Case Study

The Dignity Index

Services

  • Campaign + creative strategy
  • Outreach management
  • Data management
  • Interactive chatbot survey
  • Product roadmap recommendations
  • Marketing recommendations

About the Project

Background
CommonAlly partnered with UNITE+The Dignity Index to conduct a chatbot survey to learn about the demographics, difficulty of ease of application, and learning preferences of their audience. With 410 completions, we gained essential insights into their community and motivations and developed user personas, a product roadmap, and a targeted outreach strategy.

Who is The Dignity Index?
The Dignity Index uses an eight-point dignity measurement tool to promote respectful public discourse. They hope to ease divisions in the U.S. by advocating for dignity over contempt.

CommonAlly’s Role
CommonAlly crafted an audience discovery campaign that utilized a customized chatbot survey designed to engage their community and partner networks.
‍

Metrics

72%

Completion Rate

63%

Opted in for Future Outreach

47

Testimonials Provided

Objectives

  • Define and better understand their audience
  • Identify products and programs to advance their mission
  • Gather high-quality data to inform product and community roadmap
  • Develop focused strategy to maximize impact

‍

‍

Methodology

Survey Tool
A chatbot survey distributed through email lists, social media, and partner networks. Participants could share testimonials via text, audio, or video to add depth to their answers.

Research Questions:
How familiar they are to the Dignity Index and how (and in what settings) do they apply it? Which products or programs have the highest potential to amplify the organization’s impact?

Sample Size:
Out of 568 survey initiations, 410 participants completed the survey, resulting in a 72% completion rate.

Analysis:
The survey included three main completion checkpoints:

  • Completion of the skills-based questions
  • Completion of demographic questions
  • Completion of questions specific to The Dignity Index

Personas

CommonAlly segmented survey participants by analyzing their behaviors and attitudes, including motivations, self-awareness, engagement with the Dignity Index, and readiness to invest in new skills. This resulted in four primary personas we defined as: Champions, Early Adopters, Super Adopters, and Self-Awares.

‍

Results

The survey results enabled CommonAlly to define key demographics and segment their audience, providing insights into participants' levels of interest, motivation, and financial willingness to invest in skills. This segmentation highlighted which groups are most likely to engage with and support the Dignity Index’s mission through potential product offerings.

88%

of new users wanted to learn more

179

champions
identified
‍

94%

agree with
TDI's
principles

Testimonials

As part of the survey, respondents were invited to share video, audio, or text testimonials in response to the prompt: “If you had a magic wand, how would you bring more dignity to the world, or when have you recognized contempt within yourself?”

Below are some of the insightful responses gathered.

Limitations

Demographic Skew: The survey sample showed underrepresentation among certain groups, including individuals with conservative political beliefs, BIPOC communities, men, and those under age 50. While this composition may reflect the organization's current community, it does not represent the broader U.S. population.

Email-heavy Outreach: Most respondents were reached through email campaigns targeting existing and adjacent audiences, likely favoring individuals who frequently check and engage with email.

Partial Completes: Although partial responses are standard in market research, their inclusion here means that some demographic details and responses to skill-related questions were not fully captured. This is noted as a consideration in the analysis.

Discussion

The survey provided valuable insights into the Dignity Index audience, revealing key audience segments with varying levels of familiarity, engagement, and readiness to further their mission. These findings allowed CommonAlly to identify audience segments well-aligned with the Dignity Index’s goals, including groups more inclined to invest in learning and applying dignity-centered principles. This understanding lays the groundwork for targeted strategies to foster engagement, deepen audience investment, and extend their reach.

Ready to disrupt group think?

Most decisions are made because of the inherent primal need to be an accepted member of the tribe. Most, if not all of us, don't realize when it's happening.

Traditional marketing and engagement tactics are designed to drive for acceptance or FOMO (Fear Of Missing Out). They successfully promote products, ideas, objectives, and services to a fairly broad audience.

CommonAlly is disrupting groupthink. We unearth true motivations and values - and then match brands and organizations with core common allies.

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