During November’s First Mondays Webinar, the findings from research by PSG Consulting, TargetSmart and Hart Research were released for the first time. 

These two survey research projects, sponsored by PSG Consulting and Innovating for the Public Good, focused on the presidential results but also included down-ballot races. They examined the impact of the bombardment of ads during the last months of this year’s campaign season.

The question at the center of this research was:

What do voters experience or process during the last months of the presidential campaign when they are being inundated with ads not only from presidential candidates but all candidates on the ballot?

We took a unique approach to this research design in that most of the questions were open-ended. The purpose was to hear in voters’ own words what they saw, what they understood and what captured their attention. How did they respond emotionally, and what impact did the ads have?

Download TargetSmart’s Slides
Download Hart Research’s Slides