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Embrace political research – Prof. Smart Sarpong to political parties

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Professor Smart Sarpong, the head of Research and Innovation at Kumasi Technical University, has highlighted the importance of electoral surveys for political parties in strengthening their interactions with voters.

During an interview on ChannelOne News’ program “The Big Issue,” he emphasised that surveys are crucial in pinpointing areas of improvement and bolstering connections with the electorate.

Prof. Sarpong pointed out that the insights gained from electoral research are instrumental in shaping the strategies of political parties, thereby enhancing their electoral performance.

He advocated for the use of surveys by political entities to evaluate their strong points and areas needing improvement, and to modify their tactics as needed.

He posited that through surveys, political parties are better equipped to comprehend the desires and preferences of their voters, which is key to more impactful engagement and successful results.

“All elections research has one thing in common. Sensational ones or unsensational ones, we have one thing in common. That commonality is the fact that some voters are engaged, and the prospective voters give that relevant feedback which is summarised and presented as reports from those elections research.”

“It serves as parties and, like it or not, to the actors, to stakeholders, to political parties and as for many political parties who assess that feedback, whether they agree with their internal research or disagree, and add to their strategy, reacts to it positively, work towards it, they end up benefitting it largely.”

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