What is Psypology?
PsyPology exists because there is a tremendous body of research relating to how people make choices and consume advertising. While large corporations (and smart smaller to medium sized ones) are able to spend resources diving into the psychology of their customer/clients, few political campaigns have the time/resources to do the same. Political consultants, for their part, are often stretched too thin to spend – and as a result, discussion of consumer/behavioral psychology and neuroscience and their potential applications to our work is sparse.
The goal of PsyPology is to provide political operatives and campaigns with intelligence from psychology and neuroscience – package it with some analysis discuss the potential applications to political and advocacy campaigns.
Some consultants are already running campaigns consistent with the best indicators from consumer psychology. For those of you that fall in this category, this may simply serve as backup for when your clients ask you why you are doing things a certain way (or for you to argue against their desire to do it differently).
For other consultants, some of this info may serve to help you refine already good product, perhaps gaining an advantage over your competition or some level of increased efficacy in your work.
Without question, there are consultants that are producing work that isn’t consistent with what the psychological or neuroscience community knows about how people process information/decisions. Hopefully, PsyPology will provide insight into new ways to approach your communications.
– Brian Franklin, Founder and Editor
Follow Brian on Twitter: @Brian_Franklin
Brian Franklin is President of Impact Politics and founder/editor of PsyPology™ – political consulting’s blog providing psychology intel specifically for campaign operatives. Brian has provided marketing strategy, creative direction, language development, and writing services to over a hundred political campaigns, organizations, agencies, and corporations. He has led Impact Politics’ work for numerous federal, state, county candidate, ballot initiative, public advocacy, and non-profit campaigns, as well as ad development and online media strategy for international advocacy campaigns.
Brian is a Board Member of the American the American Association of Political Consultants and co-Chair of their Technology Committee. He is the author of a recent feature article in Campaigns and Elections magazine, “The Slow Boom of Campaign Technology.” In addition to his leadership role in the American Association of Political Consultants, Brian is also a member of the International Association of Political Consultants, Society for Consumer Psychology, Behavioral Science and Policy Association, and the International Society of Political Psychology.
Brian’s work has earned prestigious national awards, such as the Pollie Awards for Best Overall Internet Campaign, Best Overall Campaign Use of Negative Contrast, Best Use of Facebook Advertising, Best Use of Search Engine Advertising, Best Use of Humor in an Online Ad, Best Online Ads, and more. Brian has also won a Campaigns and Elections Reed Award for Best Online Targeting.