Following their 2004 loss, Democrats found it relatively easy to catch up with Republicans in the analysis of individual consumer data for voter targeting. By 2006, Democrats were at least at parity when it came to statistical modeling techniques, and they were exploring ways to integrate them with other modes of political data analysis. Already the public-opinion firms of the left saw themselves as research hubs in a way that their peers on the right didn’t, a disparity that stretched back a generation. When polling emerged in the early 1980s as a new (and lucrative) specialty within the consulting world, the people who flowed into it on the Republican side tended to be party operatives; former political and field directors who had been consumers of polls quickly realized that it was a better business to be producers of them.
Those who went into the polling business on the left were political consultants, too, but many of them also possessed serious scholarly credentials and had derailed promising academic careers to go into politics. Now that generation—Stan Greenberg, Celinda Lake, Mark Mellman, Diane Feldman, among others—preside over firms that see themselves not only as vendors of a stable set of campaign services but patrons of methodological innovation. When microtargeting tools made it possible to analyze the electorate as a collection of individuals rather than merely demographic and geographic subgroups, many of the most established Democratic pollsters in Washington invested in developing expertise in this new approach. Their Republican rivals, by contrast, tended to see the new tools as a threat to their business model.
Concern that the technical supremacy of Rove and his crew would ensure the Democrats’ future as a minority party drove consultants who usually competed with one another to collaborate on previously unimaginable research projects. Major donors like George Soros decided not to focus their funding on campaigns to win single elections, as they had in the hopes of beating Bush in 2004, but instead to seed institutions committed to learning how to run better campaigns. Liberals, generally in awe of the success that Republicans had during the 1980s and 1990s in building a think-tank and media infrastructure to disseminate conservative ideas, responded by building a vast left-wing campaign research culture through groups like the Analyst Institute (devoted to scientific experimentation), Catalist (a common voter-data resource), and the New Organizing Institute (improved field tactics).
With an eager pool of academic collaborators in political science, behavioral psychology, and economics linking up with curious political operatives and hacks, the left has birthed an unexpected subculture. It now contains a full-fledged electioneering intelligentsia, focused on integrating large-scale survey research with randomized experimental methods to isolate particular populations that can be moved by political contact.
“There is not much of a commitment to that type of research on the right,” says Daron Shaw, a University of Texas at Austin political scientist who worked on both of George W. Bush’s presidential campaigns. “There is no real understanding of the experimental stuff.”
If Republicans brought consumer data into politics during Bush’s re-election, Democrats are mastering the techniques that give campaigns the ability to understand what actually moves voters. As a result, Democrats are beginning to engage a wider set of questions about what exactly a campaign is capable of accomplishing in an election year: not just how to modify nonvoters’ behavior to get them to the polls, but what exactly can change someone’s mind outside of the artificial confines of a focus group.
“The asset that Karl Rove and his team built during the Bush era, with consumer data—that was good and valuable, but it’s static data,” says Cyrus Krohn, a former Republican National Committee e-campaign director and founder of the political-tech startup Crowdverb. “The Democrats have figured out how to harness dynamic data on top of static data.”
For Republicans concerned about their prospects as a party able to run successful campaigns in the 21st century, the heartening news should be that this election ended in much the same way that 2004 did. The heartbreak of losing a race many thought was winnable should drive a sclerotic political class to sacrifice their short-term professional priorities for the sake of innovation—and the closeness of the outcome should lead them to invest in methods that help them around the margins in the future. But the gap between the sides may be too large for mere enthusiasm to close it anytime soon.