8. Data Mining

45 minutes

- Sticky notes

- Markers

The easiest way to address opposition to your campaign is by creatively engaging data that supports the message you are trying to convey. Often, in data exploration, other narratives and related issues are uncovered that can provide a foundation that strengthens the campaign even more.

The Exercise

1. In preparation for this session, write down the five “How Might We…” Issue Statements from your Campaign Canvas on large sticky notes. Place these sticky notes at the top on your wall in a header row, as if they were the titles of five columns.

2. Write the words “Behaviors, Triggers, Challenges, Motivators” on large sticky notes and place them on the wall as if they were titles of rows down the left-hand side of a table.

3. Using the Audience Themes developed in the “Getting to Know Your Audience” exercise (Ex. 7), have the team brainstorm data points at the intersection of each of the themes and the audience’s specific behaviors, triggers, challenges, and motivators. Use your audience’s behaviors, challenges, etc., not just general behaviors. Try to complete each intersection with as many sticky notes as possible, with one data point per note.

4. Use the Internet to perform preliminary research that supports your data points. There are many publicly available reports and tools like the Vibrancy Portal that can make this research easier. Your partners working on this issue should also be a good source of quantitative and qualitative information.

Notes: