National Firm will use Proven Methodology to Determine American Idol Winners

HCD Research announced today that it will conduct a series of studies to determine the weekly winners of the American Idol contest in response to the controversy over the validity of the voting process that is currently used to select the winners.

The studies will be conducted by HCD Research, using its mediacurves.com website, during the American Idol contest to obtain Americans' views on the performances throughout the contest. The studies will commence in mid-February, during the evening of the performances of the final 24 contestants. The results will be posted on: www.mediacurves.com To register for the studies go to: http://www.hcdsurveys.com/panel/join.cfm?source=idol2010.

According to Glenn Kessler, president and CEO, HCD Research, the methodology that is used by American Idol is flawed in that it allows viewers to vote numerous times for the same contestant. "Sponsors have hosted 'texting parties' to encourage viewers to vote for certain contestants many times, and viewers have practiced 'power texting' (voting numerous times for one contestant) which influences or skews the final results," explained Kessler.

HCD Research will provide participants with an identification number and direct them to a password protected website where they can vote one time, unlike the current process in which viewers can vote multiple times.

While viewing the performances, participants will indicate their perceptions of the contestants by moving their mouse from left to right on a continuum. The responses are recorded in quarter-second intervals and reported in the form of curves. Participants will also rate the contestants' performances on a scale from one to 10.

HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company's web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans' perceptions of popular and controversial media events and advertisements.