Jun. 26, 2014

Beyond Red vs. Blue: The Political Typology

Our latest political typology sorts voters into cohesive groups based on their attitudes and values and provides a field guide for the constantly changing political landscape.

May. 26, 2011

’Staunch Conservatives’ Are Wary of Wall Street

Nearly three years after the financial crisis that sent the nation’s economy into a tailspin, the public expresses mixed views of Wall Street. Nearly half of Americans (47%) say that Wall Street hurts the U.S. economy more than it helps, while 38% say it helps more than hurts; 15% offer no opinion. These findings, from […]

May. 4, 2011

How We Identified Your Group

Identifying which group is the best fit for you involved matching the pattern of your answers to the political value questions and party affiliation to the responses of people who took the 2011 typology national survey. This entailed a two step process: first creating the typology groups for the survey and then identifying which typology […]

May. 4, 2011

Beyond Red vs. Blue: The Political Typology

With the economy still struggling and the nation involved in multiple military operations overseas, the public’s political mood is fractious. In this environment, many political attitudes have become more doctrinaire at both ends of the ideological spectrum, a polarization that reflects the current atmosphere in Washington. Yet at the same time, a growing number […]

May. 10, 2005

Beyond Red vs. Blue

Part 1: Principal Findings Coming out of the 2004 election, the American political landscape decidedly favored the Republican Party. The GOP had extensive appeal among a disparate group of voters in the middle of the electorate, drew extraordinary loyalty from its own varied constituencies, and made some inroads among conservative Democrats. These advantages outweighed continued […]

Nov. 11, 1999

Retro-Politics

Foreword and Overview Foreword In 1987, we embarked on an ambitious project to better understand the nature of American politics. We identified a broad range of beliefs and values that underlie common political labels and that ultimately drive political action. A voter typology emerged from this effort which classifies the electorate into distinct groupings, defined […]

Oct. 25, 1996

Clinton Unites Dems, Gains Working Class Independents

Introduction and Summary After two presidential debates and six weeks of the general campaign Bill Clinton’s lead over Bob Dole is as large as it was in early September. The course of the race has changed little with the passing of each important campaign milestone. The only observable consequence of the debates is that the […]

Nov. 14, 1995

Energized Democrats Backing Clinton

Introduction and Summary Anxiety may replace anger as the dominant voter emotion in 1996. A major national survey finds significantly more Americans than 18 months ago worried about affording major expenses such as health care costs, college tuition, retirement funds and housing costs. Voter anxiety has increased across the political spectrum and appears to be […]

Sep. 21, 1994

The People, the Press & Politics

Report Summary Reflecting a dramatically changed environment in America and the world, the voter typology which Times Mirror created in 1987 has been modified to make it more responsive to the new values and attitudes that affect voter behavior in 1994. We present it as “The People, The Press and Politics: The New Political Landscape.” […]

Oct. 11, 1990

The People, The Press & Politics 1990

Seen through the Times Mirror Center for the People & the Press’ political typology of 1990, the American electorate presents a disquieting picture of political gridlock. Despite the personal popularity of President Bush, cynicism toward the political system in general is growing as the public in unprecedented numbers associates Republicans with wealth and greed, […]

Sep. 30, 1987

The People, the Press & Politics

Report Summary There are 11 distinct groups in the American electorate — 10 that vote in varying degrees, and one that does not vote at all. How Americans vote is a much more complex process than previously defined. There have been many attempts to analyze political attitudes in this country. Some analysts have focused on […]