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CREATIVE TESTING

Change Research can integrate creative testing into any poll as a cost-effective way to deliver actionable insights about the effectiveness of TV, digital, mail, or radio ads that can make a measurable impact in public opinion before making program decisions. Your pollster will craft a custom survey designed to answer your specific questions, including measuring improvement and/or backlash on key metrics — such as vote choice, motivation, favorability, attributes, trust on issues/processes — ordering effects, and the balance of positives and negatives. 

Thanks to our unique targeting method, we are able to survey voters in specific districts, as opposed to targeting by zip code or county like our competitors. Our online platform also allows us to capture rich open-ended responses from voters at scale. 

Read about how some of our clients have used creative testing to make smarter decisions below.

 

US REPRESENTATIVE DONNA SHALALA

Former Congresswoman Donna Shalala (FL-27) commissioned ad testing in early October 2020 to determine which negative to prioritize in the expensive Miami-Dade media market and found an ad highlighting her opponent’s support for Trump improved their favorability ratings by consolidating Trump voters. In late October, the campaign tested the impact of an attack ad calling Shalala a socialist. Our bilingual poll found the ad had a significant negative impact on Shalala’s vote share.

BLACK LIVES MATTER

In fall of 2020, Change Research worked with Black Lives Matter on the development of a communications campaign, “Dear White People.” We tested multiple 30-second videos to evaluate their effectiveness in conveying universal family-oriented themes and in creating more empathy from white persuasion audiences towards Black Lives Matter.

VOTER PARTICIPATION CENTER

States took unprecedented steps to expand access to voting by mail in 2020. At the same time, Trump was spreading misinformation about VBM and creating delays at the USPS. Using analytic analysis, Change Research helped VPC narrow down from a list of 24 possible mail pieces the ones most likely to motivate and promote faith in VBM with the Rising American Electorate (BIPOC, 18-35 year olds, and unmarried women)

THE RESPONDENT EXPERIENCE

Change Research’s online polls seamlessly integrate videos, audio, and static images, whether respondents are on their desktop or smartphone. View the interface for yourself here.

WHAT CHANGE RESEARCH WILL DELIVER

Before each poll fields, Change Research will provide:

  • Experimental design, to ensure the poll is constructed to answer our research questions.
  • Survey draft, shared as an editable online document for feedback and collaboration. 

After each poll fields, Change Research will provide:

  • Toplines, showing the results of each survey question with the full sample.
  • Crosstabs, offering a detailed look at how subgroups responded to each survey question. 
  • Key Findings Memo, summarizing the major takeaways and strategic advice.
  • Statistical Analysis, when required by research design.
  • Virtual Briefing with your Change Research pollster, conducted over Zoom.