Methodology for Most Polarizing Brands

Morning Consult ranked the top 30 brands with the greatest gap between Republicans and Democrats

The inaugural edition of Morning Consult’s Most Polarizing Brands is based on 336,370 surveys conducted across the United States to rank which companies, organizations or brand names are most divisive between Republicans and Democrats. The data come from Morning Consult Brand Intelligence.

The top 30 brands — drawn from at least 1,900 — were determined using surveys conducted online from Oct. 3, 2017 to Jan. 2, 2018 among a national sample of U.S. adults.

To establish the Most Polarizing Brands, respondents were asked to indicate whether they had a favorable or unfavorable view of each brand. The final ranking reflects which brands had the biggest difference in their net favorability score — favorable ratings subtracted by unfavorable ratings — between Democrats and Republicans.

Between 1,000 and 30,000 adults who identified as Republican, Democrat or independent rated each brand, and the results have a margin of error between 0.5 and 3.1 percentage points.

Morning Consult’s surveys contain three principal sections: company evaluations, demographics and political tracking. The respondent first enters the survey and answers broad demographic questions. Then, he or she views a short battery of political tracking questions, which we include to help validate results. Next, he or she evaluates a randomized set of brands across a range of questions such as favorability, community impact and purchasing intent. Finally, respondents answer an additional set of demographic questions.