Ahead of the 2013 Kenyan presidential election, CA designed and implemented the largest political research project ever conducted in East Africa. Sampling and interviewing 47,000 respondents, CA was able to draft an effective campaign strategy based on the electorate’s real needs (jobs) and fears (tribal violence).
The 2013 Kenyan election was the first national election to be held after the electoral violence of 2008. It was also the first election held under Kenya’s new constitution, which redrew Kenya’s constituency boundaries and brought in new electoral requirements.
CA were contracted by a leading Kenyan political party to conduct a large-scale research project. The aim was to provide the party with a comprehensive plan to shape its election strategy. We worked with a local research partner to train a diverse team of enumerators to ensure regional variations in language and social customs were respected during data collection.
Having designed the research methodology and sampling approach, and finalized the questionnaire, CA piloted the survey to a small sample of respondents. This determined that our research tool was fit for use across a national research sample. Nationwide data collection took place over the space of three months and an overall sample of 47,000 was achieved.
Following the data analysis, CA’s research provided the client with a profile of the Kenyan electorate, including: key national and local political issues, levels of trust in key politicians, voting behaviours/intentions, and preferred information channels.
CA analysis also segmented the Kenyan population into key target audiences. Of the audiences identified, our work highlighted that the youth cohort were an underutilized party asset that could be highly influential if mobilized. To connect with this audience, CA’s communications and strategy team devised an online social media campaign to generate a hugely active online following.