Kevin James TV ad turns off twice as many voters as it wins over.
[excerpt] The James ad turned off even some voters who would seem to be likely supporters, according to follow-up interviews conducted online by iModerate, a market research company.
iModerate allowed us to not only connect with this hard-to-reach audience but to get a deeper understanding of their feelings on the subject of public service. iModerate promised at the outset to expand and clarify the quantitative findings in a way traditional online survey research has previously been unable to, and they delivered on this claim. As a result, we were able to expose the emotions shaping the perceptions of the class of 9/11.
, Partnership for Public Service