KUALA LUMPUR, Aug 11 — Independent pollster Ilham Centre said Pakatan Harapan’s (PH) strategy of attack against caretaker Kedah menteri besar Datuk Seri Muhammad Sanusi Md Nor for its state election campaign could backfire as the latter’s popularity only seems to grow with each rebuke.

The think tank said that the PH campaign failed to understand the situation in Kedah, and the level of acceptance and vernacular of its voters, which have contributed to Sanusi’s strength and popularity.

"PH-Barisan Nasional (BN) leaders linked Muhammad Sanusi on the rare earth elements (REE) issue in Bukit Enggang forest reserve in Sik as a reason for the people in Kedah to reject PAS and Sanusi.

"However, the campaign led by PH’s secretary-general Datuk Seri Saifuddin Nasution Ismail turned out to be ineffective; in fact, it backfired,” said Ilham Centre.

Ilham Centre said that PH should have focused on issues, such as water, the cost of living and job opportunities for young people instead.

It also said that Muhammad Sanusi’s strategy of offering grants and solving decades-long land issues has left a deep impression on voters in Kedah and has boosted his leadership.

Ilham Centre also said Muhammad Sanusi’s media team played a key role through their creative editing of his speeches.

"In the findings of the study, the ‘Sanusi Effect’ has gone beyond Kedah and influenced voters in the other five states.

"A cross-state segment of young voters admitted their FYP TikTok received Sanusi’s videos. They expressed their admiration for Sanusi as a symbol of courage in expressing contradicting views against the government,” it said.

Ilham Centre also said that the "Sanusi Effect” portrayed Muhammad Sanusi as a victim of circumstances, which allow Perikatan Nasional (PN) to profit from the attacks on the caretaker menteri besar.

The survey, which was conducted from July 28 to August 8, involved a total of 2,304 respondents, with 48 respondents involved in an in-depth interview that included groups of young people, local leaders, and women.

Ilham Centre also said that the data from face-to-face were collected by enumerators using surveys and semi-structured interview protocols.

"The margin of error in this survey is 2 per cent with a confidence level of 95 per cent.

"The quantitative and qualitative data collection process covers all six states with a stratified random sampling method covering all age levels, ethnicities, household groups, education levels, occupations, and different localities.

"The research data was analysed quantitatively and qualitatively thematically,” said Ilham Centre.