Lok Sabha 2019Anonymised
South India Lok Sabha Campaign
Ran six Assembly segments as six separate campaigns under one narrative.
- +21.3%
- Vote Share Increase
- 145,672
- Margin
- 28/28
- Segments Won
Voter Segmentation
Stop campaigning to everyone. Campaign to the voters who decide the seat.
Segmentation of the electorate into actionable groups by persuadability, turnout propensity and issue priority — with a message and a channel for each.
Short answer
What is Voter Segmentation?
Segmentation of the electorate into actionable groups by persuadability, turnout propensity and issue priority — with a message and a channel for each.
The Challenge
What usually goes wrong
A campaign that treats the electorate as one audience wastes most of its budget. Committed supporters are re-convinced, committed opponents are argued with, and the genuinely persuadable middle — usually a modest share of the roll — never hears a message written for it.
Our Approach
How we run it
- 01
Base, swing and opposition classification
Every polling area is classified by historical loyalty and volatility, producing a map of where persuasion is possible and where mobilisation is the only lever.
- 02
Persuadability scoring
Survey and field data are combined into a persuadability score, identifying the segments whose movement changes the result.
- 03
Turnout propensity modelling
Separate modelling of who is likely to actually vote, because a persuaded voter who stays home is worth nothing.
- 04
Message-to-segment matching
Each priority segment receives a message built from its own issue ranking, in its own language register, on the channel it uses.
- 05
Resource allocation model
Budget, canvasser hours and candidate time are allocated against segment value rather than convenience.
Deliverables
- Segment definitions with size estimates
- Persuadability and turnout scores by polling area
- Message matrix mapping segment to argument
- Channel plan per segment
- Resource allocation recommendation
Tools & Data Sources
- Electoral roll analytics
- Survey cross-tab modelling
- Booth clustering algorithms
- Turnout propensity model
Engagement Timeline
What happens, and when
Week 1
Data consolidation
Week 2
Segment modelling
Week 3
Message matching workshop
Week 3
Allocation plan handover
Handover and review
In Practice
Where this was deployed
South India Lok Sabha Campaign
A single constituency-wide campaign would have been wrong everywhere. The urban segments responded to governance and infrastructure framing; the rural segments to agrarian income and irrigation.
Read the full case studyFAQ
Questions we are asked
No. Community is one input among many. Segmentation that reduces to a single variable performs poorly, particularly among younger and urban voters where occupation, aspiration and local issues often dominate.
Related
Services that pair with this
- Constituency DiagnosticA structured audit of the constituency — demography, past results, factional map, issue salience and booth-level performance — delivered as a decision document.Learn more
- Opinion Polling & SurveysBaseline, tracking and post-campaign surveys designed for Indian constituency realities — stratified sampling, trained enumerators and disclosed methodology.Learn more
- Opposition ResearchRigorous, public-record research on opponents and on your own candidate, so the campaign is never surprised by its own vulnerabilities.Learn more