The American Values Atlas (AVA) is a powerful new tool for understanding the complex demographic, religious, and cultural changes occurring in the United States today. Recognizing the need to provide a more complete portrait of substantial diversity of opinion, identities and values across the U.S. PRRI launched the AVA in late 2014. The AVA’s interactive mapping system allows users to explore the differences and similarities between America’s diverse religious, political, and demographic communities. In 2015, the AVA launched specific issue modules, covering topics such as immigration, abortion, LGBT issues, and others.
The American Values Atlas draws upon 50,000 annual telephone interviews among a random sample of Americans to deliver an unprecedented level of detail about the United States’ cultural and religious landscape. With its large sample size, the AVA provides a rare look at the profiles of smaller religious communities, such as Jews, Muslims, Mormons, Hindus, Buddhists, and others, who are often omitted from depictions of the country’s religious population. The AVA’s scope also allows its users to explore the increasing diversity of specific regions, all 50 states, and 30 major metropolitan areas.
One of the key advantages of the American Values Atlas, and one that differentiates it from other large-scale studies, is that it is a dynamic, ongoing project. Each year, PRRI will conduct a new wave of approximately 50,000 interviews, which will provide an up-to-date view of America’s changing religious, cultural and political landscape.