Particularly in closely contested purple states like Minnesota, the game for Republican candidates has become to run as an extreme right-winger in Republican primaries, then pretend to be a “moderate” in the general election by walking back much of what you promised in the primary. 

This “pivot to the center” is done to appeal to “swing voters,” or voters who tend to swing back and forth between voting for Democratic and Republican candidates. These voters often prove to be key in general elections.

There’s one impediment to politicians’ deceptive strategy–opposition research.

A lot of people tend to think of campaign opposition research, or “oppo” for short, as being unsavory or unethical. They envision political hacks “digging up dirt” about opponents, private investigator style.  In reality, opposition research is most often just documenting the opponents’ public statements. Typically, a relatively low-level staffer is hired to catalog news coverage and go to the opponents’ public events to record what the opponent is saying. 

Gathering and organizing this information is horribly tedious work — more like an archivist than a private investigator — but the messaging fodder it produces can be decisive in close elections. And it brings more transparency to politics.

For instance, in the Republican primary, Scott Jensen promised Republicans in unequivocal terms that he would try to ban abortions in Minnesota.  MinnPost summarizes his position during the Republican primary campaign:

“In March, before Roe was overturned, Jensen told MPR News he would ‘try to ban abortion’ if elected governor. And in a May interview on WCCO radio, Jensen, a practicing family physician, said he wouldn’t support exemptions for rape and incest…”

ABM even says Jensen told the St. Thomas University Young Republicans in December 2021 that he would throw a party if he was able to limit abortions.

“If I get a chance to sign a pro-life piece of legislation, we’re not just going to sign it, we’re going to have a party.”

But alas, abortion banning statements that produce thunderous ovations from ultra-conservative primary voters produce lusty boos from more moderate swing voters.  After all, about two-thirds (65%) of Minnesota voters oppose new severe abortion restrictions. Most Minnesotans clearly don’t view abortion banning as party-worthy.

Therefore, once Jensen won the primary, he began frantically trying to walk back his promise, saying he would grant exceptions in the case of rape and incest.  (Or as Jensen’s running mate Matt Birk might put it, Jensen “played the rape card.”)

For a while, it felt like Jensen’s flip-flop was working a bit. The news coverage of his flip-flop muddied the waters and made Jensen seem more moderate than he is (e.g. Based on his policy positions, Jensen has a 100% rating from the extremist anti-choice Minnesota Citizens Concerned for Life).

But thanks to a behind-the-scenes opposition researcher, a devastating ad is currently being heavily aired by the progressive Alliance for a Better Minnesota (ABM). The ad is holding Jensen accountable for his primary election promises.  (I’d provide a link to the ad here, but ABM inexplicably doesn’t seem to be making it available online.)

The ad captures Jensen’s original promise to ultra-conservative primary voters and plays it back to more moderate general election swing voters.  It also includes a chorus of Minnesota women expressing outrage about Jensen’s abortion ban promise. It’s powerful.

Though news media coverage exposed Jensen’s flip-flop on abortion, the ABM ad does several important things that news media coverage can’t.  For instance, ads provide brevity for voters who don’t have the patience to dig into detailed news stories.  They are carefully targeted to reach persuadable voters who often don’t follow the news closely, or at all. Finally, unlike news coverage, ads deliver message repetition, which makes the issue and the messaging stick in voters’ minds.

So, if Governor Tim Walz ends up being reelected this November because pro-choice suburban voters swing in his direction, don’t give all the credit to the candidate, field organizers, and his big-buck political consultants.  Remember to give a little love to the lowly bottom-feeding staffer who captured and shared that audio clip to prevent Jensen from deceiving his way into the Minnesota Governor’s  office.