The Fault Lines of America

Democrat or Republican? Partisanship now defines many Americans’ social identity in a way once reserved for religion and race.

The author(s)

  • Nicolas Boyon Senior Vice President, US, Public Affairs
  • Robert Petrin, MAS, PhD Director of Data Analytics & Applied Sciences, US, Public Affairs
  • Clifford Young President, US, Public Affairs
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New Ipsos research finds that identifying as either a Democrat or Republican is a real and more meaningful source of difference than race or religion in the minds of many Americans today — particularly for Democrats.

This is evident by the results of a novel study in which Ipsos designed a poll that presents a nationally-representative sample of Americans with a variety of profiles of other people—two at a time. Respondents were then asked to choose the profile with whom they felt more in common. Each profile features different attributes related to race, religion, country of origin, education level, urban or rural residence, and political party—forcing respondents to decide between coexisting pieces of their identity. Because these attributes are shuffled randomly, over about 35,000 choices, researchers can use these polling data to calculate the importance of each attribute in driving how Americans identify with others.

The data are compelling and relevant to brands across all industries.

Download our detailed paper now or visit TIME for more highlights and interactive QUIZ.

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The author(s)

  • Nicolas Boyon Senior Vice President, US, Public Affairs
  • Robert Petrin, MAS, PhD Director of Data Analytics & Applied Sciences, US, Public Affairs
  • Clifford Young President, US, Public Affairs

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