Mussa Dankwah, Executive Director of Global Info Analytics, has emphasised that winning elections in Ghana today requires research, strategy, and science, rather than propaganda or emotional rhetoric.
Speaking on the Citi Breakfast Show after his outfit’s projection for the Akwatia by-election, Dankwah described the experience as “one of the most fulfilling” he has conducted, citing the accuracy and impact of their findings.
“I knew I would have been taken to the slaughterhouse. They were preparing to take me there to finish me if I got this wrong,” he revealed, underscoring the high stakes surrounding their work in Akwatia.
Dankwah explained that the dynamics of Ghana’s elections have shifted significantly over the years, largely driven by a younger, more informed voter base.
“The word here is poll, fair game, research, and science. Gone are the days when elections are won on propaganda, emotions, insults, or just anything,” he said.
According to him, political parties must adapt to this evolving reality or risk alienating the electorate.
“Over 70% of people who vote in Ghana today are below 35 years old. That is something that they must appreciate and understand the implications of the same,” he noted.
Dankwah emphasised that younger voters are tech-savvy, well-connected, and highly discerning, particularly because of social media.
“These people are on social media, and they will be quick to fact-check you. If they fact-check you and realise that you are telling lies, that is your end,” he cautioned.
