US Election Watchers Tool Up for Instant Feedback

US voters watching televised debates in the lead up to the presidential elections are using MSInteractive's hand-held dial technology, which elicits and measures audience feedback.

The firm's Perception Analyzer interactive tool enables users to follow the reaction of their peers on selected networks, and live results have already been shown on CNN during the three 2008 presidential debates and the one vice presidential debate. Feedback has also been used for post-debate discussion and analysis on a number of other TV channels and networks.

The device consists of wireless, hand-held dials used by focus group respondents to give real-time feedback on what they are watching. A receiver connected to a computer works with software to poll the dials once per second and plot the results as a line graph for real-time viewing.
says the process has given viewers 'a glimpse into the world of political research'. In addition: 'It has given television viewers tremendous insight into what their fellow Americans like and don't like about candidate responses to specific questions'.

Other question types (including categorical and attitudinal) and research methodologies (including conjoint analysis) are also available to gauge respondents' 'before and after' opinions and to get their feedback on a wide range of topics and issues.

Based in Portland, Oregon, MSInteractive is a division of full service provider Market Strategies International. Web site: www.perceptionanalyzer.com .