Case study 2nd U.S. Presidential Debate and Univision’s Town Halls, Election 2024 

Understanding voter sentiment can go beyond traditional methods, like polls and focus groups, to reveal implicit and unbiased insights into how engaged voters really are. Through a cutting-edge approach to measuring voters’ engagement as they are exposed to messaging and content, we can understand the emotional reactions of voters and track how their emotional landscape changes and evolves over time. Our case study on the 2nd U.S. Presidential Debate and Univision’s Town Halls of the 2024 Election shows how leveraging real-time implicit biometric data can help optimize political messaging and strategies.

Why Biometric Data Matters

In our largest biometric measurement operation, we tracked emotional responses from over 500 viewers during the Harris-Trump debate. By allowing viewers to choose their network, we captured authentic emotional reactions in a natural setting. This large-scale study provided invaluable insights across diverse demographics, surpassing controlled lab environments.

The Power of Scale and Natural Environment

Using our proprietary Galvanic Skin Response (GSR) technology, we measured the emotional reactions of 500 viewers in the U.S. who watched the debate on one of the seven networks of their choice at their homes. This data offers a realistic understanding of how people unbiasedly watched and engaged with the candidates and topics.

Key Findings

• Candidate Performance: Kamala Harris showed stronger emotional engagement on critical issues like immigration and social justice compared to Donald Trump.
• Demographic Insights: Performance varied among swing state and undecided voters, with Trump slightly ahead among undecided voters.
• Predictive Accuracy: Our data closely aligned with post-debate survey results, underscoring the predictive power of real-time biometric insights captured at scale.

Curious to learn more? Download our comprehensive resource to explore how biometric data can transform your political messaging and strategies.