NZ Election Reactor #1 Tests Reaction to Cunliffe’s Apology   21 Jul 2014

Labour Leader David Cunliffe’s “apology” over male violence seems to have polarised many voters, but the first run of the Roy Morgan Research / Scoop NZ Election Reactor showed the response was largely negative across the spectrum.

Click To View Results of NZ Election REACTOR #1

The Reactor showed a strong negative reaction from males and those identifying as National supporters and a more positive response from women and those identifying as Labour supporters. However across all groups measured - including Labour supporters and women - the overall reaction was negative if more mildly so.

There was a mildly positive response to John Key’s comments on Cunliffe’s apology with a negative reaction to the Prime Minister’s thoughts on possible election deals. It appears those taking part in the Reactor poll were unhappy to hear any talk of election deals.

All comments about protecting whales were viewed in a positive light by all sub-groups taking part.

The results can be viewed at the THIS LINK.

Using the controls on the right hand side of the video screen you can compare up to four different sub groups at a time, by age, gender, voting preference and according to four of the Roy Morgan Research Helix Personas.

The high point for both Greens and Labour Party voters came when Jacinda Adern referred to kids being stigmatised at School for failure to pay the "voluntary" school donation.

Prime Minister John Key's high point came when he criticised David Cunliffe's apology. However women ( in red ) were less likely to agree with him than men (dark blue) or National voters (light blue).

Sample Size and Balance

To help ensure that the validity of the results in relation to a full spectrum of New Zealand electors, Roy Morgan supplemented the Scoop crowd-sourced data with responses solicited from a panel of respondents taken from its 12,000 strong Single Source Survey Panel.

In all the first Reactor received completed reactions from 300 reactors.

The second reactor covering some of last week’s events is now open for people to participate. This week's Reactor will close off at midnight Tuesday 22 July.

Thankyou to all those who took part in the first NZ Election Reactor last week.

- On behalf of the Scoop Reactor Team, from Scoop Editor Alastair Thompson, 21 July 2014

Background - REACTOR #2 NOW LIVE!

Working with Roy Morgan Research Scoop is using their famous video rating tool, the Reactor (the original Worm), which records how strongly you agree or disagree with what you are seeing and hearing, second by second, as you watch a video.

It will only take five minutes to participate.

The Second reactor poll began on Friday and will remain open for another 24 hours.

To participate just click on the link below and follow the simple instructions.

Please complete this survey on a PC or Laptop. The Reactor contains a video that will not display on Mobile Phones, Tablets, or iDevices (such as iPads and iPhones).

What happens next - Subscribe To Join In

If you enjoy reacting and seeing the results in the media, you might like to react to the Highs & Lows each week between now and the election. After completing your first reactor poll you will be given an opportunity to subscribe to receive notifications from Roy Morgan about future NZ Election Reactors.

You can also subscribe to receive Reactor announcements and results via Scoop's Newsagent service on the "NZ Election Reactor" homepage.

Why we are doing this

Scoop hopes its use of the Reactor during the 2014 election will help us better understand how and why voters change their voting intentions during the intensive media melee which leads up to an election.

The Reactor is ground-breaking as it enables crowd-sourced reactions to provide a precise picture of how specific developments, political promises and news events affect the public mood The art of political punditry is to interpret these things based on hunches and experience, The Reactor provides us pundits with data and evidence to back up our views.

As a media outlet with a strong lineage in digital innovation around election reporting, Scoop is delighted that in this our sixth NZ election we can innovate further and deliver a clearer understanding of just how NZ's democracy is working on the inside.

Best wishes
Alastair Thompson
Scoop Editor & Publisher

See also:

Read the Scoop/Roy Morgan Research announcement press release ( The Return of the Worm : Introducing The NZ Election Reactor ) for more information on why we are doing this and how it will work.

ENDS

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