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Isobar MindSight Trump Clinton Research

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Our new research coming out of our Marketing Intelligence Practice on how Trump and Clinton can be using Emotional Science to lock in the last leaning voters in this historical election. Using our proprietary MindSight tool, Isobar’s research reveals what the emotional brain is thinking – the true factor behind all decisions. Participants engage with the MindSight exercise as a “sentence completion” task to ensure we get their “gut” emotional reactions.

With the debate still dominating the news and the last few weeks of the election closing in, it is insights such as these that matter in the long run. The data takes a look at voters and how emotional science can empower campaigns to play to the heart and not the head. The overarching result shows that Empowerment is this year's swing vote: The race for power is won by the candidate that makes the voters feel the most empowered this November.

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Isobar MindSight Trump Clinton Research

  1. 1. HOW TRUMP AND CLINTON CAN USE EMOTIONAL SCIENCE TO SUCCEED
  2. 2. Using MindSight to understand the emotional connections people have with the brands of Trump and Clinton How Emotion Science can empower campaigns to play to the heart and not the head
  3. 3. The race for power is won by the candidate that makes the voters feel the most empowered
  4. 4. Property of Isobar. Privileged & Confidential.
  5. 5. Property of Isobar. Privileged & Confidential. 5 ELECTION 2016 Decoding the emotional dynamics of voter outlook on Donald Trump and Hillary Clinton
  6. 6. Property of Isobar. Privileged & Confidential. 6 Emotion provides the energy behind virtually every behavior we engage in, every day of our lives
  7. 7. Property of Isobar. Privileged & Confidential. 7 It certainly has a huge impact on how we vote
  8. 8. Property of Isobar. Privileged & Confidential. 8 WON’T SAY When respondents are unwilling to talk about their feelings CAN’T SAY When respondents are unable to articulate or don’t know how they feel But it's not easy to measure emotion
  9. 9. Property of Isobar. Privileged & Confidential. 9 MindSight accesses the emotional brain Before the editing and Censorship of Rational Analysis “The earliest stage of emotional reactions takes place [at] about five hundred milliseconds… [this] …sits between the couple of hundred milliseconds we require to be conscious of a pattern and the seven or eight hundred milliseconds we need to process a concept.” Antonio Damasio Self Comes to Mind 2010
  10. 10. Property of Isobar. Privileged & Confidential. With a patented rapid image exposure/response technique, MindSight gets data directly from the emotional brain – before respondents have time to think about or edit their responses. The emotional discovery window THE EMOTIONAL DISCOVERY WINDOW
  11. 11. Property of Isobar. Privileged & Confidential. 11 MindSight uses a validated image library
  12. 12. Property of Isobar. Privileged & Confidential. 12 MindSight in practice - preparing the study Respondents engage with the MindSight exercise as a “sentence completion” task “With Donald Trump as president Americans are likely to feel more________.” MindSight Emotional Profile Psychological priming sentence
  13. 13. Property of Isobar. Privileged & Confidential. 13 MindSight analytics rely upon a unified model of motivation IDENTITY ENGAGEMENT NURTURANC E ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT Isolated, Lonely Accepted, Belonging Trapped, Frustrated Freedom, Power Insecure, Afraid Safe, Confident Ordinary, Boring Unique, Interesting Passive, Indifferent Involved, Absorbed Selfish, Unloved Sharing, Caring Incompetent Talented, Exceptional Defeated, Pointless Victorious, Productive Ashamed, Disrespected Proud, Respected INTRAPSYCHIC The Self INSTRUMENTAL The Material World INTERPERSONAL The Social World EXPECTATIONS Want To Be EXPERIENCES Want To Do OUTCOMES Want To Have
  14. 14. Property of Isobar. Privileged & Confidential. 14 Study Overview • 733 18+ likely voters completed an online survey • Respondents were asked a series of rational questions including: • candidate appeal • voting intentions • certainty of vote • demographics • They also completed two MindSight exercises: • focused on state of the country • focused on the candidates • Data was weighted by age, gender, race and political affiliation
  15. 15. Property of Isobar. Privileged & Confidential. 15 Dynamics of the race so far through the MindSight lens
  16. 16. Property of Isobar. Privileged & Confidential. 16 (negative emotion is 2.5x positive emotion) NEGATIVE ENERGY POSITIVE ENERGY 27% 73% Trouble afoot in the land Americans are dissatisfied and uncomfortable with the direction we are headed - This dissatisfaction may explain the rise of non-traditional candidates like Trump and Sanders
  17. 17. Property of Isobar. Privileged & Confidential. 17 Americans are worried about our future Key concerns focus on security
  18. 18. Property of Isobar. Privileged & Confidential. 18 Frustrated and held back by limited opportunity - Americans are also feeling disempowered
  19. 19. Property of Isobar. Privileged & Confidential. 19 And in general, they think the country is failing
  20. 20. Property of Isobar. Privileged & Confidential. 20 22% 78% NEGATIVE ENERGY POSITIVE ENERGY TRUMP CLINTON 38% 62% NEGATIVE ENERGY POSITIVE ENERGY Trump supporters are more negative about the country
  21. 21. Property of Isobar. Privileged & Confidential. 21 TRUMP CLINTON “In danger” “Fearful” “Anxious” “At risk” Trump’s followers aren’t just uncomfortable with the country’s direction but are fearful SECURITY
  22. 22. Property of Isobar. Privileged & Confidential. 22 Trump’s followers also feel not just held back but actually imprisoned TRUMP CLINTON “Imprisoned” “Trapped” “Restricted” “Restrained” EMPOWERMENT
  23. 23. Property of Isobar. Privileged & Confidential. 23 Current Likely Voters A VIEW ON THE CANDIDATES
  24. 24. Property of Isobar. Privileged & Confidential. 24 It’s more about who you don’t like than who you like Convinced voters for both candidates are more driven by dislike of the opponent than by liking of their chosen candidate 82% 42% 78% 37%
  25. 25. Property of Isobar. Privileged & Confidential. 25 Successful Victorious Winner Superior Important Trump’s likely voters expect, most of all, that he will help Americans feel a sense of achievement
  26. 26. Property of Isobar. Privileged & Confidential. 26 Clinton likely voters also expect increased achievement – as well as strong expectations of security and nurturance Secure Safe Sheltered Calm Peace of Mind Supportive Caring Nurturing Understanding Compassionate
  27. 27. Property of Isobar. Privileged & Confidential. 27 How Each Candidate Can Win the Election CLOSING THE DEAL
  28. 28. Property of Isobar. Privileged & Confidential. 28 The most critical group of voters to influence at this point are the prime prospect undecided - voters who are leaning toward a candidate, but not yet certain about their commitment Target the Prime Prospects
  29. 29. Property of Isobar. Privileged & Confidential. 29 These voters represent a considerable opportunity for both of the candidates 26% 74% STRENGTH OF VOTE FOR TRUMP UNCERTAIN CERTAIN UNCERTAIN CERTAIN 19% 81% STRENGTH OF VOTE FOR CLINTON
  30. 30. Property of Isobar. Privileged & Confidential. 30 Uncommitted voters that lean toward Trump need to be reinforced about Trump’s ability to deliver in three broad areas: – what they need to believe IDENTITY ACHIEVEMENT BELONGING 1 3 2 Closing the deal with Trump prospects
  31. 31. Property of Isobar. Privileged & Confidential. 31 Delivering on Identity Aspirations: A “New Look” for America Trump must continue to reinforce the idea that he is a truly different kind of leader Stand out from the crowd Unique Original Independent One of a kind IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT IDENTITY
  32. 32. Property of Isobar. Privileged & Confidential. 32 Delivering on Achievement Aspirations: Returning to Winning Trump must maintain his emphasis on making America great again Successful Winner Victorious Superior IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT ACHIEVEMENT
  33. 33. Property of Isobar. Privileged & Confidential. 33 And, Trump must convince undecided voters that he will bring the country together around his new agenda Connected Belonging Bonded Unity Community IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT BELONGING Delivering on Belonging Aspirations: Uniting for Change
  34. 34. Property of Isobar. Privileged & Confidential. 34 Undecided voters that lean toward Trump need to be reassured that he won’t cause: INSECURITY POWERLESSNESS FAILURE 1 3 2 – where they need reassurance Trump Prospects
  35. 35. Property of Isobar. Privileged & Confidential. 35 Reassuring Against Fears of Insecurity: A Stronger, Safer America Undecided voters are fearful. Trump must convince them that he will take the country away from dangers Anxious Distressed Nervous Fearful Afraid Insecure IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT SECURITY
  36. 36. Property of Isobar. Privileged & Confidential. 36 Reassuring Against Disempowerment: Liberating the Powerless Americans feel powerless to change for the better – Trump must reassure them that he can not just wield power, but restore personal power IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT EMPOWERMENT Restricted Trapped Restrained Imprisoned Limited Frustrated
  37. 37. Property of Isobar. Privileged & Confidential. 37 Reassuring Against Fears of Failure: Reasons to Believe Americans still fear that they will continue to fail in their lives – Trump needs to give them confidence he can avoid the continuing risks of failure Loser Defeated Failure Unsuccessful Worthless IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT ACHIEVEMENT
  38. 38. Property of Isobar. Privileged & Confidential. 38 EMPOWERMENT ENGAGEMENT BELONGING 1 3 2 Uncommitted voters that lean toward Clinton need to be reinforced in their hopes that she will deliver in three broad areas: – what they need to believe Closing the Deal with Clinton Prospects
  39. 39. Property of Isobar. Privileged & Confidential. 39 Delivering on Empowerment Aspirations: Americans Back in Charge Clinton’s voters hope she can put power back in the hands of the voters (who feel so distant from the process of government now). She must reinforce this expectation Strong Powerful Free Limitless Fearless Courageous Prepared IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT EMPOWERMENT
  40. 40. Property of Isobar. Privileged & Confidential. 40 Delivering on Engagement Aspirations: Re-engaging America Clinton must also reinforce expectation among her prime prospect voters that she will give Americans a sense of personal participation and involvement in how America runs Engrossed Enthusiastic Focused Involved Absorbed ENGAGEMENT IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT
  41. 41. Property of Isobar. Privileged & Confidential. 41 Delivering on Belonging Aspirations: Uniting for Change Clinton must also reinforce the hopes of her undecided voters that she will bring the country back together Connected Belonging Bonded Unity Community BELONGING IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT
  42. 42. Property of Isobar. Privileged & Confidential. 42 Undecided voters that lean toward Clinton need to hear that she won’t cause: Clinton Prospects – where they need reassurance INSECURITY LOSS OF IDENTITY FAILURE 1 3 2
  43. 43. Property of Isobar. Privileged & Confidential. 43 Reassuring Against Fears of Insecurity: A Stronger, Safer America Undecided voters are fearful. Clinton too must convince them that she will make the country safer Anxious Distressed Nervous Fearful Afraid Insecure IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT SECURITY
  44. 44. Property of Isobar. Privileged & Confidential. 44 Reassuring Against Fears of Anonymity: Recognizing Diversity Americans worry that Clinton may not be focused on individuals – she needs to convince them that they will not be “just numbers” in her administration Run of the mill Boring Common Indistinguishable Average Ordinary IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT IDENTITY
  45. 45. Property of Isobar. Privileged & Confidential. 45 Reassuring Against Fears of Failure: Staying the Course Despite an improving economy, Americans still continue to fail in their lives – Clinton needs to give them confidence that staying the course will produce increased individual success Loser Defeated Failure Unsuccessful Worthless IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT ACHIEVEMENT
  46. 46. Property of Isobar. Privileged & Confidential. 46 Key Takeaways Regardless of which candidate the voters are backing… • The #1 concern is security • The #3 concern is personal achievement
  47. 47. Enhancing voter’s expectation of their future empowerment could determine who wins EMPOWERMENT OPTIMISM WITH CLINTON EMPOWERMENT CONCERN WITH TRUMP IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT EMPOWERMENT Restricted Trapped Restrained Imprisoned Limited Frustrated EMPOWERMENT IDENTITY ENGAGEMENT NURTURANCE ESTEEM BELONGINGEMPOWERMENTSECURITY MASTERY ACHIEVEMENT Strong Powerful Free Limitless Fearless Courageous Prepared
  48. 48. Property of Isobar. Privileged & Confidential. 48 Implications for Trump Trump Should Stay on Message – continuing his focus on “Making America Great Again,” "Making America Safe Again” and keeping his iconoclastic style as the un-politician But he should change his emotional tone: DON’T OVERPLAY ANGER: less focus on re-enforcing people’s frustrations and more on how he will empower individuals to achieve success BE MORE REASSURING: • Focus on bringing us together as a nation and re-establishing a sense of community and belonging • Express empathy in understanding peoples’ security concerns while being committed to addressing them humanely 1 2
  49. 49. Property of Isobar. Privileged & Confidential. 49 Implications for Clinton Clinton might tighten her Message – emphasizing how she will put the power back in the hands of the people, recognizing the power of American individuality, and bringing people together to be a “Powerful Unity of Our Diversity.” She should change her emotional tone: BE LESS THE “WONKISH” INTELLECTUAL: Spend less time on policy details BE MORE “PERSON CENTERED”: Include more individual stories in her narratives, and give a greater sense that she is oriented to people as individuals and wants people to participate 1 2
  50. 50. Property of Isobar. Privileged & Confidential. 51 Contact Isobar is a global full-service digital marketing agency driven to deliver borderless ideas enabled by technology to transform businesses and brands. We have over 4,500 digital pioneers in more than 70 locations worldwide. Isobar has won over 350 awards, including 18 Agency of the Year titles in the last three years and four Asia-Pacific Agency Network of the Year Awards over the past five years. Key clients include adidas, Coca-Cola, Royal Caribbean Cruises Ltd., Google, Enterprise Rent-A-Car, Kellogg's, and P&G. Isobar is part of the Dentsu Aegis Network, a wholly owned subsidiary of Dentsu Inc. www.isobar.com For more information contact: Paul Buranosky | Isobar US Marketing Director | paul.buranosky@isobar.com | 312 529 2564
  51. 51. Appendix
  52. 52. Property of Isobar. Privileged & Confidential. 53 • Full-service digital agency, part of the Dentsu Aegis Network • Unique multi-disciplinary approach • U.S. offices in Boston, Chicago, Denver, Detroit, New York • Isobar NowLab innovation accelerators in North America, South America, Europe and Asia • Innovation partnership with MIT Media Lab 4,500 People Globally 500 U.S. Employees 70 Offices Globally 350+ Awards in last three years Isobar conceives, designs and builds experiences for the world’s largest organizations
  53. 53. 54 Our relationships are strategic and longstanding
  54. 54. Property of Isobar. Privileged & Confidential. 55 Isobar recognized by experts as an industry leader Leaders in Gartner’s 2014 and 2015 “Magic Quadrant for Global Digital Marketing Agencies” In “The Forrester Wave™: Innovation Agencies, Q4 2014" Isobar was identified as one of the 10 most significant innovation agencies Isobar was one of two Leaders in" The Forrester Wave™: Digital Experience Service Providers, Q4 2015" with the highest score of all vendors for our current offering Gartner and Forrester Research both recognize Isobar as a leading digital agency partner for clients looking to enable massive business transformation through innovation, marketing and commerce.
  55. 55. Property of Isobar. Privileged & Confidential. 56 Strategy We create strategies that transform business processes and disrupt industries Campaigns We create, measure and optimize digitally- focused campaigns Experiences We design experiences that are both easy to use and a joy to use Platforms We design and build flexible and scalable technology solutions Products We invent digital products that generate new revenue streams Our services
  56. 56. Property of Isobar. Privileged & Confidential. 57 Marketing Intelligence Practice The Sciences of Why: Deeper Insights. Inspired Solutions
  57. 57. Property of Isobar. Privileged & Confidential. 58 We bring together emotional, behavioral and cognitive sciences to better understand consumers and combine those insights with our creative energies to inspire innovative strategies for a constantly evolving digital marketplace. DEEPER INSIGHTS. INSPIRED SOLUTIONS The Sciences of Why
  58. 58. Property of Isobar. Privileged & Confidential. 59 OUR AREAS OF FOCUS THE SCIENCES OF WHY® SEGMENTATION/TARGE TING BRAND/POSITIONIN G WHITE SPACE EXPLORATORY PRODUCT/INNOVATI ON COMMUNICATIONS DEVELOPMENT JOURNEY MAPPING/MEDIA

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