BUILT TO BE INTERROGATED
Don’t just trust the headline. Examine the research.
Sample
n=5,000 USA
Fieldwork
September 2026
Method
Online research panel
Weighting
Demographic and geographic population characteristics
Political preference
Not used as a weighting target
Quality controls
Respondent-quality and data-integrity checks
Political preference and identification are research outcomes. PBI does not force the sample to conform to an assumed political distribution, because doing so could suppress movement the research is designed to observe.
PBI examines political brands through five lenses
01
CHOICE
Consideration, preference and political movement.
02
RATIONAL DRIVERS
The issues and functional expectations influencing political choice.
03
PERSONALITY & EMOTION
The human characteristics and emotional associations attached to each political brand.
04
POLITICAL BRAND ENERGY
Not simply direction, but strength of feeling.
05
AUDIENCE MOVEMENT
How political attitudes differ across generations, gender, geography, media audiences and other groups.
INDEPENDENCE
We measure political brands. We don’t campaign for them.
NO PARTY.
NO CANDIDATE.
NO AGENDA.
PBI is an independent political brand research institute.
Our research may reveal uncomfortable findings for Democrats. It may reveal uncomfortable findings for Republicans. Frequently, it may reveal both.
That’s the point.
Our role is not to advocate for a political brand. It is to understand it.