April 2015

Cameron, Clegg or Miliband? Forget Polls. It Is Reputation That Reflects Reality Of Their Performance.

Cameron, Clegg or Miliband? Forget Polls. It Is Reputation That Reflects Reality Of Their Performance.

With just weeks to go until the General Election, leaders of each party are continuing the long battle to convince the voter of their ability to perform; a challenge kicked off in the ITV Leaders’ Debate. But how are we, (and they) measuring their success?  

Opinion polls are so last election, dusty old market research has been modernised by an on- screen ‘worm’ and interviews with a small group of a 'representative audience' are hugely underwhelming pieces of insight both for the leaders, their campaigns and for the potential undecided voter who is looking for guidance.

Political parties and their leaders could learn a lot from the growing number of organisations who are assessing their performance by measuring and managing the asset that is their reputation. 

Measuring reputation, both personal and professional, affords them greater insight and intelligence as to where to put precious resource, how, where and what to communicate with real effect and to whom. It also arms them with the power to be flexible and reactive to those people and issues that matter to them. In a nutshell, measuring performance through reputation helps them to sustain a successful future.


Reputation, how people perceive and understand you, is the strongest possible evaluation of successful performance. It is the only measure that delivers hard evidence and huge doses of startling reality ast to how successful you are in being seen and understood in a way that you wish to be.

Parties and thier leaders must realise It is now possible to make reputation tangible.

Contemporary measures of reputation are the perfect blend big data analysis, digital capability and market research techniques. This capability goes way beyond worms and performance in opinion polls. It instantaneously detects changes in emotion, identifies the drivers of reputation and conversation at any point in time, reveals the scale of influence, the growing risks, the clear opportunities to stand out among competitors. 


For ultimate performance measurement, it is reputation measurement that reveals the ‘how and what’ of opportunity that will win the electorates vote for both the leader and the party. This is what is possible.


·      Save Resource and Energy With The World’s Largest Door To Door Canvassing. Through big data reputation analysis, leaders can not only see what is important to their potential supporters, they can be informed how best to engage them, from subject matter, to language, to the best time of day to reach them.


·      Stop Guessing. See What To Change, How To Change It And When To Do It. They can track how successful each of their messages has been, not only in terms of visibility but how that message is being understood and echoed. They can even analyse it by local, regional, national or global geography and by demographic to tailor, almost personalise, their messages to resonate.


·      Perform on Key Issues Knowing Where It Matters Demonstrating their performance among key issues such as the future of the NHS, the economy or immigration. It is now possible to see and understand the reputation that each of their competitors hold on the subject matter and in doing so see immediately how best to stand out with difference or to more closely align themselves with the electorate.


·      Monitor Your Leader’s Personal Performance. Each leader can now see which of their speeches, which of their phrases are resonating with and being repeated by the potential voter. They can mirror the language being used by nurses, students, the unemployed in relation to the subjects that matter to them. They can see which of their behaviours, or those of other leaders attracted most support and understand why. Their personal reputation can be measured in as much detail as that of their party and is a key part of performance.


·      Win Hearts and Minds By Relating To and Reacting To The Voters’ Emotion.  Tracking emotion of voters towards the party and the leader 24/7 reveals immediate success stories and risks and gives the opportunity to adapt messages and communications with an early warning system and/or greater impact.


·      Know How Consistent You Are In Performance. Retrospective analysis of data up to five years allows each party to examine the successes and failures of each of the party’s actions day by day, month by month right up to the last general election. Proof and evidence of best and worse practices are quantified and qualified. Global analysis allows behaviours of global elections and party leaders such as Obama to be compared, contrasted and learned from.



Reputation is a living, breathing asset, not a set of questions asked in one moment to one section of people or a button pressed to move a worm. Those who succeed in their performance to win the General Election or in any organisation will be those who firstly realise that reputation is the reality around their performance and the modern possibilities around insight and intelligence that can now be provided.