Big Data is extremely helpful for gathering information about new trends, behaviors, and electoral preferences. Electoral consultants invest a lot of time, money and, resources analyzing massive sets of data. However, what big data fails to do, is explain what we do and what we don’t.
“Thick” data fills the gap. Thick Data is qualitative information that provides insights into the everyday emotional lives of electors. It goes beyond big data to explain why electors have certain preferences, the reasons why they behave the way they do, and why certain trends stick, and so on. Digital consultants gather this data by conducting primary and secondary research in the form of digital profiling and digital ethnography. Ultimately, to understand people’s actions and what drives them to your candidate (or not), you need to understand the humanistic context in which they pursue actions.
In Espora we are world leaders in electoral Thick Data mining and profiling.