Hickman Analytics, Inc. SERVICES Traditional telephone surveys with live interviewers enable us to represent the percentage of people who   hold certain att itudes, to test the impact of messages, and to identify demographic and psychographic profiles  of target constituencies.  Telephone surveys generally receive the best response rates for quantitative   research, and in part, this makes them a more statistically reliable measurement of large populations than   other forms of research. IVR surveys are short interviews conducted with automatic interactive voice response (IVR) technology.    Most campaign polls do not allow us to examine highly refined subgroups of a jurisdiction.  The reason is   simple.  Interviewing a sample large enough to include subgroups large enough is cost prohibitive.  Some   employ an approach called “micro-targeting,” but those efforts generally include less candidate-specific   analytical information and are much more costly than our suggestion.  We have developed a novel approach   to help solve these problems.  It will provide detailed information about your area that is more cost-efficient  than otherwise would be possible while preserving the analytical features of more traditional polling. Jury research helps to determine the feelings of voters regarding the individuals and institutions involved in  the case, their current awareness of factual aspects of the case, their feelings about why the case was brought,  their perceptions of guilt and innocence, their reaction to specific information with which they may or may  not be presently familiar, and the credibility of various individuals and institutions whose views may become  known during the course of the trial.  This information will give you an empirical understanding of the  context in which the case will occur.  It would also identify the background and lifestyle characteristics of the  types of people who are most likely to be sympathetic to your side of the case, and create a simple means by  which they can be identified during the jury selection process. Microtargeting For over 50 years, social scientists have known that demographic data have inherently limited utility for  predicting or explaining political beliefs and behavior.  Such more homogeneous subgroups are obtained if  individuals are grouped based on values and lifestyle variables rather than demographics alone.  Grouping  techniques developed in the last half century have an obvious appeal for political campaigns, particularly in  the area of targeting.  Rather than spending scarce dollars to communicate or motivate a large audience to  ensure that the actual targets are hit, these techniques provide much more precise targeting.  As a result,  those scarce dollars can be focused on the voters who are genuinely persuadable or in need of GOTV efforts.  Knowing something and acting on it are often at odds.  Numerous obstacles have prevented political  campaigns from being able to take advantage of the knowledge that more cohesive groups could be found  beyond demographic information.  These obstacles have included an absence of information about values and  lifestyle; the cost and time constraints of obtaining a sample large enough to generate cohesive models; and a  lack of consensus about alternative statistical procedures to generate the models.  None of these obstacles  has been completely eliminated.  But the progress in each of these areas is sufficient to make this type of  modeling cost-effective for political campaigns. Hickman Analytics, Inc. has devised a more cost effective way to conduct microtargeting research, utilizing a  novel approach of traditional live interview polling combined with interactive voice response surveys. QUANTITATIVE QUALITATIVE Honest Accurate Insight 2 Wisconsin Circle Suite 520 Chevy Chase, MD  20815 Phone:  301.951.5200 Fax:  301.951.7040