Elaborate began as The Election Modelling Project in South Australia in the mid seventies.  This early model has now developed to the stage that it is a more powerful explanatory tool than the traditional voter pendulum, with the added advantage that it also profiles both traditional and emerging voter blocs such as traditional swinging voters, Howard Battlers, Professional Women and Green Inner Urban voters. The same statistical techniques now form the basis of Elaborate and they have been applied to model and predict a wide range of consumer and economic behaviour.