Qualitative Research Qualitative research, such as focus groups, allow us to listen to respondents discuss your candidate in their own words, in a moderated, yet flexible, open-ended discussion. Through these discussions, we can examine what assumptions participants hold about the race, we can learn whether certain key terms have important secondary meanings and connotations, and we can hear participants describe out loud how they determine their feelings about your candidate. Focus groups often help us refine our research questions before we conduct closed-ended quantitative polling. Quantitative Research Surveys are useful in attaining quantifiable results that can be projected with a level of statistical accuracy onto a population at large. They prove useful in confirming findings from qualitative research or can stand alone to compare the efficacy of different messages across different groups. Also, as mentioned above, sometimes survey results can be used to generate momentum, by demonstrating public support for a candidate. We also regularly use multivariate analyses, CHAID analysis for advanced targeting, and sophisticated statistical modeling to make quantitative judgments about how, if at all, various ethnic, social, and regional groupings differ on key measures. Tracking surveys help refine decision making when timeliness is crucial. As an election or other key date approaches, short interviews can tell us how a race is changing. Tracking surveys, conducted every night for several weeks, or conducted two or three times in the weeks before an election, can give us a current snapshot, and help us make quick judgments. Integrated Analysis Every Momentum Analysis project includes full analysis that integrates all completed research components. Further, our analysis provides you with strategic recommendations for next steps informed by the research. This analysis is presented in any or all of the formats with which you are most comfortable, such as a full written report, a graphic presentation delivered to your staff (in person or by phone), or presentations or reports to donors and the press. Regardless of the type of research conducted, or the format of the analysis, all Momentum Analysis reports and analyses are delivered promptly. We are also always available, even long after the research is complete, to answer questions, advise, or brainstorm. Individual Research Projects Have Momentum Analysis help with your overflow or internal research projects. We can take over your to-do list by setting up or moderating focus groups, analyzing donor or voter lists, creating cross-tabs, and writing reports.