From the US Guardian’s live coverage of the mid-terms; “This is a fear election. Fear around immigration and security versus fear about health care coverage, according to analysis by Signify, an ethical data science company. And of the two, health care seems to be the winning issue despite Donald Trump’s dire warnings of a caravan heading towards the US-Mexico border.”
Trump’s divisive rhetoric and a comparatively disciplined issues-driven campaign from the Democrats have presented voters with a stark choice in tomorrow’s mid-terms: turn out to vote because you fear a tidal wave of immigration and criminality, or go to the polls because you fear losing your access to affordable health care. Analysis conducted by Signify indicates that healthcare is more important to voters than any other issue and may swing results all over the country.
A new report out this week produced by our partners Hook Research and the team at Channel 4 takes a deep dive on ‘purpose driven advertising’ – a natural fit with Channel 4, the station recognised by 61% of UK consumers as the most socially conscious broadcaster in the country. We are proud to have been involved and it is great to see the story getting picked up across the sector from The Drum to Marketing Week to Campaign.
Ahead of Donald Trump’s recent visit to the UK, we were approached by a client with an interest in understanding what was motivating people to protest against his visit. Specifically, they wanted to know which of the various aspects of Trump’s governing style are most offensive to those UK voters who are not fans of Donald Trump. There are a number of factors in play including perceptions of misogyny, racism, homophobia, climate change denial, corruption, collusion, fiscal incompetence and diplomatic ineptitude.
What do you do when you are standing on a packed commuter train and you feel yourself about to burst into tears?
Podcasts have been around since the dawn of the internet but have gripped the public imagination in the past couple of years. Signify are proud to have been involved in the first major piece of research into what podcasts mean to UK audiences. Our partners Hook Research have produced a definitive study based on the Social Intelligence methodology, which combines a couple of rounds of AI-driven online research (conducted by Signify) with the depth and nuance of Face-to-Face research and Digital Panels.