Pew Political Typologies

The Pew Research Center has analyzed the political views of Americans for more than a decade, most notably in their Political Typology reports. The typologies categorize Americans into one of 7-8 groups, based on their ideology, party identification, and values & beliefs.

For example, the Enterprisers group, representing about 10% of the country, is an extremely partisan Republican grouping, driven by a core belief in free enterprise and conservative social values. This group tends to be very patriotic, pro-business, anti-regulation, and assertive with foreign policy. Demographically, Enterprisers are predominately male, white, married, higher educated, and financially well-off. They are not much more religious than the country as a whole. This is the group that follows political news more closely than any other of the Typology groups. In the 2004 election, they voted for Bush 92-1 over John Kerry. (Incidentally, this is the group I end up in, when I take the typology test.)

The other groups, with their portion of the US registered voter population in (paren):

• Social Conservatives (13%)
  
• Pro Government Conservatives (10%)
  
• Upbeats (13%)
  
• Disaffecteds (10%)
  
• Liberals (19%)
  
• Conservative Democrats (15%)
  
• Disadvantaged Democrats (10%)
  
• Bystanders (0% of voters, but 10% of the adult population)
  

I have analyzed the 2004/2005 report in-depth, looking at the viewpoints of each group on key current issues and their voting patterns. I have also reviewed the prior reports, from 1999, 1994, and 1987, paying particular attention to the presidential voting patterns, from Reagan forward. In a future post, I'll outline what I've found there, and how it specifically relates to the 2008 election and Mike Huckabee. I have predicted voting outcomes for each of the groups for each of the top GOP candidates. Based on the last 2 decades, the key swing group is the Disaffected. Other important swing groups are Pro-Government Conservatives, Upbeats, and Conservative Democrats. Let's take a closer look at these 4 groups.

Disaffecteds

This is a politically cynical group that is mostly independent, party-wise. They tend to be dissatisfied with both their personal situation and with the state of the country. This group faces significant personal financial pressures, and is highly concerned with the impact of immigration or anything that impacts the availability of good jobs. They voted for Bush 2-1 over Kerry in the 2004 election, but about 25% of them didn't bother to vote at all. A large majority (70%) have no college education. They skew male (57%), and rural/suburban. This is a group that contains a large number of what used to be called Reagan Democrats.

Pro-Government Conservatives

Formerly termed "Populist Republicans", this group is typified by its strong religious faith and moral conservatism. Unlike other GOP groups, however, they express skepticism about the free market and are favorable toward government programs providing an economic safety net. They went for Bush by a 5-1 margin in 2004, but a fifth of them didn't vote. Demographically, much like a female (62%) version of the Disaffecteds. Nearly half are parents of in-the-household children, and nearly half live in the South.

Upbeats

Optimistic and independent, Upbeats feel good about the country and their own situation. They are more moderate on moral issues. In 2004, they voted for Bush by more than a 4-1 margin. Skew young, white, married, wealthy, educated, and suburban. A large portion of Catholics and mainline Protestants.

Conservative Democrats

Pretty solidly Democratic in recent elections, but distinguished from other Democrats by their religious orientation and conservative views on moral issues. This group contains an over-sample of older women and blacks. They voted for John Kerry as solidly as did the Upbeats for Bush.

More later…