Neuromarketing tools have measured voter reactions to candidate messaging and have shown that survey answers can be incorrect. Look for more consumer neuroscience in 2020 political campaigns.
they conducted revealed the potential for a November surprise. According to Varan, in the 2016 debates, their findings from multiple neuromarketing tools contradicted the polls:
What we discovered in the debate was just how much Democrats hated Hillary... Normally what we see is supporters of a candidate are very enthusiastic when their candidate is talking, and they display a lot of those negative emotions when the opposition is speaking... Of course we saw negatives when Trump was speaking among Democrats, that wasn't surprising. But we frequently saw very strong negatives when Hillary was speaking.
Clues like these, of course, can't by themselves accurately predict the actions of 130 million voters. But, they might suggest that predictions based on either traditional voting patterns or phone surveys might be less accurate than usual. These types of insights could obviously be useful for individual campaigns as they craft their messaging. MediaScience won't be the firm helping them, though. Varan says flatly,"We will not work with political candidates."
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