Political Polling and Research – Multivariate Solutions

The Quirk’s Marketing Research Review article, “Accelerating Recovery – Using Research to Manage a Brand Crisis,” offers strategies for using research as a major part of any effort to repair a brand’s reputation.

Michael Lieberman’s practical ebook, Giving You The Edge – The Science of Winning Elections, identifies and explains the use of key research methodology and multivariate analysis in supporting political campaign goals through the various stages of an election, including a summary chart matching objectives, analytical techniques and results.

Political Research Multivariate Applications is a summary presentation that highlights various techniques such as positioning maps, issue targeting, VOTE segments, and candidate position penalty maps.

Political Message Conjoint Analysis is a communications analysis technique that shows what should be said to whom, and when.

Finding Supporters – Political Predictive Analytics uses a regression technique to target potential supporters for candidate Liz Anderson’s bid for Congress.

Demographic Discriminant Analysis can be used as weights when exploring which variables best contribute to party membership or issue support.

Public Affairs – Moving Voters to the Support Column is a regression technique that not only indicates the key drivers of support for an initiative, but what to say to move voters from the uncommitted to the support column.

Strategic Message – Maximum Difference Scaling is an easy-to-use choice technique that helps to develop a campaign’s strategic message.

US Politics and The Greening of America is an example report of the use of issue segmentation to analyze and report on voting behaviors and preferences.

Donor Predictive CHAID Tree uses a classification tree method to box in most-likely donors to a political party.

Political Correspondence Map is a snapshot of voters perceptions of a given political parties. This technique is effective when assessing many attributes with several brands or the effectiveness of advertising campaigns.

Campaigns and Elections – What is Driving the Vote? describes the successful employment of regression analysis to determine voter motives.

Predictive Modeling – Finding the Swing Voter is a political application of scoring voters to find the ones most likely to be undecided to be targeted in a direct mail campaign.

A Choice Model maximizing advertising effect is shown in Using Conjoint Analysis in Political Communications. This analysis, when used properly, can provide insight to the governor when he sets policy priorities or assesses main concerns dominating the voter’s mind as the election nears, or it can gauge the strength of the position ‘soup’ a given campaign will stir when it goes to press.

Finding and Measuring Your Vision Thing – Political Branding: How to Manage It and Help Your Candidates Win is an article in Politics Magazine that discussing how to position your candidate’s brand.

Green? – Attitudes, Behaviors and the New Green examines environmental issues in politics.

The magazine article titled Using Perceptual Map for Political Branding explains how to use this graphical marketing research technique to uncover wedge issues for political campaigns.

The article How Nate Silver Did It looks at how probabilistic models, which use weighted averages to predict election outcomes, can be used in state and local races as well as in presidential ones.

Steering the Vote – The Case of the Oglala Sioux Casino explains how regression analysis can indicate which issues in a referendum campaign motivate supporters and which move voters to become supporters.

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