Successful brands position themselves to stand for something. Their marketing strategy is designed to make consumers feel a certain way. Some brands like Jeep, Disney, and Coca-Cola want to be perceived as patriotic. In part 1 of this series, we looked at two high-profile brands to determine if they are perceived as patriotic. What happens when we look at the same questions, but focus on the two major political parties of the United States?
This wave of research was fielded from June 29th to July 14th, 2022, with a sample size of 3,506 respondents. Overall, 1,044 of those respondents identify as Republicans and 1,213 identify as Democrats. The remaining ~1200 respondents identify as “other.”
First, let’s compare perceived patriotism of the Democratic and Republican parties year-over-year. The Republican Party is considered to be more patriotic than the Democratic Party. We see the greatest difference in 2022 when the Republican Party is 8% more likely than the Democratic Party to be considered patriotic, and the smallest difference in 2021 when the Republican Party was only 1% more likely than the Democratic Party to be considered patriotic.
We have been analyzing perceived patriotism of the Democratic Party since 2019. Over the last four years, the percentage of people who consider the Democratic Party to be patriotic has been consistent at around 33%.
We also looked at perceived patriotism by political affiliation. It is no surprise that Democrats are much more likely than Republicans to consider the Democratic Party to be patriotic, up to 40% more in 2022. There is a slight increase year-over-year in Democrats who view the Democratic Party as patriotic with a 6% increase from 2019 to 2022.
When looking at perceptions of patriotism by panel, the results vary greatly with up to an 11% difference in results depending on panel. When we looked at overall perception for 2022, 33% of people see the Democratic Party as patriotic. When compared to the results by panel, we can see a difference up to 5% higher and 6% lower. This can be due to differences in panel management, makeup, and more!
We have also been analyzing the perceived patriotism of the Republican Party since 2019. Overall, in 2022, 41% of people see the Republican Party as patriotic. This is a 6% increase from 2021.
We also looked at perceived patriotism by political affiliation. Again, it is no surprise that Republicans are much more likely than Democrats to consider the Republican Party to be patriotic. In 2022, they are 43% more likely.
Finally, we looked at perceived patriotism of the Republican Party by panel.
When we look at perception of the Republican Party by panel in 2022, we see up to an 8% difference in panels. We also know that overall, 41% of people in 2022 consider the Republican Party to be patriotic. However, there is up to a 6% difference from that percentage by panel as seen in Panel E. These differences can have a significant impact on the accuracy of your data.
As we see in this blog, brand perception can vary by both demographic and panel. That is why strategic sample blending is a best practice to ensure your data is safe from sample bias and is consistent over time. This allows you to trust that any changes are due to shifts in the market, not inaccuracies in your data. To learn more about brand perception and how panels are different, check out Part 1 of our 2019 to Now: Patriotic Brands blogs and download your copy of The Sample Landscape: 2022 Edition.