Thinking Digital Conference: Delegates get fascinating slice of American pie

May 15 2009 by Andrew Mernin, The Journal

WHEN Barack Obama took his place in the seat of power last year, he may have spared a thought for the boot strappers, barn raisers and stand pats who played a major role in getting him into the White House.

For these micro-groups of society, known collectively as swing voters, were the ones who made a telling contribution to Obama’s 53% majority win.

Today at The Sage Gateshead, delegates at the Thinking Digital conference were given a fascinating insight into the inner workings of American politics by a technology firm at the heart of it.

Bob Baskin, CEO of Spotlight Analysis, explained how his business uses key data to micro-target swing voters to help political and not-for-profit organisations.

Ahead of the 2008 US election, the company outlined 10 key groups of swingers, including barn raisers – pro-gun, blue-collar voters driven by a strong moral fibre.

Mr Baskin said: "In 2000 and 2004 the barn raisers voted for George Bush 95% of the time even though they disagreed on some of his issues, because he was more like them.

"But as the 21st Century evolved, Republican corruption became much more well-known.

"In 2006 they had decided that the Republican party wasn’t like them so 50 to 60% of them came over to the Democratic side.

"In 2008 the barn raisers hadn’t forgotten. The Iraq war was thought to be false and there was the terrible treatment of New Orleans residents and when the Bush administration policies led to the economic downturn, the barn raisers had had enough.

"They wanted someone who was ethical and like us."

And the rest, as they say, is history.