isobar mindsight trump clinton research

HOW TRUMP AND CLINTONCAN USE EMOTIONAL SCIENCE TO SUCCEED

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

The race for power is won by the candidate

that makes the voters

feel the most empowered

Property of Isobar. Privileged & Confidential.

Property of Isobar. Privileged & Confidential. 5

ELECTION 2016Decoding the emotionaldynamics of voter outlook on Donald Trump and Hillary Clinton


Emotion provides the energy behind virtually every behavior we engage in, every day of our lives


It certainly has a huge impact on how we vote


WON’T SAYWhen respondents are unwilling to talk about their feelings

CAN’T SAYWhen respondents

are unable to articulate or don’t know how they feel

But it's not easy to measure emotion


MindSight accesses the emotional brainBefore 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


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


MindSight uses a validated image library


12

MindSight in practice -preparing the studyRespondents 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


MindSight analytics rely upon a unified model of motivation

IDENTITY ENGAGEMENTNURTURANC

E

ESTEEM

BELONGING

EMPOWERMENTSECURITY

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

INTRAPSYCHICThe Self

INSTRUMENTALThe Material World

INTERPERSONALThe Social World

EXPECTATIONSWant To Be

EXPERIENCESWant To Do

OUTCOMESWant To Have


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


Dynamics of the race so far through the MindSight lens

Property of Isobar. Privileged & Confidential. 16(negative emotion is 2.5x positive emotion)

NEGATIVE ENERGY

POSITIVE ENERGY

27%

73%

Trouble afoot in the landAmericans are dissatisfied and uncomfortable with the direction we are headed - This dissatisfaction may explain the rise of non-traditional candidates like Trump and Sanders


Americans are worried about our future

Key concerns focus on security


Frustrated and held back by limited opportunity -Americans are also feeling disempowered


And in general, they think the country is failing


22%

78%

NEGATIVE ENERGY

POSITIVE ENERGY

TRUMP CLINTON

38%

62%

NEGATIVE ENERGY

POSITIVE ENERGY

Trump supporters are more negative about the country


TRUMP CLINTON“In danger”

“Fearful”“Anxious”“At risk”

Trump’s followers aren’t just uncomfortable with the country’s direction but are fearful

SECURITY


Trump’s followers also feel not just held back but actually imprisoned

TRUMP CLINTON“Imprisoned”

“Trapped”“Restricted”“Restrained”

EMPOWERMENT


Current Likely VotersA VIEW ON THE CANDIDATES


It’s more about who you don’t like than who you likeConvinced voters for both candidates are more driven by dislike of the opponent than by liking of their chosen candidate

82%

42%

78%

37%


Successful Victorious WinnerSuperior Important

Trump’s likely voters expect, most of all, that he will help Americans feel a sense of achievement


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

Understandin

g

Compassiona

te


How Each Candidate Can Win the ElectionCLOSING THE DEAL


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


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


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


Delivering on Identity Aspirations: A “New Look” for AmericaTrump 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


Delivering on Achievement Aspirations: Returning to WinningTrump must maintain his emphasis on making America great again

Successful

Winner

Victorious

Superior


ESTEEM


MASTERY ACHIEVEMENT

ACHIEVEMENT


And, Trump must convince undecided voters that he will bring the country together around his new agenda

Connected

Belonging

Bonded

Unity

Community


ESTEEM


MASTERY ACHIEVEMENT

BELONGING

Delivering on Belonging Aspirations: Uniting for Change


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


Reassuring Against Fears of Insecurity: A Stronger, Safer AmericaUndecided voters are fearful. Trump must convince them that he will take the country away from dangers

Anxious

Distressed

Nervous

Fearful

Afraid

Insecure


ESTEEM


MASTERY ACHIEVEMENT

SECURITY


Reassuring Against Disempowerment: Liberating the PowerlessAmericans feel powerless to change for the better – Trump must reassure them that he can not just wield power, but restore personal power


ESTEEM


MASTERY ACHIEVEMENT

EMPOWERMENT

Restricted

Trapped

Restrained

Imprisoned

Limited

Frustrated


Reassuring Against Fears of Failure: Reasons to BelieveAmericans 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


ESTEEM


MASTERY ACHIEVEMENT

ACHIEVEMENT


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


Delivering on Empowerment Aspirations: Americans Back in ChargeClinton’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


ESTEEM


MASTERY ACHIEVEMENT

EMPOWERMENT


Delivering on Engagement Aspirations: Re-engaging AmericaClinton 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


ESTEEM


MASTERY ACHIEVEMENT


Delivering on Belonging Aspirations: Uniting for ChangeClinton must also reinforce the hopes of her undecided voters that she will bring the country back together

Connected

Belonging

Bonded

Unity

Community BELONGING


ESTEEM


MASTERY ACHIEVEMENT


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


Reassuring Against Fears of Insecurity: A Stronger, Safer AmericaUndecided voters are fearful. Clinton too must convince them that she will make the country safer

Anxious

Distressed

Nervous

Fearful

Afraid

Insecure


ESTEEM


MASTERY ACHIEVEMENT

SECURITY


Reassuring Against Fears of Anonymity: Recognizing DiversityAmericans 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

Indistinguishabl

e

Average

Ordinary


ESTEEM


MASTERY ACHIEVEMENT

IDENTITY


Reassuring Against Fears of Failure: Staying the CourseDespite 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


ESTEEM


MASTERY ACHIEVEMENT

ACHIEVEMENT


Key Takeaways

Regardless of which candidate the voters are backing…

• The #1 concern is security

• The #3 concern is personal achievement

Enhancing voter’s expectation of their future empowerment could determine who wins

EMPOWERMENT OPTIMISM WITH CLINTON

EMPOWERMENT CONCERN WITH TRUMP


ESTEEM


MASTERY ACHIEVEMENT

EMPOWERMENT

Restricted

Trapped

Restraine

d

Imprisone

d

Limited

Frustrated

EMPOWERMENT


ESTEEM


MASTERY ACHIEVEMENT

Strong

Powerful

Free

Limitless

Fearless

Courageous

Prepared


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 successBE 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


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


ContactIsobar 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 | [email protected] | 312 529 2564

http://www.isobar.com/

mailto:[email protected]

Appendix


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