February 4th, 2008
10:20 AM ET

Reading Voters' Minds

How many times have you said one thing and really felt another?

Well guess what? Voters do it all the time and may not even be aware of it.

Randi Kaye

It’s referred to as the “Unspoken Truth” and a cutting edge market research firm called Lucid Systems has figured out how to tap into it.

We teamed up with Lucid and gathered eight undecided voters. They let us hook them up to all these gadgets that measure the sweat on their skin and the micro muscles in their face where they frown.

Botox users don’t quality for this test because they can’t frown!

Several times, the voters told us they felt one way but their brain images showed something else.

We showed them both recent California debates and found in one case, a voter told us he liked Mike Huckabee’s stand for the common man but on our graphs his brain flatlined, which meant he wasn’t moved at all.

Another surprise: our group told us they did not like Hillary Clinton’s opening statement, but their brains showed a very positive response.

How does this happen? Lucid taps into the emotional reaction below the level of conscious awareness, which is really what determines our likes and dislikes. So when voters tells pollsters they feel one way, and their brain shows another, it’s not a lie, but an inarticulated truth they may not even be aware of.

It’s really fascinating stuff and you’ll get to see a lot more of it tonight on AC360. You can see for yourself why this new technology could change elections in the future.

Let me know what you think.

– Randi Kaye, 360° Correspondent

Filed under: Hillary Clinton • Mike Huckabee • Randi Kaye • Raw Politics
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