Study on party marketing: SVP and Greens are top, the rest flop

Voting decisions - just like purchasing decisions - are not only guided by rational considerations, but are also influenced by emotions. Philipp Zutt, head of the management consultancy Zutt & Partner, is convinced of this, as he told the business magazine Bilanz. Consequently, a party must also arouse emotions. The SVP is a master in this discipline, as a qualitative study of 100 test subjects carried out by Zutt's company shows. The People's Party achieved a score of 31.8 index points. This is lower than certain chocolate and car brands, which achieve record scores of over 40 index points. However, the SVP is significantly higher than the other parties, which - with the exception of the SP - only achieve values of around 20 index points and are therefore on a par with the banks. It is also important that parties have a clear emotional profile, emphasizes Zutt. The SVP also scored well here, as did the Greens. The other parties worked according to the motto "A bit of everything, but nothing really". Zutt's conclusion: SVP and Greens have a concise language. "All the other parties are not doing a good marketing job."