HCD in the news


May 25, 2011The media provides flawless coverage — Press release received by e-mail from HCD Research in Flemington, N.J.: "A new national media study among 1,201 Americans revealed that the majority of respondents indicated that among the recent world events, the death of Osama bin Laden, the appointment of Ashton Kutcher to replace Charlie Sheen on 'Two and a Half Men' and the floods in Mississippi are receiving the appropriate coverage."

March 25, 2011News media’s focus on most events ‘appropriate’ — One of the most common complaints newspaper editors deal with is that we focus too much or too little on certain stories. In response, a New Jersey research operation, HCD Research, decided to conduct a nationwide survey of how the media have done in covering the big stories of the recent past.

March 3, 2011The TV Column: Let the Charlie Sheen Backlash begin — According to new studies, conducted by marketing and consumer research companies HCD and Rasmussen Reports, Sheen's Scorched Earth Media Tour - in which he's been railing against his "Two and a Half Men" employers Warner Bros. TV and CBS - has backfired. Hardly any of the 748 people HCD polled after Sheen's campaign erupted on ABC's "Good Morning America" were buying Sheen's cured-himself-of-substance-abuse-with-a-blink-of-an-eye gag.

January 1, 2011Dan Moran: Fame is fleeting — and fickle — Looking back on the year that was, HCD Research — a New Jersey-based company that takes the pulse of communications in our world — reported this week that we were oversaturated on Michael Jackson and Tiger Woods, but were properly saturated with Gary Coleman.

December 21, 2010Text messages from press row… — An HCD Research study shows that Americans believe media coverage of the Tiger Woods sex scandal has been excessive even when compared to the saturation coverage given Michael Jackson's death last summer. . . .

December 15, 2010Does your doctor believe in miracles? You might be surprised — A new national survey of 1,005 physicians revealed that 75 percent of them say that miracles can occur these days. That's higher than two years ago when 70 percent of doctors interviewed said they believed in miracles. Conducted by HCD Research, the survey asked doctors about their perceptions of faith, prayer and miracles in the medical field as well as their everyday lives. Among the findings: The majority of physicians (53 percent) indicated that they pray for their patients, compared to the 2008 study in which 49 percent said they pray for their patients. In addition, there was a slight increase in the percentage of physicians who reported that they encourage their patients to pray because it is psychologically and spiritually beneficial.

November 9, 2010Palin Gaining Some Presidential Support — A new national study shows that people were more likely to vote for Sarah Palin for President after watching a TV ad featuring her. The study was conducted on November 4, by HCD Research using its MediaCurves.com® website. It polled 1,681 self-reported Democrats, Republicans and Independents, and it revealed that all parties were slightly more likely to vote for Palin if she ran for president after viewing a new ad.

October 25, 2010When is media coverage too much? — HCD Research has been asking its online respondents which major news stories got too much news coverage – and, to quote the story of Goldilocks and the Three Bears, which was “just right.” The research firm found that the “just right” award goes to media coverage of the Chilean mineworkers rescue. Can you guess the most overdone news story?

October 17, 2010Muslim in Montana — ... And just this month, another study found Americans have increasingly negative views of a woman wearing a hijab, a traditional Muslim headscarf. That study, by HCD research, found the number of Americans who would rather women with the headscarves live in another city or even another country, increased by 9 percent in the past year to 38 percent, compared to 29 percent in 2009.

August 6, 2010Tracking the Image Trackers — Next month a new service, Netclass Brand Rating, will track such online discussions, primarily for pharmaceutical clients. One to three percent of online discussions “will be misread or misinterpreted, but generally it works,” said Glenn Kessler, president of HCD Research, which will roll out the product. Kessler said Netclass isn’t intended to measure perception among all consumers. “We’re focusing on the discussion online,” he said. “We can’t say what the brand perception is among randomly chosen consumers.”

July 13, 2010Majority of Americans Not Sweet on Sugary Drinks Tax — Nearly 75 percent of Americans are against a proposed tax on sugary drinks; however, 51 percent said they would support a soda tax if it had the potential to decrease healthcare costs, according to results from a national online survey conducted by HCD Research.

May 28, 2010American Idol voting system disputed — HCD Research has been conducting its own online research throughout the airing of “American Idol” on Fox and has frequently come up with results which differed from the official voting. HCD now says its national study conducted among 3,901 American Idol viewers revealed that the contestant who was selected as the winner of the Season 9 competition did not accurately reflect the viewers' choice.

May 26, 2010Survey: Bowersox Should Win 'American Idol' — "American Idol" singer Crystal Bowersox should be the next American Idol according to a new study of viewers and voters. Lee DeWyze finished a distant second in the voting. In a national study of 3,901 "American Idol" viewers Bowersox was selected as the contestant who should win American Idol this season based on her performances last night. Bowersox received 66.2 percent of the votes, while Dewyze received 33.8.3 percent of the votes. The study was conducted on May 25 and 26 by HCD Research using its mediacurves.com Web site, to obtain "American Idol" viewers' perceptions of which contestants should be eliminated on Wednesday's results show.

May 19, 2010Study: James Should Go, Bowersox Tops — (CANVAS STAFF REPORTS) - "American Idol" singer Crystal Bowersox continues to out-sing the competition and rank tops with viewers and voters, while most think Casey James should be eliminated from the singing competition, according to a new study. A national study of 4,119 "American Idol" viewers placed James at the bottom of the final three based on his performance Tuesday night, while Bowersox was voted tops. Bowersox received 55.1 percent of the votes for the contestant most want to move forward, while James only received 15.3 percent of the votes. The middle spot had Lee DeWyze with 31.6 percent of the votes. The study was conducted on May 18 and 19 by HCD Research using its mediacurves.com Web site, to obtain "American Idol" viewers' perceptions of which contestants should be eliminated on Wednesday's results show.

April 21, 2010Study: Bowersox Should Stay, Kelly Should Go — Crystal Bowersox continues to wow viewers and voters, while most think Aaron Kelly should be voted off "American Idol," according to a new study. A national study of 3,081 "American Idol" viewers placed the Kelly at the bottom of the list based on his performance Tuesday night, while Bowersox was voted tops. The study was conducted on April 20 and 21 by HCD Research using its mediacurves.com Web site, to obtain "American Idol" viewers' perceptions of which contestants should be eliminated on Wednesday's results show.

April 15, 2010Canine politics — According to dial-testing conducted by the independent HCD Research, the ad was the second most effective among all 2008 commercials they measured. “The ad, which focuses on Gov. Palin’s record regarding the treatment of wildlife in Alaska, seemed to strike a chord with voters,” said HCD president Glenn Kessler.

April 15, 2010How Could Tiger, Nike and Donny Be So Dumb? — None of these online polls was scientific. But a real survey by HCD Research confirms the consensus of the web: The top two reactions to the ad were confusion (44%) and skepticism (37%), as MediaPost's MarketingDaily reported. Most tellingly, according to HCD, viewers who rated Nike brand as "favorable" or "extremely favorable" decreased "from 92% prior to viewing the video to 79% after viewing the video." Tiger's personal ratings also dropped and 29% of viewers said the ad made them less likely to buy stuff from Nike. So that debate is over. The ad was crap and counterproductive.

April 14, 2010Text messages from press row… — An HCD Research study shows that Americans believe media coverage of the Tiger Woods sex scandal has been excessive even when compared to the saturation coverage given Michael Jackson's death last summer. . . .

April 9, 2010Nike Tiger Ad Fails To Score — If the aim of Nike's new ad featuring Tiger Woods was to cause confusion and skepticism, it's a hole in one. Perhaps more importantly, a survey of 600 U.S. viewers by Flemington, N.J.-based HCD Research, also noted the controversial commercial's "favorability" for the Nike brand has dropped off, falling from 92% to 79%.

April 8, 2010Survey: Tiger Woods' Ad Confuses Viewers — A national media study asked 600 Americans to view the new ad by Nike featuring Woods and describe the emotion they felt while viewing. "Confusion" ranked at the top with 44 percent of viewers, followed with 37 percent selecting "skepticism." "Sadness' and "disturbing" followed with 25 and 26 percent respectively. Only one percent selected "happiness" as the emotion they felt viewing the ad. The study was conducted by HCD Research on April 8 using its MediaCurves.com Web site to obtain viewers' perceptions of the new, controversial ad.

April 7, 2010Study: 'Idol' Aaron Kelly Should Be Booted — A national study of 3,305 "American Idol" viewers revealed most feel that Aaron Kelly should be eliminated from the next round of the singing contest based on his performance Tuesday night. Viewers again gave Crystal Bowersox the nod for the best performance. The study was conducted on April 6 and 7, by HCD Research using its mediacurves.com Web site to obtain "American Idol" viewers’ perceptions of which contestants should be eliminated on Wednesday’s results show.

April 6, 2010Tiger Woods winning back the public — Fans cheered Tiger Woods during his practice round at Augusta National Golf Club Monday and those watching appear to be coming back into the fold after viewing his latest press conference. Results from a national media study among 1,200 Americans revealed that the average ratings of favorability towards Tiger Woods increased from a score of 3.7 to a score of 3.9, on a scale of 1 to 7, after viewing video clips from Woods' press conference Monday afternoon. The study was conducted Monday by HCD Research in Flemington, N.J., using its MediaCurves.com website, to obtain viewers' perceptions of video clips from a press conference given by Tiger Woods at the Masters golf tournament.

March 31, 2010Top 10 Contestant Ranking - 3 Rating Services — HCD Research is conducting a series of studies among a nationally representative sample of Americans, which parallel the American Idol voting to determine the weekly winners based on a democratic, “one person, one vote” methodology.

March 24, 2010How does the health care lawsuit play with the independent voters? — If you're wondering why the states are pressing on with this lawsuit over health care reform — and how it's playing with voters — here is some timely insight from Flemington, N.J.-based HCD Research:
• Eighty-three percent of Republicans said the states' lawsuit is motivated by constitutional concerns.
• Eighty-one percent of Democrats said the state officials are motivated by partisanship, the Republicans' agenda, or personal political aspirations.
That's not surprising, and it certainly explains why Idaho Gov. Butch Otter, Attorney General Lawrence Wasden and a host of state legislators made a big show of joining the health care reform lawsuit Tuesday. It plays well, in an election year, with the Republican base.

March 19, 2010Do Doctors Support Or Oppose Health Overhaul? Who Knows? — Do physicians in the main support the Obama-congressional health-care overhaul or not? A straight-forward question without an equally straight-forward answer apparently. For example, a market research company, HCD Research Inc., just this week asked a panel of 900 doctors their opinion. The question: "Which of the following best describes your overall opinion regarding the Obama Administration's current plan for health-care reform?" HCD Research reports that 71 percent of the doctors had an unfavorable opinion while 29 percent reported they felt favorably.

March 17, 2010Study: Crystal Bowersox Best, Paige Miles Should Be Booted from 'American Idol' — A national study of 3,230 "American Idol" viewers revealed that Paige Miles was selected as the contestant that should be eliminated from the next round of the competition based on her performance last night.

March 15, 2010Ellen Gray: '30 Rock' takes a swipe at Comcast & Philly — Someone (and it looks as if it'll have to be me) should tell that to an outfit called HCD Research in Flemington, N.J., which regularly sends out press releases heralding the results of pop culture-related polling it's done. Lately, as part of what it's calling an "Idol Democracy study," it's been arguing that "American Idol's" been voting off the "wrong" contestants, based on the company's sampling of 6,727 "Idol" viewers whose choices disagreed with the millions who may have texted or touch-toned their fingers to the bone as they tried to keep one not very interesting contestant or another from having to go home. It's Season 9, people! Get a grip.

March 9, 2010Study: 'Idol' results differ with restricted voting — “American Idol” viewers can vote for their favorite singer as many times as they want, but would results be different if everyone had just one vote? Absolutely. That's the finding of HCD Research’s “Idol Democracy,” an online survey on its mediacurves.com web site.

March 7, 2010Celebrities' star power can flicker or flame — A publicist for Woods was quoted on Bloomberg last Thursday as saying the public did buy into Tiger's confession, pointing to an HCD Research survey taken the day of his public apology. It indicated that 31 percent liked what they heard, and 17 percent liked him less. That left 52 percent with unchanged opinions.

March 6, 2010'Snapshot of America': These are Census Bureau ads? Go figure. — Viewers rated the first Census Bureau spot as the third-worst Super Bowl commercial, based on such factors as emotion, memorability and word-of-mouth impact, according to HCD Research, which conducted a nationwide survey immediately after the game.

February 26, 2010The Numbers Behind Modern Star Search — HCD Research moves more quickly when a star apologizes, rounding up panel participants to view the apology online, sometimes within minutes, and scoring the contrite statement. “We want our tool to be used when the chief executive of a major corporation has a major problem and wants to know what kind of message to get out,” said Glenn Kessler, president and chief executive of HCD Research.

February 23, 2010Is the Tiger Woods Era Over? — A related national media study by HCD Research revealed that 64% of U.S. viewers found Woods' apology to be "sufficient," while 60% considered his apology sincere. Some 52% of viewers claimed their perception of the golfer had not changed, while 31% said their perception had improved and 17% said their opinion had deteriorated.

February 19, 2010Poll Suggests Most Americans Believe Tiger Woods Is Sorry for Infidelity — A national media study of 1,090 Americans conducted by HCD Research revealed 60 percent of people who watched Woods' apology thought he was sincere, with women actually edging out men 61 percent to 58 percent. The same poll showed 31 percent of viewers saying their perception of the embattled golfer had improved, while 17 percent said it had changed in a negative way. 51 percent said their opinion remained unchanged.

February 17, 2010Ads Fail to Score Big — Despite the record viewership during the New Orleans Saints’ upset win over the favored Indianapolis Colts, a panel of about 3000 viewers rated this year’s top five ads four to five percentage points lower than last year’s top five ads four to five percentage points lower than last year’s in terms of three metrics used by marketing-analysis firm HCD Research. The ads were rated for interest, emotional resonance and the “water-cooler effect” – the likelihood that people will act on them or spread the word about the ad.

February 1, 2010Toyota reveals plans to fix pedal problem — The unprecedented situation put a big dent in Toyota's reputation for quality. A poll by HCD Research showed that 56 percent of respondents said they were less likely to buy a Toyota after watching Lentz's appearance on the NBC's "Today" show to explain the fix Monday morning.

January 25, 2010Smokers Say Glaxo Ads Don't Suck — In a new survey 72 percent of smokers said they thought the use of the word "sucks" was appropriate or extremely appropriate in Glaxo's Nicorette ad campaign that I've been blogging about over the past several weeks.

January 11, 2010A Risky Proposal — This fall, the spot was tested by H.C.D., a New Jersey-based advertising-research firm, and Republicans were surprisingly receptive: fifty-five per cent of them called the ad “effective,” even though only twenty-nine per cent of them supported gay marriage. Glenn Kessler, the head of research for H.C.D., told me, “That suggests a useful dissonance.” The ad didn’t change many minds after one viewing, he noted, but the reaction “suggests that if you tell that kind of story over and over you could get some movement.” Read more: http://www.newyorker.com/reporting/2010/01/18/100118fa_fact_talbot?currentPage=8#ixzz0cKpDfFM4

December 23, 2009American Idol: Will you watch if Simon Cowell leaves? — HCD Research has put the question to 800 “Idol” fans: Will their viewing of “Idol” change if Cowell leaves? The survey, conducted on the MediaCurves.com Web site, found that 47 percent said they would watch less, 46 percent said they would watch the same amount and 7 percent would watch more.

December 22, 2009The sad story of the donkey's ears — "Americans continue to be less tolerant of elaborate Christmas decorations" is the headline on a news release from HCD Research, which did the important work of polling the citizenry to test tolerance levels.

December 15, 2009Poll: Grubbs's apology '09's least sincere — Tiger Woods's alleged mistress Jaimee Grubbs topped a list of the least sincere U.S. celebrity-related apologies of 2009, HCD Research said.

November 25, 2009Support for tanning prosecutions — Nearly 90 percent of Americans believe the government should restrict teens younger than 18 from using tanning beds and prosecute businesses that allow them to do so, according to a New Jersey-based public opinion research group.

November 20, 2009Study: Majority of docs disagree with new mammograms recommendations — Results from a new media study among 600 physicians revealed the majority, 78 percent, reported they do not agree with the new guidelines released by the Preventive Services Task Force of the Department of Health and Human Services recommending against regular mammography tests for women under 50 years old.

October 14, 2009Study: Most Likeable Celebrities in 2009 — Results from a series of national media studies that obtained Americans' ratings of celebrities in the news in 2009 revealed that Olympic swimmer and Fells Point resident Michael Phelps, along with "American Idol" judge Randy Jackson, ranked as the most likable.

October 14, 2009Study: Most Likeable Celebrities in 2009 — Michael Phelps ranks second behind "American Idol" judge Randy Jackson among Americans' most likable celebrities, according to an HCD Research study. . . . Michael Vick, surprisingly, is not the least likable, that dubious distinction going to Jackson 5 patriarch Joe Jackson. . . .

October 7, 2009The Letterman Nonscandal Scandal — A MediaCurves.com poll shows the "scandal" in fact did not change the perception of most Letterman viewers. No surprise. Despite Dave's regular attempts at mocking their intelligence, his viewers aren't stupid.

October 5, 2009Study: Most Think Letterman Was Sincere — (MYFOX NATIONAL) - A new study among 505 viewers of David Letterman's sex scandal confession revealed that the majority reported that their perceptions of late night talk show host have not changed after viewing the confession. The study was conducted by HCD Research using its MediaCurves.com Web site on Oct. 1 and 2 after Letterman revealed on his show last Thursday that he had been involved in affairs with female staffers on his show and that he was being blackmailed because of it.

September 30, 2009Study: Humor makes for most effective ads — They say laughter is the best medicine, and it also might be the most effective form of advertising. A majority of men and women say ads and public service announcements that use humor and wit are most effective, according to a new study from HCD Research. A total of 58 percent of respondents said humor contributes to their interpretation of an effective ad, followed by a personal connection with a product (50 percent), an ad that focuses on facts and detailed information (48 percent), and an ad that evokes a feeling of positivity or happiness (46 percent).

September 27, 2009Randy Jackson on 'America's Best Dance Crew,' Ellen DeGeneres, and his rampant use of 'for me, for you' — There was a Media Curves study last February that actually ranked you as Idol's most popular judge. Thoughts?

I didn't know about that, and I'm shocked to hear that. Usually in those polls, Simon is the one. I am so happy and I really welcome it. [Laughs] How about that? One for the good guys!

September 21, 2009N.J. governor's race TV advertisements wage battle of political caricatures — Negative ads are most effective when they criticize candidates for issues, rather than personality traits -- especially among critical independent voters, said Glenn Kessler, president and CEO of HCD Research, a Flemington firm that recently tested anti-Corzine and anti-Christie ads with 200 voters.

What you don't want among independents is skepticism, Kessler said. "My hypothesis is that in bad times, people want answers. They don't want critiques on personality."

August 26, 2009Poll: Most Want Texting PSA Shown in US — (MYFOX NATIONAL) - Most Americans who viewed a British Public Service Announcement (PSA) illustrating the dangers of texting and driving say they are less likely to text while driving, according to a new poll. The majority of Americans also say the controversial PSA should be aired in the U.S. The study was conducted by HCD Research using its MediaCurves.com Web site on Aug. 25, to obtain viewers' perceptions of a recent PSA from the U.K. which features graphic scenes to emphasize the dangers of texting while driving.

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