Candidate NPS* (calculated by subtracting the percentage of Detractors from the percentage of Promoters) Obama McCain August September August September All Adults -44.4% -35.1% -45.9% -32.6% Registered Voters -43.2% -33.3% -41.9% -27.9% Democrats +3.9% +22.0% -83.3% -78.0% Republicans -85.6% -86.3% +13.1% +36.9% Independents -53.1% -47.0% -56.4% -38.6% Undecided Voters -89.9% -86.7% -90.3% -86.8% Women -43.3% -32.0% -51.9% -37.6% Source: BIGresearch, & Aug 08 CIA (N=8582) & Sep 08 CIA (N=8167) *Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred ReichheldFor complimentary results, please click here: http://info.bigresearch.com/ Obama doesn't do as well with Republicans (-86.3%) as McCain does with Democrats (-78%). Nor does he do as well within the Democratic Party (+22%) as McCain does among Republicans (+36.9%). McCain (-38.6%) is much stronger among Independents than Obama (-47%), who are likely the key to the election. Among those who are undecided about who to vote for, the candidates are virtually tied. The addition of Palin appears to have helped McCain among women. McCain currently has a NPS of -37.6%, compared to -51.9% in August. By calculating the NPS, candidates can track their Promoters and Detractors and get a clear understanding of the percentage of people likely to recommend them to a friend. Promoters matter because they use word of mouth to help secure much needed votes in a tight election.
If the Presidential Election were held today, who would you vote for? All Registered Voted in Adults Voters 2004 Republicans Democrats John McCain 40.3% 41.2% 43.2% 79.8% 12.1% Barack Obama 39.7% 38.9% 37.6% 7.5% 71.2% Source: BIGresearch, Sep 08 CIA (N=8167)About BIGresearch BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. BIGresearch conducts the Consumer Intentions and Actions (CIA) Survey which monitors more than 8,000 consumers each month. The CIA delivers fresh, demand-based information on where the retail consumer is shopping and their changing behavior. Unlike indicators based on past performance, this data brings intelligence on where the retail consumer is going, their intentions and actions. They also conduct the Simultaneous Media Survey (SIMM) of more than 15,000 consumers twice each year. BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent. http://www.bigresearch.com
Contact Information: Contact: Chrissy Wissinger BIGresearch 450 West Wilson Bridge Road Suite 370 Worthington, Ohio 43085 (614) 846-0146