Strategic Anchor Polling Methodology
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Methodology
Strategic Anchor is designed as practical, decision-grade polling. The methodology favours short, focused questionnaires, transparent reporting, and conservative interpretation.
Each poll contains a maximum of three questions. Completion rates can decline sharply as questionnaires become longer. Limiting the survey protects completion, controls fieldwork cost and keeps the research centred on the most important questions.
Each poll only exists within an advertising unit. There is no URL that can be shared with others. Only the person selected to see the ad can answer the poll. This way we keep the poll secure and protect against manipulation, such as Brigading.
Audience selection depends on the research objective and the targeting that is available in the relevant market. Where appropriate, research can be focused geographically or against defined audience characteristics.
Strategic Anchor polls are generally designed around a 95% confidence level and an approximate margin of error of +/-5%, subject to final sample construction and methodology.
The statistical margin of error does not capture every source of research uncertainty. Question wording, digital coverage, non-response, audience construction and other sampling effects can also influence results. These limitations are considered in reporting where material.
Questions should be concise, understandable and relevant to the strategic objective. Leading language, unnecessary complexity and questions that imply a preferred answer should be avoided.
Repeated polling can provide directional evidence of movement in awareness, attitudes or priorities. Changes between polls should be interpreted carefully because external events, media coverage, audience composition and normal sampling variation can all affect the result.