A House Divided Against Itself Cannot Stand

The study also uncovered one issue on which the Very Pessimistic and Very Optimistic are united Both groups are polarized on practically every other variable measured Since this was a random subsample recontact of the annual national Simmons National Consumer Survey or quotNCSquotamp16025000 adults intab probability sample the 1527 new variables measured in the recontact can be analyzed against the 60000 attributes measured in the NCS We have only begun to tap this enormous database probably the largest psychographic study in historyBoth the Very Pessimistic and Very Optimistic groups align in that they watch television shows which activate them in some way have an effect on their own behavior This means shows that somehow inspire them to move the dials on their attitudes and perceptions change their behavior to mirror characters they aspire to be more like or in some other way take aboard activating informationBoth groups you might say are activists They also want to be influenced inspired andamp160moved Therefore they are also willing influenceables they want input that changes themThese insights were derived using RMT39s DriverTagsamp8482 I am Chairman of RMT amp160DriverTagsamp8482 are 265 wordsphrases distilled from every word in the English language by empirical methods to net down to those words which predict viewing according to set top box data amp160Below is a snapshot of what DriverTagsamp8482 tell us about the Very Pessimistic vs the Very Optimistic This is based on the Simmons recall measures of TV program viewing which correlate approximately 90 with Nielsen A person who watches a show gets a score for the DriverTagsamp8482 that show has been given by RMT researchers Those scores are accumulated to give every person in the Simmons 25000 sample a score on each of the 265 vectors More information on DriverTagsamp8482 is available at this ARF white paperWe present these data from the following point of view The average American probably believes in all of the values shown to characterize the two polarized groups We all probably support benevolence as well as independence and so on We each just give slightly different emphasis to each of these ideals Visualize as a possibility then that the great divide that seems to have split usamp160might actually be relatively smaller than realized differences in degree exacerbated by the heat of the election campaigns dirty politics and media exploiting ratings potential Trump is arguably the most interesting person in the world right now because of his uniquely uninhibited behaviorThis raises the possibility that with some clear reasoningamp160there could be a national reunification It can39t happen if we won39t tolerate giving space for it due to unappeasable rejection of Trumpamp160or other frozen attitudesIn that case the deunified USA is in bigger trouble than if we can leave space to talk this out like gentlefolkTo be continued Note On March 21 Pat Pellegrini President and CRO of Simmons Research and I will be presenting other fascinating nonpolitical ie brand and media findings from this huge psychographic study at the ARF ReTHINK 2017 Conference in New York from the main stage at 945AM Hope to see you thereClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

A House Divided Against Itself Cannot Stand

Author

Publish date

Channel

Bill Harvey

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

A House Divided Against Itself Cannot Stand

Enjoying This Commentary? There's More to Love

Bill Harvey

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

The payment was successful

Cookies