Heart+Mind Strategies is a consultative research firm that runs an online exit poll during all major US elections. Their surveys must be fielded in under 24 hours, so speed and cost are vital to the poll’s success.
For Heart+Mind, the pricing structures offered by traditional partners were becoming too high. “The cost per interview was really high and it was getting to a point where we couldn’t offer quick-turnaround, straightforward research to our clients at a price that matched what they wanted to do,” says Erin Norman, Senior Solutions Consultant, Public Policy at Heart+Mind Strategies.
Plus, their previous vendors had struggled to get data from specific demographics during the short, overnight fielding period – compromising the representativeness of the study.
“The results were dead-on what we were expecting, something I am not used to seeing from any of the panels I had worked with
in the past.”
“Where clients once had the budget to do one or two studies – we can look at doing three to five. We can now view the bigger picture and design a holistic approach with strategic consulting add-ons.”
“We were pushed into a situation where we needed to find an alternative,” explains Norman.
With Lucid’s strong reputation around quality, speed, and cost, Heart+Mind selected them as a new partner to facilitate the research study.
With exit poll studies of this type, speed is critical. Other competitors are also supplying post-election analysis, so data collection must be quick and representative.
Norman recalls, “We set quotas and they were just hit. This is not the type of study that you have seven days to balance and review – you have one shot to get it right and that is it.” She adds, “All of our demographic quotas were hit on time without any problem, all while Lucid maintained their own strict quality control to remove speeders and other bad data. It was just really, really impressive.”
One of the major benefits from the study was the accuracy of the sample provided. “Historically, they [other vendors] have struggled to get sample from people in the lower income and lower education brackets. So, one of my major roles is balancing those variables to ensure we have results that match what we are expecting,” explains Norman.
The Lucid results met Heart+Mind’s expectations without having to do any balancing. Norman commented, “The results were dead-on what we were expecting, something I am not used to seeing from any of the panels I had worked with in the past. Usually the results are off enough that we have to make weighting adjustments – this was not the case with Lucid. I was extremely impressed with the quality of the sample.”
Another key result has been Heart+Mind Strategies strengthening its relationship with clients, which has created more opportunities for them. “Where clients once had the budget to do one or two studies – we can look at doing three to five. We can now view the bigger picture and design a holistic approach with strategic consulting add-ons,” adds Norman.
“Since working with Lucid, I have not submitted a bid request to our internal team without a note saying, ‘Please get a quote from Lucid.’”
“I have just been really impressed with Lucid, and looking forward, Lucid seems to be a great option for us in terms of satisfying our clients’ needs,” says Norman.
“I have just been really impressed with Lucid, and looking forward, Lucid seems to be a great option for us in terms of satisfying our clients’ needs.”