In 2016 many of the nation’s top pollsters had Hillary Clinton several points ahead of Donald Trump right up until election day. Then, everything turned upside down for these pollsters when Trump shockingly beat Clinton. Many politicians, journalists, and voters asked,” What happened?” and “Can this happen again?” In nine “swing states” many pollsters predicted a better performance for Clinton than what she had. Much criticism was directed at polling organizations which had them scrambling to come up with answers to what happened as well as what voters could anticipate in future elections. Amo...
Article originally posted in Quirk's by David A. Bryant, MA While it may be simple to define the characteristics of an important attribute, estimating its derived importance is another matter unless you have attributable effects analysis in your toolbox. With this probability-based analytical tool, you can identify which attribute(s) offer the most opportunity and/or the most risk while also providing a clear view of how the relationships between these attributes can help improve purchase intent. What is Attributable Effects Analysis? Traditionally, measures of importance have been expr...
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Ironwood has done a fantastic job fielding our mixed-mode survey in several cities across the U.S. We tasked the Ironwood team with a challenging set of quotas in order to obtain a sample that over-represented people with lower incomes and people of color. They expertly executed the sample management, fielding of both a web and phone version of the survey, in multiple locations and languages, and ensured that we received accurate data in a timely fashion.
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