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Shaping Politics for All An inter view with MARGIE OMERO


that is really unique and specific and custom to them and speaking to voters and speaking to women—not copying what everyone else is say- ing that day. We’ve done some interesting tech- niques; I think people are doing a lot of this too, in terms of creative qualitative work. We’ve done conference calls and focus groups as opposed to in person; we’ve done bulletin board and online focus groups, which are really useful if you have a donor group that is all over the place. It’s a really good way to get people involved and get their cooperation from wherever. Then we’ve done one-on-one interviews instead of focus groups to test ads.


C&E: How about online ad testing? Omero: We’ve done online ad testing and that’s worked well, depending on the electorate. We did it in an area where they had a very highly engaged electorate and it was a primary, so it was good. It was just to get a very good gut check, not to get very detailed or in depth.


C&E: One pollster was telling me he thinks that because it is the most scientific, the polling industry evolves more rapidly than others. Omero: We have to adapt quickly, but I think ev- erybody else has to adapt quickly also. You have to do more mail in order to get more people to pay attention; you have to use more sophisticated buying techniques because people are watching shows all over the spectrum, and cable penetra- tion is so high it becomes almost like broadcast in a lot of markets. You know online and IVR polling has moved dramatically in the last five years and you know voter files are far better than when I started in the business.


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52 Campaigns & Elections | Canadian Edition


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