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.
Mavericks of Media Summit
From the proliferation of SVOD providers to using audio to supplement regular content, there are a lot of tools available to help you stand out among the noise. But what’s the right recipe? This Mavericks of Media summit will talk about the ideal content future and make you think about how to stay top of mind when it comes to viewer’s wants and needs.