What We Did. The survey was conducted May 2-3, We interviewed 800 adults, aged 18 years or older.

Transcription

1 INTRODUCTION

2 What We Did In the ever-shifting world of survey research, Public Opinion Strategies strives to be on the cutting edge. In conjunction with Surveys on the Go designed by MFour Mobile Research, we conducted the first ever national political survey hosted entirely on mobile phones and tablets. The survey was conducted May 2-3, We interviewed 800 adults, aged 18 years or older. Surveys on the Go is a mobile-based survey application that allows users on ios, Droid, or Mobile Web devices to respond to surveys sent to their mobile devices. They currently have over 300,000 panelists and 200+ unique profile points for additional consumer targeting and data analysis. 2

3 Why Mobile? The mobile platform offers an interactive respondent experience not possible over the phone or even through online research. Mobile surveys open a wide array of new question types and techniques for survey researchers to utilize. Our national survey utilized the following question types: Two-tap matrix questions that allow easy user navigation within a series of statements or messages; Rank-order displays where respondents can prioritize lists simply using their touch screens; Multi-way apportionment questions which let users distribute up to 100% on select categories using a slider; Audio clip playback; Picture capture in which respondents answer a question using a picture taken via the camera on their phone or tablet; Audio recording for direct verbatim comments; Heat map displays that prompt users to touch areas of a photograph that catch their attention and write a short comment regarding the selection; and Moment-to-moment video capture that performs like traditional video dials. 3

4 Why Mobile? By the numbers: 91% of Americans own a cell phone. 35.8% of U.S household are wireless only. 44% of people age are wireless only. 57% of people are cell internet users. 2014: The year mobile internet usage is predicted to overtake desktop internet usage. *Photo comparison of the introductions of Pope Benedict in 2005 and Pope Francis in App-based mobile survey research is the latest in cutting edge technology for reaching both consumers and voters. Touch screen technology allows for new data collection techniques previously unavailable to political and market researchers. Mobile survey applications can interview a greater number of people more quickly than ever before, including formerly hard-to-reach audiences. 4

5 What We Did The survey included, but was not limited to, the following areas of research: Issue priorities: Respondents weighed in on which issues the federal government should be focusing on, how much time the government should be spending on the big issues, and what priorities are most important to them personally. Respondents were also asked their positions on several current hot-button issues including gay marriage, gun control, and immigration. Party images: The survey utilized the picture capture technique to dive further into each party s perception by allowing respondents to take a photo of an item that most reminded them of each party. Additionally, respondents were asked to rate how well or not well a range of attributes described the Republican Party and then which of those attributes would make up their ideal candidate. 5

6 What We Did Bumper stickers: One interesting interactive feature allowed respondents to select which bumper stickers they might put on their car. The stickers included positions from both sides of the aisle on gun control, abortion, President Obama, and marriage equality, among others, and neutral bumper stickers like Proud to be an American. Immigration Audio and Video Testing: Respondents listened to a clip of President Obama s January speech on immigration and answered a question about the clip. We also performed a dial test on Rand Paul s speech to the Hispanic Chamber of Commerce and allowed respondents to share their thoughts about the clip using an audio recording verbatim. Hillary Clinton Campaign Heat Maps: Respondents were shown one of two pictures of Hillary Clinton from the 2008 campaign trail and asked to click the areas of the photograph that most caught their attention and why. These heat maps show a dialogue focused on the 2016 election and opinions of Hillary Clinton and her chances to be the next President. 6