G2 Case Studies
Smarter Insights. Superior Targeting
A strategic research and polling firm worked with G2 Analytics to design an integrated online survey that combined traditional open and closed-end survey questions with M2M video scoring to test a series of TV and Radio advertisements for a statewide ballot initiative.
Using a scientific sample of 300 registered voters, G2 Analytics enabled M2M Video Scoring in a series of online surveys that tested and compared the effectiveness of multiple TV and radio advertisements produced by supporters of a statewide ballot initiative. Respondents were asked to score the advertisements based on whether they felt the content made a “Weak Point” or “Strong Point” for supporting the initiative.
M2M reaction data was used to determine the effectiveness of the advertisements and identify weak spots that were edited in final production. The data was also used it identify key themes that resonated with specific subgroups of respondents and was used to make data driven ad placement decisions.
Researchers from UCLA and Vanderbilt University used G2 Analytics’ M2M Video Scoring Platform to study the effects of political advertising on vote choice in the 2016 Presidential election.
Each week during the 2016 Presidential election cycle, SpotCheck selected two political advertisements and invited a national representative sample of 1,000 people to rate the ads using the G2 Analytics M2M Video Scoring Platform. Respondents were provided by YouGov and were randomly assigned to random groups which watched either one of the ads, both of the ads or a control ad that was unrelated to the Presidential election.
Over the course of 27 weeks, SpotCheck collected M2M reaction data on 54 political advertisements from nearly 30,000 unique respondents. Using M2M Reaction data and survey responses, each video was assigned a SpotCheck Score, a measure of the ad’s engagement level and effectiveness. The results from this research are publicly available at https://www.vanderbilt.edu/spotcheck/.
G2 Analytics tested a montage of various remarks from Donald Trump’s first major address to Congress to identify key messages that resonated with American voters.
G2 Analytics created a 6-minute video montage of various policy statements around four major topics: Immigration, Tax Reform, Infrastructure, and Obamacare. In addition to answering pre- and post-exposure survey questions, 300 respondents were asked to watch and score the video based on when they “Liked/Agreed” or “Disliked/Disagreed” with the content of the President’s remarks.
G2 Analytics identified a significant gender gap between Republican and Democrat women. Across all metrics, survey result and M2M reaction data, Republican women were the most supportive Trump’s remarks and policy proposals while Democrat women were the least supportive. An overwhelming 94% of Republican women approved of Trump’s job performance compared to 78% of Democrat women who disapproved of his job performance. See more results HERE.
G2 Analytics combined traditional online survey research with live M2M scoring to conduct Focus Groups in the Cloud™ during the 2016 GOP National Convention.
G2 Analytics assembled a panel of uncommitted likely voters from 17 swing states to watch and score a live direct feed of the GOP Convention. Using the G2 Analytics’ M2M Video Scoring Platform, respondents indicated when the content of the speeches made them “More Likely” or “Less Likely” to support Donald Trump.
This project was a perfect blend of traditional survey research and M2M Video Scoring that provided both quantitative and qualitative insights into how undecided voters responded to the prime time speakers during the GOP Convention. Despite the way in which the convention was reported in the media, our data indicated that the Trump campaign made great headway with uncommitted voters, especially females. Portraying Trump as a family man and introducing his family to uncommitted voters had a major impact on shifting voters’ attitudes of Trump as a candidate.