Dial Testing
Dial-Testing
Lake Research Partners offers the ability to conduct online video and audio dial tests to measure the effectiveness of campaign and political advertisements. Dial surveys allow us to observe moment-to-moment responses to stimuli to identify language, words, and images that resonate with different types of people. When conducting dial tests, we also capture or create a mock-up of the opposition's ads to test against ourselves, in order to identify areas where we may be weak. Ad tests also provide key strategic insights, such as helping to decide which advertisements should be aired first or last in the campaign. Online dial surveys are different from traditional surveys that measure overall reactions to messages. Dial surveys allow us to isolate phrases and words that mobilize our base, help to persuade swing voters, and generate some needed distance from opponents to ensure the messages break through. Online dial surveys can provide a crucial insight into the messaging and overall success of a campaign.