Bring consumer
neuroscience to your
election campaign

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Planning the campaign

Implicit tests can establish the strength of a voter’s feelings and enable us to infer their voting intentions. This is especially useful for those who are yet undecided as it can indicate which party or politician they tend to favour.

Implicit (objective / emotional / fast response) and Explicit (subjective / rational / slow response) tests can also be used to identify why a political party or politician appeals to voters. They can help the campaign team to know if their communications are conveying the right message.

Combined with a traditional poll, an implicit test can be more accurate than traditional polling alone. This can be applied to all forms of public polling, from regional to national elections.

Pauline Foster
Implicit SWOT Analysis

Communicate to the
electorate more clearly

With a party positioning implicit test, you can identify the strengths and weaknesses of your candidate and their opponents. This will help you know exactly how to communicate your campaign message more clearly.

Predicting the Result

Traditional polls may poorly account for the ‘don’t knows’ and the ‘won’t says’, but implicit tests can hint at how they will vote.

01
Step

Traditional Poll

Supposing a traditional poll reveals that two candidates are neck-and-neck. But look at the number of undecided voters. It’s a huge 20%. How this group votes, is obviously going to decide the outcome.

02
Step

The truth gap of the undecided

While they have indicated that they are undecided, we can assume that they feel more favourably to one candidate over the other but perhaps can’t verbalise it yet, or are unwilling to verbalise it.

Suppose, of that 20%, we find using implicit response testing that a large majority (80%) feel more favourable to Candidate A. This means that of the 20% undecided, 16% of them are likely to vote for Candidate A and only 4% for Candidate B.

03
Step

Predicting the final result

Adding the traditional poll numbers to the implicit poll numbers means that Candidate A is likely to get 39% + 16% (55% of the vote), and Candidate B is likely to get 41% + 4% (45% of the vote).

Whereas the traditional poll predicted a marginal win for Candidate B, when we combine it with the implicit poll, we now predict a clear win for Candidate A.

So, by measuring voters’ intuitions or gut feel towards both candidates we get a more accurate prediction of the result.

Applications

Use our technology, founded in consumer neuroscience, to understand the effectiveness of your political campaign.
Polling
Political broadcasts
Candidate/party profiling - strengths and weaknesses
TV adverts
Radio adverts
Print adverts
Political campaign
Celebrity
Influencer
Other marketing materials (e.g., out of home)
3 second demo loop for ecommerce sites
Other marketing materials

Planning the political campaign

With Brand Positioning, you can identify the strengths and weaknesses of your candidate and their opponents. This will help you know exactly how to communicate your campaign message more clearly.

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Election Result Prediction

Implicit testing can shed a light on the biggest challenge of traditional polls: the percentage of undeclared voter intentions. Bringing these insights to your political campaign can be game-changing when planning your strategy.

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Report example

Implicit testing can identify which attributes, features, and occasions consumers associate with a brand and the same for its competitors. This can also be used to carry out a SWOT analysis, revealing the brand’s strengths, its weaknesses, the opportunities and the threats to the brand from the competition.

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Solutions for every industry

By conducting a SWOT Analysis based on implicit (objective/emotional) and explicit (subjective/rational) research data, brand managers can create strategies that will differentiate its brand from the competitors, finding its natural place in the market.

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Brand Positioning

To understand a brand’s position with a market, Split Second Research has developed a NEURAL NETWORK and PATH ANALYSIS platform. This can be used to help you identify the emotional pathways that lead to purchase. First, the analysis identifies a model of the product category, identifying key drivers and motivators. Next, it finds the causal relations between attributes (e.g., which attributes combine to trigger trust, which attributes cause a perception of premium, etc).Using these techniques, the platform maps the ‘causal pathways’ showing how specific attributes and features can build positive emotions, such as trust, and how specific attributes can lead to purchase and advocacy.

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Client: Coca-Cola

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Impact - Attention Grab Test

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