IFM Feeling Funnel

OVERVIEW

The Feeling Funnel or Sentiment Funnel is a process of filtering insights captured by the canvassers during the visits that are made to the voters. During the interview, the representatives ask different questions, some previously prepared, such as surveys, and others that arise during the conversation with the voter. This exchange of information has a double benefit and is the gathering of insights.
Insights, in a nutshell, are valuable information that provide knowledge to create or improve something. The use of insights in the Sentiment Funnel is intended to generate intelligence that allows understanding of the voter's feelings from a simplified vision.

STEP BY STEP

  • COLLECTION: As the conversation with the voter develops, it is necessary to that the representative (canvasser) take note of prominent phrases that attract attention and that are understood to contain relevance to the campaign. The canvasser should not classify the information, just collect everything that seems relevant.

  • REGISTRATION: The phrases must be noted within the route sheet accompanying the data from where, when and with whom they were registered. It is recommended to create a table to better organize the information.

  • DELIVERY: At the end of the circuit, the information is delivered so that all the information is later extracted the possible insights of the set of sentences. It is important to remember that a phrase that is considered relevant is not always going to be an insight.

  • EXTRACTION: According to the above, it is essential that someone on the team is responsible for analyze the information and detect insights. This information must be extracted and separated from the phrases that do not represent any type of message.

  • FILTERING:Once all the insights have been extracted, they are filtered to be separated by positive, neutral and negative.

  • RESULTS: Finally, an assessment is made according to the number of positive, neutral insights and negative to obtain metrics.

For the evaluation, we recommend following a Likert scale to measure the level of conformity of the voters or perform an average statistic to obtain a final result that reflects the average value of the insights.
On the other hand, we suggest taking advantage of all the insights obtained to create other types of metrics outside of the Insight Field Model. Sharing this data with other areas of the campaign is very helpful to continue growing in strategies and value delivery.

CONCEPTUAL