The curious case of failed electoral polls: Four take-aways for political pollsters from a customer insights researcher

Posted on: November 11, 2020

The growing success of new commercial online survey techniques and technologies may offer a roadmap for improving polling performance  By the time all the votes are counted, the ultimate margin of error may not be as huge as it appeared in the morning after the 2020 elections. However, it is already fairly certain that pollsters continue to struggle mightily with predicting election results despite conducing countless of polls. This struggle is particularly apparent when we look beyond national averages and start dissecting the errors on a state and district level. I am sure that there

Matrix reloaded: impact of matrix question length and attribute complexity

Posted on: October 16, 2020

Katherine Stolin [1], Charles Kennedy [2], Rastislav Ivanic, PhD [3] Abstract  In our earlier paper on the topic of matrix questions, we explored findings from two parallel studies using alternative formatting of a matrix question. In that data, we found evidence that the traditional table format of a matrix question resulted in a small but statistically significant drift of mean scores toward the middle of the answer scale. To confirm this finding, we have conducted a

IdeaCluster™ – the fastest way to build a story from open-ended data

Posted on: October 12, 2020

One limiting factor in using survey data from open-ended questions is understanding the relationships between various free-text answers. When survey respondents provide their natural language responses by typing their answer into a text box, they are building a data set with unique, singular data points. Of course, such data can be then combined into themes or answer categories that improve our ability to understand the sentiment of the respondent