Political polling season is kicking into high gear – and pollsters want to ensure they are getting the most accurate data possible. While much of traditional polling is done on the phone, it has proven that it is not as accurate as it once was. What can be done? Check out the deck from our webinar, The New Polling Mix: Increasing Accuracy With Online Surveys, to learn how incorporating online surveys into your polling mix can increase your overall accuracy.

1. The New Polling Mix:
Increasing Accuracy With
Online Surveys

2. VP, Global Client Services
 7+ years in Market Research
 Staffer on multiple political
campaigns, presidential and
congressional
 Works with numerous political polling
companies to assist in the research
Adam Dietrich

3. HOUSEKEEPING

4. 2014 – Republican landslide in the midterm elections
2014 – British Conservative party’s easy win
2015 – Netanyahu’s popularity leading to a win
2016 - Brexit
2016 – US presidential election
(Michigan, Florida, Wisconsin)
Recent High Profile Polling Misses

5.  Probability Sampling - a sampling
technique, in which the subjects of the
population get an equal opportunity to be
selected as a representative sample
 Question Consistency
 Length of Interview
Polling Today

6. Phone Polling Methodologies
 Calls to landlines and mobile phones –
what is the right mix?
 Techniques include:
 Random-Digit Dialing (RDD)
 Registration-Based
 Likely Voter

7. Online Polling Methodologies
 Panel
 Double Opt-in
 Email Invitations
 River
 Website
 Banner Ads
 Longitudinal
 Multiple responses from the same sample pool
 Models - every poll creates a quota based on
expectations of the voting population in a given district or
state

8. Different Ways People Ask Questions
 “If the election were today…”
 Past Participation (i.e. Voters from 2014 and 2016
elections)
 Likely Voter vs. Registered Voter

9. US Population Changes In The Last Decade
 Almost everyone has a mobile phone, actually a
smartphone
(81%, Comscore 2016)
 Landline penetration is steadily declining
(43%, Statista 2018)
 Nearly everyone in the US uses or has access to the
internet
(94%, Pew Internet Research 2017)

10.  The old adage that midterm elections are made up
of the elderly is still true – but they’re online now
 Many online panels have adjusted their recruitment,
incentives and community characteristics to appeal
to the 65+ crowd
 Profiling – party affiliation, issue voters, voting history
and more
Changes Since The 2016 Presidential Election

11. Changes in Campaign
Marketing Spend

12. Benefits Of Polling Using Online Surveys
 More robust targeting
 Can be more representative
 Faster fielding
 Match to voter rolls

13. How EMI Can Help

14. The EMI Difference
 Panel specialties: Consumer, B2B and Healthcare
 Global network of 150+ panel partners
 20 years of sample and survey expertise
 24/7 program coverage
 Thinking beyond the algorithm

15. Polling & Public Opinion
Sample of Voter Criteria:
 Verified Voter Registration
 National, State, Congressional, Municipal
levels
 Party Affiliation (Democrat, Republican,
Independent)
 Historical Election Turnout (2008, 2012, 2016)
 General and Primary Election Voting History
Geographic Targeting:
 US National
 State
 Congressional Districts
 Additional Geo-Specific Targeting
Behavioral Data Points
 Environmentalists
 Pro Life/Pro Choice
 2A Supporters/Gun Control
Advocates
 Organized Labor Supporters
 Political Contributors
 Many more

16. Sample Blending With IntelliBlend®
 Blend sample from traditional and non-traditional
sources
 Blended in an intentional and controlled method
 Custom sample plan that best fits your project
 Ability to replace a supplier if necessary with
minimal impact to project results
 Exponentially increased feasibility – no longer in top-
up situations
 Wave-to-wave sample consistency

17.  Proprietary, cloud-based, sample
management platform
 Launch, field and close studies quicker and
more accurately than other sample
providers
 Made up of several modules
SWIFT

18. Capabilities include:
 Advanced quota management – manage overall
study or by partner
 Click balancing based on gender, age, income and
region
 Single set of redirects
 Compatible with all programming platforms
 Ability to pass unlimited number of variables
Sample Module

19. Capabilities:
 Industry-leading digital fingerprinting
 In-study survey alerts for low or problematic LOI,
incidence, completes, OQs, activity, etc.
 Geo-IP blocking
 Advanced bot and fraud detection
 Next-Gen CAPTCHA
Quality Module

20. Reporting Module

21. W W W . E M I - R S . C O M / S A L E S @ E M I - R S . C O M
A D A M D I E T R I C H : A D A M . D I E T R I C H @ E M I – R S . C O M