Our Four Divisions Give You Measurable Results

The Potholm Group is a research driven firm designed to strengthen your competitive position and image. Through painstaking research, carefully crafted media campaigns and close tracking, we bring you significant results.

We have sampled public opinion and consumer attitudes in all of the contiguous 48 states. From corporate clients like NYNEX and Champion International to public interest groups such as the Nature Conservancy and the United Way to dozens of advertizing agencies across the nation, The Potholm Group has helped clients prevail in extremely competitive situations.

The Potholm Group takes its drive and vision from Dr. Christian P. Potholm, founder and president. Dr. Potholm is an authority in the field of research and campaign development. He has lectured throughout the nation and overseas at such institutions as Princeton and Yale Universities, Bowdoin, Dartmouth and Vassar Colleges, the World Bank, the State Department and the Foreign Service Institute. He has authored ten books and more than 100 articles.

At The Potholm Group, we believe that methodology and execution are of paramount importance. Our scientific approach leaves nothing to chance. And it lets you watch your share of opinion and market grow in ways you never imagined.

We conduct our work in two basic arenas. The first of these is political analysis, strategy development and policy formulation for candidates and ballot measure campaigns. This arena includes public opinion polling, policy formulation, ballot measure campaign strategy and execution, political campaign planning and strategy, and issue management and advocacy.

How successful are we? Consider this: The Potholm Group has never lost a ballot measure campaign for which we had operational responsibility for the outcome. Our average winning percentage is 63.4%.

Potholm Group clients in this area span the nation and have included The Nature Conservancy of Minnesota, New Mexico and Maine, Congoleum, New England Telephone, St. Regis Paper, Alpha One as well as many advocacy and interest groups.

The second arena is image enhancement for corporations and for their products and services. The Potholm Group has helped many corporations throughout the nation improve market share and company/product image. We have accomplished this by working directly with corporations and in partnership with advertising and marketing agencies.

Our research has benefited businesses in many sectors, including communications, real estate, banking, transportation, tourism, education, health care, travel and leisure, dining and recreation, and a variety of consumer products.

Consumers of The Potholm Group image enhancement services include such diverse companies as Cianbro, Key bank, Boise Cascade, Oglivy & Mather (New York), Winner/Wagner (Los Angeles), Brown Inc. (Santa Fe), and InfoCision (Akron).

Because there is not one public opinion but many and these are always in flux, the matter of perspective is of critical importance. Utilizing the unique grid/outcome system to analyze the universe of public opinions, we have the capability to put any data generated into a thirty-year outcome perspective and to analyze the complexity of that data in terms of the following dimensions:

1. The distribution of opinion (How wide is it?)

2. The structure of opinion (Who holds it and where are they located?)

3. The saliency of opinion (How relevant is it for action?)

4. The fluidity of opinion (How easily can it be changed?)

5. The volatility of opinion (How rapidly can it be changed?)

6. The latency of opinion (Can it penetrate public consiousness?)

7. The intensity of opinion (How strongly is it held?)

Most importantly of all, we focus on the operational significance of any data. How can this knowledge actually influence the decision or the possible outcomes at hand?

The general public's perception of your firm? Of your products? Of your industry? Of your trade association?

The perceptions of specific segments of the general public as they relate to your firm, your products, your industry or your trade association?

The aims and current effectiveness of your communications objectives? The future possibilities for either or both?

Your employees' perceptions of your organization? Their perceptions for the company's opportunity for growth? Or their perceptions of their opportunity for growth?

The public's perception of the federal, state and local regulations which affect your firm, institution or industry?

The public's perception of the impact of proposed laws or regulations on your business, or on them?

The possible impact of elections on the future of your firm or industry at the state or national level?

An evaluation of your current range of products and services? The future potential of existing or new products or services?

The public's response to proposed changes in your corporate name, location, organization or leadership?

The public's perceptions concerning your adversaries, however defined?

What can and should be the definition of a 'win' in any current or future legislative or political arenas or communications programs?

The Potholm Group is divided into four divisions to serve specific client needs. Each of these divisions maintains a particular area of expertise in such areas as public opinion polling; corporate image evaluation; media strategy; and consumer evaluations. Click below for further details.