We are using a range of qualitative and quantitative methodologies in order to answer your research questions. We often apply hybrid models by combining qualitative and quantitative techniques. We believe that each research project is different and hence a one-size-fits-all approach hardly ever suits well. This is why we do not apply standard products but deliberately choose to design research on an ad hoc basis – tailored to your specific research needs.
- Multivariate and bivariate analysis
Multivariate and bivariate analysis is useful for the evaluation of messages, most important issues as well as for analysing attributes of persons.
pollytix is using bivariate and multivariate logistic regressions to find out what kind of issues fit to a party and which messages are convenient to address and reach the voters. Of course, these methods are applicable to any context of campaigning.
Bivariate methods like correlations are especially approved to agenda setting and issue matrixes.
CHAID-Analyses (CHi-squared Automatic Interaction Detector) are useful for analysing target groups. Target groups could be potential voters for a certain party, people who haven’t formed a firm opinion about an issue yet or citizens who should become mobilised for a referendum or public decision.
Usually CHAID-Analyses are used for the exposing of demographic characteristics but they are also helpful to explore media usage or attitudes.
- Correspondence analysis
Correspondence analysis is counted among multivariate methods that are convenient to chart relations between variables.
In general campaigning research as well as for election campaigning research it has approved for analysing issues (what kind of issues are related to what kind of party) and also for defining profiles of candidates (what kind of attributes are common for the candidates?).
- Real-time response measurement
Verbal nuances often decide if a message is understood or if a campaign advertising is fulfilling its aim. Sometimes a commercial or speech just seems to reach its aim but is actually driving past its target group.
pollytix uses Real-Time Response Analysis for the development and evaluation of advertising spots and other video- or audio sequences where respondents react on what they see and hear with the help of a scroll bar directly. Real-Time Response analysis can be part of online studies as well as part of bulletin boards.
No society is homogeneous. As a complex part of target group analyzing pollytix conducts segmentations that divide a population into groups (milieus or sub segments). Therefore pollytix doesn’t use predefined segments but adjusts the segmentation to the particular issue of a research project.