G2 Case Studies

Smarter Insights. Superior Targeting

Academic Research

In Brief

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.

Project Overview

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.

Results

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/.

Case
Testimonial

Message Testing

In Brief

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.

Project Overview

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.

Results

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.

Case
Testimonial

Live Events

In Brief

G2 Analytics combined traditional online survey research with live M2M scoring to conduct Focus Groups in the Cloud™ during the 2016 GOP National Convention.

Project Overview

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.

Results

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.

RNC
Research