Lord Monckton wins Press Club debate and persuaded 9% more Australians
to his view that ‘Concerns about Global Warming are exaggerated’

Despite negative publicity surrounding Lord Monckton’s visit to Australia, the results of a special Roy Morgan Reactor test over the last 24 hours show Lord Monckton won the debate and persuaded a substantial 9% of Australians to his view that ‘Concerns about Global Warming are exaggerated’.

People reacted along party lines with L-NP supporters reacting positively to Lord Monckton and negatively to Dr. Denniss, while ALP and particularly Greens supporters reacted positively to Dr. Denniss and negatively to Lord Monckton. However, as shown by the white line below, the Reactor spent more time in ‘positive territory’ when Dr. Denniss was talking than when Lord Monckton was.

When asked after viewing the Reactor to nominate a winner of the debate, more respondents (49%) nominated Lord Monckton as the winner ahead of Dr. Denniss (37%) and 14% couldn’t say.

The crucial issue at the heart of the debate is whether either speaker managed to considerably shift the views of respondents reacting to the debate. Did either Lord Monckton or Dr. Denniss change the views of how ordinary Australians view the issue of Global Warming?

Before viewing the Reactor respondents were asked for their views on Global Warming: 44% of respondents said of Global Warming — ‘If we don’t act now it will be too late’, 43% said ‘Concerns are exaggerated’, 10% said ‘It is already too late’ and 3% couldn’t say.

After viewing the Reactor these views had shifted with 52% now saying ‘Concerns are exaggerated’ — an increase of 9%, 38% (down 6%) saying ‘If we don’t act now it will be too late,’ 7% (down 3%) saying ‘It is already too late’ and 3% couldn’t say.

The changes demonstrated by this question definitively back up the view of respondents that Lord Monckton won the debate — 9% of respondents viewing the Reactor shifted their opinion towards the point of view Lord Monckton expressed.

Michele Levine, Chief Executive Officer Roy Morgan Research says:

“The results of Roy Morgan’s Reactor on yesterday’s debate between Lord Christopher Monckton and Dr. Richard Denniss provides a valuable insight into how Australians are viewing the complex debate surrounding Global Warming, Climate Change, Carbon Dioxide and the Carbon Tax.

“Roy Morgan Research data has shown continually that Australians are concerned about Global Warming and Climate Change but do not want the proposed Carbon Tax; and that the issue is highly politically divided.

“This special research combines real-time response — ‘how much do you agree or disagree with what the speaker is saying’; with ‘pre- and post- measures of environmental attitudes.’ This shows clearly that the electorate is delicately poised on this issue — ‘concern about the environment; but much more worried about the economy, and the Carbon Tax.

 “Each speaker clearly outlined their point of view — and for the most part the Reactor showed this appealed along party lines. However, a clear difference between the speakers was that Lord Monckton talked extensively about the climate science and quoted figures about changes in the climate over past time periods provided by scientists whilst Dr. Denniss concentrated more heavily on the economic and political implications in Australia from taking action on Global Warming.

 “Listening to Lord Monckton — he says what many Australians want to hear — ‘Don’t worry about Climate Change! It will be alright!”

Click here to access the Roy Morgan Online Store - Reactor Page.

Gillard's Tax Announcement Splits the Nation

Prime Minister, Julia Gillard’s announcement of the details of Labor’s Carbon Tax did little to sway opinions of voters of any political persuasion, according to an analysis of the second-by-second reactions of over 200 typical Australians today.

The dynamic, interactive Reactor report is available instantly (via a hyperlink) for television or the web by calling Marcus Tarrant on 0418 320 238. (A link to the Reactor Recorder can also be provided to film respondents reacting.)

By the time of today’s announcement by Gillard, most of the details had been leaked to the media so there were no real surprises. While the reactions of the Greens bounced around, there was little movement among Labor and Liberal/National voters.

The Greens didn’t seem to like Gillard mentioning that there has been a ‘decade of debate’ and their graph seemed to cringe at the mention of Margaret Thatcher. The mention of John Howard’s attempt to put a price on carbon and Labor’s plan to support the coal industry seemed to be Green 'lead balloons.'

Labor voters didn’t react well to the ‘fixed price mechanism for 3 years’ and especially Gillard’s admission that it ‘effectively works like a tax,’ but generally they were in positive territory all the way.

Nobody liked hearing that the costs to businesses will be passed on to households and were generally unimpressed that the ‘modelling was done by the people who modelled the GST.'

Predictably, the very mention of ‘tax cuts’ and ‘payment increases for households’ gave the graph a lift with everyone, along with increasing the tax threshold from $6,000 to $18,200 p.a.  The only other significant rises were ‘I believe in creating jobs’ and the ‘Focus on renewable energy.'

Marcus Tarrant, Director of The Reactor for Roy Morgan Research says:

“This is about the most consistent split I can recall from the hundreds of Reactor tests we’ve conducted over several decades. What we usually look for are the claims or promises that seem to gain traction with the non-believers and sceptics. In her announcement today, Gillard didn’t even come close to lifting the Liberal voters over the (magical 50%) line.

“These seemingly entrenched positions may be due, to some extent, to the complexities of this debate, many of which were not addressed at all — such as the wisdom of ‘going it alone.’ If there’s any comfort in these Reactor results at all for Julia Gillard, it would be that there is still significant support for the Carbon Tax Package among traditional Labor voters.”

Click here to access the Roy Morgan Online Store - Reactor Page.

Gillard's Carbon Tax Makes us Deaf

The results of a special Roy Morgan Reactor test over the last 48 hours suggest that Australians are so politically divided over the Carbon Tax that they are not listening to or swayed by arguments.

As the chart below shows, the Reactor graphs split along party lines, regardless of the statement and who’s making it.

Gary Morgan says:

“The more political the personality, the wider the gap between the reactions of L-NP and ALP voters. Consequently, the greatest divergence is between the political leaders, Julia Gillard and Tony Abbott. The overall Reactor scores were about the lowest we’ve seen for any subject. The graph rarely rises above the neutral, 50 line.

“Over the past week Roy Morgan has tried to dig deeper into the Carbon Tax debate beyond merely the political split that is so evident between the Government and the Opposition.

“We have looked closely at parts of the Carbon Tax debate to show what electors think about issues like coal-fired power stations, a potential clean electricity generation alternative like nuclear power, Australia’s contribution to global carbon emissions and the legislation itself.

“The Morgan Poll released on Friday June 3rd showed that 53% of Australian electors oppose the Government’s proposed Carbon Tax legislation, while additional Carbon Tax research released yesterday, Monday June 6th, shows that a majority of Australians (51%) do want any Carbon Tax to apply to Australia’s black coal generated power stations.

“These seemingly contradictory results indicate strongly that further research is required to understand the public’s true position on the Carbon Tax and even the level of understanding amongst Australians about what exactly the proposed Carbon Tax will mean for them.”

View a graphic PDF overview of the results here.

View a 5 minute video of the Carbon Tax Reactor results here.

Australian views on the Carbon Tax Legislation (Release & Tables)

Australian views on Electricity generation — coal, nuclear etc. (Release & Tables)

Click here to access the Roy Morgan Online Store - Reactor Page.

Nothing looks like getting Labor over the line

Even traditional Labor voters didn’t score the ALP ads above the critical middle line (50 on the Reactor scale) according to a special Roy Morgan ad test over the last 24 hours using The Reactor, Roy Morgan’s online real time reaction device with a sample of 270 voters across NSW.

The electorate reacted negatively to both negative ALP ads:

• ‘Jobs offshore’ that outlined Barry O’Farrell’s plans for NSW, including outsourcing government jobs, discontinuing rail lines, offloading desalination plant, and taking on teachers and nurses; and
  
  
• ‘Max the Axe’ that highlighted the appointing of Max Moore-Wilton, and the outsourcing of government jobs.

Even traditional Labor voters reacted negatively to these negative ALP ads.

Michele Levine says:

“It seems, universally, that politicians are so intent on discrediting their opponents that they are prepared to keep doing so, despite a wealth of evidence that suggests it’s not the best way to win votes.

“Roy Morgan Research has monitored reactions to a range of political ads, including the recent Australian federal and Victorian State elections, the American mid-term elections and these NSW election ads.

"Two themes emerge consistently:

• Voters do not react well to criticism and negativity in advertising. They react well to positive messages that focus on the future and a plan to implement it.
  
  
• The ads that persuade most reliably are those that identify a problem and then provide a solution.

"This was demonstrated again by the electorate’s reaction to the NSW ads.”

However, nothing looks like getting Labor across the line. Even the positive ALP ad showing Premier Kristina Keneally discussing the Fairness for Families Act failed to achieve a positive reaction from traditional Labor votes.  Although they did not react negatively (below 50 on the Reactor scale), they remained ‘unmoved’ (hovering around 50).

On the other hand, the Liberal Party ad, in which NSW Liberal Leader Barry O’Farrell outlined election promises, including real ‘change right from the start’, achieved a strong positive reaction from Liberal National voters, and even engaged Labor voters who hovered around 50 (rather than the typical negative reaction expected for messages from the Opposition Party).

The three Liberal Party ads criticising the ALP received the predictable positive reaction from Liberal-National voters and negative reaction from Labor voters.

Click here to access the full article.

View a graphic overview of the results here.

View the synchronised Reactor results here.

Click here to access the Roy Morgan Online Store - Reactor Page.

Audience reacts most positively to Doritos 'Pup Dog'

Roy Morgan Research has tested another ten of the best Super Bowl ads with The Reactor — an online device that continuously measures respondents’ reactions. Hundreds of American consumers have recorded their reactions with the Reactor slider-bar. The Roy Morgan Reactor has tested thousands of ads over the last 20 years. Reactor tests will soon be available through Adfinitum.net. For details email Reactor@roymorgan.com.

A special Roy Morgan ad test over the last 24 hours shows that viewers reacted most positively to the Doritos ‘Pug Dog’ ad, in which a young male taunts a pug dog with a Doritos chip causing the dog to charge at him and break down the glass door — according to the Reactor, Roy Morgan’s online real time reaction device with a sample of over 200 consumers. This reaction was much more positive than the reaction to Doritos ad ‘Best Part,’ also aired during the Super Bowl and tested by the Roy Morgan Reactor.

Click on the graph (above) to view the interactive Reactor report with selectable graphs synchronised with the video of the ads.

PepsiMax “Torpedo Cooler’, Coca-Cola ‘Border Crossing’ and Budweiser ‘Cowboys’ all depicted comradeship and generated positive reaction from viewers.

• The strong positive reaction to PepsiMax surged at the end of the ad when the geek gets his revenge by firing Pepsi Max at his bullies.
  
  
• The border guard finds a way to share a Coke with the opposite border guard without crossing the line.
  
  
• The scene set in the Wild West involved a cowboy menacingly demanding a Bud Light before breaking into song and celebration with the townfolk.

The initial positive reaction to the Carmax ‘Candy Store’ ad levelled out after the scene of the child in the candy store, failing to leverage on the candy concept and the child’s involvement. Male viewers’ reaction was marginally more positive than female viewers to this ad overall.

Male viewers reacted positively to the Kia Optima ‘Epic Ride’, where the Kia car gets sucked through time warps. However, there was a much weaker positive reaction from female viewers. Similarly, the Captain America ‘Trailer’ generated a positive reaction from male viewers but a flat reaction from female viewers.

The Go Daddy ‘Contract’ ad, starring Danica Patrick and Jillian Michaels who strip down to just their high heels, generated a negative reaction from female viewers. Surprisingly, the reaction from male viewers was also very flat, and only turned slightly positive towards the end.

Michele Levine, CEO of Roy Morgan Research, says:

“Of all the ads tested in this Reactor test, the highest reaction was achieved by Doritos ‘Pug Dog’ when the dog slammed down the door to win the Dorito chips. Other high positive reactions occurred in the PepsiMax ‘Torpedo Cooler’ when the cans of PepsiMax slam into the bully and in the Coca-Cola ‘Border Crossing’ ad when the two border guards share a Coke before returning to their previous hostility.”

View a graphic PDF overview of the results here.

View a 5 minute video of the Reactor results here.

Americans react most positively to Volkswagen 'The Force' Super Bowl ad

A special Roy Morgan Reactor ad test over the last 24 hours shows that Volkswagen’s Super Bowl advertising campaign was a success, with ‘The Force’ having the strongest positive reaction amongst both male and female viewers. Its other ad ‘Black Beetle’ also received strong positive reactions — according to The Reactor, Roy Morgan’s online real time reaction device with a sample of over 200 viewers across America testing ten of the best Super Bowl ads.

Other popular ads with viewers included:

• PepsiMax ‘Love Hurts,’ in which a demanding female throws a PepsiMax can at her partner’s head which hits a women he is admiring;
  
  
• eTrade ‘Baby Tailor,’ continuing eTrade’s theme of using speaking babies; and
  
  
• Snickers ‘Logging,’ using humour to illustrate that “You’re not you when you’re hungry.”

Click on the graph (above) to view the interactive Reactor report
with selectable graphs synchronised with the video of the ads.

The dramatic Coca-Cola ‘Siege’ ad, with the dragon that drinks Coca-Cola resulting in fireworks coming from his mouth, generated a more positive reaction from male viewers than female viewers. Female viewers only reacted positively after the Coca-Cola bottle was revealed in the ice. Male respondents on the other hand, liked the war scene from the start.

The HomeAway.com ‘De Tourism’ ad was the worst performing ad, receiving a neutral response from all viewers. Advocating HomeAway.com accommodation to families instead of hotels, the ad engaged neither female nor male viewers. The female viewers’ reaction dropped sharply when the baby splattered on the window.

Doritos ‘Best Part’ incited a weak positive reaction from male viewers and a negative reaction from female viewers, who reacted negatively to the Dorito eater sucking his work colleague’s finger and pulling the pants from another colleague. Female viewers were reacting positively to Cars.Com, including to the suggestive jokes to the female car, however their reaction turned negative when the female car buyer commented about a car: “...Just like the review said, big rear end.”

Michele Levine, CEO of Roy Morgan International, says:

“The result for the Doritos ‘Best Part’ and HomeAway.com ‘De Tourism’ is not surprising given their dark and unusual humour. This, coupled with the drop from females when a negative comment is made in Cars.com, is consistent with other Reactor tests which show that viewers react more positively to positive themes. The reaction to Volkswagen ‘The Force’ and eTrade ‘Baby Tailor’ show that children are always a winner, as are animals, with CareerBuilder ‘Parking’ and Volkswagen ‘Black Beetle’ also generating positive reactions.”

Click here to access the full article.

View a 5 minute video of the Reactor results here.

Brumby's attack on Baillieu's real estate windfall 'bombs' with voters

A special Roy Morgan ad test over the last 24 hours shows the Labor ‘Baillieu Knight Frank’ ad, where the ALP criticises Opposition Leader Ted Baillieu for selling Victoria’s schools and the Preston hospital, ‘bombed’ with both Labor and L-NP voters and Greens and others — according to The Reactor, Roy Morgan’s online real time reaction device with a sample of about 200 voters across Victoria.

Voters also had strong negative reactions to the other Labor ads which attacked Ted Baillieu. The Labor ‘Baillieu promises’ ad also resulted in all voters reacting negatively. The Labor ‘Meerkat’ ad had a slight positive reaction from Labor voters, but strong negative reactions from other voters.

Most other ads in the series tested last night showed the typical pattern of appealing to their own supporter base and a receiving a negative reaction from others. For example:

• The L-NP ad ‘Strong team’ which states that the L-NP will “reduce waste and pollution” and make sure that “jail should mean jail” received a positive reaction from predominately L-NP voters.
  
  
• The Labor ad ‘Strong economy’ in which John Brumby spoke of Labor’s achievements received a positive response from Labor voters.
  
  
• The Greens ad which began well with a message that said we need “to get smarter about looking after water” and a “world class public transport system” achieved the most positive initial reaction from all voters, but then divided along party lines.
  

Michele Levine says:

“It seems, universally, that politicians are so intent on discrediting their opponents that they are prepared to keep doing so, despite a wealth of evidence that suggests it’s not the best way to win votes.

“Roy Morgan Research has monitored reactions to a range of political ads recently, including the recent Australian federal election, the American mid-term elections and these Victorian election ads. Two themes emerge consistently:

• Voters do not react well to criticism and negativity in advertising. They react well to positive messages that focus on the future and a plan to implement it.
  
  
• The ads that persuade most reliably are those that identify a problem and then provide a solution.”

Click here to access the full article.

Click here to access the Roy Morgan Online Store - Reactor Page.

View a graphic PDF overview of the results here.

View a 5 minute video of the Victorian Election ad results here.

• Meg Whitman’s call to restore the American dream,
  
  
• Jerry Brown’s call to remember 30 years ago when anything was possible in California, and
  
  
• Chris Coons’ ad that started in the O’Donnell Zone (demonising Christine O’Donnell) and presented the alternative Chris Coons history of achievement,

The ‘Rebel Headquarters’ ad with its back-to-the-future style of advertising, warning of the future if people don’t vote and urging people to take five minutes to vote, gained a warm reaction from younger people, probably the primary target. However the reaction of the US electorate was overall poor and divided strongly along party lines, with Republicans reacting very negatively and Democrats just above the neutral line.

Arnold Schwarzenegger and Meg Whitman saying exactly the same lines received a strange neutral response. The ad did not divide along party lines as would have been expected, instead the Reactor flat-lined.

The reaction to Sharron Angle’s two negative ads was predictably negative. As has been noted in previous political ad research, electors typically react negatively to negative or critical communication. Joe Miller’s negative ad was not saved by the spooky, Halloween influenced delivery. The electorate reacted negatively.

Roy Morgan Research has monitored Americans’ reactions to a range of political ads during the run-up to the Mid-Term Elections. Two themes emerge consistently:

• Americans do not react well to criticism and negativity in advertising. They react well to positive messages, either of proof of success or a promise of good things to come.
  
  
• The ads that persuade most reliably are those that identify a problem and then provide a solution.

Click here to access the full article.

Click here to access the Roy Morgan Online Store - Reactor Page.

View a graphic PDF overview of the results here.

View a 5 minute video of the Reactor results here.

Americans' reactions to Mid-Term Election Ads - October 26, 2010

Dan Malloy clearly struck a chord with the American people with his straightforward view of what’s needed in Connecticut according to a special Morgan Poll conducted over the last 48 hours using The Reactor — Roy Morgan’s online real time reaction device based on a sample of 528 people across the United States of America.

A very different style of advertising by the ‘Citizens Against Government Waste’ depicting America’s demise, and bankruptcy to China.  Viewers watched the mock lecture without much reaction as the Chinese teacher explained (in Chinese with English subtitles) why all great civilizations ended: the Greeks, the Romans, the British Empire and the United States. As the outcome (a bankrupt America in debt to the Chinese ‘so now they work for us’) emerged to the laughter of young Chinese students, the Reactor slowly dropped. The call to action, “You can change the future, join citizens against Government waste to stop the spending that is bankrupting America” received a strong positive reaction - albeit late - but similar to Dan Malloy’s simple message and delivery.

The reaction to the two negative ads, ‘Defeat Congressman Owen’ by Revere America and Jack Conway attacking Rand Paul, was predictably negative. As has been noted in previous political ad research, electors typically react negatively to negative or critical communication.

Click here to access the full article.

Click here to access the Roy Morgan Online Store - Reactor Page.

View a graphic PDF overview of the results here.

View a 5 minute video of the Reactor results here.

Americans' reactions to Mid-Term Election Ads - October 20, 2010

Christine O'Donnell 's ‘I’m You’ is winning the hearts and minds of Americans according to a special Morgan Poll conducted in the last 48 hours using The Reactor — Roy Morgan’s online real time reaction device based on a sample of 532 people across the United States of America.

In two ads countering the vicious attacks on her with the line ‘I’m you’ Christine O’Donnell gained a generally favourable response. In particular, the ‘I didn’t go to Yale’ ad gained highest overall reaction, out of 8 ads tested this week, even gaining a degree of support from Democrats.

The eight ads tested this week showed the US electorate fairly polarised on party lines with Republican supporters (the Red line) reacting positively to Bobby Bright, Jim Marshall, Chet Edwards and Christine O’Donnell, and Democrat supporters (the Blue line) responding more positively than Republicans to President Barack Obama on Cedrick Richmond, and Bill Clinton on Blanche Lincoln.

Click here to access the full article.

Click here to access the Roy Morgan Online Store - Reactor Page.

View a graphic PDF overview of the results here.

View a 5 minute video of the Reactor results here.

Americans' reactions to Mid-Term Election Ads - October 12, 2010

The reactions of over 500 respondents confirm that, typically, Americans tend to react negatively to messages that are entirely negative.

The most negative ad this week — Barbara Boxer's attack on Carly Fiorina — ‘shipping jobs overseas’ gave no positive alternative, and the reaction was all negative.

On the other hand, both Meg Whitman and Jerry Brown, with their overall positive messages, appealed to their own supporters — Meg Whitman to Republicans, and Jerry Brown to Democrats.

Perhaps most interesting were Sharron Angle and Ron Johnson. Both painted a negative picture followed by a positive way forward.

Sharron Angle, with the ‘comforting soothing voice of understanding' as she described the plight of many of her fellow Americans, then promised to ‘put them back to work’ which received a positive reaction.

Ron Johnson, gained a positive reaction which built support as he pointed out the problem of a Senate full of politicians and lawyers and offered himself as the accountant and manufacturer who could create jobs.

Click here to access the full article.

Click here to access the Roy Morgan Online Store - Reactor Page.

View a graphic overview of the results here.

View a 5 minute video of the Reactor results here.

Americans' reactions to Mid-Term Election Ads - October 7, 2010

The vicious attack on Christine O'Donnell by the Democratic Senatorial Campaign Committee didn't hit the spot with anybody according to a special Morgan Poll conducted in the last 48 hours using the Reactor - Roy Morgan's online real time reaction device based on a sample of 560 people across the United States of America.

Of the eight commercials tested with the Roy Morgan Reactor, six achieved an overall positive response (reactions well above the midpont). Republican Marco Rubio gains traction with everyone with the concept that nothing will change if we keep electing politicians who 'just don't get it' and the idea that 'America is the greatest country in the world but it didn't get that way by accident and it won't stay that way automotically.'

Similarly, Republican Sharron Angle's 'Right here right now' rated especially well among Republicans, preaching: 'We have a fearful society, right now. What they're afraid of is that what we are going to be passing down to our children is not liberty and freedom but debt and deficit. This is why you and I have the opportunity right now to change the direction of our country. Government is not the solution to the problem, government is the problem. We, the people, are the solution.'

Click here to access the full article.

Click here to access the Roy Morgan Online Store - Reactor Page.

View a graphic PDF overview of the results here.

View a 5 minute video of the Reactor results here.

Rudd v Abbott debate on ‘Sunday Night’ on the Roy Morgan Reactor

The Roy Morgan PolliGraph used last night by Channel 7 on ‘Sunday Night’ showed Prime Minister Kevin Rudd again performed well with electors, however Opposition Leader Tony Abbott did much better last night than in the Health Debate when answering questions on Rudd's new tax reforms by referring to any tax increases and in particular a 40% ‘super profit’ tax on mining companies.

Politicians can learn a lot from close analysis of the ‘second-by-second’ Roy Morgan PolliGraph shown on Channel 7 - Sunday Night. The studio audience was a balanced sample of Sydney electors, approximately half ALP and half L-NP, who had previously been interviewed by Roy Morgan Research as part of a statistically representative sample.....Full Article

McCain vs Obama debate on Roy Morgan Reactor

Uncommitted Voters back McCain to make Wall Street accountable but are turned off by his views on Iraq

Republican Presidential nominee John McCain was most effective when pledging to hold people accountable for those who have caused the US Financial Crisis that is threatening Global economic stability.

In contrast, Democratic Presidential nominee Barack Obama appealed most strongly to the uncommitted voters that will decide the US Presidential Election when promising to restore America’s standing in the World and "bringing that war (Iraq) to a close."....Full Article

Superbowl TV ads on Roy Morgan Reactor

Budweiser Superbowl TV ad scores best on Roy Morgan Reactor

Since Sunday night (February 3), Roy Morgan International has been testing some of the ads that appeared during the Superbowl, using their Online Reactor. The graph represents average scores of hundreds of respondents who reacted to the commercials, second-by-second, using a slider-bar to continually record likeability scores between 0 and 100.
Full article

Are you ready to learn what your consumers really think?

Unlike all other concept testing techniques, the Reactor provides the unvarnished opinions of respondents who provide immediate, instinctive feedback on how they feel about your product, concept or medium, element by element, second by second.

Respondents are recruited from Roy Morgan's Single Source, the world's largest consumer research database, to reflect your brand's specific target audience. The Reactor data can be cross-referenced with established benchmarks including media consumption, buying habits and attitudinal profiles.

How The Reactor works.

Generally, between 50 and 100 respondents are seated in the Reactor theatrette. Each fills in a questionnaire which validates the recruitment criteria and can include a pre-knowledge questionnaire about your market, your brand and competitors.

Each respondent has their own Reactoring Dial that records their responses (three times per second) and is linked to their demographic profile.

Each session begins with a briefing by the moderator and training via The Reactor Experience, a ten minute video that provides our analysts with The Reactor Benchmark.

The respondents then provide continuous responses to your concepts and source materials.

Reactor respondents don't have to tick boxes or select from pre-determined answers on a questionnaire. They aren't influenced by 'group leaders' or others' opinions. And they don't become over-analytical pseudo art directors. Their second-by-second responses are instinctive, almost unconscious.

The Reactor often features on television in Australia and overseas, particularly during election debates, providing voters' responses in real time to candidates' election speeches, word-by-word.

Your results are provided on CD-ROM and presented in the easily navigable Reactor Windows Software (see The Reactor Interface above). The program links your source material as video or still pictures with selectable Reactor graphs. Contact Roy Morgan Research now for a free demonstration CD or a personalised presentation of The Reactor.