Change Research can integrate creative testing into any poll as a cost-effective effective way to understand how respondents react to content before investing significantly in mailers and digital/TV/radio ads. Surveys can feature multiple videos, radio spots, and images, giving you an opportunity to examine how control and experimental groups respond to a variety of content through A/B testing.
Read about how our clients have used creative testing to drive smarter financial decisions:
US Representative donna shalala
Black Lives Matter
Change Research’s poll found that a majority of voters were less likely to support the Trump Administration’s immigration policies after the first video was released on Twitter, and half of the voters expressed serious doubts about re-electing Coffman after seeing the third video. Both the first and third videos were especially effective with minority voters. However, the second video, in which a veteran described his experience serving with fellow soldiers who also happened to be immigrants, was most effective in persuading voters not to support policies or politicians associated with the Trump Administration. Furthermore, it was the only video that significantly impacted white voters’ likelihood to support Coffman. Crow went on to narrowly defeat Coffman in the general election.
In 2020, partnered with the Immigration Hub again in the final days of the US Senate campaign in Michigan in order to understand the impact of Republican attacks on Senator Gary Peters’s immigrant-friendly positions. The poll featured an anti-Trump video, “A Divided America is not America”, which highlighted Trump’s lies about immigration, and an anti-Peters video that showed how Peters voted with radical liberals to protect sanctuary cities. We found that Peters’ favorability decreased following the videos, and that his lead decreased by one percentage point, suggesting that the anti-Peters video had indeed hurt Peters. Peters went on to narrowly win his reelection campaign against Republican challenger John James.
“We tested multiple video ads in different swing districts and states to identify and test the most effective pro-immigration visuals and messages that appealed to independents.”
Ned Lamont Governor of Connecticut
Insights: The Lamont ad attacking Stefanowski for his ties to Trump proved extremely effective at mobilizing voters against Stefanowski, and we advised the campaign to highlight this in the remaining few weeks, which was successful.
“Change Research successfully predicted victory within 0.5 percentage points. Change Research allowed us the ability to actually show voters the videos and get their real-time feedback. In addition to the poll being increasingly time & cost efficient, the ability to test TV ads was critical.”
Betty Yee State Controller of California
Insights: The ads were effective in moving tentative Yee supporters toward firm support. One video was shown to be less effective than the other three, while those three increased the overall number of Yee supporters, the other one had almost no effect.
Phil Weiser Attorney General of Colorado
Insights: The RAGA ad turned out to have limited impact in such a polarized political environment. Weiser had a small, but significant lead at the time, and the ad moved few people to oppose him. The counter ad linking the Republican candidate to Donald Trump effectively neutralized the race, and Weiser went on to win by 6.5 points – close to the margin we had in our final poll.