2016 Presidential Election: The Countdown Begins

November 2016 will be here sooner than we know. And with the seat of the most powerful person in the world at stake, the team at Lab42 wanted to take a closer look at how Americans currently view the candidates that are running for President. While we collected quite a bit of research on this topic (you can view more results and download all the raw data set (Excel) and aggregate overview (PDF) here), we created an infographic to highlight some key data points. Check out the infographic below, and if you are interested in having your own questions added to our next Political Research (set to launch in January 2016), be sure to add them in the comment section.



Click here to view part 2 of Lab42’s Presidential election research. 

A Look Into the 2016 Presidential Race

While America is still over a year away from electing its next President, it’s hard not to be deluged by the continual coverage of the Presidential candidates and their campaigns. With three Republican debates and one Democratic debate already under our belts, the team at Lab42 set out to gauge of how Americans feel about the election and candidates. Since the world of American politics can change so quickly, we will be running multiple Political Research snapshots leading up to the election in November 2016.

The goal of the first part of the series is to gauge interest in the election, the issues that are most important to voters, and which candidates are the top choices. To answer these questions, we surveyed 1,000 American adults (with demographics held constant to mirror the US census).

When asked about the top 3 issues that were deciding factors for a Presidential candidate, Jobs and the Economy topped the list with nearly 45% of respondents choosing this issue. Healthcare ranked second at 29%, and National Security rounded out the top 3 at 20%. These are followed by Education and Taxes tied at 19%, and Minimum Wage at 18%.
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Advertising Innovation

Here at Lab42 we’ve been sharing the results of our innovation survey, looking at how important innovation is to consumers’ purchasing decisions and how innovative products – even grocery products – can command an innovative premium.  This month we look at the best way for brands to showcase their innovative prowess and new offers– both in terms of sales channel and message.

We found that’s it is vitally important for brands to tap into the power of reviews and recommendations. In this connected world 82% of our sample find online customer reviews influential, more so than professional reviews, at 74%. The study also found that over half of all consumers will look at a brand’s social media page and look up commercials and company information on YouTube prior to purchase, 57% and 53% respectively.


However even with the significant influence of social factors in purchasing, and the declining audiences for terrestrial television, we found that traditional television advertising still has an important role in promoting new products. When we looked at what was the best way to advertise a new product, 52% said that it was traditional television advertising, compared to 16.9% for store promotions and events and 12.9% for online ads.

Innovation also plays an important part in advertisement recall, with almost half of all consumers (48.5%) unlikely to remember the advertising of a product or brand or felt was not innovative. However, just focusing on functionality in the messaging isn’t enough.  Messages that show both the function of a product as well as emotions are most successful with 56.3% claiming it to be most successful, compared to those that feature only functionality at 32.7%.

Interested in learning more about Lab42’s research methodology and how it stacks up against traditional panels? Check out our Research on Research.

Let’s Get Visual, Visual

At Lab42, everyone on the team is obsessed with data in some capacity. Whether it’s research data, sales data, or even analytics and website visitors, everyone has a vested interest in understanding data on multiple levels. While it is easier to understand data that we are personally working with, it’s more difficult to actually share this data with others (especially when we’re dealing with big data sets).

To help reduce the possibility of data confusion, we recommend using infographics to share data. Whether you need to share the data internally within your organization or with your clients, putting your data into infographic format enables the recipient to easily understand and digest the information you are trying to share. And even more, they’re much more likely to remember the information.

To demonstrate this, the team at Lab42 put together an infographic on the benefits of visual data. Check it out below, and if you’re interested in seeing more examples of our design and infographic work, you can check them out on our blog and our website.

Lab42 Infographic


The Roots of Innovation

Here at Lab42 we have been detailing the results of our innovation survey, which aimed to find out just how important innovation really is to the average consumer.

Our research has shown that people are willing to pay significantly more for products they feel are innovative, and that generating new ideas and listening to customers are seen as the main drivers. But where do consumers see this innovation coming from?

Silicon Valley was beaten, perhaps surprisingly, as the top US innovation spot by New York City. When asked which places consumers considered the most innovative, 27.4% said the Big Apple beating Silicon Valley into second place with 22.6%. Los Angeles was third at 14.5%, with Seattle and Chicago filling out the top five with 6.7% and 4.2%, respectively. Rather than just one dominant centre of innovation, consumers now see innovation coming from pockets across the country, which is good news for businesses without a coveted (and expensive) Silicon Valley ZIP code.

This shift from West to East might also speak to a surprising ambivalence to the role of technology in innovation we found in our survey. When asked if technology is the most important factor driving innovation, although 16.4% strongly agree and 26.6% agree, more than a third (34.3%) are neutral about its importance and 66.3% agree that a company can be innovative without technology. So as consumers are increasingly concluding that technology and innovation are not synonymous, brands will have to try more than technological showboating to set themselves apart.



Interested in learning more about Lab42’s research methodology and how it stacks up against traditional panels? Check out our Research on Research.