Ken Walsh reports on how Team Obama made an unprecedented effort to understand the voters and speak their language, slicing and dicing the electorate with a sophistication and savvy that the Republicans couldn’t match and are still scrambling to replicate.
“The Obama team’s opinion research was led by Joel Benenson, a tough-minded pollster from New York. […]
In 2012, he succeeded, largely because the depth of his research was so extraordinary. Benenson says his goal as a pollster is “to understand the hidden architecture of opinion” and to “probe deeply into the underlying values and attitudes that shape how people are viewing the issues of the day and the content of their lives.”
One way that Benenson set the Obama campaign apart was through the ethnography project. It was designed as a deep dive into the world of everyday Americans not only to clarify their views on politics but to find insights into their “daily lives,” Benenson told me.
After the responses [to an online questionnaire] were analyzed, nine voters were chosen from among the participants in each of the three states, and they were further divided into groups of three, or “triads.” At that point, detailed interviews were conducted to learn even more about them as individuals.
They were questioned, for example, about their routines, their families, their concerns about the present and their hopes and fears about the future. Each of these sessions lasted about 2 1/2 hours. They were also asked whether Obama deserved to be re-elected, and why.
Benenson says this information, compiled into what he calls “ethno-journals,” was combined with the results of many regular opinion polls and focus groups. The ethnography project produced 1,400 pages of transcripts and data.”
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
Design for Ageing Gracefully Rethinking Health and Wellness for the Elderly: Public Services Asian Insights & Design Innovation, DesignSingapore Council October 2015
As we age, we increasingly depend on public services and the community for support. Well-designed public services can greatly affect the lives of the elderly and their experiences of healthcare. Experientia collaborated with DesignSingapore Council on understanding how the elderly interact with public services and how we can look towards improving their lives with design. […]
A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]
Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]
Invitation: sharing session, Singapore, 30 March 2015 What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]