Will the polls in Mexico fail again in 2018?

Various electoral processes in recent years throughout the world have revealed the growing complexity of anticipating the true voting decision of citizens. As a result, great surprises have been generated at the polls on the day of the election. In short, Mexico will undergo a great election process where the President of the Republic will be elected, 128 senators and 500 federal deputies, in addition to 2,818 local authorities.

Without a doubt, it is an excellent moment to reflect on how candidates and advisors will approach this process and the necessary knowledge of citizens. The design of your electoral campaigns will depend on this and most importantly, the ability to make the adjustments of political strategy.

Where should we begin our reflection? Step one, in the equation of the political strategy of this contest, we must not forget the emotional factor. In an ideal world, political decisions should be made on the sole basis of a political ideology. However, human complexity makes decisions influenced by emotions. Therefore, any political strategy should integrate methodologies that allow to know those emotions. Thus, we can define the emotional pattern of the citizens we want to capture and on the other hand how our candidates and their electoral messages have an emotional impact on them.

When we speak of emotions as activators of decisions, a deep knowledge of emotions is necessary. This deep knowledge is derived from the total amount of emotions we can measure and interpret. The algorithms developed by Emotion Research LAB allow the measurement of 107 emotions and 8 moods. The emotional factor in the decision to vote is complex, therefore, the political strategy must be able to measure emotions in all their complexity.

Will the polls in Mexico fail again in 2018?

What if we ask citizens about their emotions? At this point, we must remember that the idea we had about how people make decisions has changed. We owe it to the research of neuroscientists in the 70s. From “we think rationally, we feel and act” we have found that our mental process is rather that “we feel, act and if they ask us … .. we try to give a rational response” . So when we ask about the intention to vote or if you like a brand or if you plan to hire a service in the coming months, the response we receive is what our interlocutor thinks we expect, or what he thinks would be more correct to answer. Many times it has nothing to do with reality. So it is necessary to incorporate new tools to get the right answers. We do not have to design our strategies based on concepts that are far from the true emotions of our potential voters.

Methodology to avoid it

But, how to incorporate the emotional factor into the political strategy? The first step is to measure emotions effectively and within the time requirements of the political campaign. At Emotion Research LAB we develop facial recognition algorithms that allow emotions, through a simple webcam, to measure emotions in real time. Based on our technology, we have taken social research to a new generation that allows both online and offline to combine questionnaires, eye tracking and emotional metrics. Access to information is in real time through control panels with a totally intuitive interface and accessible 24/7.
We are several months away from the electoral process, sure that this interests you: www.barometropoliticoemocional.com and the contact of our Director in CDMX Bárbara Aucejo +52 1 55 2080 2576 barbara@emotionresearchlab.com

And in the dates that we are, I take this opportunity to send you a Happy 2018!

Maria Pocovi