Hope I'm not repeating, but I don't recollect seeing this on the lists earlier. For the purists, while the memo uses the term open source extensively, it can be replaced by free software over most of the document.
'Ware when replying and cross-posting.
http://opensource.org/halloween/halloween7.php
Executive Summary
This mail provides a detailed summary of the results of the Attitudes Towards Shared Source & Open Source Research Project managed by Kathryn Marsman and directed by David Kaefer and Jason Matusow. The Shared Source project was developed to provide a greater understanding of how key audiences perceive Open Source, Linux, Shared Source, and the GPL and which messages will be effective with each audience. The survey was fielded in the U.S., Brazil, France, Germany, Sweden, & Japan with developers, IT and non-IT BDMs, IT Pros and Issue Elites. Please note that save for the U.S., the individual country and audience sample sizes are extremely small. The survey questionnaire and samples were developed collaboratively by Redmond, the subsidiaries and the survey vendor. All data collection utilized a telephone-based interviewing process. The study fielded between late-July and September 2001. The detailed summary below drills into OSS and Linux familiarity and favorability, those reasons people give for being supportive of OSS and Linux, Shared Source familiarity and favorability, and OSS, Linux and Shared Source messaging. Key takeaways follow.
[snip]
-- Raju