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Message Testing

Message Testing. Global Strategy Group Telephone: 212 260 8813 . Presented by: Jeff Plaut, Partner. Survey Research. Goals of Strategic Polling. Polling is conducted to attain the following objectives: Likelihood of Winning Candidate Image Strengths & Weaknesses Message Testing

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Message Testing

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  1. Message Testing Global Strategy Group Telephone: 212 260 8813 Presented by: Jeff Plaut, Partner

  2. Survey Research

  3. Goals of Strategic Polling • Polling is conducted to attain the following objectives: • Likelihood of Winning • Candidate Image Strengths & Weaknesses • Message Testing • Issue Identification • Key Voter Segments & Coalitions • Allocations of Resources • Tracking Progress • Fundraising • For the purposes of our discussion today, we will focus on Message Testing.

  4. Research Traditional Methods On-line Telephone Surveys Mall Intercepts On-line Surveys Quantitative Research Focus Groups In-Depth Interviews Dial Groups Web Site Testing On-line Focus Groups Qualitative Research

  5. Message Testing

  6. Message Testing Informs Modeling • Message testing reveals the direction a race may take under various scenarios. • The results of the testing are used to create a strategic message plan for the campaign. • In other words, it tells us what to say to our various target audiences. • Good implementation of message testing typically includes split sampling, random rotation and multivariate analysis.

  7. Message Testing at Work • Respondents are read a series of descriptions about our candidate and opponent. • The order in which these descriptions are tested is based on the strategic plan of the pollster. • For the purposes of this discussion, we’ve ordered the steps to reflect a typical Global Strategy Group poll. • After each step, a vote is taken to determine the extent to which the messages have the potential to move voters.

  8. Step 1: Profile Descriptions • The respondent is read an overall description of both candidates. • For example: Joe Candidate, the Democrat, is a 44-year old lawyer, husband and father from Depuyster. His XYZ company helps people start businesses and create jobs. Joe Candidate has a written education program to reduce class size, bring technology to classrooms, provide full funding for Head Start, and make our schools safer by fighting against juvenile crime.

  9. Step 2: Positives • The respondent is read a series of positive, persuasive descriptions of the candidate and the opponent. • Positive descriptions include: • Biographical or personal information, • Discussion of the candidate’s performance on the issues, and • Candidate’s prospective goals versus accomplishments. • For example: When it comes to Social Security and Medicare, Joe Candidate will fight to protect the benefits that seniors worked hard for all their lives. He supports the President’s proposal to use the federal budget surplus to protect Social Security.

  10. Step 3: Negatives • The respondent is read a series of negative, persuasive description of the candidate and the opponent. • Negative descriptions include: • Unpopular votes, • Poor attendance record, and • Other potentially damaging information. • For example: Joe Candidate has twice been ticketed for driving while under the influence of alcohol and narcotics.

  11. Step 4: Split Sample Experiments • Split sample allows us to test the relative effectiveness of two different messages to see which one moves the electorate more. • Used most often to determine the relative persuasiveness of two messages using different language. • Half of the respondents are read one message and the other half another message. They are then re-balloted and the messages are compared to find which one is most effective.

  12. Message BoxTypically used in construction of messages Joe Candidate on Joe Candidate Joe Candidate is different from most politicians. He’s on our side. He’s taken on the powerful to fight for the needs of average Connecticut families. • Votes to protect Medicare and education. • Fights for farmers and water projects. • Has a plan to hold down pharmaceutical costs. • Supports raising minimum wage. • Favors v-chip/cleaning up the Internet. • Joe Candidate on Tom Opponent • Tom Smith has changed. He’s sold out Connecticut families to promote policies that benefit the rich and powerful. • Voted to cut Medicare, education and farm programs. • Voted to give tax breaks to the rich and to corporations. • Service plagued by junkets, first class travel, and the abuse of office and campaign finances. • Tom Opponent on Tom Opponent • Tom Smith is a common sense conservative. He is changing Connecticut to get government off the backs of Connecticut families and re-establishing traditional family values. • Voted for Telecom Bill. • Voted for Welfare Reform. • Voted for Balanced Budget Amendment. • Tom Opponent on Joe Candidate • Joe Candidate is a liberal. He supports the tax-and-spend policies that are ruining our economy and allows permissive values that are destroying the American family. • Voted against a balanced budget, Welfare Reform & Tax Cuts. • Supports partial birth abortion. • Voted to raise taxes.

  13. Qualitative Research

  14. Qualitative Research • It’s not always enough to understand how people will vote. You also need to know what influences their vote. • Qualitative research allows us to gain a deeper understanding of what influences and motivates the decision-making process and, ultimately, voting behavior. • Understanding why voters think or feel the way they do is essential in effectively communicating with your constituency.

  15. Qualitative Research Techniques • There are a variety of methodologies involved in qualitative research: • Focus Group Discussions • Perception Analyzers -- Instant Response

  16. Focus Groups

  17. Focus Groups • Focus group discussions are an small gathering where voters can discuss the issues in an open format. • The discussion is viewed through a one-way mirror by the campaign team and the focus group facilitator. • Group interaction stimulates more ideas and insights. • Ideal setting to test images, languages and message. Focus group as viewed from client viewing room

  18. Why Use Focus Groups In Political Research? • Exploring Issues: The interactive atmosphere encourages voters to explore issues in more depth than can typically be achieved during a survey. • Message and Image Testing: The in-person setting provides an ideal location for testing the effectiveness of campaign material in print media, online exposure, or television and radio spots.

  19. Why Use Focus Groups In Political Research? (Continued) • Verbatim Responses: Listening to the voters voice their opinions directly provides a valuable opportunity to develop the language and tone for a targeted communications strategy. • Focus groups reveal the words and phrases that people actually use to describe the issues. • This enables us to speak to voters using their own language instead of the jargon of politicians and insiders.

  20. Early in the Campaign • Focus group research can inform the development of the quantitative phase by reviewing a spectrum of possibilities before creating a survey. • The findings can be used to develop, refine and focus a research design that most effectively addresses the objectives. • Alternatively, they can be held following survey research to further refine messages prior to the creative process (e.g., developing direct mail pieces, and television and radio spots).

  21. Late in the Campaign • Once you establish which messages to use, focus groups can test the actual effectiveness of these messages in print media, online exposure, or television or radio spots. • If earlier research turns up an unexpected or vague result, focus groups can further substantiate or detail the finding.

  22. Perception Analyzers

  23. Perception Analyzer Research • These hand-held devices allow second-by-second measurement of voter response to audio or visual stimuli. • Voters are instructed to turn the dial all the way to the right to indicate a completely favorable response or to the left to indicate a completely unfavorable response. • The degree to which the dial is turned is carefully logged, allowing for precise measurement of the intensity of the responses.

  24. Perception Analyzer Research • The perception analyzer has several unique features: • Measurements are spontaneous and anonymous, thus avoiding some of the inherent biases that can adversely affect focus groups. • The use of electronics to gather voter opinions expedites the data collection process and therefore reduces fatigue, resulting in more accurate measurements. • The sessions are conducted to yield in-depth participant reaction to the stimuli on a second-by-second basis.

  25. THANK YOU GSG NYGlobal Strategy Group895 Broadway, 5th FloorNew York, NY 10003212.260.8813 voice212.260.9058 faxGSG CTP.O. Box 260960Hartford, CT 06126-0960860.348.0585 voice860.348.0402 faxGSG DCGlobal Strategy Group4445 Willard AvenueSuite 1040Chevy Chase, MD 20815301.951.5200 voice301.951.7040 fax

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