National Research Firm Introduces Idol Democracy to American Idol Competition

FLEMINGTON, N.J., Jan. 12 /PRNewswire/ -- HCD Research announced today that it will conduct a series of studies among a nationally representative sample of Americans, which will parallel American Idol voting to determine the weekly winners.

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The studies will be conducted by HCD Research, using its mediacurves.com website, during the American Idol contest to obtain Americans' views on the contestants' performances throughout the contest. The studies will commence in mid-February, during the evening of the performances of the final 24 contestants. The curves and results of the study will be posted on: www.mediacurves.com  To register for the studies go to: http://www.hcdsurveys.com/panel/join.cfm?source=idol2010

The studies are being conducted in response to the controversy over the validity of the voting process that is currently used to select the weekly winners.

According to Glenn Kessler, president and CEO, HCD Research, if the American Idol methodology was used for past Presidential elections, the outcomes may have been very different. "Ron Paul would have been on the ballot against President Barack Obama and George McGovern would have won the election over President Richard Nixon in the 1972 election, explained Kessler.

"Intensity of support is very different from majority of support. The major flaw in American Idol methodology is that it relies on intensity of support, which is not an accurate measure of the contestants' performances," added Kessler.

HCD Research will provide participants with an identification number and direct them to a password protected website where they can vote one time, unlike the current process in which viewers can vote multiple times.

While viewing the performances of contestants, participants will be asked to indicate their perceptions of contestants by moving their mouse from left to right on a continuum. The responses are recorded in quarter-second intervals and reported in the form of curves. Participants will also be asked to rate the contestants performances on a scale of one to 10.

HCD Research is a marketing and communications research company headquartered in Flemington, NJ.  The company's services include traditional and web-based 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. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans' perceptions of popular and controversial media events and advertisements.   

SOURCE HCD Research

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