segmentation highlighted which groups are most likely to engage with and support the Dignity Index’s mission through potential product offerings.

• Opt-ins:
  
  • 63% of participants opted in for future communication

• Personas:‍
  
  • CommonAlly segmented survey participants by analyzing their behaviors and attitudes, including motivations, self-awareness, engagement with the Dignity Index, and readiness to invest in new skills. This resulted in four primary personas we defined as: Champions, Early Adopters, Super Adopters, and Self-Awares.

The survey provided valuable insights into the Dignity Index audience, revealing key audience segments with varying levels of familiarity, engagement, and readiness to further their mission. These findings allowed CommonAlly to identify audience segments well-aligned with the Dignity Index’s goals, including groups more inclined to invest in learning and applying dignity-centered principles. This understanding lays the groundwork for targeted strategies to foster engagement, deepen audience investment, and extend their reach.

‍Limitations:

Demographic Skew: The survey sample showed underrepresentation among certain groups, including individuals with conservative political beliefs, BIPOC communities, men, and those under age 50. While this composition may reflect the organization's current community, it does not represent the broader U.S. population.

‍Email-heavy Outreach: Most respondents were reached through email campaigns targeting existing and adjacent audiences, likely favoring individuals who frequently check and engage with email. 

‍Partial Completes: Although partial responses are standard in market research, their inclusion here means that some demographic details and responses to skill-related questions were not fully captured. This is noted as a consideration in the analysis.

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