Web based surveys are a cost-effective alternative to the conventional focus group dial test. We used this technology in 2008 to test SEIU’s Obama ads in key Midwest battleground states with tremendous success.
Rather than gathering 20 to 30 people in one room for a two hour dial test and focus groups, we interview between 300 and 450 individuals on line through web-based ad testing. This methodology diminishes the cost of a traditional dial test, while also greatly expanding the number of respondents viewing our advertisements.
Ads tested in our online surveys are rotated so at least 75 respondents view each ad first, in order to remove order bias. We also test perceptions of key players and delve into the values and traits voters are most likely to attach to the initiative package based on what they’ve seen. While web survey research is not statistically valid, we are able to weight the data to approximate (though not mirror) your likely electorate or audience.
In addition to the web survey, we also conduct in-depth one-on-one chat sessions about each ad with 15 respondents. These sessions, conducted by trained moderators, allow us to delve more deeply into how voters react and respond to the ads, providing us with a richer tapestry as to perceived flaws or strong points of each.
