Current Studies

Project DATA seeks to better understand the influence that political parties, organizations, and campaigns have on voting intentions.

Microtargeting in Campaigns

One of the ways that such groups reach potential voters is through “microtargeting.” Microtargeting campaigns predict likely voters using a vast amount of personal data (e.g., voter registration and other commercially available data), precisely targeting an individual voter, and sending customized messages to her through web, social media, and email.

It is currently not well understood how campaigns undertake this targeting, what messages are being sent and to whom online. We do not know whether politicians are even consistent in their messages—it may be the case that two neighbors receive two distinct messages on the same issue from the same politician. This has clear implications for democracy.

Interested in learning more about online campaigns? Follow the Digital Media and Politics (DiMAP) research group on Twitter: @DiMAP_UW. Like us on Facebook:


Project DATA is currently recruiting volunteers for the General Election study following a successful use of Escope in the Primary Election Study:

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