As I read it, this article (or rather, its abstract) seems to work as: 1. The population is divided into leave voters and remain voters (and undecided) 2. Som

As I read it, this article (or rather, its abstract) seems to work as: 1. The population is divided into leave voters and remain voters (and undecided) 2. Some statistics will be different between these sets 3. Looking at the election campaign and these characteristics can tell us about how to target an election campaign according to these statistics [of the people who will eventually/currently plan on voting for your side] An alternative way to look at this is: 1. There are several qualities of people that change slowly with time; some people are inclined to vote leave and some remain and some in between 2. Some electoral material was produced trying to change how much leave/remain people are inclined to vote 3. Here is some statistics about the qualities of the people who were inclined a certain way. I think the article seems to have confused these two offerings slightly. For example suppose you see that leave voters are more RWA. Do you interpret this as: (a) leave voters are RWA so to encourage leave voters one should produce material targeted at RWA people or encouraging RWA ideas (b) the appeal of election materials for vote leave correlated to how RWA people were so RWA people voted leave so the style of material for vote leave is a lesson in appealing to vote leave personalities.