This episode’s conversation is with Ron Hinckley, Ph.D. Based on his almost four decades in polling, we discuss Dr. Hinckley’s experiences with the uses of public opinion research by the foreign policy community in the US. In addition to reviewing issues of research design and methodology, he provides real world insights into the practice and application of opinion research in foreign policy decision making.
In this episode, we turn our attention to the use of global opinion research in the private sector with Doug Miller, Chairman of GlobeScan Incorporated. GlobeScan is a leading private practitioner applying advanced marketing research analytics to corporate public affairs. Our conversation explores the use of public policy research in the corporate realm, surfacing data for use by CEO’s and corporate executives, and the business case for employing global opinion research for fact based analysis and insight into corporate brands and public reputation.
We discuss TNS Global’s Eurobarometer contract with Leendert de Voogd, Global Sector Head of TNS Political and Social. TNS Opinion’s coordination center in Brussels is arguably responsible for the largest single opinion research contract in the world. The Standard Eurobarometer contract is said to be worth 65 million Euro over four years. The survey interviews approximately 200,000 respondents yearly across 33 countries. Given the magnitude of this enterprise, TNS Opinion has had the opportunity to invest in a number of technologies to track the progress of each survey and ensure its quality. These innovations and the importance of quality controls to the success of the Eurobarometer are reviewed.
This episode’s interview is with Marta Lagos of the Latinobarómetro, a multi-country survey of Latin America. Marta Lagos discusses the evolution of the Latin Barometer from its inception in the early 1990′s to its current implementation in 18 Latin American states. She also reviews the impact of the survey on opinion research organizations in the region, the creation of a databank to house the survey data, and how the survey has influenced the dialogue on Latin American social and political issues. The interview delves into the Global Barometers and the current attempts by these allied organizations in Africa, Asia, and the Indian subcontinent to develop a series of opinion items for use across the globe.