The Iowa Opinion Panel

The Iowa Opinion Panel We study preferences of decision makers and produce powerful insights for our clients. Join our Panel http://www.iowaopinionpanel.com/ Louis.

Vernon Research Group is headquartered in mid-America and has conducted research studies in all US States, Mexico, Canada, and throughout Western Europe and Asia. Founded in 1987 in Cedar Rapids, Iowa, Vernon Research Group is located within a 150-mile radius of more than 1 million people in small cities and within a few hours drive of Chicago, Milwaukee, Minneapolis, Omaha, Kansas City and St. The region is an ideal test market because of its convenient central location, which supports distinct urban markets amidst rural countryside. Its central location makes for enhanced calling within a variety of time zones. Additionally, the mid western neutral accent is optimal for seamlessly interviewing on a national basis across regional dialects. The region is home to such respected corporate leaders as AEGON USA, Amana Refrigeration, American College Testing, Cedar River Paper, Fisher Controls, Genenecor, Genesis, Great American Leasing, Hon Industries, John Deere, Maytag, McLeodUSA, Parsons Technology, Pella Windows and Doors, Quaker Oats and Rockwell-Collins. Vernon Research Group provides services to many of these firms.

IOP members were asked whether they would consider participating in a focus group that would be recorded and aired on te...
10/01/2026

IOP members were asked whether they would consider participating in a focus group that would be recorded and aired on television. With no other information, everyone split nearly equally between being willing, not being willing, and being unsure.

Below are names of current politicians IOP members feel positive about. There were many more that everyone listed, but t...
09/16/2026

Below are names of current politicians IOP members feel positive about. There were many more that everyone listed, but this group of five names includes the top three for Republicans, the top three for Democrats, and the top three for unaffiliated voters. Both independents and Democrats were more likely to list Rob Sand than any other politician, and Rob Sand was the third-most likely politician to be listed by Republicans.

Republicans on the IOP are more likely to vote for a Democrat than Democrats are to vote for a Republican. Voters not re...
09/01/2026

Republicans on the IOP are more likely to vote for a Democrat than Democrats are to vote for a Republican. Voters not registered with a party are more likely to vote for a Democrat than for a Republican, but they are more spread out in their voting behaviors than the two major parties are.

These were the six most common gift cards to be purchased by IOP members. The reasons that the 9% of IOP members who do ...
08/19/2026

These were the six most common gift cards to be purchased by IOP members. The reasons that the 9% of IOP members who do not purchase gift cards gave for their preference included finding it's too easy for recipients to forget they have it and end up not using it, preferring to give something more personal, or not wanting to force the recipient into using a particular store/restaurant.

Most IOP members who have any children 5-18 have at least one child attending public school. Usage of private schools ha...
08/05/2026

Most IOP members who have any children 5-18 have at least one child attending public school. Usage of private schools has a decent proportion of usage, and homeschooling is not scarce.

These add up to more than 100% because children in the same household may not attend the same type of school.

As with many things, interest level and ability level do not necessarily match up when it comes to doing home projects. ...
07/16/2026

As with many things, interest level and ability level do not necessarily match up when it comes to doing home projects. Ability can differ depending on type of project (e.g., working with wood vs plumbing), and some people know how to do things but no longer feel physically able. IOP members mentioned many reasons that keep them from doing home projects themselves besides ability, such as not being allowed to because they're renting or because they don't have the time.

Most IOP members (85%) have purchased building materials in at least one location in the past 12 months.
07/09/2026

Most IOP members (85%) have purchased building materials in at least one location in the past 12 months.

Online-only stores have been and continue to be a popular source of furniture among IOP members.
07/06/2026

Online-only stores have been and continue to be a popular source of furniture among IOP members.

Online-only stores have risen in popularity for appliance purchases among IOP members.
07/01/2026

Online-only stores have risen in popularity for appliance purchases among IOP members.

IOP members were asked to list one of their favorite songs, and the answers ranged widely, with most being mentioned by ...
06/15/2026

IOP members were asked to list one of their favorite songs, and the answers ranged widely, with most being mentioned by only one person. These are the top five songs mentioned more than once and the artists/bands that sing them.

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