Microtargeting (Voter and Consumer)

WRS Microtargeting uses sophisticated demographic and attitudinal data, pared with advanced statistical modeling to derive a voter list appended with identifying scores for every voter that determines how that voter responds based on their lifestyle.

Microtargeting, as a product, is not a new tool for political campaigns.  It’s a commonly held belief that campaigns in started using the technique of appending consumer data to their voter lists to draw groups of voters with similar spending habits in the early 1990s.  Microtargeting wasn’t used by a nationwide campaign until 2004, when Karl Rove employed consumer data appending to target voters in 18 states that George W Bush’s campaign had difficulty reaching. 

Since then, several companies have claimed to be able to provide Microtargeting products.  But, while the universe of “Microtargeters” has expanded, the number of firms who combine the survey research experience necessary to write and conduct the survey to collect the data for targeting, the methodological sophistication to get the best possible targeting from the data, and the campaign experience to understand how campaigns and consultants will use the Microtargeting is extremely limited.

The difference between the WRS approach and that of other political Microtargeting firms is that WRS has in-house expertise in all of the core pieces of Microtargeting:

• We have written and conducted literally thousands of surveys over the several ten years.
• We have in-house expertise in the latest segmentation and Discriminant analysis techniques (going beyond the late-80’s era statistical tools used by most microtargeters).
• We have important experience and relationships in dealing with the mail consultants, phone consultants, and ad buyers who will be using the Microtargeting to target voters in their grass-roots efforts.

The Process: Learn More

The Result: Learn More

WRS also regards Microtargeting as a service, not a product.  Instead of just giving our client a list, WRS will provide continuous consultation for our clients, informing them exactly how to deploy tactics focusing on the microtargeted groups, including both media and ground operations.

Why use Microtargeting: Three Key Reasons