In my line of work, we often say that trying to persuade your audience without testing your message is like driving from New York City to Los Angeles without a map. In both cases, you are guessing your route, and which rarely – if ever – leads to success. Public opinion research provides the roadmap for delivering your campaign’s message to your audience. Research plays a critical role in creating social change by identifying who you go talk to, when you go talk to them, and what you go tell them.