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The Campaign Lab Library is a growing collection of what we’ve built and learned – from AI tools and field-tested guides to research briefings and campaign resources.

Everything here is made to be useful. Whether you’re running a local campaign, designing an experiment, or just looking for ideas, this is where we publish what might help others across the ecosystem.

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Executive Summary This report details the findings of a Randomized Controlled Trial (RCT) conducted during the Leamington Clarendon local by-election. The study sought to test whether presenting Labour-likely voters with specific, ward-level local issues (such as pothole repairs and planning permissions) would increase voter turnout. Despite a small-scale yet well-executed deployment, the intervention yielded no […]

  • Who's this helpful for: Campaigners
This test examined how different peer-to-peer (P2P) SMS message framings affect member engagement during a time-sensitive Get-Out-The-Vote (GOTV) effort for an internal organisational vote. The core challenge was to identify whether more informational or narrative-driven messages could outperform a simple reminder in prompting members to respond and confirm participation before the voting deadline.
  • Who's this helpful for: Campaigners

Campaigners often assume that people are more likely to be persuaded by someone who looks or sounds like them, someone of a similar age, gender, or background. After all, research has long shown that we tend to trust people who seem “like us.” But a new study challenges that assumption head-on. In their paper, Shared […]

  • Who's this helpful for: Campaigners

The ninth entry of our Academic Series asked a deceptively simple question: how did Labour secure one of the largest post-war majorities in 2024 while winning a historically low share of the vote for a governing party? Professor Charles Pattie walked us through the mechanics of First Past the Post (FPTP) to explain why this […]

  • Who's this helpful for: Campaigners, Researchers
When it comes to campaigning, the use of QR codes is relatively under-researched. Hence, through these two tests, we aimed to find out more about what makes people scan them and how they fit into local campaigning. In 2024, we ran two tests, one in Warwickshire and one in Maidenhead, testing what sort of issues make people scan a QR code on a leaflet and whether doorknocking or the position of the code on the leaflet have any impact on scan rates.
  • Who's this helpful for: Campaigners
A tool to track and report Reform Council Failures across the country
This RCT investigated whether campaign materials attacking incumbents could influence voter turnout. Specifically, we tested whether mailers during the 2024 General Election criticising either local Conservative MPs or the national Conservative government could increase turnout among Labour supporters or decrease turnout among Conservatives. We were also interested in finding out whether messages focused on local MPs would be more effective than those referencing the national government.
  • Who's this helpful for: Campaigners, Members of parliament

For the latest entry in our Academic Series we welcomed Dr. Stephanie Luke, Lecturer in Politics at Cardiff University, whose research focuses on how political parties adapt their strategies in the face of new challenges. Her talk, titled When Attack Strategies Backfire Dr. Luke’s research looked closely at how this competition played out in the […]

  • Who's this helpful for: Campaigners, Journalists, Members of parliament, Researchers

In the latest instalment of Campaign Lab’s Academic Series, Dr Emmanuel Mahieux presented intriguing research exploring a provocative question: can we predict voters’ intentions using brainwave activity?Traditional political campaigns rely heavily on explicit measures such as polls and surveys to gauge voter intentions. However, these tools can often fall short, particularly among undecided voters who […]

  • Who's this helpful for: Campaigners, Researchers, Technologists