Mobile Research Series: Bumper Stickers

One of the key features of the mobile application is multi-media testing not available in traditional telephone surveys. We utilized this feature to test an array of bumper stickers to see which stickers Americans would be most likely to put on their car.

Other potential uses for this feature:

  • Head to head comparisons of print media, logos, campaign spokespeople, website design, and a wide array of other visual stimulants.
  • The pairing of print message testing with visual stimulants.
  • The use of non-traditional image representation to quantify visual and emotional responses.

 image 1

What we learned:

  • 24{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} of respondents chose only “conservative” bumper stickers.
  • 33{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} of respondents chose only “liberal” bumper stickers.
  • 24{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} of respondents mixed and matched from the two sets.
  • President Obama is more polarizing than any issue-related bumper sticker. The Obama campaign sticker was +65 (70{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} core DEM, 5{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} core GOP) for core Democrats and the “How’s That Hope & Change Working Out For You?” sticker was +38 (43{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} core GOP, 5{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} core DEM) for core Republicans.
  • The one issue that unites core partisans is good old fashioned American pride.

Here are some charts with a full explanation and analysis of the bumper stickers.

Public Opinion Strategies