When people think of public opinion research – especially in an election season – we often picture near-daily surveys about who’s winning a political horse race.
But this type of research isn’t just about finding out who’s leading or losing at the ballot box.
High-quality research techniques can uncover valuable insights into the opinions of people and communities across a broad spectrum of issues. Public opinion surveys are a tool for listening and learning.
The Walton Family Foundation works with a broad set of grantees, partners and communities. Our stakeholders cross geographies, generations and political affiliations. Opinion research helps us better understand public views and make meaningful, data-informed decisions. Listening in broad quantitative ways, complemented by qualitative conversations, reflects our belief that hearing from people with different perspectives can lead to innovative solutions that achieve lasting impact.
By gathering insights from people directly impacted by issues such as education, environmental sustainability and our day-to-day quality of life, the foundation is looking to ensure our work is both relevant and responsive.
In recent years the foundation has worked with research organizations like Gallup, Morning Consult, Echelon Insights, Benenson Strategy Group and Impact Research to capture these insights.
These opinion surveys help us evaluate our current work to ensure our funding priorities align with the needs of the communities we serve.
Through a combination of large-scale national surveys and more focused pulse polls, the foundation collects data on a wide range of topics. Like Generation Z’s perspectives on the quality of their schools and their own mental health. And how the public views the threat climate change poses to our water security. We’ve also asked residents in our Home Region of Northwest Arkansas to rate their quality of life. And amid this time of deep division in the country, we researched issues where people can actually find common ground.
These opinion surveys help us evaluate our current work to ensure our funding priorities align with the needs of the communities we serve. The data helps us stay agile and, if needed, adapt our giving strategy across all our areas of focus.
Gathering Insights from the Next Generation
The foundation’s Education Program is driven by the belief that high-quality education is key to ensuring opportunity and a self-determined life are in reach for every child. To help us understand the priorities of young Americans, the foundation has worked closely with Gallup to conduct the largest and most comprehensive national research tracking the attitudes of Gen Z over time.
What have we learned?
Findings from the Gallup Gen Z panel reveal today’s students are optimistic about their personal futures but feel unprepared. They also express dissatisfaction with the education system’s ability to arm them with practical, real-world skills that put them on pathways to success.
In addition to the larger Gallup panel, the foundation conducted research into Gen Z’s views on STEM education that helps us understand how to support their pursuit of the jobs of the future.
More recently, we worked with cultural influencers like Arthur Brooks to learn what drives Gen Z happiness, which found that a sense of purpose in school and work plays a significant role in young people’s well-being. And we partnered with Dr. Lisa Damour to gain insights into mental health to see why Gen Z is reporting higher levels of anxiety and how this impacts their academic performance and social lives.
At a base level, this research is helping us understand more of the factors that drive academic outcomes and achievement for young people. And it’s sparking new ideas about how to reimagine education so students are not only academically prepared but also supported in developing the skills and mental resilience needed for a changing world.
Climate and Water: Finding Common Ground
The foundation’s Environment Program focuses on protecting water in the face of climate change as one of today’s most pressing challenges. Public opinion polling has played a vital role in ensuring public concerns continue to align with our theory of change – and where new opportunities for action might exist.
In collaboration with Morning Consult, the foundation has conducted extensive research into how Americans view threats to water security from our rivers all the way to our oceans. It has found broad support for initiatives that promote clean water, sustainable fishing and seafood, and food security. Notably, foundation-commissioned polling has shown these ideas are popular with people across different regions, political beliefs, racial backgrounds and generations.
For example, the Environment Program recently engaged Gallup to learn more about Gen Z’s views on climate and water. This poll found that 1 in 3 Gen Zers believe they will not have enough clean water in the future. It also revealed an encouraging level of bipartisan agreement: Ninety-three percent of voting-age Gen Zers believe it’s important to protect oceans, lakes and rivers from pollution, with majorities in both parties expressing concern about water pollution.
In one sense, these results have reassured us that the foundation’s environmental work aligns with public priorities. It validates the work. But learning what resonates with the public also helps us sharpen how we message our work to gain even greater public support for meaningful action.
Improving Quality of Life in Northwest Arkansas
In addition to these national polling efforts, the foundation has regularly surveyed residents in our Home Region of Northwest Arkansas to find out what they love about the area – and what they believe needs to be improved.
Through these ongoing Quality of Life surveys, the foundation tracks residents’ perspectives on issues like recreational amenities, housing, transportation and inclusiveness.
The surveys consistently show that residents appreciate the region’s recreational opportunities, arts and culture and economic mobility. These are seen as key contributors to the area’s high quality of life.
However, the most recent survey, released in 2024, reveals some challenges. While respondents still report a positive quality of life, concerns about transportation and affordable housing remain significant barriers for many. Moreover, concerns about infrastructure and early childhood care and education are growing.
These findings reinforce the foundation’s current focus on addressing transportation and housing issues while continuing to invest in infrastructure and community services. By listening to residents, the foundation ensures its investments are targeted to the region’s evolving needs and aspirations.
At a time when public trust in societal institutions is on the decline, we also want to know how the public wants nonprofits to respond to big challenges.
What’s just as rewarding, though, is seeing how these survey results have been widely used by community leaders, partners and grantees in Northwest Arkansas to inform their own work and drive improvements in the region. This engagement not only supports local initiatives but also deepens relationships between the foundation, our nonprofit partners and the community.
At a time when public trust in societal institutions is on the decline, we also want to know how the public wants nonprofits to respond to big challenges. Recent research by Echelon Insights and Benenson Strategy Group, commissioned by the foundation, found more than 80% of Americans believe it's important for nonprofits to listen to those affected by their work. And more than 80% want nonprofits to “bring people together to solve problems.”
That research provided a powerful reminder of just how critical it is for philanthropies and nonprofits to stay attuned to the ever-changing needs of the communities we serve.
