Cognitive Politics applies cognitive analytics to predict Brand attractiveness and brand choice to predict the election outcome. The method leverages qualitative techniques to predict brand success for commercial brands based on how they appeal to people’s minds and hearts.

1. Cognitive Politics
Cognitive Politics applies cognitive analytics to predict brand attractiveness and
brand choice to predict the election outcome from peoples’ comments on the
Facebook pages of Hillary Clinton and Donald Trump.
The method leverages qualitative techniques used to predict brand success for
commercial brands based on how they appeal to people’s minds and hearts.
The candidates are considered in the notion of a brand.
The Power of a Brand lies in what resides in the minds and
hearts of the people

2. Brand Attractiveness Quotient
Brand Attractiveness Dimensions
• Intuitive
• The brand is quickly recognized / recalled.
• Emotional
• The brand is found to be good (People make value judgements and are
committed)
• Rational
• The brand is found to be intriguing (Interesting, Fascinating, Distinctive)
• Sensation
• The brand is well-known, familiar and easily identified (awareness)

3. Trump Vs Hillary
Trump’s Attractiveness Quotient is higher led
by sensation and emotional dimensions.
Donald Trump
Hillary Clinton

4. Brand Choice?
Brand Choice Dimensions
• Exciting: The brand is active, cool and adventurous.
• Trusted: The brand is trust-worthy and reliable.
• Sociable: The brand is friendly, Creative and socially confident.
• Genuine: The brand is straight-forward, caring, sincere.

5. Brand Choice
Both Hillary and Trump are strongly
positioned. Trump is slightly ahead in the
curves!
Hillary
Trump

6. Our Facebook Sentiment Analysis

7. Insight?
• Donald Trump’s brand attractiveness is interesting especially the
stronger emotional attractiveness. (emotion that stirs the heart ..)
A word of caution: people’s perceptions and the related
impact far from the election is unlikely to be reflective of
the final situation. A lot can change between now and
election day.

8. Cognitive Analytics- How?
Thousands of
Facebook page
people
comments
Advanced
NLP
Cognitive
Analytics
Human-centric
predictive brand
models
TEXTIENT ANALYTICS PLATFORM
Facebook pages from which people’s comments are
acquired for analytics
https://www.facebook.com/hillaryclinton/
https://www.facebook.com/DonaldTrump/
Underlies the natural language comprehension process and involves decoding of cognitive and
emotional information.
Date of Analysis : 07’Oct’16 , 1 month range sample

9. THANK YOU
TURNING HUMAN INTELIGENCE IN TO BUSINESS VALUE
http://www.textient.com
Twitter: @_textient
Photo credits
Wikimedia Commons
Commons.Wikimedia.org

10. Disclaimer
• The views mentioned here are our own
• Data if used for this article have been sourced from available information in the
public domain and has not been authenticated by any statutory authority.
• Although every reasonable effort is made to present current or appropriate
information, there are no guarantees of any kind. Data accuracy cannot be
guaranteed. All analysis included herein are based on data from public sources,
but no representation or warranty, expressed or implied, is made as to their
accuracy, completeness, timeliness, or correctness. We are not liable for any
errors or inaccuracies, regardless of cause to you (readers, users).