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Insightrix’s Final Online Panel Survey Accurately Predicts Saskatoon Civic Election Outcome Much has been discussed about the Clark surge in the 2016 Saskatoon Civic Election. When a swing in votes happens over a matter of hours and days prior to Election Day, it can make polling very interesting.  But it is important to keep in mind that a poll is a reflection of opinion at the time the poll was conducted. In the case of Saskatoon, no publicly released poll identified Charlie Clarke to be in the lead. Based on the polls conducted before the election, the surge was dramatic in magnitude and happened over the last few days of the campaign. Below is the decided voter poll results conducted in Saskatoon for the past month, including one final Insightrix poll that was not released to the public.[1] The Insightrix poll, conducted for CKOM just prior to Mainstreet Research on Oct 20th – 22nd (Thursday to Saturday), showed Clark (30%) higher than the preceding Mainstreet Research poll (25% on Oct 18th).  Moore and Atchison support remained steady at 34% and 35% respectively. This slight increase for Clark showed the beginning of the surge. The day before the election, Insightrix conducted another poll with 600 SaskWatch Research® panel members which further emphasized the rapid shift in voting intentions for the Saskatoon Civic Election.  These results were not released given that such information would have been communicated to the public on Election Day. In this final poll, Insightrix Research had Clark in the lead. Research Details A total of 600 randomly selected SaskWatch Research® panel members participated in the online research study on October 25th, 2016. Quotas were set by age and gender to match the general population of the city. Since the research is conducted online, it is considered to be a non-probability proportion sample and therefore, margins of error are not applicable. Comparisons to the other Insightrix poll used the same methodology, quotas and sample source. This final study was an independent poll conducted by Insightrix Research. Insightrix continues to be proud of our SaskWatch Research® panel and the strength with which it can measure public opinion in Saskatchewan.  If you have any questions about our poll results, please contact: Lang McGilp Research Director Insightrix Research Inc. Tel: (306) 290-9599 Email: lang.mcgilp@insightrix.com     [1] For the Mainstreet Research polls between October 4th and the 18th, a decided voter count is not posted on their website.  As such, a decided voter count was estimated based on removing the undecided voter count from the total and rebasing the responses....
 

User research is targeted research In a recent article entitled User Research at Instacart the author Dave Hora looks at the power of targeted research. For those who don’t know, Instacart is an Internet-based grocery delivery service that promises to deliver your groceries within an hour. They deliver from Costco, Whole Foods, Target and more. The company is valued at close to 2 billion dollars and in 2015 Forbes magazine named it The Most Promising Company in America. Hora was the Senior User Researcher at Instacart and in his article he examines how targeted research can benefit user experience and design. He states, “if you’re delivering software or services to people, targeted research will make your work better. You’ll make smarter decisions, less unnecessary failures, and form robust strategy earlier in the design process.” In his article he breaks down user research, and why it saves money, and how his company Instacart, conducts user research. Interested in the article?  Read more here: http://insightrixcommunities.com/user-research-instacart/   For more recent articles like this one, check out: Shoppers Want More: insightrixcommunities.com/shoppers-want-more/ When You Receive the Opposite of Customer Service: insightrixcommunities.com/when-you-receive-the-opposite-of-customer-service/ Recognition Technology – A Future In Market Research? https://insightrix.com/recognition-technology-market-research/...
 

PRESS RELEASE: October 24rd, 2016 Final sprint to the finish in the Saskatoon Civic Election 2016   A new 650 CKOM / Insightrix Research online poll finds that there is a tight race between the three front-running mayoral candidates in the Saskatoon Civic Election for 2016. Presently, 28% of those who intend to vote in the upcoming Civic Election on October 26th, 2016 say they will cast their ballot in favour of incumbent Don Atchison. Newcomer Kelley Moore and long-time City Councillor Charlie Clark closely follow with 24% and 21%, respectively. One percent would vote for Devon Hein, another 18% are uncertain as to whom they intend to vote for and 8% preferred to withhold a response. The proportion of undecided voters is consistent with a similar poll Insightrix conducted just days before the 2012 Saskatoon Civic Election (21%). Among decided voters (i.e. those who name a candidate they intend to vote for and those who are uncertain but name a candidate they are leaning towards), Moore (34%) closes the gap with Atchison (35%). Clark closely follows at 30% and Hein remains at 1%. Looking at demographic differences among decided voters, Atchison has greater support among older voters (46% among those aged 55 years or older vs. 23% among 18 to 34 year-olds). Moore’s appeal is consistent among younger and middle-aged voters aged 18 to 54 years (37%) and is somewhat lower among those aged 55 years or older (28%). Clark appeals largely to younger voters (38% among 18 to 34 year-old) but support steadily declines with age (24% among those aged 55 years and older). Gender differences are also noted among voters. Mr. Atchison earns stronger support among males (40%) than females (31%) while the opposite is seen for Ms. Moore (30% males vs. 37% females). There are no notable gender differences observed for Mr. Clark. Given the tight race in the Saskatoon Civic Election, it means that every vote will count. Predicting who may walk away with the title of Mayor this week is further clouded by the fact that actual voter turnout will likely be lower than claimed voter intentions. Overall, 74% of those surveyed say they intend to vote in the upcoming election and another 12% say they have already voted at an advanced poll, for a total of 86%. When there was a relatively close race between Don Atchison and Tom Wolf in 2012, actual voter turnout was only 36%, despite 76% of respondents in a similar Insightrix poll stating they were planning to vote. One quarter (24%) of those who intend to vote claim to have watched or listened to at least a portion of the final mayoral debate aired on CTV and 650 CKOM last Thursday, October 20th, 2016. Of those who watched or listened, more than four in ten (43%) state the debate had at least somewhat of an impact on their voting intentions. Changes in voter intentions are most notable among females.   Research Details A total of 800 randomly selected SaskWatch Research® panel members participated in the online research study from October 20th to 22nd, 2016. Data collection began immediately after the televised mayoral candidate debate on the 20th. Quotas were set by age and gender to match the general population of the city. Since the research is conducted online, it is considered to be a non-probability proportion sample and therefore, margins of error are not applicable. Comparisons have been made to similar polls that used the same methodology, quotas and sample source.   About SaskWatch Research® Insightrix began developing its SaskWatch Research® online market research panel in October 2007, using high-quality techniques including telephone recruitment and referrals from existing panel members. Presently, there are over 15,000 active panel members representing all regions of the province and distributions of the general population. The panel membership closely matches the 2011 Census based on age, gender, household composition, household income, and education. For more information, please visit http://saskwatch.ca.   About Insightrix® Insightrix is a dynamic, Western Canadian, full-service marketing research company. It exists to serve businesses and government entities with insights-driven research solutions and interpretive analysis through leading-edge tools and senior-level expertise across a broad range of industries. Insightrix is based in Saskatoon, Saskatchewan, Canada. For more information, please contact Lang McGilp, Research Director Insightrix Research Inc. Tel: 306.657.5640 ext. 229 Cell: 306.290.9599 Email: lang.mcgilp@insightrix.com Web: www.insightrix.com...