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AdSAM's Emotional Analysis in Journalism

During the presidential campaign, we conducted three online surveys aimed at measuring and understanding the emotional responses to Trump, Hillary Clinton and 32 key issues facing the country. The respondents for three surveys were likely voters. The first survey was administered immediately prior to the first debate, the second just before the second debate and finished a couple of days after. The third was administered Nov. 1 and 2.

Our results provided unique and effective insight into the motivating factors that played a critical role in the outcome of the November 2016 election. In the above-linked article, we discussed underlying emotions in the surveyed individuals related to their eventual voting patterns. In the unabridged version linked below, we go into more detail related to the research and data from which we made our conclusions.

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