Election Polls and Traditional Brand Health Track contrast from Social Listening
Brand Managers probably noticed how Nielsen or Milward Brown Brand Health Track results have always until recently showed their Brand’s Online Awareness to be close to zero, while your Social Media and Online News Share of Voice from Buzzmetrics shows dominating position.
The reason lies in the Sampling and Asking method of Traditional Brand Health Track, which leans more towards Offline respondents. You doubt the Brand Tracking, or both, but don’t know to what extent.
Today US 2016 Election official result just shows that Social Listening really can not be ignored, and Brand Manager should have it presented together with the Offline Analysis.
The Election has closed with Donald Trump winning the race and become the American 45th President, leaving pretty much the whole world shocked and surprised by the result, at least from mainstream media perspective. Newsweek magazine even pre-printed the Clinton win version. The Election Polls result was showing consistent prediction of Clinton win up until the night before the Election Day: Meanwhile Social Listening sentiment analysis showed a slightly opposite data of the Presidential Candidates’ balance: The result of Social Listening of volume and sentiment up until the Election Result release shows favorable outcome towards Trump: The public has largely relied on Election Polls whose method is in many ways similar to a Traditional Brand Health Track, by sample interviews across the nation.
Here is how each method of the above polls work
Live Telephone Polls An interviewer asks questions of a respondent by telephone. Most telephone polls conducted by live interviewers include both landlines and cellphones. Currently, the CDC estimates that about half of U.S. households do not have a landline.
Online Polls Most online polls are based on panels of self-selected respondents. Internet access is not yet evenly distributed across socioeconomic and demographic groups.
Interactive Voice Response Polls Interactive voice response (I.V.R.) polls (also known as “robo-polls” or “automated polls”) employ an automated, recorded voice to call respondents who are asked to answer questions by punching telephone keys. Anyone who can answer the phone and hit the buttons can be counted in the survey. Most I.V.R. polls call only landlines.