(via Michael) frontline: the persuaders: interviews: frank luntz | PBS: "Are there different techniques you use when working with politics versus corporations?
The technique is a little bit different because politics and corporations are a little bit different. But in the end you're still using the same focus groups; you're still using the same dial technology; you're still using the same quantitative data; you're still doing split samples where you ask half a sample one way and the other half a different way. You're still asking and re-asking the questions. You're still showing them visuals to see what they like the best, and you're still showing them or having them listen to audio track to see how they respond. So the actual techniques are the same, but how they are applied is different. And that really is the separation; that's the differentiation between politics and the corporate world."