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Americans Evaluate McCain Speech in Real Time Using New On-Line Technology

The HCD Critical Emotion Tracker(TM) (CET) was used to allow an unlimited number of participants to view and evaluate live streaming video of the speech in real time. The results of the audience reaction to the streaming video content is reported in real time and can be viewed on-line or broadcast on television.

A national panel of 850 Democrats, Republicans and Independents were recruited to view a live stream of the McCain speech on-line. As participants viewed the speech, they reacted to content by using their mouse to click agree or disagree. The results were reported in one-second intervals and allowed viewers of the real-time reports to evaluate the reaction of the audience to specific issues as they were addressed by Senator McCain. During the study, a number of academics, reporters and political consultants viewed the live response and obtained immediate feedback regarding voter perception.

"The technology was designed to obtain real-time public perceptions of political, entertainment and sporting events," explained Glenn Kessler, president and CEO of HCD Research, Inc. "This tool allows the media to change the paradigm of news reporting and analysis. Rather than relying on pundits' speculation on how Americans responded to an event, they can now use quantitative information immediately to discuss Americans' reactions during and after the event."

Following is a summary of voter reactions to McCain's position on several key issues:

Pork barrel spending

-- Independents and Republicans agree with Democrats hovering just at or below the neutral line, suggesting that this issue resonated with Independents which separated them from Democrats.

Strategy for war inIraq

-- Democrats were in disagreement while Republicans and Independents were in the agree column.

Strong defense of culture of life and judges that don't legislate from the bench.

-- Independents moved with Republicans in the agree range, not with the same intensity as Republicans but generally in agreement while Democrats hovered in the neutral area.

    Taxes
    -- Independents indicate mild disagreement.  Republicans Agree.

Health Care

-- Big separation between Democrats and Republicans with Independents neutral.

Excerpts of the real time response to the speech can be viewed at www.mediacurves.com

The Media Curves web site provides the media and general public with a venue to view Americans' perceptions of popular and controversial media events and advertisements.

HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based communications research. For additional information on HCD Research, access the company's web site at www.hcdi.net or call HCD Research at 908-788-9393. Headquartered inAllentown, Pennsylvania, MCIPO is a respected source of public opinion data on local, state and national issues. For additional information on Muhlenberg College, go to www.muhlenberg.edu

SOURCE HCD Research