A NEW PBI MEASURE
Political Brand EnergyTM
Traditional polling measures preference. Political Brand EnergyTM measures the strength underneath that preference.
Someone can lean Democrat or Republican weakly or strongly.
Those people can look identical in a conventional headline number while representing very different levels of political energy.
Political Brand EnergyTM helps expose that difference.
“If you only measure approval and disapproval, you miss whether that approval is soft or hard.”
Best-practice brand science holds that an attitude can only be read at the resolution of the instrument used to measure it. Scales with sufficient sensitivity, and measures that capture emotional as well as functional associations, are therefore essential for a true read of attitudes, preferences and emotional shifts.
The same logic governs sampling: current party preference is the outcome a brand-science tool exists to explain - its dependent variable - so weighting a sample to that outcome fixes it before measurement begins and movement in it cannot be observed. Excluding current party preference from the weighting targets is therefore a logical requirement of any reliable brand-science tool, not a stylistic choice.
PIONEERING POLITICAL BRAND SCIENCE
