Our methods

The environment of political research has changed radically in recent years as communications technologies rapidly advance. Developing core messages and contrasts that cut across communications is still the central goal of research. However, as more communications are targeted, messaging requires an increasingly fine tuned approach.

The Feldman Group specializes in sophisticated polling and modeling methodologies that uncover hidden voter trends and perceptions that shape the political environment. We can help your campaign make optimal use of the technologies available to best locate and engage potential supporters. Below are some of the methods we use to help ensure client success:

• Baseline Polling
• In-Cycle Testing
• Time Series
• Database Research
• Modeling
• Internet Research and Testing
• Focus Groups and Qualitative Research

While this short list shows some of the range of methods used by The Feldman Group, we are constantly searching for new methods and adapting our methods for new environments to bring to our clients the information they need to make the effective decisions that lead to a successful campaign.

Baseline Polling: The first poll we conduct is used to gain a broad view of the area where our client is campaigning. The baseline allows us to better understand the larger trends and sentiments of voters and begin to construct strategies for communication and persuasion. By using clustered samples we are able to target difficult to reach voters and gather balanced information from the entire population to ensure the accuracy of our data. From this first view we can construct more specialized polls and targeting models to provide greater definition to the trends and relationships that shape our clients electorate.

In-Cycle Testing: Using short tracking polls we are able to monitor the effectiveness of media efforts and measure the movement of voter preferences and concerns. In-cycle testing helps our clients efficiently use their media budgets and present an effective message to voters.  In-cycle testing can be used to collect data on the effectiveness of mail, television, and radio messaging and can often be integrated into voter opinion tracking polls. By adapting to voter perceptions as they develop, our clients can communicate effectively with voters on the issues that most concern them.

Time Series: Time series data is vital to helping our clients learn from their past actions to better adapt to future changes in the political landscape. Each poll we conduct offers our clients not only a view of current political dynamics, but is incorporated with previously collected data to track important trends in voter opinions and preferences. By tracking changes in voter opinions we can monitor trends and uncover subtle changes in voter behavior and perceptions. We also use time series data to better evaluate the results of our clients’ media and messaging practices and steer these efforts towards more efficient methods.

Database Research: As the political process becomes more complex, more data is collected that can be used for understanding future voter behavior. There is a vast treasure trove of information in these political databases that can be used to give our clients a competitive edge. The Feldman Group is able to navigate these enormous data stores and sift out the information that is important to our clients. We then merge this data with new information we collect to create a fuller picture that maps the dynamics of their races from several vantage points.

Modeling: The Feldman Group integrates modeling into each step of the research process to better understand complex factors that are difficult to measure using traditional means. We shape our modeling practices to the needs of our clients. We are experienced with models that predict everything from partisanship to television viewership and we use these models to better identify the voter groups that are most important to our clients. We also build our own regression models to determine the mechanisms behind voter preferences and help our clients gain the support of important voter groups. Through our regression models we are able to uncover linear and non-linear relationships and show which voter demographics have a relationship to support for our clients or receptivity to our messaging. Using these models we are able to focus on specific factors determining voter preferences and to more effectively target and persuade likely supporters.

Internet Research and Testing. Internet surveys are an important tool for probing responses of the internet audience before a paid advertising launch, and are a useful vehicle for testing advertising and other visual material. As communication with voters evolves, it is crucial that campaigns develop effective web based messaging. We use internet research to help improve the quality of advertising and to find better means of communicating with difficult to reach voter groups through the internet.

Focus Groups and Qualitative Research: The Feldman Group has years of experience conducting focus groups for a diverse list of campaigns and candidates. Focus groups allow The Feldman Group to gain a more personal and in depth perception of the voters in our clients’ areas. Focus groups provide depth of understanding that can only be gained through direct conversation. Using focus groups we gain valuable context for opinions expressed in polls and at the ballot box and a greater understanding of voter perceptions and beliefs. The Feldman Group also conducts other forms of qualitative research including individual interviews and content analysis.