Scotland is the target for Labour’s largest piece of research since analysing the “red wall” as part of an effort to sell Sir Keir Starmer and return more than 20 MPs north of the border.
The work is being led by Deborah Mattinson, Starmer’s director of strategy, in close collaboration with the leadership in Glasgow.
Focus groups of former SNP voters are being investigated as part of a strategy to discover the most persuasive arguments for mass conversions to Labour.
The responses will be used to inform a sophisticated online advertising campaign that will pinpoint online audiences — including gamers, puzzlers and music fans — to deliver tailored messaging.
Previous surveys have found strengths that Labour strategists believe they can build on. Starmer is seen
