LucidTalk Polling projects are usually carried out by using a combination of three channels:

1. Online NI Opinion Panel Polling - The LT NI Opinion Panel

Online polling is now the accepted 'gold-standard' of polling and market research. With over 10,000 registered members LT target their NI representative panel online and receive usually between 3,000 to 4,000 responses per individual research project. From this, a robust NI representative sample of 2,080 is constructed, which is mathematically representative of NI opinion at that point in time, to within an error of only +/-3%. As can be seen from the LT web site banner, LT's polls (using this online research approach) predicted the 2017 NI Assembly election results, and the NI EU Referendum result, both to within an error of only 1%.  

2. Direct Telephone Contact

Some people may prefer the use of direct telephone contact in order that their views can be collated. These people tend to be from younger age groups, and/or from dual-income families who have work commitments and also have a large amount of leisure time activities.

3. Confidential Direct mail and/or Direct Door-to-Door contact

Some Polling participants may wish to be contacted directly on their door-step when a Polling project is being carried out. Demographically these tend to be people who are more elderly, retired, and/or people from social groups D&E (lower working class, on benefits etc.) who are sometimes not comfortable with the ‘work’ of direct mailing their views, or using the Internet.

This would be carried out by the polling participant/ panel member completing a Questionnaire and returning it to an ‘Independent Adjudicator’ via reply-paid mail. This channel is usually used by people who are most concerned about confidentially, and concerned that their views cannot be traced directly back to them.

Using a mix of all the above communication channels, will ensure that any proposed Polling Projects will produce the highest possible accuracy in the results, and which will fairly represent public opinion in Northern Ireland.