Acxiom® Research Gives Candidates Insight to Swing State Voters
24 Oktober 2008 - 9:47PM
Business Wire
Acxiom Corporation: WHAT: Acxiom� Corporation�s study, titled �The
Purple States � Why They Affect Elections,� lays out what
presidential candidates should focus on to win critical votes
before Election Day. The study shows that contrary to red and blue
states that have similarities across the lifestyle segments, purple
states are much more varied � a possible reason why elections in
these states are so close. The findings reveal definite patterns
that both candidates could leverage in such a high-profile, close
election. Acxiom found that this purple population may not be as
ambivalent as they seem, but that both the Democratic and
Republican candidates have an opportunity to win them over by
targeting their messages to the purple state voter�s interests and
behaviors. The purple states voters tend to be more conservative,
are likely to be older than the other groups, own homes in the
suburbs, and are planning for retirement. Furthermore, they are
more likely to be concerned about the quality and affordability of
publicly financed health care, and they tend to get their news from
conservative-leaning newspapers and television news programs �By
examining the affinities and lifestyle choices of the blue, red and
purple segments, the data reveals that both parties have an
opportunity to win over the purple states,� said Ray Kraus, product
manager for Acxiom. �The candidate who crafts the right message to
voters in these states will most likely find himself in the White
House in January.� The findings of this study were developed by
analyzing 70 lifestyle segments across the United States using
Acxiom�s PersonicX� market segmentation system. PersonicX
determined the demographic, attitudes, behaviors and interests that
differentiated voters in purple states from those who consistently
vote Democratic or Republican in presidential elections. About
Acxiom The global leader in interactive marketing services, Acxiom
helps clients connect with their customers through deep consumer
insight that enables effective and profitable marketing initiatives
and business decisions. Our consultative approach spans multiple
industries and incorporates decades of experience in consumer data
and analytics, information technology, data integration, and
consulting solutions for effective marketing across digital,
Internet, email, mobile and direct mail channels. Founded in 1969,
Acxiom is headquartered in Little Rock, Ark., and serves clients
around the world from locations in the United States, Europe, and
the Asia-Pacific. For more information about Acxiom, visit
www.acxiom.com. Acxiom is a registered trademark of Acxiom
Corporation. PersonicX� PersonicX� is Acxiom�s household-level
segmentation suite that places U.S. households in one of 70
distinct segments and 21 life-stage groups based upon specific
consumer behavior and demographic characteristics.
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