Take The Voter Communication Challenge!
Accurate Voter Identification and personalised targeting in the 40:40 played a key role in securing our 12-seat Conservative majority on 7th May. If you had been a campaign manager in a 40:40 seat, would you have known enough to help us achieve that majority? If you had been in charge of our communication with voters in the 40:40, what majority would you have secured for David Cameron? Take the Voter Communication Challenge and find out. . .
- 1.Why do we input the Marked Register? Tick all that apply.
- A.
To target regular voters who support us to ask them to become volunteers and/or donors
- B.
To target supporters who don't vote to offer a postal vote
- C.
To target supporters who don't vote in the GOTV phase
- D.
To canvass regular voters in areas with lots of typical swing voters and where the results are close
- E.
To ignore people who didn't vote at the General Election
- 2.Which one of these was not part of the strategy used in Liberal Democrat-held seats?
- A.
To have framed the overall choice as one between David Cameron or Ed Miliband as Prime Minister
- B.
To undermine the reputation and popularity of the incumbent MP
- C.
To demonstrate that our candidates were working to and delivering a clear plan to secure a better future
- D.
To ensure voters understood that their vote would determine the national outcome because they were in a marginal constituency
- 3.Which two of these should be used to record a canvass code for Undecided voters?
- A.
C
- B.
P
- C.
A
- D.
L
- E.
M
- F.
S
- G.
T
- H.
U
- I.
X
- J.
K
- K.
Q
- L.
N
- M.
Z
- N.
E
- O.
G
- P.
I
- 4.Which of these codes should be used to record those swing voters genuinely considering voting Conservative? Tick all that apply.
- A.
C
- B.
P
- C.
A
- D.
L
- E.
M
- F.
S
- G.
T
- H.
U
- I.
X
- J.
K
- K.
Q
- L.
N
- M.
Z
- N.
E
- O.
G
- P.
I
- 5.In the typical 40:40 constituency, roughly how many Target Voters were identified for the short campaign?
- A.
0-5,000
- B.
5-10,000
- C.
10-15,000
- D.
15-20,000
- E.
20-25,000
- F.
25-30,000
- G.
30-35,000
- H.
35-40,000
- I.
40-45,000
- J.
45-50,000
- K.
50-55,000
- L.
55-60,000
- M.
60-65,000
- N.
65-70,000
- 6.Which of these were the recommended audiences for the last six days (Get Out The Vote phase) in the typical marginal seat? Tick all that apply.
- A.
All Strong Conservatives
- B.
Labour waverers who had a strong preference for David Cameron over Ed Miliband
- C.
All Probable Conservatives
- D.
UKIP waverers
- E.
Strong Conservatives who were less likely to vote
- F.
Lib Dems and Lib Dem waverers who had a strong preference for David Cameron over Ed Miliband and a Conservative government
- 7.We introduced a standardised survey in the 40:40 seats to ensure that targets seats were able to gather the right information on the doorstep. Which of the following were questions on the D2D survey? Tick all that apply.
- A.
Which THREE of the following issues are most important for you and your family?
- B.
Putting party politics aside and thinking about them as individuals, which of the two main leaders would you prefer as Prime Minister - David Cameron or Ed Miliband?
- C.
Putting party politics aside and thinking about them as individuals, which of the three main leaders would you prefer as Prime Minister - David Cameron, Ed Miliband or Nick Clegg?
- D.
To help us make the survey results representative, could I ask you how you voted in the General Election in May 2010?
- E.
Have you always voted for that party?
- F.
Are there any local issues or concerns that you would like us to tackle or raise with the Council?
- G.
How strongly do you support David Cameron's commitment to hold an In/Out referendum on membership of the European Union by the end of 2017?
- H.
Which THREE of the following issues are most important for the country as a whole?
- I.
Thinking about the economy for a moment, please say how strongly do you agree or disagree with the statement that "Dealing with Britain's deficit and debt is the only way to get back to a strong economy" on a scale of 0-10.
- J.
Thinking ahead to the next General Election, as things stand today, what are the chances of you voting for each of the following parties - on a scale of 0-10?
- K.
To what extent do you agree with the Government's proposals to limit the amount of money any family can claim in benefits to the level of average earnings?
- L.
To help us make the survey results representative, could I ask in which supermarket you regularly shop?
- M.
To help us make the survey results representative, would you mind telling us your occupation?
- N.
To help us make the survey results representative, could I ask which newspaper you regularly read?
- O.
We would like to keep in touch about local issues and the things you've said concern you most. Could we have an email address and a phone number?
- P.
If Conservative: many people find it easier to vote by post, guaranteeing their vote even if they are away or ill. Would you like an application to vote by post?
- 8.Mosaic codes are produced by Experian, the credit-referencing company. They divide the population into one of sixty-seven groups. How can they be used effectively?
- A.
They are a code which summarises somebody's likely demographic and attitudinal characteristics which can be used as a tool for segmenting your electorate into target audiences for issue-based campaigning and voter identification
- B.
They are a code which can be used as a substitute for canvassing
- 9.Excluding the Freepost material delivered to every voter by the Royal Mail, how many constituency-wide leaflets did a typical 40:40 constituency distribute during the General Election?
- A.
Two constituency-wide leaflets
- B.
Three leaflets to c. 20,000 households each
- C.
Six leaflets to c. 10,000 households each
- 10.Excluding the Freepost material delivered to every voter by the Royal Mail, how many direct mail letters or postcards did a typical target voter in a 40:40 constituency receive during the General Election short campaign?
- A.
1-4
- B.
5-7
- C.
8-10
- D.
11-13
- 11.What was the average length and description of a telephone conversation with a target voter during the early stages of the short campaign - i.e. during April?
- A.
A single voting intention question to identify supporters and swing voters lasting no longer than 20 seconds
- B.
A voting intention question and a question about the voter's preference for Prime Minister - David Cameron or Ed Miliband - taking on average one minute
- C.
A survey with up to six questions lasting up to four minutes
- 12.What was the average length of a telephone conversation with a target voter during the final stages of the short campaign - i.e. during May?
- A.
A single voting intention question to confirm the support of Conservative pledges lasting no longer than 20 seconds
- B.
A voting intention question and a question asking people to let us know if they intend to vote or not lasting no longer than a minute
- C.
A conversation with four questions lasting up to three minutes
- 13.Which online platform(s) were candidates recommended to concentrate on most?
- A.
Facebook likes
- B.
Email addresses
- C.
Twitter followers
- D.
Website hits
- E.
Instagram likes
- 14.Between 2005 and 2010, what percentage of voters were canvassed as P?
- A.
<4%
- B.
Between 5% and 14%
- C.
Between 15% and 24%
- D.
Between 25% and 30%
- 15.Part of the new strategy adopted since 2013 was to start canvassing using a 0-10 scale for each party, instead of the traditional method. The results gathered using the 0-10 scale were then analysed and converted into a voting intention code in VoteSource. What were the top three reasons for this change?
- A.
Improves the accuracy of the canvassing with a tried-and-tested algorithm rather than relying on a canvasser interpreting what a voter says
- B.
It is a methodology used by professional market research companies
- C.
Significantly increases the number of swing voters that are identified
- D.
Enables us to target voters based on the party choice they are making - i.e. LibDem or Conservative; Labour or Conservative; UKIP or Conservative
- E.
Lots of voters are more willing to answer a question such as this rather than a traditional question about who they are going to vote for
- 16.Since 2013, what percentage of voters have been canvassed as P, M, T or Q?
- A.
- B.
Between 5% and 14%
- C.
Between 15% and 24%
- D.
Between 25% and 30%
- 17.How many votes delivered the Conservative majority in the House of Commons?
- A.
848
- B.
5,754
- C.
64,982
- D.
138,669
- E.
330,045
- 18.What does the P canvass code stand for?
- A.
Probable Conservative
- B.
Possible Conservative
- 19.Between 2005 and 2010, what percentage of voters were canvassed as M?
- A.
<1%
- B.
Between 2% and 5%
- C.
Between 6% and 10%
- D.
Between 11% and 15%
- 20.Between 2005 and 2010, what percentage of voters were canvassed as T?
- A.
<1%
- B.
Between 2% and 5%
- C.
Between 6% and 10%
- D.
Between 11% and 15%
- 21.Between 2005 and 2010, what percentage of voters were canvassed as K?
- A.
<1%
- B.
Between 2% and 5%
- C.
Between 6% and 10%
- D.
Between 11% and 15%
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