Scotland politics

Scottish independence: Better Together targets voter 'tribes'

Media playback is unsupported on your device
Media captionBetter Together will use its new "Patriot" system to categorise voters

The group campaigning for a no vote in Scotland's independence referendum has said it will embark on the most sophisticated targeting of voters seen in British political history.

Pro-union Better Together has launched its new "Patriot" system.

It will divide Scotland's four million voters into 40 different tribes.

This will then allow the campaign to speak directly to undecided voters using letters, emails and face-to-face discussions.

Better Together said the technology, which has been developed with information from credit rating agency Experian and input from former advisers to President Obama, will allow them to identify lifestyle indicators like the number of cars a family has and local house prices.

Voters will then be "linked" to activists of a similar age or with similar social media friends.

In a statement, Better Together campaign director Blair McDougall said: "We have to make sure that we are on the doorsteps and high streets, but also that we are also on peoples' smartphones, tablets and PCs.

"This new tool will help bring our thousands of volunteers together with the key voters who will decide the outcome of the referendum."

Related Internet links

The BBC is not responsible for the content of external Internet sites