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Brett-Butler
post Apr 20 2017, 06:23 PM
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I recently came across YouGov Profiles, a project run by the polling company to give an idea of the profile of a people who identify with a person, product or brand, which I imagine would be quite usual if you are trying to target you message or advertising towards a particular group of people. In order to try it out, I've searched what the average fan of the leaders of the 4 biggest political parties in the UK look like, and listed what their favorites were below (obviously these aren't extensive, as things like music & films wouldn't be completely tailored to their research, but it's quite interesting nonetheless) -

Theresa May -
Male
55+
ABC1 Social Bracket
South Coast
Works in Finance
Likes Gardening & Rugby Union
Shops at Waitrose
Favourite clothes are Blue Harbour
Banks at Lloyds
Drives a Landrover
Favourite movie is The Italian Job
Favourite TV show is Great British Bake-Off
Favourite musician is Taylor Swift
Reads The Daily Mail & Spectator

Jeremy Corbyn -
Male
18-24
ABC1 Social Bracket
Wales
Works in Civil Society
Likes Writing & Formula 1
Shops & Banks at the Co-Op
Wears Casio Clothes (?)
Favourite movie is Suffragette
Favourite TV show is Peep Show
Favourite musician is Squeeze
Reads Guardian & Private Eye
"Thinks the world is controlled by a secret elite"

Tim Farron -
Male
18-24
ABC1
From The Borders
Works in Government & Civil Cervice
Likes Reading & Athletics
Shops at Sainsburys
Banks at smile.co.uk
Drives a Volkswagon
Wears Maine New England clothes
Favourite movie is Eye in the Sky
Favourite TV show is Great British Bake-Off
Favourite artist is Ben Folds
Reads The Guardian & New Statesman

Nicola Sturgeon -
Male
18-24
ABC1
From Central Scotland (funny that)
Works in Government & Civil Service
Likes Tennis & Writing
Shops at Lidl
Wears Armani
Banks at Bank of Scotland
Favourite film is Suffragette
Favourite TV show is Great British Bake Off
Favourite musician is Taylor Swift
Reads The Herald & New Scientist
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Suedehead2
post Apr 20 2017, 08:07 PM
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And therein lies the problem. Corbyn, Farron and Sturgeon all appeal to ABC1s aged 18-24 whereas May has the ABC1 age 55+ group to herself. Add to that the fact that the over 55s are more likely to vote and you can see why the Tories are clear favourites to win.
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Brett-Butler
post Apr 20 2017, 08:18 PM
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Interestingly, John McDonnell's appeal is largely with the 55+ group, as is the same for Yvette Cooper, so one suspects that a good strategy would be to pair Corbyn off with someone who appeals to one of the other demographics for maximum appear (just checking Diane Abbott - hers is 40-55 demographic). I'm yet to come across a politician that appeals more to the female demographic than the male one yet, but I'm keeping an eye out.
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Doctor Blind
post Apr 20 2017, 08:39 PM
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Dave Gorman had an entire episode dedicated to this as part of his Modern Life Is Goodish series.

We rely too much on market research YouGov has a website where you can see lots of data that it's assembled from surveys completed by the general public. It has one section which shows you what fans of a particular celebrity are like apparently, Little Mix fans share more right-wing values with Katie Hopkins than any other fans! But the more you think about it, the more you realise this research is nonsense: it says that the people who like Ant and the people who like Dec are different people! But how is it possible for Britain to have significant numbers of people who say, "I like Ant but not so much Dec"? They're a package deal!
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Klaus
post Apr 20 2017, 08:55 PM
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'Shops at Lidl, wears Armani'... laugh.gif

The favourite movie being Suffragette is a bit too OBVIOUS. I think it would be rare to hear it as someone's favourite film going by film quality rather than subject.
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13 Beaches
post Apr 20 2017, 09:10 PM
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Yeah that very shows why Theresa and the Tories are ploughing ahead in the opinion polls. She's got that demographic all to herself.
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Bairlas
post Apr 21 2017, 10:42 PM
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Surprised that the ABC1 demo goes so heavily Sturgeon. With Glasgow and the greater Clyde as well as scumdee I'd have thought C2DE would have been her most popular demo.
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