Worthington, OH – 3/18/16 — Voters are said to be angry this year and Political Mindset data from Prosper Insights & Analytics™ confirms that many are unhappy with government and seek a non-politician as a solution. This unhappiness is also translating into increased excitement for the current campaign season. Excited voters have largely driven an election season full of emotions that have overflowed into a situation that has never been seen before.

By understanding the emotions of voters, politicians can now target based on the hearts and minds of voters, not just past voting behavior. Campaigns need to develop a new communication playbook that gets beyond voter rolls and TV costs per points. Super Tuesday highlighted the problem with traditional advertising. Trump won big while spending incredibly little on any sort of advertising while other candidates spent much more on ad spending and saw little return on their investments. Campaigns need to know how to engage and influence excited voters not only to secure votes, but also increase the number of advocates for a candidate.

Prosper’s Political Mindset data provides campaigns with insights they need to understand the emotions that influence voter decisions. This type of emotional data can be appended to voter files to provide the missing link of how voters feel to improve targeting.

Sampling of U.S. Voter Emotions in Political Mindset Data

  • 7% are totally unhappy/unhappy with the government. 63.7% of Republicans, 57.2% of Independents and 36.8% of Democrats are displeased.
  • 7% of voters are excited/very excited about the 2016 presidential election. 44.9% of Republicans and 43.3% of Democrats are excited, while 29.3% of Independents say the same.
  • 4% of excited Republicans and 55.8% of excited Independents are unhappy with the government, while 32.7% of excited Democrats state they are unhappy.


Prosper has compiled these emotional components and additional essential insights on how Republicans and Democrats think at Prosper Political Mindset InsightCenter. Complimentary registration is required.

Prosper Insights & Analytics provides advanced business intelligence using sophisticated analytical software to examine big datasets and provide answers to executives via its cloud-based InsightCenter™. By integrating a variety of data including economic, behavioral and attitudinal data, Prosper delivers insights for executive decision making. www.ProsperDiscovery.com

Chrissy Wissinger, Director, Communications
Stacie Severs, Client Services & Marketing Director

New Database Goes Beyond Voter History, Taps Into Emotions Driving 2016 Campaign