We’re familiar with the phrase “garbage in, garbage out. ” Frankly, we see a fair amount of it in our industry. As polling professionals, we ensure our clients receive the most accurate results possible. We understand clients rely on our accuracy to provide them with data they can confidently act on. As important, clients rely on our rock-sold analysis which is informed by our use of high-end statistical techniques and CERC’s proprietary metrics.

We conduct focus groups to explore topics among voters, consumers, organization members, and stakeholders because they are usually the best way to explore the psyche and words used by the population of interest. Unlike quantitative research, focus groups lack reliable precision, but we employ them to improve subsequent quantitative studies by getting everything related to an issue or problem “out on the table,” as well as to develop messages.

This is the way to understand what precise aspects of communication work and don’t work. Using moment-to-moment measurements, video ads, speeches, debate performances, movies and even sports uniforms can be rigorously tested. When dial-test groups are moderated correctly, clients receive clear results on exactly what persuades and what doesn’t.