The 2016 Australian election was the closest electoral race in the region’s history since the 1940’s. Polls closed on July 2nd 2016, yet the final count was not declared until August 5th, 2016. Malcom Turnbull (the incumbent), won the election over Bill Shorten by the narrowest of margins. To test the hypothesis that emotional drivers help to explain behavior, Function Group Analytics partnered with award winning Heartbeat Ai Technologies to build a model capable of predicting voter choice based on a combination of rational and emotional drivers. The outcome of this study proved that emotional drivers not only explain why a choice is made, but also improve predictive accuracy and validity overall when combined with rational drivers.
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