Innovative online research - The US presidential campaign of Barack Obama case study

This case study describes an online qualitative research project that used innovative study design, interviewing technologies (multimedia interviewing, mobile research), and voice analysis in an effort to refine public policy for the U.S.

Innovative online research – The US presidential campaign of Barack Obama case study

Ron RileyInnovation River, United States


Where agreement seems to exist, is this evidence of genuine consensus? Not always. Often, it is closer to what social psychologists call group influence. Often, it's people repeating what others are saying, characterized by a simple lack of independent thinking.

So, having missed Barack Obama's breakthrough speech in 2004, it was easy to dismiss the favorable hype that followed – and instead focus on other priorities. That lasted until November, 2006, when I saw him for the first time....

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