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• Above Godbe Research 8 Analysis About Godbe Research & Analysis Godbe Research & Analysis (GRA) waS founded in January 1990. The firm is a full - service public opinion research agency that offers its clients extensive experience in public opinion research for political campaigns, public education projects, corporate image campaigns, jury selection and marketing efforts. The firm's Principal Researcher has beeii employed by candidate and ballot measure campaigns, as well as by public and private sector clients, throughout the state of California and in Alaska, British Columbia, Colorado, Idaho, New York, Ontario, Oregon, Texas and Washington. His expertise spans fifteen years in the field of public opinion research. Complementing the Principal Researcher's efforts is a staff of Asso- ciate Research Directors, Research Analysts, and Research Associates. GRA relies on research as a primary tool to define and evaluate public opinion and assist with the development of effective campaign strategies for all its clients. The firm has consid- erable experience in both qualitative and quantitative research techniques. The following qualitative and quantitative research services are provided by GRA to the firm's clients in the areas of political polling, public policy, advertising, media research and jury selection: • Baseline Polling: Baseline polling analyzes the current trends in a given community that are likely to drive public opinion. The method is particularly helpful for governments, corporations or political candidates who are interested in testing their • approval in the community while gauging the community's pulse on a variety of rele- vant issues. • Threshold Polling: Threshold analysis is frequently used to assess public approval of changes in service, tax or fee levels. The process involves careful testing of different option levels and then 'pushes' these initial tests by offering further information to respondents to see if the respondents will change their opinions. The 'push' reveals both the strength of the opinions and the room available for future persuasion through public relations efforts. GRA has conducted a number of successful threshold surveys for cities, counties, school districts and special districts. • Tracking Polls: Tracking polls take place after a baseline poll establishes a level of support or opposition to various messages. The tracking polls that follow a base- line survey allow for a refinement of the messages first tested in the baseline and also allow for the analysis of opinions over different periods in time. Refinement of messages, especially for ballot propositions, is often needed to make marginally supported messages into messages that meet with success. In addition, by looking at survey data over time, the stability of a message can be assessed; a key consideration for messages that may be affected by current events. it ° i� City of San Leandro Godbe Research 6 Atterly is Page 1 Godboflemnd g Walytit