In a week’s time, Americans will go to the polls for what is known as the mid-term elections. Inevitably, the results will lead to much speculation on what it means for Donald Trump’s chances of re-election in 2020. However, I will be surprised if many commentators will look to history as a guide to 2020 and so I will fill in this gap with the help of fun 10 question quiz about US presidents.
My wife is American and so it should be easy to guess what we were talking about on the morning of 9th November 2016. Donald Trump’s victory in the US Presidential election was a surprise to many people and prompted much discussion on the similarities between Trump voters and the Leave voters in June. However, my wife remarked that people may be looking at this the wrong way round and perhaps the correct question to ask is whether there is greater similarity between Clinton & Remain voters.
Identifying similarities and differences between groups of people is a cornerstone of the field of market research known as customer segmentation. It is one of my favourite areas of statistics and can be used regardless of whether the data comes from a survey or from customer records. When my wife posed her question I immediately thought of 2 ways I could answer this using segmentation methods.
- Look at how people feel (their sentiments) which is what this post is about.
- Look at how people voted (their behaviour) which I will cover in another post “Who has more in common? Leave & Trump voters or Remain & Clinton voters? Analysis of voting behaviour”