New Division Applies Integrated Research Tools to Policy, Advocacy Communications

FLEMINGTON, N.J., Feb. 18, 2014 /PRNewswire/ -- HCD Research has established a business unit dedicated to applying communications science to optimizing advocacy and policy communications using integrated psychophysiology and traditional cognitive research tools.

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As an industry pioneer in the application of psychophysiology, which measures the subconscious response to stimuli, HCD Research has refined its methodology under the direction of Dr. Paul Bolls, Co-Director of the P.R.I.M.E. Lab of the Missouri School of Journalism and Scientific Advisor to HCD Research. The resulting approach integrates psychophysiological technology with traditional qualitative and quantitative research tools, such as surveys, focus groups, and in-depth interviews, to identify how people process messages and predict how messages will impact behavior. 

HCD Research currently uses this approach to service a number of industries. Now, the HCD Research Policy and Advocacy Communications unit will be devoted to tailoring communications research to the unique needs of professional associations and advocacy groups. 

HCD Research has a long history in the area of advocacy and political communications. The company has studied hundreds of issue campaigns and political advertisements for presidential, senatorial and congressional campaigns. In particular, HCD Research gained notoriety in 2004 after measuring reactions to the Swift Boat web advertisement and reporting its anticipated impact before the ad came to the attention of the media. In 2007, HCD Research received a Pollie Award for the application of its research technologies to political advertisement testing. The new business unit will continue this tradition by expanding the integrative methodology currently employed by HCD Research to include measuring subconscious responses to political, policy and advocacy campaign messages.

Consulting Vice President for the unit is Mike Donatello, Ph.D., current treasurer of the Marketing Research Association's Mid-Atlantic Chapter and active member of numerous professional associations. With over two decades of market research and strategy consulting experience, including senior-level positions at Bulletin News, LLC and USA TODAY, Dr. Donatello will leverage his expertise in research design with the capabilities of HCD Research to meet the communications needs of political organizations. 

Glenn Kessler, President and CEO of HCD Research, is enthusiastic about this area of business. "Communications research using psychophysiology is becoming a routine application in the consumer market," Mr. Kessler explained. "We hope to bring the power of this tool to political, policy and social action organizations."

HCD Research is a non-partisan communications science consulting company.

SOURCE HCD Research, Inc.