Isobar MindSight Trump Clinton Research

HOW TRUMP AND CLINTON
CAN 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 2016
Decoding the emotional
dynamics 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 SAY
When respondents
are unwilling to talk
about their feelings
CAN’T SAY
When respondents
are unable to articulate or
don’t know how they feel
But it's not easy
to measure
emotion

MindSight
accesses the
emotional brain
Before 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
study
Respondents 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 ENGAGEMENT
NURTURANC
E
ESTEEM
BELONGINGEMPOWERMENTSECURITY
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
INTRAPSYCHIC
The Self
INSTRUMENTAL
The Material World
INTERPERSONAL
The Social World
EXPECTATIONS
Want To Be
EXPERIENCES
Want To Do
OUTCOMES
Want 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

(negative emotion is 2.5x positive emotion)
NEGATIVE ENERGY
POSITIVE ENERGY
27%
73%
Trouble afoot in
the land
Americans 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 Voters
A VIEW ON THE CANDIDATES

It’s more about
who you don’t
like than who
you like
Convinced 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 Winner
Superior 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
Understanding
Compassionate

How Each Candidate Can Win the Election
CLOSING 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 America
Trump 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
MASTERY ACHIEVEMENT
IDENTITY

Delivering on
Achievement
Aspirations:
Returning to
Winning
Trump 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
America
Undecided 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
Powerless
Americans 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
Believe
Americans 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 Charge
Clinton’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
America
Clinton 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
Change
Clinton 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 America
Undecided 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
Diversity
Americans 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
Indistinguishable
Average
Ordinary
ESTEEM
MASTERY ACHIEVEMENT
IDENTITY

Reassuring
Against Fears of
Failure: Staying
the Course
Despite 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
Restrained
Imprisoned
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 success
BE 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

Contact
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