Measurement of Emotion in 2008 Predicted Rise of Barack Obama and Fall of Economy

Brighter Future Predicted for 2009

Barack Obama made history in 2008. SenseUSTM surveys developed by AdSAM® Research and Consulting were able to predict the continuing success of the campaign as well as the size of the victory, based strictly on Emotional Response.

The economy moved emotionally in the opposite direction. The emotional downturn began as early as September 2007, when fifty percent (50%) of those surveyed had extremely negative feelings about the economy. That emotional downswing increased to sixty-nine percent (69%) by January 08. Feelings detected by SenseUSTM were “Gloomy to Terrified”.

By October of 2008, extremely negative feelings about the economic conditions and jobs were reported by over eighty percent (80%) of Americans surveyed. Those feelings led to the consumer downturn and the decline in spending. These emotional measurements have proven to be highly predictive of the current financial dilemma and more accurate than well-known measures of “consumer confidence.”

Positive Outlook For 2009

But 2009 looks brighter for economy and jobs. In the last SenseUS™ survey, thirty-six percent (36%) of the respondents had feelings that ranged from pleased to excited about the economic future of the country under an Obama administration. In addition, another 17% were leaning toward positive. That is 51% with positive or leaning positive feelings about the economy. If this sentiment continues to build at the rate it deteriorated in 2007 and 2008, improvement in economic conditions in the US should be seen in 4 to 6 months.

Historical Significance

SenseUSTM was one of the few surveys that predicted Obama would win the Democratic nomination over Sen. Hillary Clinton and also predicted Sarah Palin’s rise and fall. Unlike most surveys, which gather rational responses, SenseUSTM measures emotional connections, using an academically and scientifically validated non-verbal, technique. (See http://www.adsam.com/take-a-survey.php).

Measuring Emotions

Emotional response results can be used to diagnose and evaluate the effectiveness of positions, issues, images and messages. AdSAM® is used by many FORTUNE 500 companies.

“Feelings are overlooked in other surveys, which is unfortunate since emotions are the precursor of action,” said Jon Morris, PhD, professor at the University of Florida. “Emotional Responses are instrumental in decision making.”

SenseUS™ Surveys can be found at www.SenseUs.net

AdSAM® www.adsam.com partnered with Itracks www.itracks.com to gather information and distribute the surveys.

Contacts

AdSAM®
Conrad Morris, 800-563-8654
conradmorris {at} adsam(.)com