Dec 23, 2005
[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.
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
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