The Victory Lab by Sasha Issenberg
The Secret Science of Winning Campaigns

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Synopsis

The book Politico calls “Moneyball for politics” shows how cutting-edge social science and analytics are reshaping the modern political campaign.

Renegade thinkers are crashing the gates of a venerable American institution, shoving aside its so-called wise men and replacing them with a radical new data-driven order. We’ve seen it in sports, and now in The Victory Lab, journalist Sasha Issenberg tells the hidden story of the analytical revolution upending the way political campaigns are run in the 21st century.
     The Victory Lab follows the academics and maverick operatives rocking the war room and re-engineering a high-stakes industry previously run on little more than gut instinct and outdated assumptions. Armed with research from behavioural psychology and randomized experiments that treat voters as unwitting guinea pigs, the smartest campaigns now believe they know who you will vote for even before you do.  Issenberg tracks these fascinating techniques—which include cutting edge persuasion experiments, innovative ways to mobilize voters, heavily researched electioneering methods—and shows how our most important figures, such as Barack Obama and Mitt Romney, are putting them to use with surprising skill and alacrity.
     Provocative, clear-eyed and energetically reported, The Victory Lab offers iconoclastic insights into political marketing, human decision-making, and the increasing power of analytics.
 

About Sasha Issenberg

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Sasha Issenberg is a columnist for Slate and the Washington correspondent for Monocle. He covered the 2008 election as a national political correspondent for The Boston Globe, and his work has also appeared in New York, The Atlantic, and The New York Times Magazine. His first book, The Sushi Economy, was published in 2007.
 
Published September 11, 2012 by Broadway Books. 402 pages
Genres: Political & Social Sciences, Education & Reference, Science & Math, Professional & Technical. Non-fiction

Unrated Critic Reviews for The Victory Lab

Publishers Weekly

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Turns out there’s plenty of actual science in political science, and this new book from Issenberg (The Sushi Economy) shows how it’s being deployed with increasing sophistication in nearly every significant election.

Jul 16 2012 | Read Full Review of The Victory Lab: The Secret S...

The Washington Post

But if, as Issenberg says, this means that a campaign can deliver very different messages to different voters — here the environmentalist, there the job creator, here the antiabortion champion, there the woman’s champion — its techniques begin to look a lot less like communication and a lot more ...

Nov 02 2012 | Read Full Review of The Victory Lab: The Secret S...

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