Those inclined to doubt the effectiveness—and immediacy—of surveys utilising ReachTEL’s fully automated features need only look toward a key election in Ashgrove to become believers in the technology.


ReachTEL is using automated phone poll methodology not normally used in Australia. In doing so, we are providing real-time snapshots of the battle in Ashgrove between the two major candidates vying for the Queensland election.


For ReachTEL, polling data using our fully automated voice broadcasting and market research capabilities gives us the ability to have audited research results to our customer in hours rather than days or even weeks, as is often the case with other data gatherers.


For Australian constituents, the immediacy of the data is yielding uncommonly detailed snapshots into a state election.  The importance of harnessing such data is heightened further in this particular statistics gathering, as this is no ordinary election: Ashgrove is the seat where Liberal National Party (LNP) leader Campbell Newman is hoping to enter parliament toward becoming Queensland Premier.


The talk in Ashgrove is Newman’s uphill battle at the hands of rival Kate Jones of the Labour Party. Data collected by ReachTEL—now being cited by major news organisations—show Newman narrowly ahead. In the two-party preferred vote, Newman edges Jones by just 2 percentage points, with 51% of the more than 600 survey respondents expressing their preference for the would-be Premier.


The exhaustive detail of the technology-driven data recently forced Newman to concede the hard-fought nature of the fight. “We won’t win this election if we don’t win seats like Ashgrove,” he said at a press conference when asked to speculate on who would emerge as Queensland premier should his party fail to win in Ashgrove in the March 24 election.


Indeed, ReachTEL is breaking new ground in its innovative new approach to collecting data from the Australian electoral landscape. But as is often the case with new technology, some observers have begun questioning some aspects of the methodology.


Some remaining sceptics have taken umbrage at ReachTEL’s use of two-party preferred results data as part of its methodology. Critics have taken issue with this second set of calculations—more rigid than its first preferences question based on all candidates—that asks respondents who they’d vote for between Newman and Jones, including survey respondents who indicated a minor candidate as their first preference. We answer such criticism by explaining that the second question should be seen as a “forced choice” vote rather than a two-candidate preferred vote. 


More traditional polls being used by other entities also show Newman ahead, further vindicating the accuracy of ReachTEL’s approach. The immediacy of its survey results will no doubt position ReachTEL for further scepticism from the electorate. But one thing is certain: With Ashgrove, ReachTEL has broken new ground in the way it is uncovering data.


In America, the use of such technology—dubbed “robo-calls”—is widespread and is seen as an effective tool in the arsenal of political candidates on local, statewide and national levels. In particularly close political races, candidates employ their own voices or those of their spouses to draw out voters with a more personal tone.


These sales tactics can easily be applied to the corporate landscape in Australia. In using voice broadcast services as part of their marketing, ReachTEL clients have the ability to reach thousands of people instantaneously, growing their businesses exponentially. It is not uncommon to see companies doubling and even tripling their marketing response rates as a result of having used this technology.


To the uninitiated, the technology may sound cutting-edge to the point of being cost-prohibitive. But the truth is that voice mail broadcasting is quite cost-effective, since only successfully-left messages are charged to the client. Additionally, voice broadcast services can be tailored to individual clients’ needs, depending on the scope of their messaging. In terms of message transmission, options include reaching customers’ answering machines or voice mail services as well as reaching a live person.


Whether the technology is used by candidates on the stump or by corporations seeking to bolster their business or merely say “thank you” for their patronage, voice broadcast is a highly effective method of immediate and focused message delivery. That part isn’t surprising. But from a dollars-and-cents standpoint, you might be surprised how quickly this technology can bolster your bottom line.