Switcher

See also: Stabilizer

A switcher is a term used in campaign polling and focus-grouping. It is a piece of information that, when presented to a voter, causes that person to switch his or her support from one candidate to a different candidate. Campaigns use this information to adjust the presentation of their messages and to provide evidence of effective messaging when soliciting donations.

Switchers are closely related to stabilizers, information found through focus-grouping that causes that person to even more firmly believe that he or she will vote for the person he or she already was leaning in favor of.

See also

• Stabilizer
• Exit polling
• Push polling