Surveys are often used in campaigns as a way of raising the profile of an issue. Especially during the summer months a whole string of surveys are released, some serious others more light-hearted, which ‘prove’ that there is an issue which Government needs to address. But these surveys too often have little real worth.
The data that surveys produce often make for good headlines. All the time that the media are prepared to use them then there is an incentive for campaigns to utilise surveys.
However, there can be a danger that the issues are boiled down to such an extent that the nuance of an argument can be lost. It also does not allow the issue to be explored in any great depth. The generation of the data or ‘killer stat’ for use in the media release becomes the driver, not the requirements of the campaign.
This is not to say that surveys cannot play a valuable role but as one-off gauges of opinion they are limited. Instead issues need to be tracked over time preferably before the campaign kicks-off. In this way, it can be shown that the issue is an ongoing one, not simply one that exists for a short period of time and then disappears. In other words, it can’t be ignored and needs action.
It is the generation of a firm evidence base that a campaign requires that provides key stakeholders with the motivation and safety to move forward on an issue. The nature of the evidence required may change over time along with the priorities of the Government whilst others – employment, income for an area etc – are perennials.
Even with a firm evidence base, the timing of a release is also critical. Going too soon, and a political audience can feel that they are being unduly pressurised. This can have the opposite of the effect intended and intransigence can set in. Too late, and then Government has lost the opportunity to take action or the Opposition has beaten them to the punch.
Evidence and data are critical in campaigns. However, a thoroughly considered approach is needed about how this is gathered, demonstrated and even displayed. For instance, the use of infographics has become more widespread and is often widely shared on social media.
Some of this comes down to having identified the relevant stakeholders and understanding their needs. Once the analysis has been undertaken the necessary research can be designed. This could mean a survey, focus group, larger engagement strategy, polling, think tank report, academic study or economic analysis amongst other options. Critically, there needs to be independence. Whilst there will always be an air of ‘you would say that wouldn’t you’ because of the financial relationship, the campaign needs to overcome this wherever possible. Robust data and analysis, as well as third [party support / endorsement, will help.
So it is not just about focusing on the issue when considering the evidence base. It should be an outside-in view of the world, not at inside-out. It is not the data that can be generated but what data needs to be generated to increase the chances of success for the campaign.
A survey can make headlines but the impact needs to be more lasting.