- This is the first survey of a primary or general election campaign
effort. This is the most comprehensive survey of a campaign because
many issues, scenarios and potential opponents are tested at once.
These survey to help develop a long-range campaign plan and the
campaign's strategy. They allow the strategy team to play out
possible campaign scenarios within the survey, providing respondents
with incremental bits of information they may learn during a campaign
to test their reactions.
Brushfire Surveys - These
are shorter surveys oftentimes conducted before and after media
flights, to gauge the impact of specific media events or simply
to measure campaign progress. Comparing these surveys to benchmark
or previous brushfire studies allows us to identify shifts in
opinion both in the aggregate and among key target groups. They
are also excellent method of monitoring the campaign's overall
strategy. Are we succeeding? Are we failing? Do we need to adjust
the strategy? How effective are our tactics?
- These are short surveys that are almost exclusively used
during the closing weeks of the campaign to monitor the status
of the campaign and develop closing strategy and tactics. Tracking
polls can be conducted in short intervals, usually nightly, with
data and analysis available to the client first thing in the morning.
Panelback Surveys - These
are separate surveys conducted among the same groups of respondents
before and after an event. They are frequently used to gauge the
impact of direct mail or specific media but can also be used to
determine pre and post reactions to events such as debates or
a news program.
- FMA conducts mail surveys, and sometimes phone-mail-phone surveys,
to get opinions from hard to reach audiences such as people in the
work place or professionals. Using a variety of incentive methods,
FMA can use this low-cost method of research when specialized
audiences are required.
- We conduct our own focus groups, or small discussion groups,
to probe issues that are difficult to understand through quantitative
methods like surveys. By probing the reasoning and logic of
participants, strategists and members of the communications
team are better able to connect with their audience. While not
necessarily projectable to a broader audience, focus groups
give insight into the depth of understanding people have of
issues, and sometimes undercover fears and hesitations that
remain hidden in surveys.
Remote Interactive Focus Groups
- FMA can also conduct remote focus groups through the use of
state-of-the-art video conferencing technology and equipment.
This technology allows more observers to witness focus and dial
groups first hand without travel or travel costs. That means
there is nothing lost in the translation. Our clients can view
their groups and capture all the nuances and flavor without
having to leave town. Dial Group Testing - FMA also conducts
state-of-the-art video testing (advertisements, promotional
videos, news segments, speeches, debates, etc.), using interactive,
hand-held dials for small and large groups. This technology
allows FMA to collect input to the test material from many people
at one same time. The dial method permits focus group participants
to register their opinions anonymously; reducing "politically
correct" responses that are often heard in-group discussions.
It also allows for group discussion of the tested material,
based on the responses. Interactive feedback will alert our
researchers to the parts of the material, which elicit responses
that should be probed through discussion.
Video Kiosk Testing - Individual
tests are also possible using kiosks at shopping centers. Called
CAPI (Computer Aided Personal Interviewing), touch-screen video
technology is used to self-administer questionnaires and video
segments through these walk-up, user friendly devices. These
self-serve testing units allow larger samples of respondents
to input their opinions at their convenience. These CAPI kiosks
will also record verbatim comments from respondents on the test
material. As with CATI interviewing (Computer Aided Telephone
Interviewing), CAPI interviews are more reliable than human
administered personal interviews. In-Person Interviewing - Talking
to respondents one on one, in person, allows a quantitative
survey to be gathered along with qualitative discussion. Sometimes
it is critical to see the body language to get at difficult
subjects or uncover hidden meanings. Unlike focus groups, personal
interviews remove "group think" biases that can sometimes
cloud independent thinking.
- We are currently developing research platforms making use
of web, interactive television and other developing mediums.
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Alexandria, VA 22314