What really matters to Torontonians

What really matters to Torontonians
Brainsights Data & Adobe Illustrator

Socio-political issues that matter to Torontonians can spark local debates, on- and off-line but what does the subconscious brain say? Since the subconscious is the part of the brain where decisions are made, Brainsights deployed its audience brain measurement platform to better understand what issues really matter to Toronto voters ahead of the municipal election on October 22nd.

Brainsights measured the unconscious brain activity of Toronto voters  as they watched a variety of issue-based YouTube videos and news clips. Each moment of each video was tagged based on the issue (the Economy, Urban Development, Affordable Housing, Transit, Homelessness, etc), sub-issue (sustainability, technology, government policy, etc), and tone (emotional, informational), among others.

Using this data, I created the infographic above to focus on socio-political issues that matter to Torontonians. The results were visualized and shared on social media, as well as the windows of our downtown Toronto office.