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Like all wars, election must be won on the ground. Ground dominance needs careful & professional planning and coordinated political execution. Innovation holds the key.
In a democracy, political parties are constantly trying to shape public opinion. You need to start early have enough time.
Deciding on the strategy, ground survey to understand the ground situation, collect data for every locality in the state.
Hold worker meetings in every assembly of the state where leaders re- engage with workers on the ground
Deciding on the strategy, ground survey to understand the ground situation, collect data for every locality in the state.
Taking thought leadership and pushing new ideas for the future, needed if you are the ruling party or the Opposition
Pre-election Yatra, voter list verification and family level data collection, outdoor campaign, worker training.
Manifesto launch, final campaign, at least 5 direct connect to the voter through voice calls and SMS in the last 48 hours
STRONGLY COMMITTED TO OTHER PARTIES, THIS VOTE YOU WILL NOT GET, HENCE NOT WORTH CHASING
ALIGEND AGAINST YOU, WILL MOVE ONLY IN THE CASE OF STRONG FACTORS. NOT WORTH THE EFFORT
THE POLOTICALLY NEAUTRAL SPACE, PEOPLE DON’T HAVE STRONG POLITICAL OPINIONS AND HOLD THE KEY TO VICTORY
TRADITIONALLY VOTED FOR YOU, WILL NOT GO AWAY UNLESS THINGS GET BAD
DEEPLY COMMITTED TO THE PARTY, WILL CAMPAIGN IF ENGAGED
Political parties put disproportionate effort in trying to secure and consolidate their vote, losing sight of the middle ground- voters who are not ideologically aligned to them but from the decisive segment in an election. This the segment where the BJP performed well over the last 7-8 years. The critical part of the campaign is to use supporters to convert the neautral.
Now that we understand the basic rules of the game, lets us start defining the overall stategies context of the election campaign. The Earth based model of support will help us bulid a strong Campaign. The goal is always to keep strengthening and expanding the core so that the outer layers become Sticker. The core base has disproportionate importance for a party as it is the ground on which the building stands.
Most political leaders believe that their voters are rational beings, they react to incentives and benefits but know something else is happening. Facts- development, growth and facts have a limited role in political choices. Research shows that the rational brain gives us the ‘options’ but the emotional brain takes the decisions. We do what feels right. A leader has to fulfilI both, rational & emotional needs.
Hates uncertainty, Wants Control
Humans today feel they are not in control of their lives as external factors shape their lives. They want to get back in control.
Need Validation
People see themselves as less than average. blaming others for their problem, looking to feel good about themselves
Driven by Identities & Pride
Humans derive their pride from the groups they identify with and they hesitate to break group unity, even ignoring personal gains
Has physical & Emotional Needs
Basic needs security social acceptance, social dominance, future of the children and need for a higher purpose
Jumps to Conclusions
The avg voter has limited background Info & even lower processing power. He operates via stereotypes and heuristics.
Resists Change
Once people have made up their minds on something, they are more likely to reinforce this rather than change it
Development a Limited Factor
Only about 30 % of the voters would have strong opinion on issues that concern them average votar has limited understanding.
Need Validation
People see themselves as less than average. blaming others for their problem, looking to feel good about themselves
An election campaign is not just about holding rallies and putting up a show, it is about effectively using the force of emotion to achieve political outcomes. We tend to believe that voters are rational and vote on logical issues, but fact is they are driven by bounded rationality: Emotional priming, or the art of bringing people into an emotional state, defines the success of the campaign.
Negative and Forceful (Anger, Annoyance, Contempt, Disgust, Irritation)
These are blinding emotion, used by parties to create division and consolidate support of the in group against the opponent.
Negative and Passive (Boredom,Despair,Disappointment, Hurt,Sadness)
Used to kill hype created by the other side for their schemes and leaders, more effective if you want to plant seeds of doubt.
Caring(Affection,Empathy,Friendliness,Love)
Used to soften the image of a leader and make them more human and relatable, helps to get support from apolitical voters.
Positive and Lively(Amusement, Delight,Elation,Excitement,Happiness,Joy,Pleasure)
Associated with victory a positivity. This is used to reduce anti-incumbency through events and distractions.
Positive thoughts (Courage,Hope,Humility,Satisfaction,Trust)
These are key to a positive campaign and are used to gamer support and make the leader look larger than life and a visionary.
Negative and Force Negative aety, Embarrassment,Fear,Helplessness nd Not in Control (Anxielplessness,Powerlessness,Worry)ful (Anger, Annoyance, Contempt, Disgust, Irritation)
Used to build anti-incumbency against the government get people to lack at the facts put forward by the opposition
Leadership is about balance-between physical and emotional needs, between being pragmatic and spiritual, between being brave and being kind. Leaders must not only provide some access to their private lives, but also the way they think. Above all, leaders have to achieve a fine balance between political and personality content. Digital media provides a wonderful forum to shape the narrative.
Political Content for a wider audience
You are talking to everyone, even those who are opposed to you.
Personality Spotlighting The Person
Politics is not just about issues or problems, it is also about emotional needs
Political surveys need to go beyond telling what is happening-they have to answer the WHYs. As people who have been doing this for 25 years, we see surveys as input for winning strategies.
Political surveys need to go beyond telling what is happening-they have to answer the WHYs. As people who have been doing this for 25 years, we see surveys as input for winning strategies.
Worker Management
Managing party workers, engagement & trainings
Retaining Voters
For established players, retaining voters is 60% of
the election
In group consolidation
Retaining the political and social base of the party
Interest group Retention
Retaining past alignments of occupational
and social groups
Alliances
Working with parties &groups that can add value with
minimum effort
Onion Peeling
Identifying & targeting groups we can take away or
distract
Interest groups Expansion
Social& occupation group targeting
Targeting & Expansion
Capturing the middle ground through targeted attack
and relevant messaging
Political surveys need to go beyond telling what is happening-they have to answer the WHYs. As people who have been doing this for Access of Voters Data By Booth, Family, Cast, Religion, Age, Sex, Social Groups, Education, Economic Health, Occupation, Political Opinion & Customized 25 years, we see surveys as input for winning strategies.