Case Studies
Case Study: Measuring The Voice of The Voter
Situation:
A small group of citizens in Washington State wanted to impact how their state was being governed. The question was, where should they start…and what could they do to maximize their chances of making a difference?
Solution:
Political messaging is often ruled by anecdotes and gut feel. Our approach designed a solution that relied instead on data.
Our first step was to better understand how the citizens of Washington State felt about a wide variety of local and state governance issues through a comprehensive “Voice of the Voter” research project. We gathered data directly from citizens, then combined the results with socio-demographic and voter behavior data. That database was then analyzed and statistically modeled to identify the most pressing pain points, resulting in the creation of various voter personas.
The next steps involved measuring support for ballot initiatives put forward by the client, then to identify the most believable and convincing messages about these initiatives.
Results:
This data-driven approach went beyond typical “polling”, resulting in the client successfully adding multiple ballot initiatives to the 2024 general election in Washington State.