IOOW Typology Overview

An important contribution of the IOOW 2000 Research Program is the creation of a new typology of attitudes, values, and behaviors that offers a context in which individuals and society can better understand themselves. The typology was developed using univariate and multivariate statistical approaches and multiple indicators, and was tested for replicability throughout. The typologic system is a means of categorizing and differentiating groups, each possessing different traits. A "trait" is a personal characteristic that is relatively persistent and stable across people, places, and time. This particular typologic system identifies eight groups of people within the U.S. population over 18 years of age. Traits determine an individual's behavior to a fairly predictable extent. A typologic system is simply a way to measure multiple traits, and determine to what extent traits exist (singly or in combination) within the population at large. In the present study analysis, many conceptual possibilities were tested, eventually yielding eight different types of Americans. These types are all based on statistically reliable scales using 30 key variables drawn from the entire set of over 210 questions. The questions that did not constitute final typology scales were then used to provide a more enriched portrayal of America in the year 2000.

Strategic Maps

Conflicts often arise when people believe they are too different from one another to find common ground. The IOOW typology identifies positive commonalities among groups and can be used to help stimulate positive social change and greater awareness of innate spirituality on a societal scale. The IOOW typology provides a valuable conceptual map showing greater connection than may be apparent among the many diverse tendencies in American society. Through extensive statistical and graphical analyses, conceptual maps were produced to show both differences and commonalities among Americans. This in turn provides strategic support for the development of new social, cultural, and policy initiatives. Before describing each typology, this next section explains briefly how the types were identified.