$2m taxpayer bill for Labor’s secret program to monitor Victorians

A Labor strategist who boasts ‘public opinion is a fluid thing’ has been paid almost $2m by Daniel Andrews’ department to monitor the views of Victorians.

Labor pollster and strategist John Armitage

A Labor strategist who boasts that “public opinion is a fluid thing that we can squeeze, pump and stir” has been paid almost $2m by Daniel Andrews’ own department to run a secretive project to monitor the views of Victorians.

Despite Victorians bankrolling the confidential activity charting public sentiment and ­reaction to policies, the research will remain under wraps, with the Department of Premier and Cabinet refusing to release it.

In December last year, QDOS Research was handed a $1.1m contract, without a competitive tender process. The deal expires in October 2022, just days before the government enters caretaker mode ahead of the November state election.

The Australian has confirmed QDOS was also paid $786,555 to conduct research for Mr ­Andrews’ department between 2016-2018.

QDOS, owned and operated by veteran Labor pollster and strategist John Armitage, promotes itself on its website as a Labor strategy firm, trading on its ability to shape public opinion, change public behaviour, win elections and develop “persuasive” language for clients.

In a section headlined QDOS Values, the firm’s website states: “Fortunately public opinion is a fluid thing that we can squeeze, pump and stir, and sometimes just opening a little gate lets it rush into a brand new space.

“We’ve found that Australians are pretty forthcoming with their opinions.

“The tricky bit is figuring out how to change what they think and how they behave. That’s what’s so fascinating to us and what really matters to our ­clients.”

Labor figures said Mr Armitage’s company played an important role for Victorian Labor ahead of its 2014 election win.

Victorian Premier Daniel Andrews in Melbourne on Wednesday. Picture: Paul Jeffers

According to the DPC contracts, QDOS has been employed by the Victorian Premier’s ­department to conduct market research and assess perceptions of services through “regular” ­research and monitoring surveys and focus groups.

The contract states that QDOS would use “consumer-based research or clinics or focus groups” during the course of its three-year contract.

Mr Andrews is keeping the ­research, advice and reports compiled by QDOS secret from Victorians.

“For over 20 years the Victorian government has undertaken community research to inform decision-making on policy and improve service delivery — which is about getting feedback from people who might not choose to actively engage with government,” a government spokesman said.

Responding to questions from The Australian, the DPC confirmed the seven-figure contract was handed to QDOS without a tender process.

The DPC said the QDOS 2016-2018 contract was awarded under a competitive tender process, and its work was of such a high standard a “procurement exemption” was provided for the 2019 contract.

The DPC defended the lack of a competitive tender, saying it was not unusual if a provider has performed well, as appointing a new supplier requires significant resources to reset quality assurance standards and for the technical set up of fieldwork, analysis and reporting.

The DPC said research expenditure for the financial years of 2018-20 had been $275,400.

Mr Armitage, 51, did not ­respond to questions via phone messages, text and email.

Labor figures said it was possible QDOS had been involved in helping craft Mr Andrews’ public messaging during the corona­virus pandemic.

They believe one of the key roles QDOS has performed for Mr Andrews over the past four years has been helping him craft his communications with the public. The QDOS website states: “We develop communications strategy to help you run campaigns and win hearts and minds.”

Central to the QDOS communications strategy is that it advises politicians to use “everyday language — no jargon and write it like you’re speaking to a friend”.

Victorian Liberal Upper House leader David Davis has called on the government to ­release all QDOS research and reports provided to the DPC. “This specialist polling advice should be made available to the parliament and community that is paying for it,” he said.

“Their special contract with Andrews’ department is less about testing the efficacy of government programs and more about coaching Andrews.”

Mr Davis claimed Mr Armitage would have been working on the government’s coronavirus ­response.

“Andrews’ pollsters are working overtime during COVID-19 — one of the few growth industries — to feed him the lines for his daily press conferences and distract from the government’s failings, including the deaths of 800 people and the massive ­destruction of businesses and jobs,” he said.

When it comes to the art of political research, Labor figures say Mr Armitage — who they ­describe as confident — is the best operator going around. “He’s got a big personality, he’s a very ­affable man,” one figure said.

Mr Armitage’s lists two key employees, Kristy Garner and Sue Loukomitis. Ms Garner is a social researcher whose expertise, according to the firm, lies in the ability to “uncover the values that underpin contemporary attitudes” and combine this with her communications skills to “convert this into accessible and persuasive language”.

QDOS admits to using a “ruthless” approach to its ­research.

“Whatever the job we need to develop hypotheses — the things we think might work — and field test them. Then we have to ruthlessly chuck out the stuff that doesn’t work.

“Even more importantly, we need to refine and improve the things that do work to squeeze out every last drop of movement that we can. In the end we’ll find the language and ideas you can evoke to activate the right frames so you can shape public opinion.”

QDOS advises its clients to duck and weave around their ­opponents’ strengths, and instead push their own agendas to gain a winning edge.

“The other side may well have some compelling values in their arsenal and you’ll be in big trouble if you battle within their frames,” it says.

“Thankfully, the other side of that coin is that if they’re ­battling on your values you’ve ­already won.”

Mr Armitage co-founded Auspoll with Ms Loukomitis in 1999 and established QDOS in 2010.