The Erdos & Morgan Opinion Leaders Study is a national study of contemporary issue involvement and media influences. It is the best-known and most widely used survey of thought leaders in the U.S. Many of the most prestigious media and advertising companies in the country purchase and make use of the report. The current study is soon-to-be released.

The objectives of the study were to gather information that would:

• Provide marketers with measures of the personal and professional involvement of prominent Americans in contemporary issues
• Furnish advertisers and advertising agencies with measurements of the reach and influence of media serving the opinion leader marketplace
• Provide media with data and opportunities to sell their products and services to marketers and advertising agencies

Opinion leaders, for the purpose of this study, are defined as those individuals whose influence on business; social, political, environmental and educational issues far exceed their numbers in the population. They exercise far-reaching and powerful influences on the opinions of their fellow Americans by framing and defining the issues that will largely determine the future course of the nation.

Approximately 150 issues covered in the 2006-2007 study range across such diverse topics as governmental self-regulation, the environment, consumer protection, healthcare, drug policy, international trade, crime and a host of other topics. Media are chosen for inclusion in the study based on their potential coverage of opinion leaders. More than 100 publications and broadcast and cable programs are measured.

The total universe encompasses individuals from the following occupational sectors:

• Public Sector
  • Federal Government
    • Executive Branch
    • Legislative Branch
  • State/City/County Government
  • Associations
• Private Sector
  • Business, Finance and Industry
  • Communications and Media
  • Education
  • Law
  • Healthcare
  • Science