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According to a recent article by the left-wing Salon, multiple former employees of Luntz have come forward to raise ethical questions about Luntz’s business, which focuses on public policy polling and focus groups to inform politicians and political parties as well as Fox News, MSNBC, and CNBC. Accusations range from Luntz’s operation being a “scam” that violates codes of ethics to Luntz’s business being “bullshit”.
Salon spoke extensively to Chris Ingram, a former senior vice president at the Luntz Research Company during the late 1990s and early 2000s, who told the publication that “Luntz’s claim to deliver objective data is a ‘total shtick and a scam.’” Ingraham says he observed Luntz attempting to manipulate his famous focus groups. Ingram said that Luntz’s focus groups used “dial testing,” which Salon explains requires “participants” to “spin a small handheld device, yielding real-time test results in response to questions asked by the presenter.” According to Ingram, “Frank, when he would be hired by clients, whether they would be corporate or political, would sit in that room yelling, ‘Keep turning the dials! Keep turning the dials!’” According to Ingram, Luntz’s primary concern was to offer “compelling” data to “present to the client.” Ingram explicitly denied that Luntz is impartial or honest, “but is better described as a pay-for-play pawn in Washington.” Salon reports that Luntz screens and selects focus group participants “in a manner that Ingram called ‘quite frankly bullshit.’”
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Ingram claimed that the cable news companies Luntz works for – specifically far left MSNBC – are totally unaware of Luntz’s ethically unsound tactics. “The clowns at MSNBC didn’t have a clue about how the focus groups or panels worked, or what Frank was doing,” Ingram told Salon. “The actions were basically contrived: He screened out anybody that isn’t going to give the viewers the opinion that Frank, on behalf of his client, is looking for. Somehow, he is able to bullshit people.”
Salon says a second, unnamed former employee of Luntz asked to remain anonymous due to “fear of professional retribution” and described Luntz as a “slimeball.” A third “former high-ranking […]
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