Know the Voter. Win the Race.
Intelligence wins arguments. Winning people wins elections. Latenta has run the research and the strategy behind more than twenty political campaigns, national, regional and local, for prime ministers, challengers and parties defending a majority. We build a data-driven map of your electorate: who your voters are, where they are, what moves them. We turn that map into a campaign plan, down to the message architecture and the targeting brief. At that point the production and communications partners we recommend take over, put the campaign in market and run it day to day.
Know the Voter, Win the Race
Everything that comes before the campaign goes live, and every number that tells you whether it is working. Years out or months out. We stay on the evidence: tracking wave after wave, telling you what has moved and where the message needs to change, until the votes are counted. Alongside your team, never instead of it.
A brand-new grassroots movement facing a snap mayoral election in a European capital of 1.6 million. One strategic poll, two trackers, three target segments, and a precision digital campaign across Meta, Google and TikTok run by our activation partners. From 7.1% to 17.2% in 66 days, at €0.05 per vote, a sixth of what the winner paid.
'In politics, everyone claims to understand voters, but your research actually proved it – turning our limited resources into the most efficient campaign our capital has seen in years.'
The Client
Campaign client, European capital
What we do, and where we stop
Latenta does four things. Strategic research: the diagnostic, the electorate study, the segmentation and the predictive models. Strategy advice: positioning, message architecture, manifesto and the campaign roadmap. Tracking: waves that run to polling day and tell you what is actually moving. Refinement: what the tracking says the message should become. That is the whole of our scope, and it does not change once the campaign goes live.
Producing creative, buying media, running the digital targeting, organising the ground game and advising you on the tactics of any given day are not ours. They belong to the production and communications partners we recommend. At the handover we introduce them, help you brief them and choose between them, and then keep doing what we were doing: measuring, and telling you what the numbers mean.
The split is deliberate. Latenta is an MRS Company Partner and an ESOMAR corporate member, and our research is run as research. Participants come through third-party panels. We hold no names, no telephone numbers, no email or postal addresses. Nobody is ever targeted with a campaign message because they answered our survey, and partners activate against aggregate segment models rather than respondent lists. UK data protection law and the MRS Code of Conduct require that separation. It is also the only thing that keeps the numbers you are steering by honest.
Every engagement is bespoke, and every one starts from the same principle: your people run the machine, our job is to make the machine unbeatable. The candidate and the general secretary keep command of politics and operations. Our data scientists give every decision an evidence base: turnout models, vote-share models, persuasion targets segment by segment. Our strategists turn that evidence into the story, the positioning, the message architecture and the manifesto. Our recommended partners produce the work, put it on screens and doorsteps, and make the tactical calls with you day by day. One plan, one set of numbers, and no consultant's ego in the room.
significant results
Explore our unique competencies and understand why are our experts in the top 0.01% of research talent worldwide.
WHERE YOU REALLY STAND
A cold-eyed audit before a penny is spent: your assets, your vulnerabilities, your data infrastructure and your organisation, plus a quantified read on every opponent. The battlefield, mapped.
Large-scale behavioural surveys, debate groups, auto-ethnography, media and lifestyle mapping. We build a living model of the whole electorate: who they are, what they believe, what moves them and how they are likely to vote.
A cold-eyed audit before a penny is spent: your assets, your vulnerabilities, your data infrastructure and your organisation, plus a quantified read on every opponent. The battlefield, mapped.
The plan leaves our hands. Production houses, media buyers, digital teams and field organisers take it from here: creative and content, digital activation, media relations, speeches, counter-opposition tactics and the ground game through to Get Out The Vote. The day-to-day tactical advice is theirs too. We recommend partners we have worked with, help you brief them and choose between them, and sit in on the reviews with the tracking data in hand.
WHERE YOU REALLY STAND
Trackers and a live campaign dashboard feed the weekly review: what has moved, in which segment, and which message earned it. We tell you where the strategy is working, where it is leaking and how the message should change. What to do about it on Thursday is a call for your team and your activation partners. Senior researchers on the evidence from day one to victory, and beyond.
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