TY  - JOUR
AB  - Purpose– The purpose of this study was to demonstrate how the segmentation of voters based on decision‐making processes, using means‐end laddering research innovations and real‐time interactive online interviewing, can aid in the formation of political communications strategy, including theme and message development.Design/methodology/approach– To demonstrate the application of these innovations in a political context, the paper uses data from a sample of 114 voters who were interviewed during the 2004 US presidential election campaign. The paper draws on three recent innovations to the means‐end laddering methodology: elicitation questioning techniques that allow for a decision equity analysis between targeted groups; decision segmentation analysis; and real‐time interactive online interviewing; and applies them to an electoral context. It provides an interpretation of the identified decision segments and an exposition of how these common networks of meaning can serve as the basis for targeted theme and message development.Findings– These three innovations, in concert, were found to provide an efficient set of methods to serve as the foundation for the campaign message development process.Originality/value– This paper provides deterministic research techniques for campaign strategists who want to understand voter decision making and demonstrates a combination of methodological and technological innovations that addresses the time, cost, and geographic limitations often associated with conducting voter decision making research.
VL  - 44
IS  - 3/4
SN  - 0309-0566
DO  - 10.1108/03090561011020444
UR  - https://doi.org/10.1108/03090561011020444
AU  - Phillips Joan M.
AU  - Reynolds Thomas J.
AU  - Reynolds Kate
ED  - Phil Harris
ED  - Andrew Lock
PY  - 2010
Y1  - 2010/01/01
TI  - Decision‐based voter segmentation: an application for campaign message development
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 310
EP  - 330
Y2  - 2024/04/19
ER  -