2013 Oregon Values & Beliefs Survey

The survey was designed to find out what Oregonians value and believe, where they stand and where they want to put their energies. Researchers went to all corners of Oregon and to every population group — not just likely voters. This graphics-rich booklet summarizes the findings.

24 pages. ©2013.
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Reader Reviews for this Book


Review posted March 6, 2018


Very helpful overview of value diversity in the state of Oregon.


Review posted January 11, 2018


Provides interesting data concerning Oregonians as a whole. It's nice to see the data in easy to read charts. I look forward to when they update the data


Review posted September 16, 2017


I found the publication to have ask very interesting questions, some of which were logical and others to be less expected. The responses led me into discussions with other folks, which validated the conclusion that while we are a diverse state we share many common beliefs and concerns....well done


Review posted October 20, 2016


I got this book to use with my kids as they learnad about Oregon and how to read and use charts, graphs and percents. It was a great tool for both math and comparing the opinions of varying regions in Oregon.


Review posted August 29, 2016


True North is a quick data glance at how Oregonians view key issues of our day, such as education, the environment and health care. The surprising conclusion that all of us, no matter where we live in this beautiful State, think in similar ways. 70% feel that people should have equal access to quality healthcare. The one area I thought was a surprise was that generally we are optimistic people but seem to have less trust in our State government and our ability to work together to fix problems. A beautiful book, easy read and a grounding place to start when thinking about public policy support and innovative ideas to improve the quality of life for Oregonians.


Review posted August 11, 2016


This booklet summarizes survey data on broad issues of concern to Oregonians. It is a good item to have on my reference shelf and I expect that I will use some of the information in future grant applications, presentations, etc. I am learning that Oregon's "regions" are defined differently by different agencies/entities. My county, Curry, is grouped with the southern region in this report, while other agencies treat all coastal counties as one region.

[email protected]

Review posted July 22, 2016


Information was good for 2013 and 2014. A new survey how things have change these last couple years. Would be interesting to read.


Review posted July 19, 2016


Anyone in a planning position in Oregon would profit from perusing this survey. Presented in a easy to understand format it makes clear what Oregonians values most. It is evident that the evaluators took pains to assure that this survey become a valued tool.

Niki Price

Review posted May 28, 2016


An interesting read, but now almost four years old. Given the changes in the real estate market and the current presidential campaign, have our values shifted?


Review posted May 14, 2016


I found the book the book to be an interesting read! I was very surprised to learn how similar attitudes exist across Oregon over the broad range of values and beliefs. Given the similarity, we should be able to find solutions to any issue. When people work together they can get results.


Review posted March 9, 2016


Interesting and worth flipping through. I wish there would have been more nuance or lengthier explanation of the statistics, but it might be useful for broad citations.

Josephy Center

Review posted February 4, 2016


I am not a statistics person but the surveys compiled in this book were interesting and I was able to quickly read it. I hope I will be able to use the information for future reference but I not sure exactly what the information will do to impact our work.

[email protected]

Review posted January 18, 2016


The book is a summary of questions asked to Oregonians. All in all the survey shows a positive outlook. BUT... Question one. Sure we support education but the state is rated 50th in students graduating. Question two. Great "mom, god, and apple pie question, but nothing on how to pay for health care. Question three. Nothing about protecting the environment and economic growth. Both are possible. Unfortunately, the people in Portland, still think that industries in Oregon can only make a profit if they destroy the environment. Question four. Another "mom, god, and apple pie" question, but nothing about how to pay for rehab. Question seven. The quote is right on and goes back to question three. In a recent survey, Oregon was rated 50th as business friendly, goes back to question three again. Question nine. The majority of people I know are moderates but we have little or no say in Oregon politics. Oregon is a one party state and as such, there is no compromise and nothing happens at the state level that the democrats don't want. The survey doesn't give any real answers to our problems but it does give a hint at where we are. Just read an article that Linn County is suing the State of Oregon for $1.4 Billion maybe that's the solution.


Review posted January 5, 2016


The information here is well presented and easy to digest. There are not a lot of details in regards to people's responses but, it is a handy book to have on hand for the comprehensive overview it provides.


Review posted December 3, 2015


I found this book to be an excellent reference.


Review posted November 22, 2015


This is a great overview of current and evolving values in a select number of groups. Having comparative results from the past two decades is very helpful. The information is presented in a positive manner, which makes the reading (and recommending to others) much easier -- and very Oregonian ;-) This is a great publication for so many leaders to have available at their fingertips!


Review posted November 17, 2015


It was interesting to be able to compare regions of Oregon and their individual beliefs, sometimes making me think about their different local economies and how that might affect the values.


Review posted October 29, 2015


I would have liked a little more depth to the questions, but it was interesting.


Review posted October 26, 2015


A very informative selection for me. This helps me with creating our funding proposals.


Review posted October 26, 2015


The publication provided a great overview on our region's values.


Review posted October 14, 2015


It was refreshing to see such a study done. It provides information that can be used in impact statements, grants and to share with board in staff in terms of developing programming. I especially enjoyed aligning the values with own as well (respect for environment and public school funding), which provided a context for why I find this to be such an amazing state.


Review posted October 13, 2015


Sorry for the delay in submitting this review. I found the survey helpful and I use the statics and stories with my clients in rural communities around Oregon. I also gave the book to a client. Thanks!


Review posted September 7, 2015


This is a useful study into Oregonian's values and beliefs. These are the things that drive our culture and economy and set us apart from other states. If we can build on these strengths and grow industries and efforts that align with who we are as a people, we will be more successful. Too often perhaps we try and mimic other cities and states who have success in one area, like technology, when our industries may be a better match for manufacturing and artisan crops and food products. Oregon's time is coming to bring health, wellness, outdoor activities, sustainable energy and food production to the rest of the world who needs these things now more than ever.


Review posted September 4, 2015


Good information and easy to read.


Review posted August 6, 2015


I used this book to give current values by Oregonians in a policy course. It helped in forming the platform for suggesting policy improvements based on what Oregonians value. For a short overall presentation of values, it was a helpful guide to share with the students.


Review posted June 29, 2015


Oregon is a diverse state -- not just geographically, but also demographically. But there are certain values the majority of Oregonians share. "True North: Oregon Values & Beliefs" does an excellent job of giving us the lay of that common ground. It describes, for example, our beliefs about K-12 education, health and wellness, and working together across differences, as well as a number of other shared priorities. Importantly, "True North" is also visually interesting. Rather than relying on tables that only a statistician could decipher, the data is presented using charts, icons, images, photographs, and quotes that are appealing to the eye as well as the brain.


Review posted June 28, 2015


The information helped me understand what is important to oregon people.

Sandi Richard'

Review posted June 28, 2015


True North Oregon Values & Beliefs 2013 Survey This seems to be a well done survey of Oregonians regarding what we believe and value. A good cross section of the population was surveyed, keeping a balance of gender, income, age, party, region, and also ethnicity as much as possible. Subjects included taxes and how tax revenue is used, education, environmental protection, handling of criminals, and economic development, to name some. When one considers the diversity of residents in our state, it is amazing to see how closely aligned we are to each other’s values and beliefs. While more Oregonians in rural areas believe economic growth should be given priority over environmental protection, and more support increased timber harvest in specific forest types, overall our differences are not that great. One of the great eye-openers for me was #10, about the urban-rural divide not being as deep or wide as I had assumed. Of the five regions, Central, Eastern, Metropolitan, Southern and Willamette, there is a fairly consistent opinion that personal income taxes are too high. The same is true for wanting to protect productive farms and forest land from development. On climate change requiring us to change our way of life such as driving less or living more simply, while there is difference, it is not vast. What I have appreciated most about this survey is that is has caused a shift in my thinking; we in Josephine are not as different as those in Multnomah, Coos or Harney Counties when it comes to our values and beliefs; not as different as the media, or my previously held belief would have suggested.


Review posted June 23, 2015


A very interesting and enlightening booklet. I appreciate Oregon even more having read this!

Jackie LaBonte

Review posted June 5, 2015


First of all, the photographs are terrific! Secondly, it is great to know that we all value education as it is an important concern for all areas.


Review posted June 4, 2015


Slightly lower rating because this survey is already two years old and may not fully reflect changing economic conditions. With that said, this is a great baseline to understand what's important to Oregonians, and to what extent that differs by region. I was particularly struck that more Oregonians believe taxes are necessary to pay for the common good (86%) than any other survey question. This makes me wonder if what we need is a participatory budgeting process to link what people most care about to their recognition that pooling resources for the common good makes sense. This is what strikes me in the moment, but I am confident i will refer to the 2013 Oregon Values & Beliefs Survey often. And thanks to The Ford Family Foundation for making these publications available! Seth


Review posted May 8, 2015


Fascinating! As someone who deals with a specific part of the population each day, it was incredibly refreshing to see that as a whole the state of Oregon has values and beliefs that are paramount to the success of a people.


Review posted May 6, 2015


Good explanation about the broader vision of Oregon and what we believe and why. Very informative and interesting.


Review posted April 22, 2015


Very Flashy, if you are looking for some basic facts presented in a colorful and enticing way, this one's for you. An in depth study this is not. Well produced and would be good to start conversations or help look for next steps.


Review posted April 20, 2015


Interesting, short, snapshot of what people may feel in general about some specific topics in Oregon in 2013. I'm not sure what I was expecting, but this book took me about 10 minutes to look through and I felt that the information was neither quantitative nor qualitative. The design work was done well.


Review posted March 25, 2015


As a native Oregonian, I found this report very interesting. I have wondered many times during the election process especially what made Oregonians vote or think the way they did. This report helped answer some of that. I found I agreed with many of the findings. Thank you for helping me understand my state better.


Review posted March 24, 2015


I found the research published in informative. Interesting to see what fellow Oregonian's value most.


Review posted March 19, 2015


A short booklet of a sociological values/beliefs survey of Oregon, it could have been improved with more historical data. Nonetheless, a fascinating look at attitudes of Oregonians.


Review posted February 28, 2015


I would rate this pamphlet differently depending on what the reader was looking for. It seems like a decent (very) general view of the kinds of mostly economic influenced values & beliefs that are of political interest (no info on religious beliefs, for example). The info isn't consistently well presented; I didn't really understand what the statistics on one page, about how Oregonians don't think government can improve the economy, are even indicating. There is only summary information, no basic data. And, as one of the majority of Oregonians who believe that caring for the environment is important (according to the survey), I strongly believe that there is no justification for printing this pamphlet on heavy paper stock – this info should be online.


Review posted February 19, 2015


This is a great overview of the data. The information is easy to understand and the graphics make the data easy to interpret.


Review posted February 13, 2015


I felt that the questions asked where leading and not specific to the actual values and beliefs. For example, asking if the tax system is fair is neither a value nor a belief it is an opinion.


Review posted February 9, 2015


Informative, but the demographics surveyed seem a bit skewed.


Review posted February 9, 2015


This is a small paper pamphlet with easy to read statistics and visuals that give you a sense of the values of Oregonians. Very helpful for policymakers and community members who are trying to reach out to Oregonians.


Review posted February 1, 2015


This a book that would be perfect for someone who is looking to market to the people of Oregon or for someone who is looking to move to Oregon and do some sort of marketing.


Review posted January 29, 2015


This is a wonderful overview that helps understand what makes people in our state tick. Both the summary and the more segregated data is helpful. Very reaffirming.


Review posted January 23, 2015


This book was very interesting because our values and beliefs as published in this survey don't seem to match up with recent political outcomes in the State of Oregon. I am not surprised as I find that voters with low education levels are less likely to think critically when bombarded with misinformation via television commercials just prior to elections.

Walter J Smith

Review posted January 17, 2015


This is a very handy, succinct, report on Oregonian beliefs and attitudes. It is also generally good news on a number of imporant issues. My most important issue is the environment, and I am pleased most Oregonians want us to prioritize protecting the environment. So, now, how do we wake up our state government on this?


Review posted January 14, 2015


For anyone that cares about our great state, and has an interest in making Oregon a more incredibly place to call home, this book is a fantastic place to start. It provides an ample primer of the attitudes and perspectives of residents across the state. Great, quick resource, that will draw you back time and again.


Review posted January 14, 2015


This survey provides a reality check that brings some clarity to the disparate noise about values and beliefs across Oregon. It is particularly insightful as to urban/suburban/rural values and beliefs. It is an exceptional resource for Oregon citizens and policy makers.


Review posted January 7, 2015


This is a very unique and insightful book.


Review posted January 2, 2015


For some reason I was expecting a book; in retrospect it makes sense that this is a report. It seems sort of wasteful to have printed it when it could have simply been online. As a rural Oregonian, I view any document like this (generated by a Portland-based firm and a U of O-based firm) with a healthy dose of skepticism--what were the motivations? The measurements are fairly general, and I wonder how the questions were posed. Was the question simply "Do you agree that people should take personal responsibility for health and wellness?" Or, were alternatives like food supply, transportation options, environmental hazards and other factors suggested? The timber questions were very telling! But even there, there was no drill-down, no follow-up on the interesting dissonances. No "why" questions. All in all, this is an interesting report, but has more visual appeal than substance.

Wendy Holzman

Review posted December 30, 2014


The information in the book is exactly what I was looking for and is as was described. Good reference material.

glenn franz

Review posted December 20, 2014


I think it might be useful to include a section on what might be done to improve our trust in our elected leaders, and how we might elect more trustworthy ones. It could be interesting to include a 1000 dollar budget for each one interviewed to divide among all the various expenses which need to be covered. Also include a actual state budget for comparison. Is it our tax system that needs to be simplified or the federal one? If we don't use the federal one, chances are it will be more complicated to do both. Why did the neutral response in the first bar graph on Number 10 get placed between two negatives?


Review posted December 20, 2014


I participated in the Oregon Kitchen Table surveys, and they asked a lot of open-ended questions where respondents could say whatever they wanted. It seems that somebody went through and reduced the answers to fit into multiple choice categories. I think it would have been better to ask multiple choice questions if they wanted multiple choice answers so the results wouldn't have to be filtered and interpreted by the survey conductors. Also, for some issues, the report specifies the breakdown of results by region, but not for every issue. A majority of Oregonians agreeing on some issue doesn't mean there isn't a sharp divide by region. For example, the report says the majority of Oregonians agree that we need to change our lifestyles to address climate change, but there is no breakdown by region. I suspect that majority reflects the fact that the metropolitan areas are more populated than the rural areas rather than that there is agreement across the state on this issue. It's also difficult to believe that the majority of people in Eastern Oregon think more money should be spent on public transportation than on roads, when public transportation won't benefit them. Notably, 41% of respondents were self-identified as Democrats and only 26% as Republicans. Although the report doesn't mention the breakdown by region, I would surmise that the rural regions are more heavily Republican and the urban/suburban areas are more heavily Democrat. Overall, I'm disappointed in the superficiality of the report. I expected more detail and academic rigor and less of a marketing vibe.