Opinion researchers have leaned into technology to help gather data during the pandemic. In some cases, they may have found ways to help improve accuracy in polling, but for others the experience has created an added burden.
Take Engagious, the focus group research firm famous for its dial testing, which has migrated exclusively to Zoom panels since the pandemic started. “It’s a tradeoff. On the plus side, I’m able to get people from a wide variety of geographic areas. The minus is I enjoy the in-person conversation more than moderating a conversation on Zoom,” said Rich Thau, the company’s president. “It’s hard to moderate a group of 10-12 people on Zoom.”
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