One thing Metametrix is especially useful for is tracking how values change. And what better place to track shifting values than the turbulent, terrifying and entertaining U.S. presidential election?

Click through to see our findings in an easy-read data visualization, and to read the entire article.

CLINTON AND POWER, TRUMP AND FEAR
When looking at language used about both candidates, the value with far and away the strongest overall differential between Clinton and Trump was fear. Throughout the month, talk about Trump had more expressions of fear than that about Clinton. Some of that focus was brought about by the candidate himself, other such sentiment was about him. With very slight variations, fear-based language was far more prevalent in the Trumposphere for the duration of the month.

Meanwhile, for candidate Clinton, power told a tale. Following the Republican National Convention, language focused on the value of power and candidate Clinton dipped — and Trump's tepid poll numbers got a slight poll bump.

These relatively minor changes to and differences in values may seem minor. But we believe understanding the values associated with the presidential candidates helps us gain better insight into their strengths, their weaknesses and their appeal.

Further, we believe that the same sort of cultural analytics can shed light on brands, provide better consumer understanding and help businesses move forward faster — no matter the problem they're trying to solve.

Want to read the whole story? To dig into the data, learn more and find out about how we use the rigor and creativity of cultural analytics to uncover insights? Check out our new site.
 

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