As Ghana gears up for its December 2024 general elections, a new survey by Afrobarometer reveals that honesty, character, and campaign promises are the key traits Ghanaians look for in candidates.

The report, released on Friday, 25 October 2024, provides insights into voter priorities, with honesty topping the list as 90 per cent of respondents rate it as a deciding factor.

The survey highlights that honesty and integrity weigh heavily on voters’ minds.

A majority also value candidates' character, with 88 per cent identifying this as essential. Campaign promises, while ranking third, still significantly impact voters’ decisions, with 59 per cent citing them as influential.

Alongside individual candidate qualities, Ghanaian voters are expected to show strong loyalty to political parties. The survey reports that 58 per cent of respondents intend to vote for both presidential and parliamentary candidates from the same party.

A smaller portion, 15 per cent, indicated they would “split” their votes between candidates from different parties, while only 6 per cent expressed support for independent candidates.

Political violence and intimidation remain a concern in the lead-up to the elections.

However, the Afrobarometer report found that most Ghanaians feel relatively safe; 85 per cent reported feeling “little or no fear” of political intimidation or violence during the last campaign period, with only 14 per cent expressing concern to some degree.

Overall, the survey underscores Ghanaians’ strong belief in the electoral process as a means to choose leaders, with 81 per cent of respondents affirming elections as the best method.

This level of support for democratic elections has remained consistently above 80 per cent for over two decades.