At The Buzzz we focus a great deal of our research approach around emotions. We believe that understanding emotional triggers gets us closer to the way people think and we know that most decisions are impulsive, “gut-feel” and based on the part of the brain we have much less control over. This is significant when you are making choices of what to buy in the supermarket, but what about bigger decisions?
We decided to test this thinking recently by understanding what type of emotions were triggered by pictures of our politicians and whether this might be an influence on voters, who show an increasing dissonance with politics, as another election campaign edges nearer. With more and more people feeling isolated from politics in the UK, we wondered whether the way people feel about the key personalities we find ourselves with as candidates to lead our country could be affected by simple emotional triggers built up over time. To test this we showed some pictures of politicians to a sample of 1000 UK voters and simply asked how this picture made them feel. We used some simple question techniques to understand the strength of feeling and then crunched the numbers.
Take a look at what we found by clicking the link below to download a simple overview of the results and prepare yourself for the next 6-9 months of personality spin! (As featured in The Times on 16th August 2014.)
How our politicians make us feel (click to download)