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Polling Report – December 2005

Polling Report – December 2005

iModWPAdmin

Dec 23, 2005

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Political Ad Testing’s Newest Weapon

[excerpt] The future of political ad testing may well lie on the Internet, which up until now has been considered taboo in the realm of campaigns. But in the Virginia gubernatorial race this year, where there was a highly wired electorate, the campaign of Democrat Tim Kaine was able to test potential advertising online using a unique combination of quantitative testing and a new, innovative technology called iModerate.

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The results we received from the iModerate one-on-one, in-depth conversations were much more enlightening than what we typically garner from open-ended verbatim responses. The live moderator offers us the ability and flexibility to probe deeper on certain points, enabling us to get stronger, less vague information. That unique capability has proved extremely valuable to us, and has made this IM-based platform an integral part of our research toolbox.

Colleen Hepner, VP, C&R Research