For example, people kept talking, unprompted, about the seemingly obscure issue of congressional term limits. They’d say over and over that the big problem in Washington is that the politicians stay in office too long and get bought by special interests. At one focus group in North Carolina, a couple of people used the phrase “Drain the swamp,” so he included that in the notes he sent back, too. CA would later study that phrase using multivariate tests on online panels of target voters, to see whether it resonated with voters.
