Behavioural science and data
Understanding the deeper motivations behind political behaviour — beyond age and region — in order to speak accurately and respectfully to citizens.
Who it is for
Candidates, parties, institutions and civil society organisations engaged in civic mobilisation.
When
During diagnosis and message design, then through continuous tracking of perceptions.
Key deliverables
Audience typology, monitoring reports, framing analysis, map of local actors.
Voters cannot be reduced to demographic variables
Two people of the same age, from the same neighbourhood and in the same profession can have radically different relationships with politics. Voting behaviour follows deeper drivers: a sense of belonging, trust in institutions, outlook on the future, first-hand experience of public services, the desire for recognition.
Behavioural science and political psychology offer tools to shed light on these drivers: the study of values and concerns, analysis of how issues are framed, and understanding the role of trusted intermediaries in shaping opinion. In many African territories, traditional, religious and community authorities play an essential role in this respect.
This knowledge serves one precise purpose: understanding citizens’ expectations in order to address them with a relevant, intelligible and sincere message. It is never used to deceive or manipulate.
What the engagement covers
Four analytical tools to understand audiences and the space of public discussion.
Behavioural segmentation
Identifying broad profiles of expectations and motivations, built from surveys and aggregate analysis.
Monitoring and sentiment analysis
Tracking themes, perceptions and how they evolve in the public digital space.
Discourse and framing analysis
Studying how issues are framed, by whom and with what resonance.
Mapping intermediaries
Identifying trusted relays: traditional authorities, religious leaders, notables, associations.
Study of concerns
Ranking priority issues by audience and area.
Perception tracking
Measuring how image and the perceived credibility of proposals evolve.
Understand before addressing
An approach that combines qualitative and quantitative methods, and puts listening first.
Exploration
Interviews and focus groups to surface representations.
Measurement
Quantitative surveys and aggregate data analysis to size profiles.
Interpretation
Building typologies and analysing dominant frames.
Application
Translating findings into recommendations for message and outreach strategy.
Explicit, verifiable methods
Every tool we use is documented: its sources, assumptions and limitations are known to our clients.
Attitude and value surveys
Validated questionnaires measuring concerns, trust and orientations.
Typological analysis
Statistical classification methods producing aggregate profiles, never individual records.
Content analysis
Systematic study of media and digital discourse and the frames it uses.
Network analysis
Mapping relationships of influence and trust among public actors in an area.
Measuring honestly
Every indicator is labelled by status — target, calculated estimate or measured result — in line with our principles of rigour
| Indicator | What it shows | Status |
|---|---|---|
| Weight of profiles | The estimated share of each profile in an area’s electorate. | Calculated estimate |
| Tone of conversations | The overall orientation of public online exchanges on an issue. | Calculated estimate |
| Mapped actors | Intermediaries identified and documented in an area. | Measured result |
| Priority issues | The concerns the study aims to rank for each area. | Target |
Understanding citizens, never manipulating them
Behavioural tools are powerful; their use is strictly governed by ethical principles.
Purpose of understanding
These analyses serve to understand expectations and adapt how a message is worded, transparently.
No exploitation of vulnerabilities
We never target vulnerable people with misleading or fear-inducing content.
No inflaming of tensions
Community cleavages are studied in order to be understood, never to be stirred up.
Respect for personal data
Analyses rely on aggregate data or data collected with consent.
Speaking well to citizens starts with truly listening to them.AXIOME working principle
In what contexts do we work?
Illustrative situations: they do not describe actual engagements.
A message that isn't landing
A proposal the team believes in is not gaining traction; the reasons need to be understood.
A young, urban electorate
A party seeks to understand the specific expectations of young voters who feel distant from politics.
A rural area
A campaign needs to identify trusted relays and the practical concerns of communities.
Frequently asked questions
No. Profiles are aggregate statistical constructs describing trends. They never lead to individual records of people’s opinions or affiliations.
It covers public conversations and produces aggregate analyses of themes and tone, without building individual profiles.
Because they often play an important role in social life. Understanding their place allows respectful dialogue; it is never about exploiting their authority.
Related expertise
Let's discuss your project
Every political context is unique. A first, strictly confidential conversation allows us to understand what is at stake and define the most relevant support.
