Qualitative Research: The Political Secret Sauce

​Rick Weitzer
Marketing Insights e-newsletter
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Key Takeaways

  • Qualitative research can be a hard sell because it is often perceived to be a luxury.

  • Qualitative is actually easier for people to understand because it does not require any expertise in statistics.

  • Almost everyone can relate to the human drama unfolding on the other side of the mirror.

While a good deal of qualitative research is being conducted for political campaigns, because there are no “horse-race” numbers to report, qualitative is generally off the radar of most media outlets. This means that political qualitative research remains mostly undetected by the outside world, although it is often a powerful force within many political campaigns; the secret sauce of success that political consultants use to develop the basic building blocks for a major political campaign.

Getting a campaign at the congressional level or below to conduct qualitative research can be a hard sell because it is often perceived to be a luxury. But in many ways, qualitative is actually easier for people to understand because it does not require any expertise in statistics, and almost everyone can relate to the human drama unfolding on the other side of the mirror.​​​

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Author Bio:

 
​Rick Weitzer
Rick Weitzer is principal of Prell Organization and a member of the leadership team at the Qualitative Research Consultants Association. In addition to his duties at Prell over the past 30 years, he has also been director of research at Kerlick Switzer Johnson Advertising; conducted surveys and performed on-air political analysis for the CBS-affiliate in St. Louis; taught marketing research at Southern Illinois University-Edwardsville; and directed polling for St. Louis Mayor Vincent Schoemehl.
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