Message Maps

In addition to topline and sub-group analysis, WPA uses a proprietary technique called Message Mapping™, to gauge messages on their persuasiveness, latent effectiveness, and importance.

Research has shown, that people are inherently unable to discern or understand what will motivate them to vote a certain way.

What we know about how human beings evaluate information, make choices, and respond to survey questions tells us that the traditional approach to message testing— asking people how effective message would be—is not an accurate reflection of the true impact of communicated messages

The solution to this problem is simply to ignore what people say motivates them, and instead measure the actual effect of hearing each message on a respondent’s vote choice.

We evaluate effectiveness not by respondents stated responses, but by using observed changes from the pre-ballot to the post-ballot.


Enlarge Map >>

On this Map, we see that Nessage 1 is the most effective. Message 2 is the least effective.

Respondents’ self-reporting typically give messages a different rating than our message maps.  We have identified that what respondents SAY would motivate them actually has very little effect on their ultimate choice.  This methodology applies to message testing for Votes, Transactions or Donations, and our methods are proven to be among the most accurate and reliable in our industry.  


Our incisive methodology allows us to identify what really causes voters to change their opinions and vote for a candidate.

  • Messages are represented on bubble maps, providing an easy to use guide for further action.
  • Bubbles located in the area shaded green (upper right corner) are the most effective messages.  
  • Impact is illustrated using a mapping chart that illustrates each message based on increasing Effectiveness, “Stickiness” and Believability.
  • Bubbles located farthest from the point of origin (the area shaded green) are the best messages in terms of effectiveness and stickiness.