The Iowa Opinion Panel

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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. Th

e 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.

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.

PAID Opportunity: We're seeking focus group participants from Central Iowa and Eastern Iowa for ONLINE groups on Monday,...
07/24/2026

PAID Opportunity: We're seeking focus group participants from Central Iowa and Eastern Iowa for ONLINE groups on Monday, July 27. Participants receive $100 after the session. Take the quick screening survey to see if you qualify.

ICYMI: We are recruiting for several PAID focus group opportunities right now across the state of Iowa. Pre-qualified Io...
07/20/2026

ICYMI: We are recruiting for several PAID focus group opportunities right now across the state of Iowa. Pre-qualified Iowa Opinion Panel members have received survey invitations via email. If you received one of these invitations, complete the survey to see if you are eligible. Earn $100-$200 if you are selected and participate!

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.

06/12/2026
In general, IOP members were not as accurate with their expectations regarding state taxes as they were with federal tax...
06/10/2026

In general, IOP members were not as accurate with their expectations regarding state taxes as they were with federal taxes. Most (74%) IOP members who expected a refund on their state taxes received one. Only half (49%) of the people who expected to owe state taxes were likely to be correct, with nearly that many (44%) actually receiving refunds. People who didn't expect to owe anything nor get a refund were more accurate on state taxes than federal, with 39% being correct about not having to pay or get a refund, but they were still a mixture of actual outcomes.

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