Happiness, Heuristics, Hatred & Hair

Transcription

1 Make sure this white line is copied from the master ONTO your slide Happiness, Heuristics, Hatred & Hair Forecasting Elections the System 1 Way IIEX Atlanta, June 16

2 Political polling Research fame for the wrong reasons! BrainJuicer 2

3 How people decide Fast thinking BrainJuicer 3

4 Behavioral science System 1 brand growth model Fame Feeling Fluency BrainJuicer 4

5 Fame Nominations won before first primary ballots cast Fame, Feeling & Fluency Percentiles Fame Feeling Fluency January April Nat Rep Sample January: 1018, April: 1006 BrainJuicer 5

6 Fame Candidates people know Distinct Asset Test % Picture Attribution Donald Trump s Hair Nat Rep Sample April: 1006 BrainJuicer 6

7 Feeling Battle to be least disliked FaceTrace Emotional Response, Intensity & Reason Why Crooked and will say anything for a vote Do not trust her. Too slick. Insincere. Self righteous Not qualified to be president and acts like a child Bigoted, arrogant, self-righteous, egotistical, fascist Dishonest and doesn't have what it takes She exemplifies all the things that can be evil in politics She is a lying, traitorous, elitist, backstabbing politician Idiot who knows nothing about being president Total idiot, knows nothing about politics, a joke Has messed up political views which are money motivated He expresses all hate and is very evil too She isn't the worst choice but I don't know what to expect We don't no what to expect from him Not sure how honest she is but lesser of two evils Too unpredictable She is a democrat, has experience and time for a woman Democrat, woman, experienced, not Trump Speaks mind, needs to watch how he says it though I think he can straighten out the us He is persistent in spite of all ignorance thrown at him I m surprised to see her running and not in jail Nat Rep Sample April: 1006 Says things that many people are thinking BrainJuicer 7

8 Fluency Trump messaging advantage Distinct Asset Test Slogan Association Blank indicates attribution to another candidate. Grey indicates misattribution of interest Nat Rep Sample April: 1006 BrainJuicer 8

9 Fluency Trump policy clarity Distinct Asset Test Policy Association Blank indicates attribution to another candidate. Grey indicates misattribution of interest Nat Rep Sample April: 1006 BrainJuicer 9

10 Fluency Clinton polling day advantage Distinct Asset Test Imagery Association Nat Rep Sample April: 1006 BrainJuicer 10

11 Make sure this white line is copied from the master ONTO your slide The winner is?

12 Unknown Remind me? Future Not at all famous. Low levels of fame. Very low vote share. Low vote share. Unknown Remind me? Global Tracking Norm Present BrainJuicer Tracking 5-star guide to candidate performance Familiar Solid, familiar candidate to anyone voting, but not an obvious choice for many people. Familiar Well known Strong candidate with strong vote share, that most people could see themselves voting for. Well known Famous! A famous candidate who for most people is the most obvious choice. High vote share. Famous! A prediction of your future, based on how people feel about you, relative to your fame. BrainJuicer 12

13 BrainJuicer Tracking Feeling advantage projected to clinch it for Clinton Familiar Remind me? Unknown Famous! Well known re Futu nt Brand Performance Prese Fame Feeling Fluency BrainJuicer 13

14 BrainJuicer Tracking And we haven t been wrong yet Familiar Remind me? Unknown Brand Performance 30 Famous! Well known Fame Feeling Fluency BrainJuicer 14

15 Unknown Future Not at all famous in this category. Very low market share. Unknown Remind me? Low levels of fame in the category. Low market share. Remind me? Global Tracking Norm Present BrainJuicer Tracking 5-star model also applied to brands Familiar Solid, familiar brand to anyone buying the category, but not an obvious choice for many people. Familiar Well known Strong brand with strong share, that most people would be happy using. Well known Famous! A famous brand that is for most people the most obvious choice. High market share. Famous! A prediction of your future, based on how people feel about you, relative to your current size. BrainJuicer 15

16 The floating voter isn t sat down poring over the party policy document. He s making his mind up based on broad impressions. And we we re experts at creating broad impressions Andrew Rutherford BrainJuicer 16

17 Thank You! Jeff Mcdonald Senior Vice President, South Alex Hunt President, Americas Make research great again!