Like many others, we are curious about how the 2016 election predictions could be so different from the election results. To help understand these differences, we have gone back to our own Koski Research Engagement IQ data on the candidates to see what 20/20 hindsight might reveal. The result is: emotions matter.
As background, in 2016 we conducted two waves of research among the U.S. general population on the candidates. This research included our Engagement IQ metric, which is made up of key engagement attitudinal characteristics and behaviors. In our June wave, Clinton was slightly ahead of Trump in our Engagement IQ, though both had negative Engagement IQs.
As of October right before the election, both candidates had improved. Clinton was in the lead and had a positive Engagement IQ.
These October scores, though better than June, were still relatively low. These continued to be driven in large part by negative engagement characteristics. Hillary Clinton was seen by Americans as dishonest by 55% (Trump 45%) and as secretive by 54% (Trump 29%), while Trump was seen as arrogant by 70% (vs. Clinton 33%).
To help us further understand engagement in decision-making, we included a battery of six core emotions in both waves of our research. When it comes to emotions, Americans associated high negative emotions and low positive emotions with both candidates. We found that the Fear Factor was high for both candidates, with Trump much more often associated with fear than was Clinton.
On the flip side, Hillary lost the Betrayal Battle. Younger generations felt betrayal when thinking of both candidates. But older Americans (Gen X and above) and both genders more often had feelings of betrayal when thinking of Hillary Clinton than when thinking about Donald Trump.
Regardless of your politics and how you voted, the election result in the context of this research suggests that Americans were in some emotional turmoil. Although the popular vote is so close and still in debate, Americans seem more inclined to overcome perceptions of dishonesty, secrecy, or betrayed compared to arrogance and fear.
This 20/20 hindsight is a reminder to us all in the business world to remember our basics of brand engagement: emotions matter. Engaging your markets on an emotional level that leads to trust is even better.
People Dislike Really Smart Leaders: It’s Quite True!
9 Quick Tips On Including Videos In Your Email Marketing
How to Work With a Narcissist
Roll Over 401(K) to IRA, but Keep Your Job
The Waterfall Effect or the Delicate Art of Alignment
Muni Technicals Weaken, but Relative Performance Holds Steady
What Customer Reaction to GDPR Is Telling Us About Our Data Culture
How to Get Rid of Your Toxic Work Culture
11 Ways the New Tax Law Could Help or Hurt Your Tax Return
4 Powerful Personal Branding Examples that Work
Investing in Life11 hours ago
Storyselling: Six Magic Words Guaranteed to Engage Your Clients
Development11 hours ago
How to Offer More to Your Ideal Clients
Solutions11 hours ago
Top 4 Themes in Impact Investing Right Now
Investments1 day ago
Global Equity Views 4Q 2018
Development1 day ago
How To Deliver Value During Prospect Engagement
Financial Podcasts1 day ago
How to Merge a CPA Firm With a Wealth Management Firm
Learn2 days ago
Millennials and Responsible Investing: Bridging the Generation Gap
Social Selling2 days ago
Is Spending Piles of Money on Marketing Just a Waste?