Source: Quirk’s Media
Author: Dr. Duane Varan, CEO, MediaScience
With the 2020 presidential campaign season underway, a new cycle of debates has been set in motion, complete with perpetual analysis as to what transpired in each. Once commentators begin declaring winners, voters reexamine their own perceptions of the debate. Even a survey taken immediately after the debate (before the spin begins) is colored by a voter’s perception of who won.
It shouldn’t come as a surprise that the accuracy of polls and post-debate surveys are limited by their dependence on voters’ stated responses, which are inaccurate reflections of true positions.
Understanding how voters experience a debate is critical because it tells us much more than the debate’s winners and losers. To unveil the “why” behind the “what,” researchers needs granular, second-by-second analysis of voter response. This level of analysis can facilitate an accurate measurement of each argument and exchange.
There are a range of tools today that can be used to measure voter’s second-by-second experience during the debates. Biometric analytical tools may present new opportunities to more accurately measure voter response on a continuous basis – including a voter’s underlying emotional journey.