Sep 4, 2019
Patrick Ruffini, partner and co-founder, Echelon Insights on the reasons to test political and advocacy messages in surveys, telephone polls, focus groups and newer ways to figure out who might be convinced by an ad message and not just which segments of voters to target. Patrick talks about their new directional tool Creative Optimizer which addresses the need to find good data on how much an ad persuades a voter, testing how voters respond to negative/contrast and humorous ads, and discovering new segments of supporters and what messages might resonate with them.
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