NeuroTips for Each Candidate in the Final 48 Hours of UK Prime Minister Campaign: Be Aware of Voters' Subconscious Scores for Strengths/Weaknesses, Be Wary of Gender Splits

NeuroFocus Europe's Brainwave-based Study Reveals Best Strategies for Campaigns' Final Push; Gender Differences May Dictate the Outcome

LONDON, May 4, 2010 -

    Core Recommendations:
    Optimum strategies for campaigns to appeal to female voters:
    -- Brown: rally women around "I care more than either Cameron or Clegg"
    -- Cameron: rally women around "I am more trustworthy than Brown or
       Clegg"
    -- Clegg: rally women around "I am stronger than either Brown or Cameron"

    Optimum strategies for campaigns to appeal to male voters:
    -- Attack Brown on perceived lack of strength
    -- Attack Cameron on perceived lack of trustworthiness
    -- Attack Clegg on perceived lack of caring

As the national campaign in the UK nears completion, NeuroFocus Europe
conducted a unique brainwave-based study to dive into the true source of
voters' perceptions of the three candidates for Prime Minister: the
subconscious mind. The world leader in neuromarketing applied the company's
Deep Subconscious Response methodology to measure voters' pre-conscious
responses to Gordon Brown, David Cameron, and Nick Clegg.

NeuroFocus used its proprietary Deep Subconscious Response methodology to
measure prospective voters' neurological reactions to each Prime Minister
candidate's image and three specific character traits identified with the
candidates. Brainwave measurements made at this level, captured by EEG
sensors across the full brain, are the most accurate and reliable means of
gauging voters' true reactions. Conventional methodologies such as surveys,
focus groups, and "dial-o-meters" rely on less precise 'articulated or
implied responses' that do not capture these more unfiltered reactions.

    Topline Results:
    -- Gordon Brown scores highest on "Caring" for both men and women
       compared to both other candidates.
    -- David Cameron has highest resonance for "trustworthy" amongst women
    -- Nick Clegg scores lowest for "strong" amongst men

"As the final 48 hours of the campaign nears, the clear implications of
this groundbreaking research for the three contenders are: emphasize your
subconscious strengths, especially with the gender where they resonate best,
and emphasize your opponents' weaknesses, again along gender lines," says
Thom Noble, Managing Director for NeuroFocus Europe. "These are the anchor
points of greatest resonance with voters, and the anchor points of greatest
concern for the candidates. NeuroFocus does not take sides in this campaign;
instead, we lay forth the best attack and the best appeal strategies, broken
out by gender. These Deep Subconscious Response findings aren't intended to
serve as a forecast of victory or defeat for any candidate. What they do
represent is how voters regard these politicians on the eve of the election,
at the level of the brain where their images and perceived attributes are
absorbed and processed. Other factors can affect whether and how people
finally choose to vote-but this is a precise view into how they really feel
about each national candidate going into the election."

This study illustrates neuromarketing's superior capability to discern
with high specificity the subconscious drivers of electoral choice. Other
aspects of election campaigns can be similarly analyzed:

    -- the strengths and weaknesses of party policies
    -- the impact of politicians' personality and 'image-management'
       techniques
    -- the impact of political campaign messaging and election broadcasts
    -- how campaign slogans and logos resonate with voters

NeuroFocus' patented methodology applies high-density arrays of EEG
(electroencephalographic) sensors to measure across the full brain. Each
sensor captures brainwave activity at 2,000 times a second. The outputs
reveal vital information on how Attention, Emotional Engagement, and Memory
Retention vary on a millisecond-by-millisecond basis. In addition to an
Overall Effectiveness score representing the combined results of these three
primary measurements, NeuroFocus also derives three more metrics:
Persuasion/Purchase Intent, Novelty (Stand-out), and Comprehension.

"Neuroscience has demonstrated that the accuracy of conventional
marketing research and surveys is often compromised by an exclusive focus on
articulated responses," says Noble. "In contrast, NeuroFocus measures at the
deep subconscious level, where perceptions are formed, unaffected by the
multitude of factors that influence and distort articulated responses."

About NeuroFocus (www.neurofocus.co.uk)

The world's leading neuromarketing firm, NeuroFocus Inc.
(www.NeuroFocus.com) is the undisputed world leader in bringing advanced
neuroscience expertise to the worlds of advertising, marketing, product
design, packaging and entertainment. The company leverages Nobel Prize
calibre and Doctorate-level academic credentials in Neuroscience, Psychology
and Marketing from Berkeley, MIT, Harvard, Columbia and Oxford and other
leading institutions, combined with Board-level business management and
consulting experience. NeuroFocus clients include leading multinationals
across dozens of categories, including automotive, fmcg, food and beverage,
financial services, telecom, internet, retail, and many more sectors.
Entertainment category clients include major companies in the television and
movie industries.

NeuroFocus is headquartered in the U.S. and is operating globally through
offices and NeuroLabs in the UK and Europe, the Asia/Pacific region, Latin
America, and the Middle East.

Brown, Cameron, Clegg Deep Subconscious Response Test

The Study

The study consisted of 24 participants between the ages of 21 and 54,
comprised of 50% male and 50% female adults registered to vote. Because
NeuroFocus measures actual brainwave activity, sample sizes on this scale are
not only scientifically valid, but in fact are more statistically reliable
than the far larger samples required by traditional research methods (which
can be distorted by many kinds of factors).

The Study was conducted between April 19 and April 23 following the first
televised debate.

Results Overview

Deep Subconscious resonance to Messaging

All Subjects

                                  GORDON BROWN     NICK CLEGG   DAVID CAMERON
    EXCEPTIONAL   LEVEL - 5
                  LEVEL - 4
                  LEVEL - 3          CARING
        GOOD      LEVEL - 2        TRUSTWORTHY       CARING         CARING
                                                  TRUSTWORTHY     TRUSTWORTHY
                                                     STRONG         STRONG
                  LEVEL - 1          STRONG
                  NO RESONANCE

(Compiled results overview for both men and women)

Deep Subconscious resonance to Messaging

Men vs. Women

                            GORDON BROWN      NICK CLEGG    DAVID CAMERON
                            Women    Men     Women    Men    Women    Men
    EXCEPTIONAL LEVEL - 5
                LEVEL - 4  CARING
                LEVEL - 3           CARING   CARING          TRUST-   CARING
                                             STRONG          WORTHY
    GOOD        LEVEL - 2  TRUST-   TRUST-   TRUST-  TRUST-  CARING   STRONG
                           WORTHY   WORTHY   WORTHY  WORTHY  STRONG
                           STRONG
                LEVEL - 1           STRONG          CARING            TRUST-
                                                    STRONG            WORTHY
                 NO
                 RESONANCE

(Men and Women comparison chart)

Results by Candidate

Gordon Brown

                   Overall                           Men Vs. Women
                   -------                           -------------
    The voters found Gordon Brown to be   Women found Gordon Brown to be
     exceptionally "Caring" overall.      relatively more "Caring" than did
     However his "Strong" score is        men. His score for "Strong" was
     weaker than his two competitors'.    lower with men than with women.
    -----------------------------------   ----------------------------------
                                          Both genders associated
                                          "Trustworthy" with Gordon Brown at
                                          equal levels.
                                          ----------------------------------

David Cameron

                   Overall                           Men Vs. Women
                   -------                           -------------
                                          Women found David Cameron to be the
                                          most "Trustworthy", while men found
    All the three messages "caring",      "Caring" to be the characteristic
     "strong" and "trustworthy"           with the highest association. Both
     resonated at a good level for David  genders made similar connections
     Cameron.                             for him being "Strong".
    ------------------------------------  -----------------------------------

Nick Clegg

                   Overall                           Men Vs. Women
                   -------                           -------------
                                          In marked contrast to men, women
    All the three messages, "Caring",     equated Nick Clegg with "Caring"
     "Strong", and "Trustworthy"          and "Strong". Both genders made
     resonated at a good level for Nick   identical associations for him
     Clegg.                               being "Trustworthy".
    -----------------------------------   --------------------------------

    Additional Insights
    -- The single most impactful element is the exceptionally high level at
       which Gordon Brown resonated for "Caring," especially amongst female
       voters
    -- "Trustworthy" resonated at a similar level for the candidates overall,
       with David Cameron having slightly higher results for women and
       slightly lower for men.
    -- Nick Clegg was seen as "strongest" amongst the candidates by women,
       but less strong by men (tied with Gordon Brown). David Cameron was
       perceived as equally strong by both men and women, and at a slightly
       higher level than his two competitors.
    -- Overall, resonance for the attributes was higher amongst women than
       men. Men's subconscious resonance was lowest across a number of
       attributes for all three candidates ("Strong" for Gordon Brown,
       "Caring" and "Strong" for Nick Clegg, "Trustworthy" for David Cameron)

Europe, Melinda Chan Butts, +44-(0)-7949010777 (UK), +39-3489980957 (ITALY), melinda at i-linkpr.com, or Daniel de Filippis, +44-(0)-7766866483 (UK), +39-3337059563 (ITALY), daniel at i-linkpr.com, both for NeuroFocus Inc.; or USA, Tom Robbins of NeuroFocus Inc., +1-510-526-9882, tom.robbins at neurofocus.com