Got to thinking about this:

Principle (ideal) > interpretation of ideal > implementation of interpretation.

Concept 1 (expressed in words) > Concept 2 (expressed in words) > Actions to implement Concept 2. "Ye shall know them by their deeds"
in the context of post #28 - Moderate Islam and UBL Critique - in this thread; and in the context of Galula's comments on "Tactical Manipulation of the Cause" (his example is Mao's switches in messages to the masses).

Folks tell you what they think you want to hear (evading an argument); or tell you what they think you should hear (propaganda) - none of which may have anything directly to do with their "ideology", whether you measure that at step 1, 2, 3 or take all into account.

Just thinking out loud about ideology and polling.