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What did Kellyanne Conway know?


There was an interview of Kellyanne Conway toward the end of the 2016 presidential election cycle. “Everyone” of the polls predicted that Hillary would win the election.


Everyone knew it and the polls showed it. As one example, here’s a headline to a story from CNN on October 23, 2016, that showed Hillary up 12 points 2 weeks before the election.

New poll shows Clinton over Trump by double-digits



Well, everyone knew it except Kellyanne Conway. Kellyanne felt Trump would win and said so. Why? Well, before Kellyanne officially took over the Trump campaign she owned and operated a survey company called The Polling Company.


Kellyanne, knew her survey technology. She knew that respondents will often answer survey questions with a “social” answer.


As he comes into his office one bright Monday morning, Dr. Lawrence Jessup, DDS, walks by his office manager, 27-year-old Margie Swanson, sitting at her desk looking at a computer screen.


“Good morning, Margie,” says the good doctor. “How are you this morning?”


“Fine, Doctor Jessup, just fine.”


Fine is a “social” answer to the question.


Margie had a fight with her boyfriend last night. She is hungover.


“Fine” is a social answer to the question.


And that is what Kellyanne could see in the responses to the surveys being conducted by other polling firms. You have to be a pro to discern the difference between social answers and real answers to survey questions. Kellyanne is a pro and could see that the pro-Hillary or “anti-Trump” responses were social answers.


A pro can see beyond the social answers and discern the true feelings of the respondent.


The real key to this is done by creating survey questions that prompt answers that cut through the social veneer. Kellyanne knows how to write those questions.


And so do I. With more than 30 years conducting surveys for companies in virtually every sector of the American economy as well as Europe, Australia, and Mexico we know surveys.


We know how to create questions that will get you honest answers from your clients and / or your prospects. We also know the proper technology of survey tabulation that finds the “hot buttons” you can use in your marketing. The “buttons” from these surveys also enable us to create positioning surveys, the results of which create an instant familiarity and understanding of your brand.


Just ask our clients.


“Working with Bruce was like working with the Roger Federer of Surveys.  The questions evoked exactly what our public was thinking.  Now with the button and positioning in place our promotions are like an arrow going through tissue paper rather than a fist into a brick wall.  Our copy and imagery say exactly what the clientele is thinking and therefor procures more leads.


You served up an ace Bruce. Thank you.”

We conduct competitor research, survey your customers, survey your prospects all of which enables us to come up with recommendations that will make your cash register sing.

Contact me for a quote. Surveys may be just more reasonable than you think.



Bruce Wiseman

President & CEO

On Target Research