Instead of just asking if people think prices are too high, we wanted to go a little deeper and instead tried to determine how much of the pricing went to different factors. Respondents on our platform allocated the costs across five different categories: Research & Development, Manufacturing, Marketing/Advertising, profit, and excess profit. The rationale for breaking out the profit into two types is the idea that Americans typically believe that companies should be making a profit, but the question we really wanted to understand, was how much.
Recently the Social Security Administration caused a stir with their announcement that the fund would run out of cash reserves by 2032. What this means exactly is up for debate and, unsurprisingly, there are many opinions out there on how to “fix” Social Security. But there is no denying that the way we view—and fund—our retirements have changed. Instead of looking into how to make retirement more secure, we thought it would be interesting to see what people are planning on when it comes to their own retirement.
To gain a deeper insight into where the public stands, we decided to ask them. The wording of questions on topics like climate change can often have a heavy influence on the results, and we attempted to keep it as neutral as possible. Our panelists were asked to allocated between warming temperatures being driven by human activities, and natural changes. The exact wording was: “When thinking about warming temperatures on our planet, what percent do you believe is due to human activities and what percent do you believe is due to natural changes?”
The amount of information and content that the average consumer receives online and on our phones today dwarfs previous generations—and you’d be hard pressed to find any marketing expert that anticipates this trend abating.
In fact, it was estimated that about $107 billion was spent in America alone in 2018 on digital advertising. For campaigns last cycle, that amount is estimated to be between $900 million and $1.8 billion. This is clearly a big range. But it’s a tough number to pin down based on the way expenditures are reported. For comparison, in 2014 digital spending was estimated at about $250 million.
The challenge in the political world is how to measure what’s being done and the effectiveness of that effort. Digital consultants have their metrics such as impressions, clicks, et cetera. But are there other ways to understand the reach and effects of the money being spent?