Utilizing IVR Surveys to obtain overnight measures of public opinion
Answering the fire drill
We’ve launched more than a thousand quality IVR surveys and none of them was ever a substitute for a lengthy, live operator poll. But every one served a useful purpose. In some cases, our US Senate and House clients had to get into the field quickly and obtain reliable, overnight measurement of public opinion. In other instances, state legislative or local government candidates without six or seven figure budgets needed to test favorability ratings or issue priorities among their target audience. In every case, we were able to quickly mobilize, complete the survey and provide the client with weighted toplines and crosstabs of results long before a live poll could have been launched and at a fraction of the cost of a live operator poll.
IVR surveys reduce interviewer bias by eliminating the live human interviewer. Every poll respondent hears the same questions read the same way. Independent analyses from publications such as the Wall Street Journal, National Council on Public Polls, American Association of Public Opinion Research and The Pew Research Center all show automated, recorded voice surveys used to record candidate preferences have an accuracy level comparable to live interviewer surveys. In the 2008 Primary season, Nate Silver with fivethirtyeight.com concluded that two of the three most accurate polls were IVR surveys. In the 2010 General Election, a similar comparison of polls nationwide concluded that IVR surveys were ranked second and fourth most accurate. And in 2014, professors from Fordham University confirmed that in the 2012 election cycle IVR surveys were as accurate as live polls.