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US citizens voted against disruption – and that has implications for brands

News • 25 January 2021

No matter their political affiliation, US voters voted for the same thing: stability over disruption, whether that was a continuation of the Trump Administration or a return to governing norms.

Brands should have values, not politics

Article • Avin Narasimhan, WARC Exclusive, Spotlight US, January 2021

Brands should focus on values and not politics to avoid alienating potential customers.

Polarization in the US is fueling a new wave of reliable, authentic influencers

Article • Shawn Francis, WARC Exclusive, Spotlight US, January 2021

Influencers have pivoted to thrive in the polarized United States.

Trust, truth and sanctuary create a pathway for US brands in a polarized nation

Opinion • Cathy Taylor, January 2021

Navigating the polarized political landscape in the US is no easy feat, but WARC's Cathy Taylor offers some key themes in her introduction to a deep dive on how brands can meet these challenges.

After the riot: How brands can respond to an ever-changing US political climate

Article • Anita Schillhorn , WARC Exclusive, Spotlight US, January 2021

Going into the fourth quarter of 2020, a McKinney study found that months of quarantine and pandemic news coupled with a contentious political environment had worn down the American psyche; consumers felt restricted, conflicted, and overwhelmed.

US consumers voted for stability over disruption, and that has implications for brands

Article • J. Walker Smith, WARC Exclusive, Spotlight US, January 2021

Despite polarization, people in the US voted against disruption in the recent presidential election.

Polarization – why, for brands, it’s a good thing

Opinion • Kirstie Maryott, January 2021

Kirstie Maryott shares how polarization can be good for brands, arguing that the greatest enemy is indifference.

Renowned political strategist Mark Penn on why the US is actually moderate

Opinion • Cathy Taylor, January 2021

As part of our Spotlight US series on Marketing in a Polarized Nation, we talked to the person perhaps best positioned to translate the election’s outcome into what it means for brands – Mark Penn – who for decades has been one of the leading political pollsters and strategists. He has worked on campaigns for President Bill Clinton, Senator Hillary Clinton, and UK Prime Minister Tony Blair.

In the aftermath of the Capitol riots, US brands re-assess their entanglement with politics

Opinion • Cathy Taylor, January 2021

Coup attempts are bad for business. WARC’s Cathy Taylor looks at what brands are doing in the wake of the storming of the Capitol.

US election shock: why we need to rethink polling

Opinion • David Penn, November 2020

It is now generally in vogue to agree that much of the polling in the US general election was ‘wrong’, but Conquest’s David Penn asks what we mean by wrong: the results or our ability to understand them?

Twitch has its pithy take on the presidential election debate

News • 01 October 2020

It is estimated that 73.

What we know about opinion polling, political research

Article • WARC Best Practice, September 2020

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Can psychographic targeting techniques be used ethically?

Article • Brian Carruthers, WARC Exclusive, Nudgestock, June 2020

Patrick Fagan, former lead psychologist at Cambridge Analytica, ponders the ethical dimensions of psychographic targeting.

Informed consent for paradata use in web surveys

Research Paper • Tanja Kunz, Camille Landesvatter, and Tobias Gummer, Int. Journal of Market Research, Vol. 62, No. 4, 2020, pp. 396-408

Paradata are a valuable source of information to better understand the response process and to determine how the data collection processes can be improved.

How companies can Brand the Vote! (And why they should)

Opinion • Drew Train and Davianne Harris, July 2020

Corporate activism doesn't always have to mean taking sides. Supporting voting rights and voter registration is an HR issue as much a branding opportunity, argue Drew Train and Davianne Harris.

Political movements in an election year – and what it means for brands

Article • Amanda Ginzburg, WARC Exclusive, April 2020

In a charged political environment, brand involvement can be fraught with risk, but there are meaningful ways brands can be involved.

The neuroscience behind political advertising

News • 04 February 2020

As a key US election year ramps up, candidates are putting out more and more sophisticated advertising than ever before, but new research indicates how neuromarketing techniques can optimise ads for a political audience.

Super Bowl fans reject political campaign ads

News • 31 January 2020

Super Bowl 2020 kicks off this Sunday and, as usual, numerous brands will vie for attention of football fans, but a new survey suggests campaign teams fighting the presidential election would be advised not to advertise during the game.

I don’t know if I am allowed to say this but…': Accessing genuine feelings and opinions in the age of political correctness

Research Paper • Peter Totman, ESOMAR Conference papers, Fusion, 2019

This paper explores the degree to which political correctness may affect the authenticity of responses in qualitative research, in particular among a working-class audience who voted for Brexit in the 2016 referendum in the UK.

Brands in the age of anger: The use and power of qualitative research

Research Paper • Graeme Trayner, ESOMAR Conference papers, Fusion, 2019

Looks at how brands can use qualitative research to navigate the current age, defined by populism and rage.

Semiotics fused with digital media analytics, why wouldn’t you? The new age of qual and quant

Research Paper • Preriit Souda and William Landell Mills, ESOMAR Conference papers, Congress, 2019

Amaranth Insight and PSA Consultants developed a study on British politics to demonstrate how changes in online sentiment, framed by semiotic interpretation, can be shown to affect real world outcomes.

Riding the Wave of Electoral Volatility

Article • Benedict Pringle and Iain Bundred, WPP Atticus Awards, Winner, 2018

Business leaders can benefit from understanding the drivers of electoral volatility and learning lessons from groups that have successfully motivated the public in a time of instability.

Marketing Brexit: An exploratory study of young voter engagement in relation to the EU referendum

Research Paper • Christopher Pich, John Harvey, Guja Armannsdottir, Mojtaba Poorrezaei, Ines Branco-Illodo, and Andrew Kincaid, Int. Journal of Market Research, Vol. 60, No. 6, 2018, pp. 589-610

This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.

Exploring constituency-level estimates for the 2017 British general election

Research Paper • Ron Johnston, David Rossiter, Todd Hartman, Charles Pattie, David Manley and Kelvyn Jones, Int. Journal of Market Research, Vol. 60, No. 5, 2018, pp. 463-483

Most opinion polls conducted during British general election campaigns report on each party's estimated national vote share.

Split Brits show 'contented resilience'

News • 28 August 2018

LONDON: The United Kingdom may be a divided nation – and not just in relation to Brexit – but a new report finds that Britons are generally more optimistic than five years ago.

Brands in the age of anger: The use and power of qualitative research

Research Paper • Graeme Trayner, ESOMAR, Fusion, 2019, pp. 0-0

Looks at how brands can use qualitative research to navigate the current age, defined by populism and rage.
Political movements in an election year – and what it means for brands

Article • Amanda Ginzburg, WARC Exclusive, April 2020

In a charged political environment, brand involvement can be fraught with risk, but there are meaningful ways brands can be involved.
Behavioural economics: How Obama's team nudged the voters

Article • Crawford Hollingworth, Market Leader, Quarter 2, 2013, pp. 46-48

This article describes how the principles of behavioural economics were successfully put into practice by Barack Obama's team in the November 2012 US presidential election.
What we know about opinion polling, political research

Article • WARC Best Practice, September 2020

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.
Can psychographic targeting techniques be used ethically?

Article • Brian Carruthers, WARC Exclusive, Nudgestock, June 2020

Patrick Fagan, former lead psychologist at Cambridge Analytica, ponders the ethical dimensions of psychographic targeting.
Semiotics fused with digital media analytics, why wouldn’t you? The new age of qual and quant

Research Paper • Preriit Souda and William Landell Mills, ESOMAR, Congress, 2019, pp. 0-0

Amaranth Insight and PSA Consultants developed a study on British politics to demonstrate how changes in online sentiment, framed by semiotic interpretation, can be shown to affect real world outcomes.