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CBS Gets Results Within the Hour

An online panel allowed CBS News to gauge the views of Americans on the State of the Union address in less than an hour. Technology can provide comparable results in any field.

Researchers usually face a daunting task when faced with accurately measuring public sentiment in the immediate aftermath of an event. This assignment generally involves contacting people at odd hours, taking extra care to produce a suitable sample, and working overtime to collate responses. In the area of public opinion, a quick glance at the way voters greeted a particular speech or reacted to a political debate is usually hard to come by.

Through the use of online panels, researchers, companies and media outlets can receive prompt responses to specific questions - enjoying a direct advantage over the competition. Earlier this year, CBS News teamed up with Knowledge Networks to provide a unique approach to the State of the Union address. Knowledge Networks contacted 839 American adults, members of an online panel, after they watched George W. Bush's speech on television. Panel members instantly answered four queries on the policies outlined by the president.

Within the hour, CBS News was able to incorporate the actual opinions of State of the Union viewers into their post-speech analysis by broadcasting the results of the online poll. The scientific sample provided an immediate appraisal of the American public's response to statements and strategies, in considerably less time than a traditional telephone-based study.

The State of the Union survey shows there are no limits to the application of online panel technology. Testing television broadcasts or commercials would provide instant findings, saving the usual costs of the average focus group. A review of consumption profiles in different markets could be prepared, deployed and completed from a single office, without the need for travel arrangements.

Posted on May 3, 2005
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