Use of data in the 2015 British general election campaign

This data collection consists of interviews with 32 figures across six British political parties - Conservatives, Labour, Liberal Democrats, Scottish National Party (SNP), United Kingdom Independence Party (UKIP) and the Green Party - concerning the use of data in election campaigning across all strands and levels of party organisation. Key areas of discussion include: the use of 'Big Data' in micro-targeting operations; what mechanisms are used to cultivate and manage databases on voters; the integration of data strategies with wider parties messaging; what impact data has on the managing of supporters and activists; whether tangible differences exist between larger and smaller parties; and the ethical, policy and regulatory implications of the use of data driven politics in the UK. This case study examines the use of data in the 2015 British general election. While much academic research has been produced on the role of data in American politics we know much less about how data is being used in the UK context in particular and in other democracies in general. This is the gap this project seeks to fill.