Category Archives: Microtargeting

Column Image Microtargeting Research: The Hype, the Reality and What Your Campaign Should Get

“Microtargeting” has been a buzzword seemingly since Republican campaign wiz Alex Gage coined it in 2002.  As with other campaign tools (standard survey research, opposition research, automated field ops, etc.), the promise of microtargeting has always been to give campaigns that extra edge they need in order to win. Because it is grounded in the arcane world of statistics and polling, microtargeting has a sort of “dark arts” quality to it.  This “secret sauce” aspect may give rise to even bigger hype. “Knowing the voter intimately” is one marketing line. To be fair, most microtargeting practitioners typically relate that the tool is not a silver bullet. However, news headlines blaring “How campaigns know you better than you know yourself” and … Read more

Categories: Campaigns| Microtargeting


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