'The Victory Lab': The Science Behind Winning Campaigns

POLITICS -- September 11, 2012 at 5:55 PM EDT

'The Victory Lab': The Science Behind Winning Campaigns

Have you ever wondered what your grocery store receipt has to do with your voting record? Chances are political operatives are poring over potential voters' everyday decisions trying to formulate winning campaign strategies. That is the premise behind the new book, "The Victory Lab: The Secret Science of Winning Campaigns."

Hari Sreenivasan sat down with author Sasha Issenberg, who is a columnist for Slate, to discuss how the worlds of social science, data analysis and political theory are colliding and changing the way we think about political campaigns.

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