Monthly Archives: February 2014

Solid Research Means No Election Night Surprises

News media and political pundits are still scratching their heads over the outcome of San Diego’s mayoral runoff election on February 11. If you read the published polls, you might be scratching your head, too. The result was no surprise here at Competitive Edge Research & Communication, and that’s not just because we conducted all the research for Mayor-Elect Kevin Faulconer on behalf of Revolvis. It’s also because people have a faulty understanding of how polls should be used. The main objective of a campaign poll is to drive strategy, not merely to collect data. Horse race polls might be entertaining, but data means little without analysis and insight. A campaign must understand voter intentions; why opinion is the way … Read more

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