ShipOfTheseus
Clint Dempsey
You may think that the findings would have been obvious in the first place, but I don't think that you'd have come up with the same clusters, propensities and weighted priorities if given a blank piece of paper. And, importantly, Remainist donors and activists would all have slightly different views on how it breaks down.
Research-based analysis (and 8,000 respondents is really, really hefty, I've spent my life in B2B, where half-a-dozen interviews allows me to construct a dozen different clusters) gives you a common framework. That's essential, because otherwise you can't translate and target your communications effectively. This sort of information helps a campaign team understand what kind of segments they want data on, the influencers that will get them engaging, and the messages that will agree with them on some issues and outweigh their concerns on others. And it means that the campaign team - even a virtual, multi-party one, which is what we have at Millbank - is operating to a similar set of assumptions and doesn't get in each others way.
Research-based analysis (and 8,000 respondents is really, really hefty, I've spent my life in B2B, where half-a-dozen interviews allows me to construct a dozen different clusters) gives you a common framework. That's essential, because otherwise you can't translate and target your communications effectively. This sort of information helps a campaign team understand what kind of segments they want data on, the influencers that will get them engaging, and the messages that will agree with them on some issues and outweigh their concerns on others. And it means that the campaign team - even a virtual, multi-party one, which is what we have at Millbank - is operating to a similar set of assumptions and doesn't get in each others way.