Election campaigns are exciting opportunities for candidates and political parties to evaluate what it is they are truly offering the people of their country, and to strengthen their relationships with voters. The better a campaign team or political party plans and prepares for an election, the more it will gain and the stronger it will become. This module focuses on the tools needed to answer the core questions of any campaign: how many votes will it take to win, and exactly where will the campaign find this support? answers to these questions can be determined through certain types of research and strategic analysis. Candidates, campaign managers, and political parties must conduct research and analysis in advance of an election in order to manage resources effectively and maximize voter support. The content of this module includes techniques to calculate the number of votes that a candidate or party will need in order to win on election day, as well as systems to determine where to go to find those votes. This workbook also covers how to research and understand voting trends, and how to assess the percentage of eligible voters who will actually vote on election day. All of this information is used to inform and shape a campaigns strategy, which is a statement that defines how it will win the election.