The first three recommendations seek to remedy the lack of knowledge we currently possess about how to change voters’ minds on the issue of same-sex marriage and how to hold onto those who support us but are susceptible to anti-gay messages.
Due to the limited ability of polling to increase our understanding of these matters, and in fact its remarkable ability to mislead us, the report recommends field testing of persuasion arguments, particularly face-to-face conversations with voters, as one way for us to gain the insight we need.
Fortunately, some terrific field testing and experimentation is already underway. At its best, the current field work increasingly simulates for voters the experience they will have during a real campaign, where they will hear both sides’ arguments.
More field testing and experimentation is needed, however. We should return to the ballot only after know much more than we currently do about how to move voters to our side and retain them.