ReactionPlus is a web-based media screening platform that allows researchers to capture responses to audio and video content. Instead of relying on traditional dials, where respondents merely like or dislike what they hear and see, ReactionPlus allows participants to choose their emotional reactions as they happen, on a second-by-second basis, allowing for a profound examination of audience responses to key drivers.

In a survey conducted during the 2011 federal election campaign, four clips were played to respondents, who were then asked to report which of ten different feelings they experienced as they watched the content. After watching each clip, respondents also answered questions related to the performance and believability of the leaders, as well as their views on specific leadership traits.