Cluster Profiles


This report presents profiles for clusters of Oregonians. These clusteres were identified from the statistical analysis completed with a subsample of respondents to the scientifically conducted 2023 Oregon Values and Beliefs Typology Study.

Typology is a common scientific categorization method meant to simplify and explain. When you want to organize something, such as vegetation types or nutritional foods, using typology (or “type-casting”) can make that organization easier.

HOW DOES IT WORK?


OVBC utilizes a methodology in its 2023 Oregon Values and Beliefs Typology Study that builds on past research conducted by the national Pew Research Center and Oregon’s PolicyInteractive. The type-casting developed for this study is based on 21 survey questions asked of 2,610 Oregonians. After collecting and analyzing the survey data using the established statistical tool of cluster analysis, eight social types were selected as most useful in looking at our collective similarities and differences.

WHAT ARE CLUSTERS?


These clusters are groupings of shared values and beliefs, produced from the typology cluster analysis. Cluster analysis identifies groups (clusters) where members within a group are more similar in their responses to the 21 typology questions than members of different groups.

SELECTING CLUSTERS


Multiple iterations of cluster analysis were conducted by OVBC and PolicyInteractive researchers before this set of clusters was chosen. Many of the iterations had similar groupings or clusters of demographics, values, and beliefs, but these eight were the most clearly defined and collectively best describe Oregonians 18+.

WHY THESE SPECIFIC 21 QUESTIONS?


The 21 typology questions were chosen because of their strength in pushing or pulling people into different groupings. Some questions make sorting less clear, but these 21 get at values and beliefs that strongly distinguish groups from one another.

SCALED SCORING SYSTEM


The study uses a scaled scoring system from -3 (max liberal) to +3 (max conservative). The clusters with the most extreme scores included Party-Aligned Progressives (score -2.3) and Modern Conservative Loyalists (score +1.6).

WHY THESE NAMES?


The names given to each cluster describe the traits that made each like-minded group stand out.