What Is TrueNorth?

TrueNorth gives you trustworthy market data and insights at a price you can afford.

There are two main ways to discover what people think, feel, and do. One is through probability surveys, which set the standard for accuracy and reliability. The second is through nonprobability surveys, which are much cheaper to field but often produce faulty findings. TrueNorth has developed a computer formula that fixes these errors, allowing us to merge results from nonprobability surveys into the results of a rigorously conducted AmeriSpeak® survey. The result is a much larger dataset that is both reliable and cost-effective to produce.

At a Glance

An overview of TrueNorth

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TrueNorth is powered by AmeriSpeak and backed by NORC, one of the most trusted brands in survey research.

Delivering objective, insightful data is in TrueNorth’s DNA. Though we’re relatively new, our history goes back to 1941, when NORC at the University of Chicago was founded as a pioneer in survey research. NORC honed and evolved its methods over thousands of studies, becoming a trusted research partner for governments, nonprofit, and select business clients around the world. In 2015, NORC founded AmeriSpeak, which uses a scientifically recruited panel of respondents that is representative of the US population. AmeriSpeak quickly became one of the most accurate, reliable panel solutions on the market. TrueNorth uses data from AmeriSpeak’s probability-based surveys to calibrate data from less reliable nonprobability surveys, giving your research the rigor of AmeriSpeak and the cost-effectiveness of nonprobability-based online surveys.

TrueNorth Gets Proven Results

Our clients have experienced the power of TrueNorth first-hand, getting better data and more trustworthy insights at a more affordable price.

80^%

less bias than estimates from opt-in samples

Our latest method for calibrating the results of nonprobability surveys to the findings of a baseline AmeriSpeak survey makes them 4.5 times more accurate.

25^%

less expensive than a comparable probability survey

TrueNorth pricing effectively falls “in the middle” of pricing for probability and opt-in.

75^%

larger sample size capabilities

TrueNorth allows for sample sizes up to 3/4ths larger than those attainable from probability panels.

See How it Works

The Expertise to Take Research Forward

With well over a century of combined experience in gathering and analyzing public opinion on a wide range of topics, TrueNorth’s leadership knows how to deliver for clients.

J. Michael Dennis

J. Michael Dennis has led AmeriSpeak as executive director since its launch in 2015. He is a nationally recognized expert and widely published author on survey research methods, with a particular focus on online surveys and household panels. Previously, Dennis held several executive posts over 14 years at Knowledge Networks, which was acquired by GfK Custom Research in 2012, and founded and ran its government and academic research unit. Before that, he was a senior scientist with Abt Associates. He earned a PhD in political science from the University of Chicago.

David Dutwin

David Dutwin is chief scientist of AmeriSpeak and NORC’s senior vice president of strategic initiatives, providing scientific and programmatic thought leadership to support NORC innovations since he came onboard in 2019. Dutwin previously was chief data officer for SSRS, where he designed and managed polling on social science, public policy, and public opinion for 18 years. He has a PhD in public opinion research and political communication from the University of Pennsylvania, where today he is a senior fellow. He is also a past president of the American Association for Public Opinion Research.

Mark Watts

Mark Watts is senior director of client services for AmeriSpeak, our clients’ go-to person for research projects underway at TrueNorth as well as AmeriSpeak. Watts has been involved with survey research for over 25 years. Before joining AmeriSpeak in 2017, he was a partner and sole owner of Abacus Associates, a public opinion and strategic research firm, for 18 years. Previously, he was associate director of the Institute for Public Opinion Research at Florida International University. He holds a PhD in political science from the University of Minnesota.

Eric Gober

Eric Gober is a client services manager at NORC. Before coming to NORC in 2019, Gober had been a project manager for online surveys, focus groups, and other quantitative and qualitative research projects for more than 20 years at firms including Dynata, 2CV, and Mattson & Sherrod. He is experienced in managing probability and nonprobability samples used in TrueNorth research projects. Gober has an MFA in creative writing from Wichita State University.

Suzanne Howard

Suzanne Howard is a client services manager for NORC’s AmeriSpeak panel. Prior to joining NORC, she was a senior project manager for Dynata’s Consulting and Investment Research vertical, managing market research studies for management consulting and private equity clients. She received her MBA from the UCLA Anderson School of Management.