Electric Insights
ENHANCING PUBLIC OPINION RESEARCH

Beyond Polling Averages
Understand Why Opinions Shift

Explanatory modeling and interactive analysis tools that reveal the drivers behind public opinion

57%

Original JFK Approval

30pt

Maximum Swing Potential

6

Key Drivers Identified

6

Interactive Analysis Tools

A New Polling Paradigm

Transforming static data into dynamic strategic tools

Traditional Approach

  • Descriptive snapshots
  • Limited methodological transparency
  • Focus on "what" not "why"

Initial Transformation

  • Explanatory modeling framework
  • Interactive scenario testing
  • Percentage-point impact reporting

Future Vision

  • Open data platforms
  • Collaborative modeling
  • Democratic access to tools

Four-Pillar Implementation Framework

Operationalizing this transformation in practice

1

Reframing

Redesign surveys to reveal why opinions shift, identifying the actual drivers that move approval ratings and key outcomes.

2

Translation

Convert complex statistics into intuitive percentage-point effects that decision-makers and engaged citizens can understand and act upon.

3

Interactive Simulation

Build scenario-testing tools that show how changing perceptions affect outcomes, creating "what-if" capabilities for strategy development.

4

Open Infrastructure

Document all methods and make data/tools publicly available, enabling verification and independent analysis to rebuild trust.

Case Study: JFK Approval

Our reanalysis of Louis Harris's survey for Newsweek just prior to John F. Kennedy's assassination demonstrates how explanatory modeling methods identify the drivers behind critical outcomes like approval.

Key Findings:

  • Economic perceptions: 24-point impact on approval
  • Khrushchev handling: 30-point approval swing
  • Civil rights opposition: 11-point reduction

Simulation Preview

What if all likely voters (rather than 12%) believed President Kennedy excelled at keeping the economy healthy?

57%
Original Approval
68%
Simulated Approval
Launch All-or-Nothing Simulator

Trusted Across Professions

Transforming opinion analysis

Journalists

"Finally a way to explain why opinions are changing, not just what has changed. Our readers love the interactive elements."
— Sarah K., Senior Political Reporter

Policymakers

"The simulation tools help us test how policy outcomes might affect public support before implementation."
— Michael T., Legislative Director

Academics

"This framework bridges the gap between rigorous methods and accessible results. My students love working with the tools."
— Dr. Angela W., Political Science Professor

Five Ways to Explore the Data

Each tool asks a different question about the November 1963 Harris–Newsweek survey.

All-or-Nothing Simulator

What if every respondent felt the same way about an issue? Move one variable to an extreme and see how much it would have shifted Kennedy’s approval.

Try it

Fine-Tuning Simulator

Instead of extremes, shift the mix gradually — fewer people rating Vietnam as “Poor,” more rating the economy as “Excellent.” Watch how small distributional changes move the approval needle.

Try it

Non-Response Test

Not everyone answers a survey. Could the people who didn’t respond have changed the headline result? Set how many non-respondents to assume and what they would have said.

Try it

Survey Explorer

Browse the raw responses. See how Americans answered each question, which questions moved together, and how one group compared to another.

Try it

Model Builder

Pick survey questions, build a logistic regression model, and see which variables actually predicted approval. Test whether the published model holds up — or whether a different set of questions fits better.

Try it
All tools use the original 1963 Harris/Newsweek survey of 1,283 likely voters

Ready to transform your approach to public opinion?

Start exploring with our JFK case study or build your own custom model

Get In Touch

Contact us to discuss how this approach can enhance your research

Location

Las Vegas, NV