• Adweek, Friday, October 24, 2008 10:15 AM

MPG is showing that it is not afraid to gamble. It is introducing a new consumer research tool, called Resonance, by using it to predict the presidential election. The tool says Obama will win with 57% of the popular vote in battleground states. McCain will get 43%.

The surprisingly specific forecast is based on data processed through social-network modeling. Resonance tabulated the responses of 1,200 "likely" voters who were quizzed about candidate trust, leadership and consistency. The tool also examined views being expressed on blogs and the media strategies the candidates are likely to use during the rest of the campaign.

Assuming it proves to be accurate, Resonance will be used by MPG to help clients predict behavior and consumer attitudes toward products and brands, says MPG's Joe Abruzzo.

Read the whole story at Adweek »