Does your coffee cup denote how you’ll vote in the Presidential Election?

When you are in need of java fix, are you more likely to head to Starbucks or McDonald’s? Did you ever think that the drive-through you pull up to may indicate which presidential candidate has your vote?

There’s a lot of mud-slinging in the political arena these days—battle lines have been drawn and it seems like every other TV commercial is a negative campaign ad. So we like to lighten the mood here at BIGinsight™ every now and again and look at some unique voter segments to see how they plan to vote in the presidential election. First up were the coffeehouse titans.

I should start by saying that Independent Voters will likely decide the election. The political atmosphere is anything but bi-partisan and Republicans and Democrats appear to be behind their candidate. But Independent Voters who plan to vote in November are split. Our analysis shows that over a quarter of these voters are undecided and therein lies the opportunity for the presidential hopefuls.

So where, oh where (sorry—couldn’t help myself) can these voters be? Our “Coffee Cup Politics” analysis for August takes a look at where they go most often for their coffee and which candidate coffee drinkers from each coffee shop tend to prefer. Check it out…

• Likely Independent Voters who still haven’t made a decision are most likely to head to Starbucks.
  • 13.9% saying that’s where they purchase coffee most often.
• McDonald’s comes in at number two among this segment.
  • 9.3% go there most for coffee.
• Likely Independent Voters who go to Starbucks most often seem more inclined to cast a ballot for Obama.
• Those who prefer McDonald’s coffee are more likely to vote for Romney.
• It’s interesting to note that over a quarter of each voter group remains on the fence and historically unsure votes tend to end up in the challenger’s tally.

For further insight, take a listen as our Consumer Insights Director, Pam Goodfellow, discusses the analysis on one of our favorite local morning radio programs: http://ow.ly/dbpWf

Source: BIGinsight.com
2012, Prosper®

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