L.A. Times – March 2013

L.A. Times – March 2013


Mar 05, 2013

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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.

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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.

Marc Porter Magee, Partnership for Public Service