Does America really need another political poll?
Our answer is a resounding YES!
- Possibly excluding the Revolution and the Civil War, the intensity of disagreement in America has never been greater.
- All existing polls rely on essentially similar if not duplicative methodologies that report percentages of bodies expressing opinions but not the intensity of those feelings. Nobody is even mentioning intensity.
- Since 1924, even Presidential elections have averaged only around 55% of eligible voter turnout and the margin of victory since 1988 has been roughly 4% of those who actually voted.
- That means it is more important than ever to look a new ways of understanding those who vote and those who do not vote…and why they decide what they decide.
Unconventional Sample
For nearly a hundred years, pollsters have reached out to The Recruited, The Available, and The Willing.
As we live in the era of semi-professional respondents, “creators,” panelists, and “influencers,” it’s time to rethink.
These days, the under-represented polling constituency is The Self-motivated (which likely aligns with “active voters”).
That would make the pool of respondents more robustly representative of reality.
Unconventional Metrics & Insights
- Passion Metrics (On a scale from Agony to Ecstasy or Admiration to Hatred, et. al.).
- Micro Values Systems (Decisional Contexts and Ecosystems).
- Positive v Negative Means
- Net Intensity Scores
- Absolute Indifference Scores