Insight Field Model

OVERVIEW

The IFM is a set of Intelligence Activities coordinated by the CSL together with the members of the team. These activities provide feedback on opinion, criticism and sentiment as a support for field operations.
The information obtained through the Insight Field Model is dynamic, since it can change according to the voter's vision of the candidate and political party. This information is subsequently processed, analyzed and evaluated to later become data that allows us to better understand the electorate, make decisions and reinforce campaign strategies.

OBJECTIVES AND GOALS

First it is important to understand that the IFM is not executed during the Research and Planning phases (Q1), it is a field support, this means that it is implemented during the Action phase in Q2 and Q3. Tasks executed within this model are independent of any activities performed during Q1 and are categorized by HQ Tasks and Field Tasks.

HQ tasks are those that are performed by sub-team members within the physical work space, for example the campaign operations center. However, field tasks require execution outside the physical space, such as public roads. The first are of an organizational nature and the second of action.

This set of activities aims to analyze public information, the search for knowledge about the voter, their way of thinking, their emotions and their intention to vote.

. On the other hand, in politics, when it is intended to know the voters and their intention to vote, it is understood that there are different categories and that they can be segmented as follows:

  • DECIDED: They are the voters who already have their chosen candidate, either by ideology or by conviction.

  • VARIABLES: They are the voters who have not made any decision and do not yet know why who to vote

  • UNDECIDED: They are the voters who do not know which candidate deserves their vote.

  • ABSTAINERS: They are those who decide not to exercise their right to vote, whether passive-sociological type (lack of interest) or active-ideological (rejection of the political system).

Regardless of the category, each voter means an opportunity to win a vote and the effort that is dedicated must accompany in a rational and proportional way the level of complexity that each category demands. For example, determined voters will hardly change their vote, for this reason the effort to change their decision in favor of the candidate will be less or null and the greatest work will be dedicated to those who present the best chances of winning.

The product of this knowledge helps to meet the objectives and finally work on strategies that allow the voter to be persuaded to win their vote. The change of decision in favor of "your" candidate is the goal to reach and we call this last "conversion". In short, the objectives of the Insight Field Model are the search for knowledge to convert them into action strategies and the goal is to win the vote in favor of the candidate (conversion).

HOW IT WORKS

The Insight Field Model is structured by three blocks of synchronized action, in such a way that the execution of tasks is organized and efficient. The key to be able to achieve objectives and goals is in the synchronism of the blocks, since each one needs the others to be properly connected. Due to its dynamism, the IFM requires effort and commitment from the team members, as well as transparency in the information in order to obtain realistic results that serve to apply strategies in the campaign.

Following the aforementioned, the three blocks are ordered as follows:

  • ORGANIZATION

  • PLANNING

  • ENGAGEMENT

The first block is responsible for the creation of a sub-team that will be in charge of executing the tasks. The members of this sub-team are chosen by the CSL or CM and then separated into “groups”. Each group will have a set of tasks to execute, whether they are HQ or field.

Once the groups are organized, we proceed to the second block, where the steps will be defined to know how, when, who and where to execute the activities. Between the first and second blocks, HQ tasks will predominate.

Finally, after the second block is completed, the execution of the field tasks begins, known as the third block. Once completed, the information is processed and qualitative and quantitative data is obtained, which later becomes valuable information for campaign strategies.

CARDS

Following the aforementioned, the search for information and the types of data that will be obtained are subject to the criteria of the CSL. However, the IFM has predetermined data groups called “Cards”. They serve as an important basis when performing the measurement and analysis of the data.
Simply put, cards are the types of data that need to be analyzed by the team and serve as an initial guide.

The default IFM Cards are:

  • GENERAL: Visits made, pending or awaiting incidents. Visits by periods.

  • CANDIDATE: Vote for yes, no, no answer.

  • RECEIPT: Reception quality of the canvasser (representative) on a scale of 1-5 stars.

  • DEMOGRAPHICS: Gender and age.

Obs.: The cards work independently of the results obtained through the surveys created in block 3.

BLOCK 1: ORGANIZATION

This first block functions as the preparation base for the sub-team that will be in charge of executing all the tasks. As a first step, the CSL chooses members of the campaign team to integrate this sub-team that will have active participation during the Q2 and Q3 phases.
The cooperation of the members of the IFM sub-team does not have a limited number of participants, so the CSL will have as its main criterion to choose each one of them for skills that are compatible with the tasks to be carried out.

The default profiles for task execution are:

  • Group leader: He is responsible for monitoring the execution of activities and reporting to the CSL.

  • Data analyst: He is the one who performs the analysis of the data obtained and converts them in statistics.

  • Canvasser: The main function is to visit people in a geographical area and execute field tasks (Engagement Block). They are also included in Talking Points and any other activity that requires communicating with the voter and generating conversion.

  • Incident manager: He is responsible for monitoring the resolution of conflicts or disputes that occurred during field activities.

Independently of the default profiles, it is also possible to create other profiles subject to the criteria of the CSL.

In this block the tasks to be carried out are the following:

  • Choose sub-team members with IFM-compatible skills.

  • Assign a Profile-Function for each of the members. Example: John Doe - Data Analyst.

  • Create groups. Example: Data Analysts Group, Group B, Group C.

  • Assign a specific function to each group and its members. Example: Data Analysts Group - John Doe, Nicolas Heller, Sarah Clarke.

  • Document roles and functions in the PS LOG.

BLOCK 2: PLANNING

This block is characterized by being the phase where the decision-making processes are executed to achieve the objectives and the goal. From this block on, the members of the team are no longer managed, but the initial data on the voters. The groups that are relevant to the field area are assigned a geographical zone of action where the corresponding tasks will be carried out.

In this block the tasks to be carried out are the following:

  • Create a voter database. The database can be without any information or imported with information from a previous database.

  • Geographically position all voters in the database on a map.

  • Diagram on a map different geographical areas containing groups of voters. Example: North Zone.

  • Strategically assign groups to geographic areas. Example: Canvassers Group - North Zone.

  • Create Talking Points, position on map and assign groups. Example: TP Plaza Roosevelt - Group B.

Obs: Unlike the activity of a group of canvassers that requires moving door to door, the Talking Point is a fixed point positioned in a specific direction, where a group of representatives promote information of the candidate and talk with the voters.

In accordance with the aforementioned, geographic zones with voters are created and a responsible group is assigned to them to carry out field tasks.

BLOCK 3: ENGAGEMENT

Finally, this last block has as priority the execution of the field tasks, the obtaining of the data and the conversion search. Following the instructions above, it is understood the importance of the operation of blocks 1 and 2 so that block 3 can work without problems. If one of the previous blocks was not completed, it is not possible to advance towards this last block.

In this block the tasks to be carried out are the following:

  • Surveys are created with questions relevant to the campaign, including the aspects that must be observed to complete the IFM cards.

  • Polls are assigned to all groups or separately, just like Talking Points.

  • Group leaders monitor the execution of the tasks of canvassers and other representatives in the field.

  • Incidents are logged and monitored.

  • As the information is received, it is sent to those responsible for data analysis or CSL.
VISITORS

As explained in blocks 2 and 3, canvassers are representatives whose main function is to approach voters, visiting them house to house or even on public roads. This type of task is called “Visit”.
They are the closest door to get closer to the conversion, since they serve not only to survey but also to be able to convince the voter to vote for the candidate. The canvasser must function as a source of consultation and information for the voter and always being informed is essential to be able to fulfill this function.

Visits are classified into 4 states:

  • FINISHED: Visit made, voter informed and questions answered.

  • PENDING: Visit not yet completed or could not be completed due to incident . The Canvasser must return at another time in order to finish it.

  • CANCELED: Visit canceled due to inability to perform.

Visit status reports are submitted by group leaders to the CSL and data analysts. When the visit is in a finished state, it is possible to reopen it only if the information was incomplete or some other situation that warrants re-surveying in order to complete the "circuit".

CIRCUIT

The execution of visits made by canvassers during a specific period and survey is called a circuit. Circuits can be unique or special. This means that during the execution of the IFM it is possible to perform one or more visits.

Examples:

  • Unique Circuit: It is established that the canvassers will visit all the voters during the total of the period of Q2 and Q3 by completing a single survey.

  • Special Circuit: It is established that during a specific period the canvassers will visit totally or partially voters by completing different types of surveys. In the latter case, regardless of the difference between types of surveys, the card data remains the same.

ROADMAP

For a better organization of the canvassers, each one has a document with the list of voters to visit, the time that must be completed and the questions to be asked. This document is called the route sheet and is delivered at the start of the single circuit or at the start of each special circuit.

DOWNLOAD ROADMAP MODEL
INCIDENTS

During visits, unexpected situations may occur that require greater attention or even repeat the visit to finish it. This is called an incident and results in a delay in the completion of the circuit.

Examples of incidents:

  • During repeated visits, the voter was not found at home.

  • The voter asked to come back another day.

  • Wrong address.

  • The questions were not finalized and require you to return at another time.

Obs.: If the voter is not interested in receiving or responding to the canvasser, the visit is considered finished.

Incidents are categorized into the following states:

  • OPEN: The generated incident is pending and has not been resolved.

  • FINISHED: The incident has been fixed and does not require further attention.

  • CANCELLED: The generated incident is canceled due to an error or does not require fixing .